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Quiz. What is a Persona? Documentation that uncovers customer needs that are then used for marketing purposes (A: Not exactly) A visual representation of what our clients look like (A: Not exactly) A research-based description of what a typical client is in the role (A: Yes, exactly)

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Quiz

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  1. Quiz • What is a Persona? • Documentation that uncovers customer needs that are then used for marketing purposes (A: Not exactly) • A visual representation of what our clients look like (A: Not exactly) • A research-based description of what a typical client is in the role (A: Yes, exactly) • Why are Personas important to Nurture? • A Persona tells us a lot about our target audience; we will use Personas generally and broadly to influence our communications (A: Not exactly) • We utilize every section of the Persona to help build our Nurture Worksheet (A: Not exactly) • Content that is designed to overcome buyer hurdles can be customized based on insights within a Persona (A: Yes, exactly)

  2. Quiz (continued) • Who is responsible for the creation of Personas? • Local teams will be responsible for the creation and utilization of Personas (A: Not exactly) • WW will be responsible for the creation and utilization of Personas (A: Not exactly) • WW will request that a Persona be created by Ogilvy (A: Yes, exactly) • What is the purpose of mapping the Buyer Journey? • To address the hurdles in the path to a purchase (A: Yes, exactly) • To address high-level client customer needs (A: Not exactly)

  3. Quiz (continued) • How do you determine the number of hurdles in a Buyer Journey? • Every Buyer Journey will follow the standard hurdles (A: Not exactly) • Each Buyer Journey is unique, and hurdles are defined by the complexity of the business need and solution (A: Yes, exactly) • A Buyer Journey follows four stages: LEARN, SOLVE, COMPARE, PURCHASE (A: Not exactly) • How will mapping the Buyer Journey help Nurture? • Give a better understanding of hurdles in the path to purchase (A: Not exactly) • Provide insights into our target audiences’ needs and wants (A: Yes, exactly) • “I need to secure my IT infrastructure and reduce costs” is an example of a hurdle or a customer need? • Hurdle (A: Not exactly) • Customer need (A: Yes, exactly)

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