From the course: Create a Go-to-Market Plan
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Develop buyer personas and product use cases
From the course: Create a Go-to-Market Plan
Develop buyer personas and product use cases
- [Instructor] For your GTM plan, you've segmented your customer base and learned as much as you can about each one of these groups in the market. The next step is drilling down to the buyer persona, which helps you carve out customer subgroups, help connect product benefits to specific needs, and target your advertising and promotional efforts. What you learn about these subgroups helps shape messages and the content you share, moving customers more quickly from awareness to purchase. The buyer persona is a fictional character that represents your ideal customer, which profiles demographics, psychographics, and motivations. Develop the buyer persona by defining characteristics about your buyer. Ask what is your buyer's job title, occupation, responsibilities, challenges and obstacles, demographics, goals, values, hobbies, and news sources. When you segment, your objective is to target specific types of buyers in the segment with tailored messages. You're able to deliver more relevant…
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