Buyer Persona Creation Workshop

This event is now full.  Please call us at 1-888-972-8937 or e-mail us at buyerpersona@goalcentric.com to be added to the waitlist.

Description
You know a lot about your products.  You know a lot about your services.  You can itemize the features and talk about why each one is useful and better than your competitors’.  You know why your offering is different and what about it is a “value add.”  But can you talk clearly and convincingly about why your customers do or do not want to buy those products or services?

Even if your company has conducted significant customer research, you may struggle to translate that research into actionable insights that drive marketing and sales strategy and determine marketing details.  Buyer Persona Creation is a dynamic process that distills critical insights about how and why customers buy your offerings.  Learn how to focus your marketing with Buyer Persona Ecosystems.  Learn how to fuse your selling cycle to your customers’ buying cycle with Buying Process Scenarios.  Learn how to make products and services easy to sell.

In this two-day workshop, Goal Centric will introduce Buyer Personas and Buying Process Scenarios as marketing and messaging guides.  Through interactive presentation, and individual and group exercises, participants will learn:

• What a Persona is
• What a Buyer Persona is
• What the difference is between a User Persona and a Buyer Persona
• What Buying Process Scenarios and Buyer Persona Ecosystems are
• How to use existing research and conduct simple primary research as the basis for personas.
• How to create Buyer Personas, Buyer Persona Ecosystems, and Buying Process Scenarios from that research.
• How to use Buyer Personas as powerful tools that uncover and communicate customer insights, focus marketing decisions, and clarify strategy. 

Who Will Benefit?
Marketing managers and directors, sales managers and directors, product marketing managers and directors, product managers and directors, market research managers and directors, market segment directors, industry segment directors, and senior-level executives seeking to be thought leaders and experts in customer-centric strategies would all benefit from this workshop.

Agenda
Day One

• What Buyer Personas are 
• Why Buyer Personas are valuable to marketing and sales
• Components of good Buyer Personas
• The importance of research and how to gather it
• Creating and validating persona hypotheses

Day Two

• Creating personas
• Generating scenarios
• Identifing insights that lead to innovation in marketing and clarity for sales
• Presenting personas to your organization

Please visit the Goal Centric Web site for more information.  If you would like to register for this event with a real person, please call 1-888-972-8937 and we will be happy to talk with you. 

Monday, July 28, 2008 at 8:30 AM
- to -
Tuesday, July 29, 2008 at 4:30 PM (PT)

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Goal Centric Management, Inc.

Founded in 1999, Goal Centric Management, Inc. is a business that creates Buyer and User Personas. Our approach has helped organizations explore new markets, validate product concepts, implement buyer persona selling processes, and build customer-centric companies.

Goal Centric consults with Fortune 500 companies such as FedEx, Reed Elsevier, IBM, and HP. Goal Centric's principals, Tony Zambito and Angela Quail, aim to define and standardize personas through workshops at clients’ campuses and around the country.

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