The Azavista Team is growing! Our Customer Success and Sales teams have added great new colleagues to help serve our customers. And we also have a new member in the marketing team – me. My name is Annija Eglite and I am the demand generation marketing intern and I am currently busy with multiple projects for Azavista, as well as for my Bachelor’s thesis. Currently I am carrying out buyer persona research with the assistance of my mentor, Shelby Torrence. Shelby has extensive experience in marketing and has conducted buyer persona projects before. This project serves a critical purpose for Azavista. It also serves as the testing phase for my Bachelor’s thesis. The project aims to determine which variables actually affect and drive customer success.
In order to execute the buyer persona research, we are reaching out to our community of event professionals to conduct qualitative interviews. These interviews help us develop a better
For Azavista, the buyer persona project offers critical insights into: how customers think, how they evaluate options, how they make their decisions. This enables us to improve many areas including:
- Helping the Sales team to target engage better
- Allowing our Customer Success team to understand and work more effectively with event professionals
- Optimizing Marketing’s outreach to our event community
- And the last but not least, helping us to continue developing solutions that are most critical for event professionals
Understanding corporate event managers’ processes and challenges ensures that we can work effectively with them in the most efficient way. If we know for example business goals, internal infrastructure, we can help you find the right solutions that best addresses your specific event challenges.
We have so far conducted 10 interviews and the results have been great. Not only have we managed to gain insight into the expectations and criteria of corporate event managers who work very hard to make their events successful, but also understand the kinds of challenges that can be faced moving to an event management platform. Now that we better understand the buyer journey, we can adjust our communication, demos and communication to make the best customer experience.
By the mid-March we will finish the project and we look forward to sharing the results with participants as a thank-you for their time. As many of these event and marketing professionals are working on their own buyer persona projects, it’s a great opportunity to help and learn from each other.
If you are an event professional and would like to participate or know more about the project contact us.