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How to Build Better Buyer Personas

Section 1: Introduction to B2B buyer personas
Overview: Persona Introduction
Preview
Lesson 1: A brief history of modern marketing
Preview
Lesson 2: Trade Joe's vs. Whole Foods
Lesson 3: What does not having a persona look like?
Lesson 4: What is a persona?
Quiz 1: Personas introduction quiz
Introduction: Exercise 1
Section 2: Getting started
Lesson 5: 10-Step process overview
Preview
Lesson 6: Step 1: Clarify your marketing objectives
Quiz 2: Your marketing objectives and your persona
Lesson 7: Step 2: Gather your resources
Quiz 3: Conducting some quick market research
Lesson 8: Step 3: Form a team
Quiz 4: Forming a team
Section 3: Working the persona template
Lesson 9: Step 4: Demographics - Who are they?
Quiz 5: Understanding demographics
Lesson 10: Step 5: Where do they work?
Quiz 6: Exploring the company your persona works for
Lesson 11: Step 6: Psychographics - Why do they behave like they do?
Quiz 7: Understanding psychographics
Lesson 12: Step 7: Examples
Quiz 7: Looking at a few persona examples
Section 4: Using the persona
Lesson 13: Step 8: Socialize it
Quiz 8: How to socialize your draft persona
Lesson 14: Step 9: Apply it
Quiz 9: How to apply your persona to your marketing activities
Lesson 15: Step 10: Learn from it
Quiz 10: How to learn from your persona
Section 5: Bring your personas to life
Lesson 16: Exercise 2: Build your own persona
Lesson 17: Frequently Asked Questions
Lesson 18: Conclusion & additional resources
Quiz: Persona post-assessment

Section 5: Bring your personas to life

How to Build Better Buyer Personas
By: Mike Gospe
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