1. Why insight into your buyer’s decision is missing in most personas
2. How 5 Rings of Buying Insight reveal your buyer’s experience
3. What you can do with the 5 insights to guide your sales and marketing engagement
4. Why it’s important to think about your goals for personas before you build them
5. How to decide which people you need to interview and how many interviews it will take
6. Learn how to design a study that tells you how many personas you need and how to prove it
7. Why you need to be thoughtful about how you source your interviews
8. How to find people to interview and persuade them to talk to you
9. What to do to confirm the interview appointment and prepare for success
10. Why surveys and focus groups don’t work and how this method is unique
11. How to use the interview guide to walk buyers through every step in their journey
12. Why and how your stakeholders need to experience your buyer’s story
13. How to choose quotes from the interviews and find patterns that reveal personas
14. How to ensure your personas explain what buyers want from engagement with you
15. Why you need to segment buyers based on their buying experience
16. How to use your interview results to choose the right number of personas
17. Tips for explaining the value of buying insights to your stakeholders or clients
18. Consequences when companies don’t understand their persona’s buying experience
19. The future of buyer personas and how to assure they achieve their highest potential

MODULE 01 Introduction
In this workshop overview, we’ll explain the importance of building buyer personas around the buying experience. You’ll understand why buyer profiles that merely describe the buyer result in too many personas and not nearly enough actionable insight. (8:35 video)
MODULE 02 5 Rings of Buying Insight
Learn about the critical insights that define your persona’s decision to evaluate a solution like yours. We’ll help you differentiate each of these categories of insight and explain how you can use them to deliver the sales and marketing interactions your buyers are seeking. (9:47 video)
MODULE 03 Design Your Buyer Persona Study
Learn which buyers you need to interview and how many interviews you will want to conduct. We’ll also explain the steps required for a segmented study, which reveals how many personas you need based on differences in your buyers’ approach to their buying decision. (15:41 video)
MODULE 04 Secure Interviews with Buyers
To ensure you get the best insights from every interview, we’ll help you consider several approaches for finding buyers to interview. We’ll also walk you through the techniques you’ll use to persuade buyers to agree to meet with you. (15:05 video)
MODULE 05 Conduct Buyer Interviews
You’ll learn how to interview buyers using our unique method, employing probing techniques that prompt buyers to reveal the perceptions, expectations and attitudes you need to explore. We’ll show you how to practice your new skills using our interview guide and example buyer interview, building your confidence and technique before your first live interview. (25:24 video)
MODULE 06 Mine Interviews for Insights
In this module you’ll learn how to use our insights template to identify patterns across your interviews and build your buyer persona. You’ll see how to choose the most relevant and interesting quotes so that your stakeholders fully comprehend the practical and emotional elements of your persona and their buying decision. (21:57 video)
MODULE 07 Determine the Number of Personas Needed
If you think you might have multiple buyer personas, this module will show you how to understand and defend the number of personas you truly need. We’ll show you how to conduct a segmentation analysis based on differences in each buyer’s decision so that every persona is actionable and relevant. (14:53 video)
MODULE 08 Interview With Adele Revella
In this recorded interview, you’ll learn how to talk to your internal stakeholders or clients about the importance of this unique approach to buyer personas. Adele offers several tips to help you overcome common concerns based on existing buyer knowledge or misperceptions about the value of personas. (16:19 video)