Buyer Persona Development for Industry Leading CRM Company to Increase Business Sales

Challenge

We began our relationship with Pega working on display advertising and LinkedIn banner ad campaigns. However, we quickly identified the need for a persona-driven marketing strategy. This would help to ensure the success of our programs. We partnered with Pega through our Digital Onboarding workshop to help define and refine their buyer personas.

Solution

Working from the buyer persona research that their marketing team had done, and leveraging the core steps of our Onboarding, we were able to identify gaps and areas for improvement. When we began, the company had 10+ different personas they were trying to target. Our goal with the Onboarding was to narrow this list down and identify key players who have the largest impact on their bottom line. 

We created what we call a “Persona Matrix," which helped the Pegasystems team clearly visualize the different overlaps existing within their current buyer personas. From there, we refined their personas down to a list of six, which allowed for ease of adoption and understanding at an institutional level. With a persona template layered to highlight the aspects most important to their executive, marketing and sales teams, we were able to get full team buyin and develop a targeted strategy that would drive higher ROI and increase sales.

Result

The PegaSystems team is now able to use buyer personas to shape their marketing and customer engagement strategies. They can also succinctly and accurately disseminate this information throughout their organization, an ability that allows a company of over 2500 employees to actionably leverage a persona-driven strategy.