CASE STUDY
Understanding Buyer Personas for Tailored Messaging
How I built foundational buyer personas that informed content strategy and enabled persona-specific campaigns.
CHALLENGE
MasterSolve (now Faye) is a company that resells CRM software and provides implementation and ongoing management services for those CRM solutions.
When I joined MasterSolve as the first marketing hire, we had no documented insight into who our buyers were, what they cared about, or how they made purchasing decisions.
goal
Develop comprehensive buyer personas for all key stakeholders in our prospects’ buying committees.
For brevity, this case study focuses only on the sales leader persona that I developed. The goal was to understand this buyer well enough to create content and campaigns that effectively moved them through the funnel.
APROACH
I conducted research to build a complete picture of our sales leader persona:
Primary research:
- Interviewed sales leaders from my professional network to understand their day-to-day challenges and CRM pain points
- Spoke with our current clients to learn what influenced their buying decisions and what they wished they’d known during their CRM evaluation process
- Analyzed win/loss notes to identify common objections and decision criteria for this buyer
Secondary research:
- Analyzed search data to identify the key topics sales leaders were researching related to CRM and sales management solutions
- Reviewed online forums, like LinkedIn groups and subreddits, where sales leaders discussed CRM challenges
I synthesized this research into a detailed persona framework that included:
- High-level overview of who they are and what they care about
- Specific behaviors, thoughts, and feelings at each stage of the buying journey (Awareness, Consideration, Conversion)
- Content recommendations mapped to each funnel stage
RESULTS
I developed a comprehensive persona map for the sales leader, shown below. I replicated this process for all buying committee stakeholders, building a framework that informed our messaging and enabled full-funnel campaigns with persona-specific content. View the full PDF here.
Jenny Jones
Colorado Springs, CO
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