[ Stick Your Company Logo Here ]Content Harmony B2B Customer Persona Template

Julie, The Cost-Cutting VP of HR at Acme Health Group

Julie’s Story:

Julie is the VP of HR at Acme Medical Group’s headquarters near Cleveland, OH, where she’s been [job description] for several years. She used to work at [likely previous company or previous title]. She’s doing well as VP of HR, but she’s having trouble [defining job challenge] and wonders how she stacks up with others.

IN THIS PARAGRAPH WE WANT TO DISCUSS THINGS LIKE HER CAREER HISTORY, OTHER JOB FUNCTION CHALLENGES SHE FACES, EXPECTATIONS FROM PEERS/COWORKERS, AND OTHER COMMON BACKSTORY ELEMENTS THAT WE HEAR FROM SIMILAR CUSTOMERS.

Real Quote:

“My goal is to reduce employee churn by 20% next year, fix our exit interview process, and find a new payroll and benefits management system that will cut down our department’s manual data entry and support time.”

Psychographic Attributes

●Social behavior offline or online
●Social media preferences
●Level of digital fluency
●Profession and industry
●Content preferences and consumption habits
●Favorite industry sites
●Receptivity to content in different scenarios
●Content channel preferences and behaviors
●Function and title
●Personality type
●Level of energy/activity
●How long they take to buy
●Attention span
●Introvert or Extrovert
●Spender or penny-pincher?
●Someone who shares or hoards?
●Cultural preferences (Music, movies, books etc.)
●Activity preferences (hiking, walking, eating out, reading) /

Demographic Identifiers

●Age
●Gender
●Title
●Training
●Degree
●Salary range
●Geographic location
●Marital status
●Family status
●Type of neighborhood they live in
●Car they drive
●Etc…

Goals & Motivations

●Performance measures that have to be hit
●Professional reputation objectives
●Brand reputation objectives
●Product objectives
●Efficiency and process needs
●Insufficient resources or a team that lacks experience, knowledge, and talent
●“A CEO who put new expectations on marketing and they’re not equipped”

Their Roadblocks & Challenges

●Management doesn’t really understand
●Company reorganizes every 6 months and responsibilities change
●They work in such a niche industry or role, nobody can help
●They don’t understand the problem or potential solutions well enough
●Their company is very averse to risk and any kind of loss /

Sales Objections

●Not established enough
●Not a good personality fit
●Cost too much
●Poor perceived quality
●Not understanding what they’re getting
●Perceives a similar benefit from free/cheap alternatives
●Concerned product/service won’t drive the expected outcome they want