{"id":9004111223046736,"date":"2017-10-18T04:00:00","date_gmt":"2017-10-18T04:00:00","guid":{"rendered":"https:\/\/www.pragmaticinstitute.com\/videos\/how-to-build-personas-positioning-that-wins-customers\/"},"modified":"2017-10-18T04:00:00","modified_gmt":"2017-10-18T04:00:00","slug":"how-to-build-personas-positioning-that-wins-customers","status":"publish","type":"resources","link":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/","title":{"rendered":"How to Build Personas &#038; Positioning that Wins Customers"},"content":{"rendered":"<p>Too often, building customer personas and brand positioning turns into an exercise in futility. How can product teams turn these building blocks into a crucial framework that increases revenue and customer acquisition? Logi Analytics faced this challenge last year, which led the team to conduct vital persona research that sets the brand apart in the crowded business intelligence software market.\u00a0Join Josh Martin,<\/p>\n<p>Director of Product Marketing at Logi, as he discusses:<\/p>\n<ul>\n<li>The step-by-step process Logi used to pinpoint its buyer persona, as well as key influencers<\/li>\n<li>Best practices for turning research into tangible takeaways for sales, marketing and product<\/li>\n<li>How to translate persona work into stronger positioning, unique selling propositions and a market differentiator<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><script src=\"https:\/\/fast.wistia.com\/embed\/medias\/mmrkza5dun.jsonp\" async=\"\"><\/script><br \/>\n<script src=\"https:\/\/fast.wistia.com\/assets\/external\/E-v1.js\" async=\"\"><\/script><\/p>\n<div class=\"wistia_embed wistia_async_mmrkza5dun\" style=\"height: 338px; width: 600px;\"><\/div>\n<table width=\"100%\">\n<tbody>\n<tr>\n<td style=\"width: 48%; text-align: center;\"><strong><img decoding=\"async\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/06\/download-slides.png\" width=\"24\" height=\"23\" \/>\u00a0 \u00a0<a href=\"http:\/\/cdn.agilitycms.com\/pragmatic-marketing-v2\/171018 How to Build Personas Positioning that Win Customers FINAL.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Download the Slides<\/a><\/strong><\/td>\n<td style=\"width: 48%; text-align: center;\"><strong><img decoding=\"async\" src=\"https:\/\/www.pragmaticinstitute.com\/wp-content\/uploads\/2020\/06\/email-notification.png\" alt=\"\" width=\"25\" height=\"18\" \/>\u00a0 \u00a0<a href=\"http:\/\/pragmaticmarketing.com\/resources\/webinars\/webinar-notification\">Get Notified of Webinars<\/a><\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Too often, building customer personas and brand positioning turns into an exercise in futility. How can product teams turn these building blocks into a crucial framework that increases revenue and customer acquisition?<\/p>\n","protected":false},"author":1,"featured_media":10164,"menu_order":0,"template":"","categories":[],"tags":[],"content-series":[],"content-format":[9004111223037752],"framework-box":[],"vertical":[131],"ppma_author":[1221],"class_list":["post-9004111223046736","resources","type-resources","status-publish","has-post-thumbnail","hentry","content-format-webinar","vertical-product","author-josh-martin"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Build Personas &amp; Positioning that Wins Customers | Pragmatic Institute<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to Build Personas &amp; Positioning that Wins Customers | Pragmatic Institute\" \/>\n<meta property=\"og:description\" content=\"Too often, building customer personas and brand positioning turns into an exercise in futility. How can product teams turn these building blocks into a crucial framework that increases revenue and customer acquisition?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/\" \/>\n<meta property=\"og:site_name\" content=\"Pragmatic Institute - Resources\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1472\" \/>\n\t<meta property=\"og:image:height\" content=\"700\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/\",\"name\":\"How to Build Personas & Positioning that Wins Customers | Pragmatic Institute\",\"isPartOf\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg\",\"datePublished\":\"2017-10-18T04:00:00+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg\",\"contentUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg\",\"width\":1472,\"height\":700},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Resources\",\"item\":\"https:\/\/www.pragmaticinstitute.com\/resources\/resources\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"How to Build Personas &#038; Positioning that Wins Customers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#website\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\",\"name\":\"Pragmatic Institute\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#organization\"},\"alternateName\":\"Pragmatic\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/www.pragmaticinstitute.com\/resources\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#organization\",\"name\":\"Pragmatic Institute\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png\",\"contentUrl\":\"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png\",\"width\":216,\"height\":224,\"caption\":\"Pragmatic Institute\"},\"image\":{\"@id\":\"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to Build Personas & Positioning that Wins Customers | Pragmatic Institute","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/","og_locale":"en_US","og_type":"article","og_title":"How to Build Personas & Positioning that Wins Customers | Pragmatic Institute","og_description":"Too often, building customer personas and brand positioning turns into an exercise in futility. How can product teams turn these building blocks into a crucial framework that increases revenue and customer acquisition?","og_url":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/","og_site_name":"Pragmatic Institute - Resources","og_image":[{"width":1472,"height":700,"type":"image\/jpeg","url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg"}],"twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/","url":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/","name":"How to Build Personas & Positioning that Wins Customers | Pragmatic Institute","isPartOf":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage"},"image":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage"},"thumbnailUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg","datePublished":"2017-10-18T04:00:00+00:00","breadcrumb":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#primaryimage","url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg","contentUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2020\/07\/howtobuildpersonas_20171018213756_0.jpg","width":1472,"height":700},{"@type":"BreadcrumbList","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/webinars\/product\/how-to-build-personas-positioning-that-wins-customers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.pragmaticinstitute.com\/resources\/"},{"@type":"ListItem","position":2,"name":"Resources","item":"https:\/\/www.pragmaticinstitute.com\/resources\/resources\/"},{"@type":"ListItem","position":3,"name":"How to Build Personas &#038; Positioning that Wins Customers"}]},{"@type":"WebSite","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#website","url":"https:\/\/www.pragmaticinstitute.com\/resources\/","name":"Pragmatic Institute","description":"","publisher":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#organization"},"alternateName":"Pragmatic","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.pragmaticinstitute.com\/resources\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#organization","name":"Pragmatic Institute","url":"https:\/\/www.pragmaticinstitute.com\/resources\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/","url":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png","contentUrl":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-content\/uploads\/sites\/6\/2021\/09\/The_Pragmatic_Institute_Stacked_Logo.png","width":216,"height":224,"caption":"Pragmatic Institute"},"image":{"@id":"https:\/\/www.pragmaticinstitute.com\/resources\/#\/schema\/logo\/image\/"}}]}},"_links":{"self":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources\/9004111223046736","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources"}],"about":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/types\/resources"}],"author":[{"embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/users\/1"}],"version-history":[{"count":0,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/resources\/9004111223046736\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/media\/10164"}],"wp:attachment":[{"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/media?parent=9004111223046736"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/categories?post=9004111223046736"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/tags?post=9004111223046736"},{"taxonomy":"content-series","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/content-series?post=9004111223046736"},{"taxonomy":"content-format","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/content-format?post=9004111223046736"},{"taxonomy":"framework-box","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/framework-box?post=9004111223046736"},{"taxonomy":"vertical","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/vertical?post=9004111223046736"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.pragmaticinstitute.com\/resources\/wp-json\/wp\/v2\/ppma_author?post=9004111223046736"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}