It Seems Obvious, Once You See It
December 17, 2008
Sure, In the SMB space we also have to know our customers. But who are they really?
Do you truly know, and identify with your customers?
At a previous spot I worked, we did the research to develop persona’s of the key stakeholders of our target market.
These allowed us to build the elevator pitch and marketing material geared towards each different stakeholder.
There was material targeting the business division manager who had a pain point, material targeting the CFO who would be authorizng the purchase etc.
Using this persona, each message could be custom tailored to that individual stakeholder. The business manager may be looking for a particular functionality, while finance may be looking for a particular return on investment.
David has an excellent breakdown that I won’t repeat here, but check it out!
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