The research methodology included a mix of qualitative interviews, quantitative surveys, and desktop secondary research. The goal was to gather qualitative data on the personas’ pain points, motivations, and decision-making processes, as well as quantitative data to validate and supplement the findings.
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Xactly Corporation commissioned a comprehensive persona research project to gain a deeper understanding of their target audience
The project was aimed at developing in-depth profiles of key personas, outlining their goals, challenges, business priorities, messaging and product insights.
The research process provided valuable insights into the personas’ behaviours, preferences, and decision-making criteria, enabling Xactly to tailor their messaging, product offerings, and customer experience to better meet the needs of each persona. The resulting profiles were used to inform and guide product development, marketing strategies, and sales processes, leading to increased customer satisfaction and business growth.
Xactly’s investment in persona research was a success, providing a data-driven approach to understanding their target audience and allowing them to create more effective and targeted strategies for engaging with their customers.
Xactly turned to PaperplaneCo to reexamine their buyer personas and add fresh perspectives based on new buyer insights and market research. These personas would, in turn, support marketing, sales, and customer success initiatives at the company.
Our team used a combination of insights, including quantitative data provided by the client about its customers, market research done by our team, and qualitative interviews with members of Xactly’s target audience.
To make interviews easier for Xactly’s busy customer success team, we created communications leading up to the interviews and discussion guides that were subsequently used by interviewers. The discussion guides helped to keep conversations on track so our team could get a deeper look at what was on current customers’ minds. Interviews covered a range of qualitative topics, including interviewees’ pain points, the things they love about their job, and their thoughts on B2B as a whole.
Interviews with current customers as well as prospects not yet familiar with Xactly spanned a range of functions and helped us get a unique insight into the revenue and finance mindset.
Our team synthesised interview data and insights, then wrote and designed each in-depth persona document. The data from persona profiles was used to update marketing and sales collateral, based on new keywords and customer segments, helping Xactly to personalise their go-to-market strategies more effectively.
Collaborators
Chrissy Lim
William Lau
Wawa Gilewski
Caroline Mackay
Marco Munoz
Kassandra Marsh
Chrissy Lim
Chrissy Lim — Creative Director
“I live for the flow. Time stands still and every stroke, every pixel nudge is inspired by a supernatural genius.”
In a world riddled with complexity, Chrissy Lim has the background and imagination to make sense of it all, traversing the realms of technology, business, and creativity. In a world of flux, she connects the dots. She has steered two of her start-ups into multi-million dollar successes, and directed the global ad accounts for brands like Johnson & Johnson, Coca-Cola and Mercedes-Benz.
Chrissy founded Paperplane to bring together the promise of creativity and technology to celebrate stories in an age of new media. The interplay of disciplines is where Chrissy thrives, and where the classic paper plane gains its charm: a humble sheet of paper transformed through engineering and imagination. Photographer, scuba diver, inveterate foodie, Chrissy carries it all off with child-like enthusiasm.
William Lau
William Lau —
Wawa Gilewski
Wawa Gilewski — Market Intelligence
“Market analysis isn’t only research and data collection. It’s the “So what?” phase that counts. Anyone can collect information, the real value lies in how you interpret it and how you present it.”
Market Intelligence is Wawrzyniec’s bread and butter, a skill that he first picked up as a management consultant at Deloitte Poland in 2014. In 2017, Wawa (as he prefers to be called), took the independent route and began to provide freelance consulting services. A lawyer by education, Wawa’s analytical skills backed by his deep interest in business strategy help him identify patterns and interpret trends to find new opportunities. Heavily influenced by the MECE (Mutually Exclusive Collectively Exhaustive) principle, Wawa uses lateral thinking and problem-solving techniques to arrive at insights faster.
At PaperplaneCo, Wawa’s thorough business analysis and in-depth market research help us create content that capitalizes on our clients’ unique strengths and sets them apart from the competition. Wawa is outgoing, helpful, and always trying to liven up the atmosphere with his quirky sense of humour. Determined to be a life-long learner, Wawa’s currently learning to program in Ruby, practicing how to apply mindfulness in his daily life and wants to take up creating electrical circuits.
Caroline Mackay
Caroline Mackay —
Marco Munoz
Marco Munoz — Account Executive / Digital Producer
“The great thing about my job is that I’m not really limited to my role.”
Marco loves to live free of limitations. He believes that if you want to stand out, you need to think differently, speak differently, and live differently. That’s why Marco pushes himself to try a lot of things and adapt. He finds that flexibility helps him think without restrictions and try new things, both personally and at work.
Marco has over a decade of experience in Digital Marketing, SEO and Statistical Analysis. As a driven, self-educated digital marketing professional, he has strategised and executed successful SEO campaigns for clients like Deloitte. Marco values the people he works with and a team environment that allows him to work autonomously, experiment, and leave his mark on each of the projects he’s involved with.
Marco also enjoys working on web design and development and, after work, he likes to unwind by playing video games and creating YouTube videos.
Kassandra Marsh
Kassandra Marsh — Agency Print Production Quality Controller
“It is always super rewarding when I get to see the materials I’ve worked on ‘in the wild’.”
If it weren’t for a professor’s advice to use her graphic design experience in print, Kassandra might not be where she is today. Her experience working with paper and machines helped her to become a better document designer. After graduating with a degree in Computer-Based Art and Design from the University of the Sunshine Coast, Kassandra went on to design documents for clients like Hubspot, American Express, and the Australian Government.
Kassandra’s eagle eye and analytical, systems-focused mind, help her spot mistakes and improve the documents created at PaperplaneCo. She particularly enjoys working with educational materials and finds value in helping people pass along knowledge. Perhaps her love of education comes from her experience as an early childhood educator. Her five- and six-year-old students taught her a lot about balancing leadership and fun!
When she isn’t working remotely or traveling the globe, you can find her reading, enjoying jigsaw puzzles, doing cross stitch, gardening, or cooking.
