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.