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Persona Development Process

How We Develop Buyer Personas and Define the Buyer Journey for Inbound Marketing

An effective marketing program begins with knowing your buyers. You need to understand who they are, what job functions they perform, where they spend their time online, their professional priorities and what decision criteria they use. Why? Because even Google says understanding consumer intent is powerful for marketers. Once you identify your buyers' intentions, you can develop buyer personas so any person driving marketing strategy or producing content for your brand can be successful.

The 5 Rings of Buyer Insight



At Kuno Creative, in-house brand journalists develop buyer personas and define the buyer journey. Developed after months of outside research and education, our process incorporates the Buyer Persona Institute’s 5 Rings of Buying Insight™ and has proved instrumental in informing marketing strategies. In short, it allows us to become experts in your buyers, your business and your industry.

How Our Persona Development Process Works

First, you will provide your Kuno Creative brand journalist with 10 to 12 people
to interview. The first three to four interviews performed will be with your employees and may include:

  • Leadership team members

  • Heads of Marketing and PR

  • Appropriate Sales Personnel

  • Appropriate Product Managers

The second group includes recent customers and potential buyers who did not become customers (sales you count as “closed-lost”). These should be broken down to include:

  • 3 to 4 half-hour interviews with recent customers

  • 3 to 4 half-hour interviews with closed-lost sales

The ideal person to interview in each situation is the person who “did most of the work” during the buying process. The brand journalist will reach out to each potential interview subject individually and request an interview. The journalist—at the convenience of the source—then schedules interviews and sends a Google Calendar invitation with GoToMeeting login information.

After all interviews are completed, the brand journalist analyzes interview transcripts for common buyer sentiments. These sentiments are condensed into a digestible format and provide the framework for developing buyer personas and recommendations for future content.

Buyer personas and the buyer journey become the framework for every marketing initiative. By undergoing our Persona Development Process, you can rest assured your buyer personas and buyer journey will be thoroughly researched and correctly identified.

We can create and implement a winning persona development strategy that helps you achieve your business goals.

Kuno Creative Buyer Insights Process

Request a consultation to discuss developing buyer personas and defining the buyer journey for your company.

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