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Persona Certified | Masters
Introduction [40 mins]
Pre-course survey
What to expect from this course (2:16)
Your course pack
Resource library
An intro to personas (12:52)
Difference between buyer and user personas (10:12)
Why are personas so important? (6:07)
What are negative personas? (5:24)
Persona use cases [60 mins]
Product marketing use cases (28:26)
Product + engineering use cases (2:55)
Sales use cases (5:11)
Marketing use cases (9:21)
Customer Success use cases (5:36)
CEO use cases (3:50)
Coursework | Use cases (1:44)
Exam | Use cases
Bonus footage #1
Using buyer and seller personas to empower your sales team
The persona pre-work [50 mins]
Who should be involved in the persona process? (11:40)
How to determine how many personas you need (8:10)
How many interviews do you need to conduct? (4:45)
Getting interviewees on board (15:23)
Jobs-to-be-done theory (12:09)
Jobs-to-be-Done canvas
Exam | Persona pre-work
Bonus footage #2
Personas with jobs
Persona interview guide [35 mins]
Picking the right questions (15:33)
How to conduct your interviews (12:29)
Who should conduct the interviews (3:11)
Coursework | Persona interviews (1:40)
Exam | Persona interview guide
B2B persona questions | Master list
B2C persona questions | Master list
Bonus footage #3
A practical guide to building and using buyer personas
Data consolidation [30 mins]
Identifying trends (13:07)
Data consolidation template
How many personas do you need? (7:27)
Quantified buyer personas (7:55)
Coursework | Data consolidation (2:38)
Exam | Data consolidation
Bonus footage #4
How to develop personas the right way
Persona templates [20 mins]
A step-by-step guide to building your personas (6:01)
B2B and B2C persona templates
Persona template examples (3:28)
Naming your personas (6:01)
Validating your personas (3:27)
Coursework | Persona templates (2:01)
Exam | Persona templates
Communication [12 mins]
Sharing your personas across the org (12:02)
Exam | Communication
Reviewing your personas [35 mins]
Measuring the success of your personas (19:26)
How often should you review your personas? (4:36)
How to review your personas (8:30)
Persona tips (3:16)
Coursework | Reviewing your personas (1:49)
Exam | Reviewing your personas
Wrap up
Course satisfaction survey
Resource library
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