Goal Centric


Buyer Persona Creation Workshop Overview 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. This two-day workshop 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 should attend? 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. Fees The workshop fee includes the two-day workshop, training materials, breakfast and lunch. The tuition fee is due in full before the workshop begins. Hotel costs are not included in the fees and each attendee must make independent hotel reservations directly with the hotel, where Goal Centric has reserved a block of rooms at a discounted rate. Regular Fee: $1,100 Schedule 8:30 - 9:00 a.m. Registration and Breakfast 9:00 - 4:30 p.m. Workshop 12:00 - 1:00 p.m. Lunch 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 Hotel Accommodations Please call the hotels directly to make your reservations no later than 30 days before the scheduled workshop and mention Goal Centric to receive the special workshop rate. Travel/Transportation Whenever possible, we have chosen hotels close to or at the major local airport. Complimentary shuttle service is available to/from most hotels. Please ask about shuttle service when you register and check in at your hotel and be sure to allow plenty of time for local traffic patterns to and from the airport. Meals Breakfast, lunch, and refreshment breaks will be served either in or just outside the workshop room. If you have any special needs, including food allergies, please let Goal Centric know 14 business days in advance. Dinners are not provided, but there are many fabulous restaurants in the surrounding areas. Workshop attendees and presenters often go to dinner as a group. Attire Please wear business casual clothing with layers for varying temperatures. Cancellation Policy Refunds, less a $75 processing fee, will be provided if you cancel your registration no later than 14 days before the workshop begins. Registrants canceling within the 14 days prior to the workshop date will not receive a refund. If you are unable to attend the workshop dates for which you are registered, you may send a substitute to the original workshop date at no additional charge. “No shows” are liable for the entire course fee. Goal Centric will consider transfers to another workshop on a case-by-base basis. If Goal Centric must cancel for any reason; liability is limited to the registration fee only. How To Register You can register on-line with Eventbrite, which will allow you to pay via PayPal or Google Checkout. Or call us with any questions or to register over the phone: 1-888-972-8937.


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