Learn the industry’s #1 method and become a buyer persona expert

Are you ready to build your buyer persona expertise and be recognized for your accomplishment? Attend our online workshop to learn the industry’s #1 method for gaining actionable insight into buying decisions and the people who make them. Within a few hours, you can acquire the skills and knowledge required for certification as a Buyer Persona Subject Matter Expert.

Video instruction and 17 comprehensive tools for every aspect of persona development
2 templates and 3 case studies to ensure you don’t build too many personas
12 tips for capturing compelling insights from as few as 10 interviews
4 guidelines to help you convince your stakeholders about the need for personas
A detailed interview guide to help you quickly master this unique approach
A Buyer Persona Subject Matter Expert badge for your resume or LinkedIn profile
3 examples of completed templates plus an example buyer interview

Why insight into your buyer’s decision is missing in most personas
How 5 Rings of Buying Insight reveal your buyer’s experience
What you can do with the 5 insights to guide your sales and marketing engagement
Why it’s important to think about your goals for personas before you build them
How to decide which people you need to interview and how many interviews it will take
Learn how to design a study that tells you how many personas you need and how to prove it
Why you need to be thoughtful about how you source your interviews
How to find people to interview and persuade them to talk to you
What to do to confirm the interview appointment and prepare for success
Why surveys and focus groups don’t work and how this method is unique
How to use the interview guide to walk buyers through every step in their journey
Why and how your stakeholders need to experience your buyer’s story
How to choose quotes from the interviews and find patterns that reveal personas
How to ensure your personas explain what buyers want from engagement with you
Why you need to segment buyers based on their buying experience
How to use your interview results to choose the right number of personas
Tips for explaining the value of buying insights to your stakeholders or clients
Consequences when companies don’t understand their persona’s buying experience
The future of buyer personas and how to assure they achieve their highest potential

8 Recorded Modules

MODULE 01	Introduction In this workshop overview, we’ll explain the importance of building buyer personas around the buying experience. You’ll understand why buyer profiles that merely describe the buyer result in too many personas and not nearly enough actionable insight. (8:35 video)
MODULE 02	5 Rings of Buying Insight Learn about the critical insights that define your persona’s decision to evaluate a solution like yours. We’ll help you differentiate each of these categories of insight and explain how you can use them to deliver the sales and marketing interactions your buyers are seeking. (9:47 video)
MODULE 03	Design Your Buyer Persona Study Learn which buyers you need to interview and how many interviews you will want to conduct. We’ll also explain the steps required for a segmented study, which reveals how many personas you need based on differences in your buyers’ approach to their buying decision. (15:41 video)
MODULE 04	Secure Interviews with Buyers To ensure you get the best insights from every interview, we’ll help you consider several approaches for finding buyers to interview. We’ll also walk you through the techniques you’ll use to persuade buyers to agree to meet with you. (15:05 video)
MODULE 05	Conduct Buyer Interviews You’ll learn how to interview buyers using our unique method, employing probing techniques that prompt buyers to reveal the perceptions, expectations and attitudes you need to explore. We’ll show you how to practice your new skills using our interview guide and example buyer interview, building your confidence and technique before your first live interview. (25:24 video)
MODULE 06	Mine Interviews for Insights In this module you’ll learn how to use our insights template to identify patterns across your interviews and build your buyer persona. You’ll see how to choose the most relevant and interesting quotes so that your stakeholders fully comprehend the practical and emotional elements of your persona and their buying decision. (21:57 video)
MODULE 07	Determine the Number of Personas Needed If you think you might have multiple buyer personas, this module will show you how to understand and defend the number of personas you truly need. We’ll show you how to conduct a segmentation analysis based on differences in each buyer’s decision so that every persona is actionable and relevant. (14:53 video)
MODULE 08	Interview With Adele Revella In this recorded interview, you’ll learn how to talk to your internal stakeholders or clients about the importance of this unique approach to buyer personas. Adele offers several tips to help you overcome common concerns based on existing buyer knowledge or misperceptions about the value of personas. (16:19 video)

Infographic: Buying Experience Self-Assessment
Infographic: 5 Rings of Buying Insight Defined and How Each Informs Marketing Strategy
Infographic: Designing Your Study (which buyers to interview and how many you need)
Infographic: 4 Tips to Prepare You for a Successful Interview
Example Email and Voicemail Scripts Asking Buyers for an Interview
Comprehensive Interview Guide: Conducting the Interview with Questions for each Phase of the Buyer’s Journey
Infographic: 12 Tips and Tricks to Ensure the Most Insight from Your Interviews
Example of Recorded Buyer Interview
Template: Spreadsheet for Finding Quotes and Patterns Across Multiple Interviews
Example of Interview Transcript with Comments
Example of Completed Templates for Analyzing Interview Patterns
Template: PowerPoint for Delivering Your Buyer Persona
Infographic: 5 Tips for Building Personas Based on Your Interviews
Example of Completed Segmentation Analysis
Infographic: 5 Rules for Choosing How Many Buyer Personas to Build
Recorded Interview with Adele Revella, including how to sell personas to stakeholders
Infographic: 4 Guidelines to Grow Your Influence with Stakeholders

This workshop is designed for every marketer or sales enablement professional who is responsible for “high consideration” products, services and solutions. Nearly all B2B solutions fall into the high consideration category, as well as those B2C solutions where buyers spend days, weeks, or longer evaluating their options and choosing one.

Adele Revella is founder of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business (Wiley), named a Top 5 Business Book by Fortune Magazine. Her unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur.

Adele’s inspiration for Buyer Persona Institute emerged as she developed and led the benchmark product marketing course for Pragmatic Marketing, the global training company widely considered the leader in B2B product management workshops.

Sales Page (More Info) | Archive

DOWNLOAD

You have to be logged in and our VIP Members to see the Download Links

FREE DOWNLOAD FOR ALL VIP MEMBERS!

Subscribe our club and download ALL COURSES for free + new COURSES in the future.

Buyer Persona Masterclass 2.0

FREE DOWNLOAD FOR ALL VIP MEMBERS!

Learn the industry’s #1 method and become a buyer persona expert

Masterclass Preview

What You Get

What You’ll Learn

Agenda/Curriculum *

Resources You’ll Receive

Who Should Attend

About the Instructor

FREE DOWNLOAD FOR ALL VIP MEMBERS!

Related

Discover more from 9WSODL

Reviews

Be the first to review “Buyer Persona Masterclass 2.0” Cancel reply