1. Buyer Personas About This Document This document describes the personas that are involved in purchasing and using your products. A persona is a typical character that represents your target customer. A persona falls into one or more of the following roles in the buying process: 1.Initiator – the person who decides to start the buying process. 2.Champion – the person who tries to convince others they need the product – an internal salesperson. 3.Influencer – a trusted advisor whose opinions carry great weight with other people in the process. 4.Decider – the person who makes the final decision to purchase. 5.Buyer – the person who is going to write you the check. 6.User – the person who uses your product, whether he had a say in the buying process or not. Fill out the template below for each persona that you encounter – either directly or indirectly – when selling your product or service. You don’t have to do them all – rather, focus on those who are most important. And if you find multiple separate personas for a given role (e.g., there are different types of influencers), fill out each personas separately. Remember: When you create a persona, put yourself in the shoes of your customer. Define the persona from their perspective – not from yours (the seller’s). The more representative you can make your personas of the people you actually encounter, the easier it will be to build a compelling offer and a sustainable sales process. About Explorics Explorics is a strategic consulting firm based outside of Boston, MA that specializes in customer-centric demand generation. We help technology companies validate and scale their markets, product lines, and businesses. The key to scaling is knowing where and how to focus, and then building repeatable demand generation engines that target new segments of customers in new channels. We work with our clients tailor customer- driven, content-based market programs that scale and directly fuel growth. Our rapid, iterative approach, combined with the innovative ways we reach new buyers, lets us quickly discover programs that are proven to work. About Explorics Explorics is a strategic consulting firm based outside of Boston, MA that specializes in customer-centric demand generation. We help technology companies validate and scale their markets, product lines, and businesses. The key to scaling is knowing where and how to focus, and then building repeatable demand generation engines that target new segments of customers in new channels. We work with our clients tailor customer- driven, content-based market programs that scale and directly fuel growth. Our rapid, iterative approach, combined with the innovative ways we reach new buyers, lets us quickly discover programs that are proven to work. http://www..explorics.com info@explorics.com (617) 758-8998

2. Typical Job Titles Job Title 1 Job Title 2 Job Title 3 etc… Organizational Context Enter information here. www.explorics.com Persona Title Job Description & Responsibilities Enter description here. Job Responsibility 150% Job Responsibility 120% Job Responsibility 120% Job Responsibility 110% Job Responsibility 15% Who They Are Enter description here. Place an image here of your typical buyer. How They Learn Enter information here Goals & Measurement Enter information here. Relevant Pain Points Enter pain points here Why They Use Your Product Enter uses here. Expectations & Biases Enter expectations & biases here. Buying Process Needs Enter buying process requirements here. Value Factors List this persona’s top 5 job responsibilities, and the relative amount of time they spend doing each. Tip: A great place to start is by surveying the job descriptions posted on monster.com. Describe this person. Paint the picture of who a typical individual in this role is. How old are they? Do they have a family? What’s their educational background? What’s their skill set? Describe who influences this person and how they learn. Is it through formal training? Their peers? Industry luminaries? Online website & trade rags? Events? Media? Be specific, as this will help identify methods for reaching your target with a message. What are this person’s personal and professional goals? How do they measure themselves? How are they measured by their company? Are their any soft goals (e.g., social, internal) that motivate this individual outside of their formal job description? Describe how this person fits in the organization, who they work with, and what it takes for them to accomplish their tasks. List the job titles that this person typically holds. Look at a job site like monster.com to come up with a thorough list. Buying Role: SELECT Select one of: Initiator Champion Influencer Decider Buyer User What are the specific pain points that this person experiences that are relevant to your product or offering? What would motivate someone to use your product or service? How would they describe the benefits or value proposition? List any pre-existing expectations or biases this person may have about you. These will be obstacles you’ll need to overcome. What does this person need during the buying process to help them communicate, make decisions, and move on to the next stage? INSTRUCTION PAGE You’ll find a blank persona template on the next page. Name this persona. Use a representative job title or characteristic so the persona is easy to reference.

3. Persona Title Job Description & Responsibilities Enter description here. Job Responsibility 150% Job Responsibility 120% Job Responsibility 120% Job Responsibility 110% Job Responsibility 15% Who They Are Enter description here. Place an image here of your typical buyer. Typical Job Titles Job Title 1 Job Title 2 Job Title 3 etc… Organizational Context Enter information here. How They Learn Enter information here Goals & Measurement Enter information here. Relevant Pain Points Enter pain points here Why They Use Your Product Enter uses here. Expectations & Biases Enter expectations & biases here. Buying Process Needs Enter buying process requirements here. Value FactorsBuying Role: SELECT www.explorics.com