Example Customers

Unbounce Specific

Purchasing power: Influencer

Original discovery: needed a tool with no dev/designer

# of users: 2 - 3 (Account managers and a designer)

Use case: Mostly uses Unbounce for their clients but is starting to use it for themselves as well (Ebooks, whitepapers). A lot of their business comes from referrals.

Page Design: it's equally likely that they start from a template or design something from scratch. They're flexible in meeting the client's needs

Building Pages: They're in the builder the longest (building from scratch or optimizing templates). Their page building cycle is pretty frequent (weekly)

A/B testing and analytics: They spend a lot of time in page overview setting up A/B tests and checking test results, they're definitely not new to the concept of A/B testing and spend a considerable amount of time optimizing campaigns and improving conversion rates

Custom coding Custom coding comes with the job, if they need something done they do the research to findout the how and implement themselves. If the custom coding work is just too complex then they'll ask a developer on the team or in the company to helpout

Biggest Pains Page management can be a bit tricky to navigate.

Most requested feature Tools to ease managing client relationships(reporting, previews, etc.), more integrations and make them easier to setup/connect

Spends most time in... Page builder making edits/changes.

Client involvement? Clients are usually hands off. If they need something they'll get it but for the most part they are out of it. 

Who covers cost? It is built in to fees. 

Company Charachtersitics

Industry: Marketing and Advertising

Team size:  ~50 employees

Annual revenue: < $10 million

Company profile: This agency is a decent size and is working in multiple markets. They focus on online digital marketing but they could also have other streams of revenue like offline marketing and traditional efforts. They frequently sell PPC and optimization services, and they often combine it with design services to complete the package. Google Adowrds and mobile advertising is their strongest focus for their digital marketing stream

Projects: ~6 projects/month (or less)

Unbounce Plan: Pro99 - Pro199 plans

Marketing: efforts Digital ads for mobile and desktop is their biggest focus 

Services offered: all major digital services, SEO, PPC, media buying, email, landing page opt, analytics.

# of Clients: ~100 (but only using Unbounce with a handful of them)

Ad spend: Looking for clients with a minimum of $3,000 ad spend/month, and prefer >$10,000

Personal Charachteristics

Andy's story: Andy is a young marketer working as an account strategist for a digital marketing agency. He's using Unbounce to meet his clients' marketing needs, run campaigns to on brand, well-designed, conversion-centric landing pages that can achieve good conversion rates for his clients. He's pretty tech savvy and is not afraid to get his hands dirty with some code (HTML, CSS and Javascript). If he hits a wall he reaches out to support through the quickest channels possible due to his tight project timelines (he likes live chat).

Andy usually has access to an inhouse designer and developer to help him with the more complicated Unbounce projects. He's pretty active on social media and frequently express his opinions on it. He likes to have the least amount of dependencies possible on a project, and is quick to Google-hack his way to the finish line. Has about 4 years of experience.

Aspirations: Looking to continue growing as a digital marketer and build good relationships with his clients. Andy may like to start his own agency one day. 

Motivations: Motivated by the strategy and problem solving side of things. Andy is very analytical - he loves seeing the spikes in GA and running tests.

Frustrations: Mostly communication. Who doesn't, #amiright?

Tools & Technology

Marketing automation: Out of all personas, Andy is the most likely to be working with marketing automation systems

CRM: They work with the client to match their needs. They understand how CRMs work and apply their strategies to whichever CRM tool the customers is using. Consquently, they end up using a broad range of CRM tools

Email Marketing: Email marketing is very common in their projects and Mailchimp is the predominant tool. It's possible they could also be using a bit more advanced tools like Active Campaign or Campaign Monitor

Productivity: Tend to go for quick, cheap and easily accessible tools. (ex: Google sheets, trello, basecamp etc.)

Analytics: Moz, Crazy Egg and GA are very popular tools across the board. They're also likely to be using a bit more complicated tools like kissmetrics or clicktale

CMS: Wordpress is the most common tool of choice and occassionally some other tools would need to be used like Drupal or squarespace

Ad networks: Adwords, facebook and LinkedIn take up the majority of their work

Social Networks: Facebook, Instagram, Twitter, LinkedIn

Work station setup: Office. Mac laptop with monitor.