In B2B creating in-depth personas is key to creating great content. Content that leads to conversion and to an “Insanely Great” Customer Journey.
To create personas with that kind of insight requires having an intimate knowledge of who the influencers and decision-makers are.
You need insight into what each of them must accomplish at each stage of the customer journey and what information or experience they need to achieve that business outcome.
- What information do they need and in what form?
- What information will they need to convey to others
- What will they need to accomplish during each stage and what will they need to move to the next stage.
Some of that insight can be gathered through research and analytics. To deliver content or experiences that truly differentiate you and create breakthrough customer value requires a different level of insight. An insight that comes from spending time with that customer in their environment. An insight that comes from watching them pull together information, interact with their peers, research and discuss competitive options and present that information internally. That kind of insight will help you create content and experiences that create truly breakthrough value and that will accelerate conversion. Those personas will need to be continually updated as the market changes and as you learn more about those customers and their needs.
I Look forward to your comments on this as a best practice and to your thoughts about other practices that create exceptional customer insight and value.
Mike Connor, Principal Spice Catalyst
David Fradin
David Fradin has trained thousands of managers throughout the world in the successful management of products.
With over 47 years of experience across major companies, 75+ products and services and 11 startups, he infuses his workshops with insights gained as an expert product leader, product manager and product marketing manager at companies like Apple and HP.
He was classically trained as an HP Product Manager and was then recruited by Apple to bring the first hard disk drive on a PC to market. As a result of his leadership and management skills, Apple promoted him first to Apple /// Group Product Manager and later Business Unit Manager at the same organizational level at that time as Steve Jobs.
He recently authored “Building Insanely Great Products: Some Products Fail, Many Succeed…This is their Story” Lessons from 47 years of experience including Hewlett-Packard, Apple, 75 products, and 11 startups later. Go to: Amazon Store
Also. "Organizing and Managing Insanely Great Products" and "Marketing Insanely Great Products."
His workshops cover the founding values, vision, product lifecycle and management employed by Apple at its start and which it subscribes to today. You can learn more about his workshops at Spice Catalyst Workshops
From Wiley and Sons, is a 796 page, university-level textbooks entitled: "Successful Product Design and Management Toolkit" covering keys to product success, product market strategy, marketing, soft skills, user experience, user interface, product engineering, and product support.
What students will learn in the workshops, online courses and books are cover what has made Apple the most valuable company in the world today. Go to David Fradin @ Youcanbook to schedule a time to talk.
David on Building Great Products, AI and Tech Shifts
By David Fradin |
Untold Stories From the Early Days of Apple Computer
By David Fradin |
Product Success Issues: Uses of Artificial Intelligence in Product Success Management
By David Fradin |
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