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Segment
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Persona
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Customer overview
Company profile
Key firmographic details of the ideal customer
Buyer persona
Profile of the key decision-maker
Jobs-to-be-Done
Key tasks and responsibilities of customers
Goals, challenges & motivation
Goals and objectives
What customers want to achieve
Problems
Challenges and roadblocks that stand in customers way
Pain points and frustrations
How problems impact customers
Decision triggers
What makes customers look for a new solution
Buying behavior
Barriers
Why customers might hesitate to buy
Alternative solutions
Tools or methods solving customer’s problem
Existing knowledge
What customers already know about the issue and solutions
Buying criteria
What customers look for when choosing a solution
Marketing and communication
Best channels to reach customers
Where you can effectively engage customers
20+ places where customers spend time
Places customers engage online and offline
Preferred communication channels
How customers like to connect
Essential tools
Software and resources customers rely on
Information sources buyer trusts
Where customers get industry insights
LinkedIn groups
Consumed content
How to apply
Best practices include