Table Of Contents
Pg 6 - Structuring Your Interview Guide
- Organizational Context
- Propensity to Buy
- Personality Attributes
- Motivators & Priorities
- Content Clues
Pg 16 - Recruiting Candidates
- Who Do I Interview?
- To Incent or Not to Incent
- Sample Communications
Pg 22 - Conducting the Interview
Pg 24 - Takeaways and Insights
First 3 Pages
The Ultimate Persona Interview Guide
how-to guide for conducting insightful persona interviews.
What to ask.
Do ‘em right!
Who to talk to.
These insights are provided by Samantha Stone, Founder & Principal
Analyst of the MarkeIng Advisory Network.
Throughout her career, Samantha has launched go-‐to-‐market iniIaIves and lead markeIng strategies for award-‐winning, high
growth technology companies including Netezza, SAP, AscenIal SoKware
and PowersoK. In 2012 she founded The MarkeIng Advisory Network
to help enterprises unleash the possible within their organizaIons.
You can read more about her markeIng philosophy and get
pracIcal advice by visiIng www.unleashpossibleblog.com or following
her on twiQer @SamanthaStone. Email her at samantha.stone@markeIngadvisorynetwork.com
The guide was produced by Cintell. Our mission is to create a
customer-centric world. We help businesses like yours collect,
manage, and share persona insights in an easy-‐to-‐use online tool.
With the rise of powerful markeIng technology, marketers are in
a posiIon to beQer serve our customers and internal stakeholders
than ever before. But the effecIveness of these tools and technologies are only as robust as the underlying strategy.
That strategy begins with a deep understanding of our buyers.
In this fast-‐changing, buyer-‐driven world, it’s never been more
important to become expert at who our buyers are – and
get to know them beyond their job title.
Our new empowered B2B consumer seeks relevancy and empathy.
And marketers know this: In a recent ITSMA study, technology
marketers predicted that understanding buyers will soon become
their #1 responsibility.
But getting to this insight is not easy. There are no short cuts.
Primary research is the cornerstone of meaningful customer intelligence.
It illuminates the true perspective of your market, giving you the
groundwork for solid, actionable buyer personas.
I’m so honored and excited to have partnered with Cintell advisor
and persona coach Samantha Stone to bring this very actionable
guide to life. It’s intended for companies who want to drive
more customer-‐centricity in their organizations. I hope you find
it helpful in your own journey.