Audience Personas

	A	B	C	D	E
1	Persona Types and Characteristics	Persona Types and Characteristics
2		Marketing Executive	C-level, Entrepreneur	Marketing Manager	Freelancer / Entry-level Marketer
3	Company Size	Revenue TBD, 10+ employees	$1mm+ Revenue, 10+ employees	Revenue TBD, 25+ employees
4	Company Examples	Late-Stage Startup or Established Company	Series B Startup	$25-100mm Annual Revenue company
5	Demographics	Age: 38 - 55, Male or Female Well educated: college grad, possibly MBA Manages budget Responsible for results Not technical or hands-on Unfamiliar with emerging marketing technologies	Age: 33 - 55, Male or Female Well educated, well connected Sees opportunity Not a marketer, interested in reputation Has an idea of what marketing success looks like, not sure how to get there	Age: 25 - 35, Male or Female College grad, mid-level Executor but not strategic Unfamiliar with digital marketing technologies Understands importance of digital but not focused on it
6	Titles	Chief Marketing Officer (CMO) VP of Marketing/Growth/Product Director/Head of Marketing Product Marketing Leader	VC Partner, Employee Founder, Co-Founder, Owner CEO, CFO Sales Exec	Sr. Marketing Manager Marketing Manager SEM Manager Content Marketer Inbound Marketer Marketing Specialist
7	Psychographics Identifiers (Demeanor, Communication Preferences)	Busy, traditional, competing priorities, strategic but not doing the work, needs to scale efforts/move fast, bring in digital expertise to support team Overworked/stressed, not tech savvy, doesn't understand digital marketing and campaign execution Driven, intelligent, mature, process-oriented, methodical, introverted or extroverted.	Very smart, understands what he/she wants Decision-maker, super-busy Has a vision and wants strategic help / marketing expertise	Ambitious/motivated, busy with execution, missing digital puzzle pieces for campaigns Wants to move faster, get stuff done quicker, scale campaign execution Could use strategic support and direction Rinses and repeats but doesn't understand ROI well or not seeing results but sees potential
8	Professional Goals	Wants to show results, doesn't want to be slowed down by internal lag Wants to communicate results and get exec buy-in Wants to hit numbers and get bonus Wants someone to solve digital challenges and provide digital strategy and execution Wants it to be easy to communicate Values brainstorming, feeling reassured Hands on or hands-off, but wants weekly meeting Wants someone to strategize and/or execute and provide reporting	Wants to see company take-off Wants to move fast Wants to outsource and be confident in agency Wants to see results	Passionate about marketing Career-motivated Wants to learn and grow Doesn't want to figure out another piece of mktg puzzle
9	Triggers / What's happening around person?	Budgets mismanaged or not getting enough value Current agency not providing value/failing Doesn't have the internal web marketing talent needed Slow-moving processes, there must be a better way Knows that he can use some help getting ideas out of his head and onto the paper Takes on a new project that requires a lot of managing up and regular reports Has gotten feedback that marketing/advertising needs improvement Lacks confidence in expressing digital marketing ideas Upcoming product or BU launch Person knows he/she needs to step it up	Marketing is not working well or digital talent missing Marketing team may not exist, needs outsourcing Movement in marketing team Wants to advertise/promote product(s)/concepts	Movement in marketing department Reading and inspired to act Incompetent boss / lack of internal digital knowledge Wants to set a positive direction Sees issues with meeting goals Loyalty to those that help person learn and grow
10	Pain Points/ Challenges	Needs to drive more leads/sales/acquire more customers Doesn't understand data/analytics/what's working Website sucks, tough to work around Lot of sales mouths to feed Lack of in-house expertise, coherent digital strategy and execution Deploying campaigns and achieving results takes too long: there must be a better way of doing this I can't express my ideas that clearly, and I don't know where to find this expertise	Doesn't see in-house marketing driving digital value or taking advantage of digital opportunities Marketing not keeping up with product/sales On old website, needs web optimization Customers aren't being heard Wants attentive, brilliant company to strategize and execute Wants a strategy audit	Lacks knowledge and doesn't have internal expertise Boss doesn't understand struggles to execution Strategy is not well defined by leadership Certain areas of marketing don't have a strategy/focus Technology limitations Current efforts can't scale
11	Information Sources	Professional network of friends and peers Company Execs Marketing and Sales colleagues Professional associations (AMA, CMO Group, LinkedIn Groups, etc.) LinkedIn and Twitter Business publications, other websites and blogs (AdAge, Forbes, TechCrunch, figure out others)	Professional network of friends and peers Company Execs Professional associations LinkedIn and Twitter Business publications (Forbes, TechCrunch, Business Insider, Entrepreneur.com, figure out others)	Marketing conferences and events Browsing content across websites Facebook, YouTube, LinkedIn MarketingProfs, Mashable, Influencers LinkedIn Groups Quora
12	Benefits and Messaging	Benefits and Messaging
13	How can we help this person overcome their challenges and achieve their goals?
14	Marketing message - describe the solution
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