B2BMX2018

S T O R Y 4 www.quarry.com personas@quarry.com THE SAVVY MARKETER'S GUIDE TO LEADING WITH PERSONAS 19 Step 4: Make the theory practical With his research and communication efforts, Juno had reached some, but not all, of the people who needed to participate in re-engaging the brand with the SMB customer. His next step was to broaden the reach of the new thinking by translating it into simplified, practical how-to tools aimed at specific tasks in product management, product design, marketing and sales. By associating these tools with mandated processes and making them available through the corporate intranet, he was helping people who just wanted to do their jobs at the same time as he was helping the organization change the way it engaged customers. Step 5: Share success stories As early wins emerged, Juno shared these success stories to build support for a more customer-centric framework across a wider swath of the organization's global enterprise. As new research was conducted, it extended the strategic segmentation framework Juno began and thus embedded a model, one more suited for customer-centric use across the global enterprise. "People want good news, particularly when that news helps reinforce what they already know and believe," Juno says. "e fact that they're embracing a new framework is secondary to them—but it was primary to us." The takeaway for savvy marketers In our experience, Juno's story is one of the most profound examples of the use of personas in inspiring innovation; personas put to work to change the way a whole business operates. e personas in Juno's story displaced a segmentation model that was running into trouble. Savvy marketers wishing to use personas for the same end could benefit from Juno's discovery that you can use a poor, but entrenched, theory to piggyback a more robust business framework into the daily workings of an organization. en use techniques like persona addenda, practical how-to guides and storytelling to ensure the new framework eclipses the old model. In Juno's case, it was not enough to discover the new insight. Building on existing understandings and sharing it effectively were all necessary to actually bring about change. But through all these steps, personas were a central resource in leading organizational change Juno's persona-enabled strategic marketing turn- around process 1. Frame the problem 2. Challenge old assumptions 3. Bridge the old with the new 4. Make the theory practical 5. Share success stories

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