K2 Personas

In their early stages, K2 was struggling to consistently express their core values to the various people involved in making the decision to adopt their softwarein a way that truly resonated with their individual concerns. 

We turned the misconception of a B2B decision maker as a single person into a more robust strategic document that covers IT Decision Makers, Business Decision Makers, Developers, and Power Users. Each gets a full overview of their situation, challenges and concerns, example job titles, and how each persona would react to specific differentiators across K2’s two different SaaS software platforms.

Additionally, we broke down unique concerns and value propositions for the two platforms more broadly and identified specific job titles for K2 sales representatives to target for each.

As a final effort and to head any concerns off at the pass, we clearly defined why we didn’t have personas for certain audiences and also addressed the differences between mid-market and enterprise accounts.