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From Research to Results: Using Buyer Personas to Drive Engagement

Mark Emond, Demand SpringMary-Leslie Davis, Staples Advantage

Elements of a Persona Analysis

Unmet Needs Content &Channels

ThinkingFeelingDoing

JobResponsibilities

DemographicsPsychographics

Firmographics

BuyingCharacteristics

Staples’ Personas & the Staples Advocate Program

5

6

Recognition & Rewards

90thPercentile

Community Engagement

Resonance Drives Results

1,300+

Joined Advocates

80thPercentile

Engaged Advocates

8

• Personas: drive more relevant engagements when you truly understand how your advocates think, act, feel.

• Staples Advantage: tailoring challenges, rewards, community by personas. Results: in 80th percentile for overall engagement, 90th percentile for community engagement.

• Never too late to start. Use your advocates to develop your personas!

3 Key Takeaways