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