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Persona Certified | Masters
Introduction [40 mins]
Pre-course survey
What to expect in this course (2:28)
Your course pack
An intro to personas (12:58)
Difference between buyer and user personas (10:18)
Why are personas so important? (6:07)
What are negative personas? (5:27)
Resource library
Persona use cases [60 mins]
Product marketing use cases (28:33)
Product + engineering use cases (3:02)
Sales use cases (5:18)
Marketing use cases (9:27)
Customer Success use cases (5:43)
CEO use cases (3:56)
Coursework | Use cases (1:40)
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? (11:47)
How to determine how many personas you need (8:17)
How many interviews do you need to conduct? (4:52)
Getting interviewees on board (15:29)
Jobs-to-be-done theory (12:14)
Jobs-to-be-Done canvas
Exam | Persona pre-work
Bonus footage #2
Personas with jobs
Persona interview guide [35 mins]
Picking the right questions (15:41)
How to conduct your interviews (12:37)
Who should conduct the interviews (3:17)
Coursework | Persona interviews (1:47)
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 (13:13)
Data consolidation template
How many personas do you need? (7:32)
Quantified buyer personas (8:01)
Coursework | Data consolidation (2:44)
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 (6:06)
B2B and B2C persona templates
Persona template examples (3:32)
Naming your personas (4:59)
Validating your personas (3:34)
Coursework | Persona templates (2:06)
Exam | Persona templates
Communication [12 mins]
Sharing your personas across the org (12:08)
Exam | Communication
Reviewing your personas [35 mins]
Measuring the success of your personas (19:19)
How often should you review your personas? (4:42)
How to review your personas (8:26)
Persona tips (3:23)
Coursework | Reviewing your personas (1:55)
Exam | Reviewing your personas
Wrap up
Course satisfaction survey
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Coursework | Data consolidation
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