audience-profile

--- name: audience-profile description: "Build a named, narrative buyer persona document — demographic snapshot, psychographic drivers, jobs-to-be-done, day-in-the-life scenario, buyer journey map, objections with counter-messaging, and content/channel preferences — for the 2-4 personas a brand actually needs. Triggers on \"/digital-marketing-pro:audience-profile\", \"create a buyer persona\", \"profile our target customer\", \"who is our ideal customer\", \"map the buyer journey for this segment\". Reads the brand profile, guidelines, and any customer data supplied (surveys, CRM exports, analytics demographics); run by the marketing-strategist agent. For the deeper research module — segmentation, anti-personas, buying committees — see /digital-marketing-pro:audience-intelligence." argument-hint: "[audience-segment]" --- # /digital-marketing-pro:audience-profile ## Purpose Build a rich, actionable buyer persona that goes beyond basic demographics. Captures psychographic drivers, behavioral patterns, jobs-to-be-done, objections, and content consumption preferences to inform all marketing activities. ## Input Required The user must provide (or will be prompted for): - **Product/service**: What the brand offers - **Customer type**: B2B buyer, B2C consumer, or both - **Existing data**: Any customer research, survey data, analytics demographics, CRM data, or interview insights - **Number of personas**: How many distinct personas to create (recommend 2-4) - **Hypothesis**: Who the user thinks their ideal customer is (starting point) ## Process 1. **Load brand context**: Read `~/.claude-marketing/brands/_active-brand.json` for the active slug, then load `~/.claude-marketing/brands/{slug}/profile.json`. Apply brand voice, compliance rules for target markets (`skills/context-engine/compliance-rules.md`), and industry context. **Also check for guidelines** at `~/.claude-marketing/brands/{slug}/guidelines/_manifest.json` — if present, load restrictions and relevant category files. Check for custom templates at `~/.claude-marketing/brands/{slug}/templates/`. Check for agency SOPs at `~/.claude-marketing/sops/`. If no brand exists, ask: "Set up a brand first (/digital-marketing-pro:brand-setup)?" — or proceed with defaults. 2. Gather inputs through structured questions if data is limited 3. Build demographic profile: age range, role/title, company size (B2B), income range, geography, education 4. Develop psychographic profile: values, motivations, fears, aspirations, identity markers 5. Map behavioral patterns: where they spend time online, content formats preferred, purchase behavior, decision-making process 6. Define jobs-to-be-done: functional, emotional, and social jobs the product helps accomplish 7. Identify objections and barriers to purchase with counter-messaging 8. Document the buyer journey: trigger events, research process, evaluation criteria, decision influencers 9. Specify content preferences: platforms, formats, tone, topics they engage with 10. Give the persona a name and narrative summary for team alignment ## Output A structured buyer persona document containing: - Persona name and one-paragraph narrative - Demographic snapshot - Psychographic profile with motivations and values - Jobs-to-be-done framework (functional, emotional, social) - Day-in-the-life scenario - Buyer journey map with touchpoints and decision criteria - Objections and counter-messaging guide - Content and channel preferences - Messaging do's and don'ts for this persona ## Agents Used - **marketing-strategist** — Persona development, JTBD framework, buyer journey mapping, audience segmentation

[{"step":"Define your target audience segment. Replace [TARGET_AUDIENCE] with a specific group (e.g., 'first-time homebuyers,' 'small business owners in the tech industry,' or 'parents of toddlers'). Use your existing customer data or market research to refine the segment.","tip":"Narrow your focus to 1-2 personas initially. Avoid creating too many personas at once, as it can dilute your efforts."},{"step":"Gather data sources. Replace [INDUSTRY_REPORTS] with specific reports (e.g., 'NielsenIQ’s 2023 Sustainability Report,' 'HubSpot’s State of Marketing Report 2024') or [COMPETITOR_ANALYSIS] with competitor customer reviews, social media comments, or testimonials.","tip":"Use tools like Google Trends, social media analytics, or customer surveys to supplement your data. Look for patterns in pain points, behaviors, and content preferences."},{"step":"Customize the persona. Adjust the demographics, psychographics, and behaviors to match your specific audience. For example, if your audience is B2B, focus on job titles, company size, and industry challenges instead of personal demographics.","tip":"Include quotes or direct feedback from customers to make the persona more relatable. For example, 'I switched to your product because it saved me 15 hours a week.'"},{"step":"Validate the persona. Share the draft with your sales, marketing, or customer service teams to ensure it aligns with their observations. Use this feedback to refine the persona.","tip":"Run a quick survey or interview 5-10 customers to validate key assumptions. Ask open-ended questions like, 'What’s the biggest challenge you face when [JOB_TO_BE_DONE]?'"},{"step":"Apply the persona to your strategy. Use the insights to tailor your marketing messages, content creation, product development, and customer support. For example, create content that addresses their pain points or design products that solve their specific jobs-to-be-done.","tip":"Update the persona annually or whenever you notice significant shifts in your audience’s behaviors or preferences. Use tools like Google Analytics or CRM data to track changes."}]