An example of personas from 99designs; each of Accounting Directors Email Lists these . A individuals has a different set of design needs and would purchase a different combination of products.
- Focus on the personas where you are already seeing success.
- Uncover as much as you can about these people to help your marketing team understand what triggers and motivates them to purchase.
- Name your personas for easy and consistent reference amongst your team.
- Continually test and validate personas—they represent dynamic, living people.
Going through this exercise forces you to make choices about which potential customers you will and won’t focus on. This narrows the types of tactics and messages that are most likely to drive a positive response from prospective customers.
Building an acquisition team
Once you know who you’ll be targeting and how best to engage them, you need to make sure you have the right organizational structure in place. Whether you are creating demand (such as for a new product) or capturing demand for an existing solution, focus on the channel and marketing specializations that align with how you plan to engage prospective customers.
Generating demand
For instance, if you are looking to create demand for a new product, you may need to experiment with a mix of marketing channels to hit your customer acquisition growth targets. Maybe your team will try variations on PPC advertising, paid social media programs, or a referral program. The variations and the mix of channels will depend on your business, products, customers, and competition. Successful strategies, once you find them, will give you a sense of where to double down and invest headcount.
