I have with me Mr Ryan. Montana Orion is director of product marketing at a company called Mavenlink, providing software for these services industry. So today we're going to talk about Personas so thank you for joining me. Thanks for having me to Yvette. So the first question is what process do you go through to create your personas? Yeah so working in product marketing I work with the product team and the marketing team. The one thing that we have in common, both personas for both teams is that it's all based on making assumptions about the personas and the people you're looking into and then backing it up with data. The other really important thing is to do this as a team working as a team is really important to building a good persona, because everyone then buys into what that persona is so a little bit of the process we use that mavenlink is we use a tool called course AI. I'll listen into sales calls when the sales team has the persona that I'd like to talk to on the phone. I listen to that. Quantitative data and then I'll take that back in, match it up against the assumptions I make. Like for example, I made the assumption that Tim, the project manager, uses spreadsheets. I'll go listen to calls and then I hear on the call. Yeah, uses spreadsheets for multiple different activities. Now I've sort of solidified that he does do that and that makes the persona concrete. And having a concrete persona that everyone buys into is key to getting messaging. Write an getting the direction of the product right? So how many personas do you usually put together for any given target audience? Yeah, it really just depends on the company. For example here at mavenlink we specialize in project management. Project management is broad and there's lots of different teams, lots of different ways people assemble project teams, so it may even like we have about 5 personas at a company that has different more of a niche product. We might only have one or two like it's better to have one or two really well defined personas than working off like 5 when only three of ' are well defined. Another tour sort of week. How do you choose the attributes or characteristics that help define the persona? How do you go through that process? Looking at the attributes in the characteristics you want to persona to have, you really need to be thinking about the job that they're trying to accomplish at the end of the day, or like how your product fits into that right? So, knowing that I may even like, we're going to use our personas to market to them on the marketing side, we would look into how they're using different devices, what's their age range, where they go to school, all these things sort of come into play. For really building a complete 360 view of the person that were marking too, so you touched on this a little bit, but give us if you can, to step by step, what do you actually do to create the persona? What are the what are the steps you take with your team? First off we go and identify the people who were trying to target like so project manager at Mavenlink is one. We have a resource manager, we have a services leader and we have executive level person. So after we've identified those people we actually try to put ourselves in their shoes. We think about the people we interact with on an everyday basis so. At mavenlink like RC, what does he do? When does he come in? What kind of car does he drive? What does he do in his spare time? All those kind of things. Same with project managers. Thinking of the different project managers we have here. But then the other ones we've interacted with and really get into their day in the life after that. It's all like those are the building of the assumptions, right? Right then it's collecting the data on them and making sure that these assumptions are correct. We have the assumption like they gave the example of a project manager using Excel. We would then go and look in project management forms on line. Look on LinkedIn chat like look everywhere and get that information together as well as using chorus AI to listen into calls and actually hear what they're saying what's coming out their mouth and really like that concept of the day in a life of I think that really hits to the core of a good persona. And what do they do? Day today and even the personal aspects involved? Yes, Kik is every two per two personas the same on paper. Same title as a project manager. They may go about their way in their day in a completely different. Different way, so once you've created personas, how do you actually use those? How do they come into play in your job? Yeah, we use them in a lot of different ways. Actually. The way I look at it becomes like the source of truth for the marketing team. A lot of times anytime that we're developing a new piece of content on the Mark Homes team were using the personas to decide who is this poor. So we use them all the way from content to the way we're going to target. Our ads are Director of Demand. Jen and I will work together. Sometimes I'll give him the personas and will sit down with. Google and work on our AdWords campaigns and all that, and they're literally will be setting up the attributes to the campaign based on the personas that I've provided. So we're making assumptions about age ranges. There's just a lot of different things you can use from it, or if you're making assumptions like hey, we're in Irvine, there's a lot of project managers or people in the space that went to UCI will use UCI as like a trigger for an online PC. Add 1 final question. It kind of is a continuation of that thought is what? Considerations to give into what type of technology platforms or a tools might your persona use and how does that affect the characteristic natural beauty? When you write your persona, that's a really interesting one. 'cause based on you take age into consideration right then, then that takes in technology into consideration. The younger the person is persona, the more plugged in they're going to be. So for a younger persona, even though up Spotify, advertising on Spotify may not be something that we would do for different personas afuera. Now they have podcasts. Their younger crowd for a younger persona. We definitely look at like places like Spotify, LinkedIn, Twitter. There's a lot of different technology platforms that are personas are on and so we need to take every single one into consideration. Knowing what they're downloading, what they're using, we want to be in those places, so we need to understand the places that they are sounds good. Thanks very much information. Thanks for your time. Thank you.
