Watch a video in which Laura explains why AI is valuable for creating customer personas and helping you to delve into their psyche to tailor marketing and PR:
So, how do you begin building your own buyer persona to avoid long hours of interviews and surveys, and what data should you use instead? Into your favorite chatbot, input available information from the following:
• Customer Profiles: Include existing interview notes, sales call summaries, common questions, CRM notes, support tickets, and non-restricted, publicly available insights from social media, articles, or press releases. Avoid uploading full documents or videos. Instead, extract themes and snippets to ensure you align with data protection requirements.
• About Your Company: Clear, jargon-free information about your business; what you do, target/customer industries (type and size), customer buying triggers and other salient information.
• Competitive Information: Identify other companies your buyers may consider and win/loss themes (again at a non-personal, high level with no identifying data).
• Customer Behaviors: Where do your customers consume information? What social platforms, industry publications, analysts, and trade events do they use/follow or frequent? What are their pain points? What salient news is shaping your industry?
You may not have all this information up front, but don’t wait. AI helps you build personas rapidly and enriches them over time as you gain new insights.
This is just the start. AI allows you to transform static buyer persona documents into evolving tools that you can use to gain a deep understanding of your prospective buyer and ask better questions. Want to create multiple personas? Create discrete prompts to define each one.
Use the answers each AI persona provides to inform marketing and PR activities (more on this in future PR Vibes.) And, as Laura says in the video, always validate your discoveries with real buyer conversations and use your best judgment.
Wondering where to begin? Talk to Calysto and leverage our industry knowledge to make creating buyer personas even faster using AI.