Buyer Persona Masterclass 2.0: Subject Matter Expert Assessment

Are You a Buyer Persona Subject Matter Expert?

After completing the Buyer Persona Institute Masterclass 2.0, this Assessment will confirm that you've mastered the essential topics and are eligible for the Buyer Persona Subject Matter Expert badge.

Note that some questions will only have one correct answer while others will have several correct answers. You will be measured on your ability to select as many correct answers as possible for each question.

Please provide your name and email address at the end of the Assessment so that we can notify you about the results and send you your Subject Matter Expert badge. You will receive our notification within five business days after completing the Assessment.

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* 1. Which of these is the best way to describe a buyer persona?

A fictional profile of every buyer who influences the buying decision

A buyer profile based on interviews with real buyers, including insight into what they expect from their buying experience

A composite buyer profile built from interviews with customers and salespeople

A fictional example of our ideal buyer

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* 2. Which of the following is important to know about your buyer?

Their age, gender, hobbies, and marital status

Their goals, concerns and priorities for the coming year

What they want to know at every step in their buying journey

How they spend their day

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* 3. What happens when your personas are based on differences in the buyer's profile or demographics?

We will have a good understanding of each type of buyer we need to engage in our marketing

We will have too many personas and won't know how to engage them

Other (please specify)

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* 4. Which buyers are most important to interview?

Lead Evaluator

Economic buyer

Everyone who influences the buying decision

Decision makers

C-level buyers

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* 5. How many buyers do you need to interview if you want to build one persona?

5 or fewer

6 to 8

More than 15

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* 6. When is it a good idea to segment your study and interview buyers who have different titles or roles?

Whenever there are multiple people influencing the buying decision

When you have stakeholders who believe that different profiles = different personas

When you want to know how many buyer personas you need

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* 7. Which of these is DEFINITELY NOT a good place to find buyers to interview?

Ask the salespeople to recommend buyers to interview

List of customers who recently purchased from you

List of customers who bought from a competitor

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* 8. Where is the recommended place to conduct the interview?

On a conference bridge

Face-to-face with the buyer

On your cell phone

At a customer event or conference

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* 9. Which of the following is the preferred way to understand the 5 Rings of Buying Insight for your persona?

On-line surveys

Focus groups

Asking sales people

Probing interviews with buyers who recently evaluated a solution like ours

Interviews with our best customers

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* 10. What do you need to do to keep track of what the buyer tells you during the interviews?

Write down as many words as possible

Record the interviews

Have someone listen in and takes as many notes as possible

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* 11. Which of these questions should you always be sure to ask?

What did you think about our website?

Why did you choose that solution?

How important is price in your final decision?

What did you do next to understand your options?

What did you learn from that experience?

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* 12. Which of the following is important to remember during the interview?

Stick to the script no matter what happens

Make sure you ask every question in the interview guide

Ask probing follow up questions based on what the buyer tells you

Keep the interview moving, always be ready with your next question

Ask the buyer about their reaction to your marketing activities

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* 13. Which of these is DEFINITELY NOT a good way to gather information for the profile page of your buyer persona?

Ask questions at the beginning of the buyer interview

Ask the salespeople

Do research online

Use information from the marketing automation system

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* 14. Which of the following will most appreciate seeing your completed buyer personas in PowerPoint?

Marketing team

Salespeople

Executive team

Product managers

All employees in the company

Marketing agencies

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* 15. What should you do after completing each interview?

Send the recording to a transcription service

Write down everything you learned from the interview

Tell sales what you learned during the interview

Create a PPT deck to explain what you learned

Write down the questions that worked best so you can use next time

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* 16. Which of the following is the best way to share what you learned during the interviews

Summarize your thoughts about what the buyers told me

Choose verbatim quotes that reveal real insight

Identify patterns where multiple buyers talked about the same needs

Deliver the interview transcripts to the team

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* 17. How will you know how many personas you need?

Evaluate differences in the 5 Rings of Buying Insight

Build a persona for each buyer based on industry

Create a persona for each influencer

Each geographic region needs its own personas

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* 18. What did you learn in the workshop to help you persuade stakeholders about the need for personas?

How to build an ROI on buyer personas

Focus on the lack of understanding of buying experience rather than buyers

Conduct a mock interview with a stakeholder who is a buyer expert

Tell everyone that the salespeople don't really know their buyers

Explain that the company interacts with buyers for a small part of their journey

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* 19. Would you like to suggest any improvements in the workshop or this assessment?

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* 20. How many stars would you give this workshop?

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* 21. Please provide a short review of the workshop that we can post on our website. We promise not to use your company name for this review, only your name and title.

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* 22. Please complete the following, including your full name and email address, so that we can notify you about the results of this Assessment and prepare your Subject Matter Expert certificate. You will hear from us within five business days.

Full Name *

Company

Your Title or Role

Country

Email Address *