8Communicate Buying Insights for Impact

Once you have completed the Insights Aggregator, your next step is to communicate the Buying Insights on your spreadsheet in a format that helps your company align its strategies with what you've learned.

Marketers enjoy a lot of creative options for these presentations. In addition to PowerPoint, we've seen posters, infographics, and elaborate intranet sites where internal teams can find the Buyer Personas that will help them make decisions. Any or all of these are appropriate, bearing in mind that you want to choose a format that is most helpful to your internal audience, even if it does not earn you any design awards.

Presenting the 5 Rings of Buying Insight to Others

The most common way to present Buyer Personas is through presentation software such as PowerPoint (.PPT), Google Slides, Prezi, or others. Figures 8.1–8.7 are examples of the PPT template that we use to summarize insights for each of the 5 Rings of Buying Insight, completed with the findings for Jared, the magnetic resonance imaging (MRI) machine Buyer Persona we built in Chapter 7.

A description explains the priority initiative summary of the M R I machine. The priority initiatives buying insights with six points are given on the right. It includes we are having trouble diagnosing patients because of poor image quality in our current machine, and Our current machine is archaic and too slow.

Figure 8.1 MRI machine Priority Initiatives summary.

A description explains the success factor summary of the M R I machine. The success factor buying insights with seven points are given on the right. It includes better image quality will give us more confidence in our diagnoses, and faster scans will improve productivity and increase patient satisfaction.

Figure 8.2 MRI machine Success Factors summary.

The first two – Priority Initiatives (PI) and Success Factors (SF) – reveal the ...

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