Persona Docs Process with Templates

Hi everyone! Hope you all are enjoying October. We live in a neighborhood that is CRAZY for Halloween. Big block parties, decorations, haunted houses. I have to step up my spookiness game next year. Also, my bday is today so I love this time of year.

Today we are going back to basics...

Unlocking the full potential of your customer marketing campaigns begins with understanding your audience. In this episode, I’ll go into the art of creating Persona Documentation and its benefits, offering a roadmap to optimize customer engagement and deliver an exceptional experience. (Your product marketing team should have these so make a copy but change it to post sale personas.)

Persona Docs: A Deeper Dive

Objective: Build clear documentation of each persona to influence marketing programs and messaging, gather insights on challenges, and drive engagement.

Success could look like: Boost utilization by admins, engage executives, how to incentivize healthy behavior, improve retention rate, and enhance NRR.

Total Timeline & Approach: A strategic process spanning 6-10 weeks.

Key Benefits of Admin Persona Documentation:

Influencing Marketing Programs: Persona Docs are the key to crafting precise marketing programs. They provide essential insights into your audience's challenges, preferences, and decision factors, enabling you to tailor your content and campaigns to their specific needs.

Empowering Customer Success Managers (CSMs): Persona Docs equip CSMs with valuable information to address customer challenges more directly. When renewals approach with these customers, CSMs can use this insight to proactively provide solutions and support.

Customized Content Creation: Customer Marketing team can develop content and collateral that directly addresses the unique challenges of admins, users, etc. This ensures your offerings align with their needs and showcases how your company can be a valuable partner in overcoming these challenges.

Enhanced Engagement: Persona Documentation acts as the cornerstone for creating an automated, always-on engagement program. This program continually gathers insights, ensuring your content strategy remains relevant and your CSMs have talk tracks that resonate with Admins.

Information you will capture:

Examples of Demographics:

• Select Persona: User, Admin, Executive, Decision Maker
• Location: Washington, DC
• Job Title: Head of Sales
• Career Path: CRO
• Family Life: Likely, Not likely (for gifting purposes)
• Communication Preferences: Linkedin, Email, Text

Struggles your product/service could address:

• Needs: Hit company goals, needs to show the ROI of tool.
• Motivations: Promotion, Recognition, etc
• Pain Points: Opens multiple support tix, low adoption of platform.
• What can we do to help: More 1:1 with CSM or connect them to Product team/webinar.
• Persona’s Journey: Implemented your platform through a successful onboarding. Has adopted your platform and is clueless. Has a CSM or is tech touch. Is only contacted when it’s time to renew… and so on.

The Journey to Admin Persona Documentation:

Diagnostic Phase (1-2 weeks): Conduct a thorough review of existing persona documentation, assess current segmentation, and engage in insightful interviews with your CSMs.

Strategy & Persona Documentation (2-3 weeks): Clone the Persona template below, craft survey questions, and implement the survey within your tech infrastructure.

Survey Engagement Implementation (3-4 weeks): Run the surveys for four weeks, collaborating closely with your CSM team to drive maximum engagement.

Reporting, Training, and Documentation (1 Week): Summarize responses and data trends, jump on an all hands call and present findings.

To get you started... here is a template!

By completing this project, your Customer Marketing campaigns become laser-focused, creating meaningful connections with ALL customers, driving utilization, and boosting overall engagement. This journey shows how deeply you've committed to figuring out the best way to do your job. The information you learn in this short amount of time will set you up for success and get executives eyes on your department.

Love your CMA Soulmate,

Leslie

More Digital Resources

Catch up on previous newsletters here.

Check out my video course Measuring the ROI of Customer Marketing & Advocacy if you want to showcase the ROI of your programs. Enjoy your 20% off!

A free resource to help you while you are interviewing or going through performance reviews and gunning for a promotion- CMA Career Framework.

My latest free book on Account Based Customer Marketing (ABCM) with 50+ pages of plays for Retention, Upsell, Executive Outreach, & Scrappy ABM. Unlock Growth with ABCM is available for download.

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