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What is your go-to framework for defining the persona, the buyer pain points and elaborating on use cases?

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3 Answers
Market Research
  1. Bonnie Chiurazzi
    Bonnie Chiurazzi

    Glassdoor Director of Market Insights • 3y

    Persona frameworks are unique to the organizations and teams who use them. But there are a few core elements that will add some structural integrity to your personas. Context and Market - How do you define the market that this persona is pulled from? Do you need to be able to size the perona’s incidence in the marketplace? Name - Choose a name that is memorable and conveys whatever it is that makes this persona unique and/or valuable. Some folks like to give their persona a name like “Steve” or ...Read More

    10,286 Views
  2. Alissa Lydon
    Alissa Lydon

    Actively AI VP of Marketing | Formerly Mezmo, Sauce Labs • 2y

    Out of all of the frameworks I've tried, I think "jobs to be done" is my favorite. But in reality, I often end up riffing on it to build out a framework that is structured like the following: Use case name (aka primary job to be done) Persona(s) concerned with this JTBD Pain points in trying to accomplish this job Business impact of not getting this job done The value prop of our solution in solving this pain The differentiated features and services the solution provides to support the value pro ...Read More

    1,322 Views
  3. Sharon Markowitz
    Sharon Markowitz

    Intuit Principal Product Marketing Manager | Formerly Zoom, Atlassian, LinkedIn, Intuit + CPG • 2y

    I am a huge advocate of Pragmatic Institute’s work on professional training and certifications for product marketers and product managers, oftentimes embraced at the organizational level across divisions at enterprise companies.  Also, as a former employee and customer, perhaps I have an understandable bias!  There are other resources as well through reputable firms such as Product School, and PMA.  Buyer personas are one of the most important efforts a marketing team can embark on as it is used ...Read More

    886 Views

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