Proto Personas
TL;DR
One of the problems in the Marketing Team which I helped to solve was a lack of clear strategic direction. To remedy that, my team leader commissioned me to create a set of marketing personas which we could use to inform our decisions. The road was bumpy, but in the end four personas emerged.
The problem
My pivot into a more research focused role at Elastic Email coincided with a growing awareness of the limitations facing the marketing team, namely the unexplained inefficacy of Google Ads campaigns and our own landing pages. It seemed like we were chasing our own tail and missing direction. Therefore my first task at the new position became conducting the creation of a set of personas to inform future marketing activities.
Lack of direction
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Ads ineffectiveness
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Slow growth
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Challenges
My pivot into a more research focused role at Elastic Email coincided with a growing awareness of the limitations facing the marketing team, namely the unexplained inefficacy of Google Ads campaigns and our own landing pages. It seemed like we were chasing our own tail and missing direction. Therefore my first task at the new position became conducting the creation of a set of personas to inform future marketing activities.
No qualitative research
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No clear direction
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Approach
My pivot into a more research focused role at Elastic Email coincided with a growing awareness of the limitations facing the marketing team, namely the unexplained inefficacy of Google Ads campaigns and our own landing pages. It seemed like we were chasing our own tail and missing direction. Therefore my first task at the new position became conducting the creation of a set of personas to inform future marketing activities.
Desk research
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Deep dive into data
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Workshops with a cross-department team
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Outcome
My pivot into a more research focused role at Elastic Email coincided with a growing awareness of the limitations facing the marketing team, namely the unexplained inefficacy of Google Ads campaigns and our own landing pages. It seemed like we were chasing our own tail and missing direction. Therefore my first task at the new position became conducting the creation of a set of personas to inform future marketing activities.
Desk research
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sed tempor purus. Nam aliquet, risus vitae mollis mattis, neque felis commodo nisi, sed viverra turpis eros ac risus. Pellentesque faucibus condimentum nisi et tincidunt.
Deep dive into data
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sed tempor purus. Nam aliquet, risus vitae mollis mattis, neque felis commodo nisi, sed viverra turpis eros ac risus. Pellentesque faucibus condimentum nisi et tincidunt.
Workshops with a cross-department team
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Sed sed tempor purus. Nam aliquet, risus vitae mollis mattis, neque felis commodo nisi, sed viverra turpis eros ac risus. Pellentesque faucibus condimentum nisi et tincidunt.
Proto Personas