The 5 key ‘personas’ behind an award-winning go-to-market team

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The 5 Key ‘Personas’ Behind an Award-Winning Go-to-Market Team Yoni Solomon, Head of Product Marketing @ G2

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2 About Me Yoni Solomon, Head of Product Marketing, G2 Education Past Companies

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3 Living at the intersection

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4 And aligning it

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Takes a team

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6 We’re all about personas, but who are we? I think, therefore I product market?

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7 7 Meet our 5 product marketing personas STORYTELLER PERFORMER EVANGELIST STRATEGIS T PLAYMAKER

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8 MEET THE STORYTELLER Core Skill: Expert value- story architect Best Understands: Our buyers & their problems Signature Output: Killer message houses, target personas Applicable KPIs: MQLs & top funnel demand Look for creative writing & advertising backgrounds

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9 MEET THE PERFORMER Core Skill: Expert in- person storyteller Best Understands: How people-facing teams best learn about products Signature Output: Strong GTM enabler of Sales orgs Applicable KPIs: GTM certification, time to 1st deal Look for theatre, music, public speaking & ed backgrounds

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10 MEET THE EVANGELIST Core Skill: Ultimate product expert Best Understands: Simplifying complex solutions for all to understand Signature Output: User guides, FAQs, objections Applicable KPIs: Product satisfaction, feedback capture, beta mgmt Look for success, sol- con, or product backgrounds

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11 MEET THE STRATEGIST Core Skill: Bringing GTM concepts to life Best Understands: Tactics to launch new products & capabilities Signature Output: Campaigns, segments, workflows Applicable KPIs: Pipeline opps created/influenced Look for growth, ops, or project mgmt backgrounds

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12 MEET THE PLAYMAKER Core Skill: Expert revenue generator (& reporter) Best Understands: How your sales cycle operates, & when’s best to launch Signature Output: Sales org collab, win/loss, new markets, competitive Applicable KPIs: Closed/won new biz, renewal, upsell Look for SDR/Sales, biz ops, or enablement backgrounds

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13 13 Resulting in team that not only adds value, but takes that value & runs with it UNCOVER VALUE STORIES ARTICULATE VALUE TO TEAMS ROOT VALUE IN PRODUCT INTRO VALUE TO THE WORLD TURN VALUE INTO REVENUE

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Thank You!