AAM Minute Monthly Poll

Ward_108.jpgJenna Ward, Mengel Metzger Barr & Co. LLP







Our April issue focused on the first of our three-part series dedicated to Client Experience. First up was buyer personas. We were curious to learn how many of our members use buyer personas in their marketing efforts and which tools are being used to create them. Unfortunately, our survey results indicated that many firms are not using them at all, with 75% of our respondents indicating a 1 out of 5 on our scale of use. This also showed true when asked which tools they are using to create these personas, with 50% indicating that they do not use any at all. The other 50% were split between online resource templates and interviews with current clients. Our last survey question asked how many different personas each firm has, with 50% indicating 1, 25% indicating 3 and the rest split between 2 and 4.

These results proved that the majority of our respondents have not unlocked the full potential of buyer personas! Those looking to further their research of buyer personas should take a look at our Seasoned Marketer’s article in the April 2021 Minute. There is an abundance of useful information on how to align your buyer personas with idea client profiles, allowing you to create compelling personas that will impact your firm tremendously.

 

April Poll Results:

Q1: Rate your firm's use of buyer personas on a scale of 1-5 with 1 being that you do not use them and 5 being that you use them frequently.

1

75%

2

0%

3

25%

4

0%

5

0%

 

Q1: What tools have you used to create buyer personas?

Online resource templates

25%

Custom tools that we created

0%

Interviews with current clients

25%

Don't use one

50%

 

Q3: How many different buyer personas does your firm have?

1

50%

2

12.5%

3

25%

4

12.5%

5

0%


About Jenna
Working as the Marketing Manager for a regional CPA Firm, I work alongside the Chief Growth Officer, the Firm Partners, and Staff. With three locations throughout Western New York, I lead the firm through our day-to-day internal marketing efforts and managing our public relations relationship. I also oversee the proposal process, community sponsorships, social media, firm volunteer efforts and assist with our wellness program.