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Master the customerpersona process
Course
overview
Personas have the power to make or break your product marketing efforts. With Persona Certified by your side, you'll learn how to apply this strategy to its fullest potential.
Dive deep into the definition of personas, why they’re so important, and how to use them effectively. Understand the key interview questions to ask to extract valuable insights, master the art of synthesizing the data, and perfect persona reviews.
By the end of this certification, you'll be armed with all the tools you need to create, develop, and deliver both buyer and user personas, and take your product marketing strategy to new heights.
Curriculum
Chapters
- An intro to personas
- Difference between buyer and user personas
- Why are personas so important?
- What are negative personas?
Chapters
- Product marketing use cases
- Product + engineering use cases
- Sales use cases
- Marketing use cases
- Customer Success use cases
- CEO use cases
- Coursework: Use cases
- Exam:
- Bonus: Using buyer and seller personas to empower your sales team [Salesforce]
Chapters
- Who should be involved in the persona process?
- How to determine how many personas you need
- How many interviews do you need to conduct?
- Getting interviewees on board
- Jobs-to-be-done theory
- Jobs-to-be-Done canvas
- Exam
- Bonus: Personas with jobs [Canva]
Chapters
- Picking the right questions
- How to conduct your interviews
- Who should conduct the interviews
- Coursework: Persona interviews
- Exam
- Bonus: A practical guide to building and using buyer personas [Picus Security]
Chapters
- Identifying trends
- Data consolidation template
- How many personas do you need?
- Quantified buyer personas
- Coursework: Data consolidation
- Exam
- Bonus: How to develop personas the right way [Veeam Software]
Chapters
- A step-by-step guide to building your personas
- Persona template examples
- Naming your personas
- Validating your personas
- Coursework: Persona templates
- Exam
Chapters
- Sharing your personas across the org
- Exam
Chapters
- Measuring the success of your personas
- How often should you review your personas?
- How to review your personas
- Persona tips
- Coursework: Reviewing your personas
- Exam
Chapters
Chapters
Chapters
- An intro to personas
- Difference between buyer and user personas
- Why are personas so important?
- What are negative personas?
Chapters
- Product marketing use cases
- Product + engineering use cases
- Sales use cases
- Marketing use cases
- Customer Success use cases
- CEO use cases
- Coursework: Use cases
- Exam:
- Bonus: Using buyer and seller personas to empower your sales team [Salesforce]
Chapters
- Who should be involved in the persona process?
- How to determine how many personas you need
- How many interviews do you need to conduct?
- Getting interviewees on board
- Jobs-to-be-done theory
- Jobs-to-be-Done canvas
- Exam
- Bonus: Personas with jobs [Canva]
Chapters
- Picking the right questions
- How to conduct your interviews
- Who should conduct the interviews
- Coursework: Persona interviews
- Exam
- Bonus: A practical guide to building and using buyer personas [Picus Security]
Chapters
- Identifying trends
- Data consolidation template
- How many personas do you need?
- Quantified buyer personas
- Coursework: Data consolidation
- Exam
- Bonus: How to develop personas the right way [Veeam Software]
Chapters
- A step-by-step guide to building your personas
- Persona template examples
- Naming your personas
- Validating your personas
- Coursework: Persona templates
- Exam
Chapters
- Sharing your personas across the org
- Exam
Modules
- Measuring the success of your personas
- How often should you review your personas?
- How to review your personas
- Persona tips
- Coursework: Reviewing your personas
- Exam
Modules
Modules
Our stats
"It’s essential for product marketing to own persona development - knowing personas and their pain points drives everything from targeted messaging to tailored sales enablement and understanding the voice of the customer. This course is essential for any product marketer creating personas for the first time, as well as for those refreshing and validating existing personas as the course contains a blend of theory, practical advice and best practice tips."
Louise Dunne
Product Marketing Manager
"Product Marketing Alliance's Persona certification is a must-have for ANY marketer. It's nice to say that you want to understand your audience, but having a persona strategy puts it into action."
Pat Timmons
Social Media
"I found the course to be highly instructive. I thought the facilitator/instructor was very knowledgeable, engaging, informative, and clear. Definitely enjoyed the course."
Antonio Diep
Manager Competitive Intelligence
Download
your brochure
Learn from the collective success and experience of the world’s biggest product marketing community. Not only that, but our certifications are built with the support of PMMs from the largest orgs around such as Adobe, Google, Linkedin, Atlassian, Grammarly, and many more.
If you need help convincing your company to pay for your training, we’ve done the leg work for you.
By the end of the course
you'll be able to...
Create effective personas
Acquire the skills to construct, develop, and implement personas that drive real business results.
Streamline processes
Steamline your persona process by focusing exclusively on harnessing data that fuel’s your org’s bottom line impact.
Construct use cases
Master the optimal application of personas and provide compelling use cases to your organization’s key stakeholders.
What's
included
5+ hours of engaging, high-value content built to solidify your understanding of personas and help you develop strategies that work for your business.
2+ hours of exclusive bonus footage, featuring insights from PMMs at global organizations like IBM.
Tons of real-life case studies to help you learn how successful personas have been built, applied, and adapted in a wide range of scenarios.
5 optional but highly recommended coursework tasks to help you solidify your persona knowledge and apply it to practical scenarios.
Exams at the end of every module are crafted to assess your understanding of the concepts covered and provide you with a robust knowledge of personas.
11 ready-to-use templates, expertly designed to help you streamline the persona development process.
Gain lifetime access to all course materials. You can revisit the content any time you like to refresh your knowledge or dive deeper into more complex topics.
Receive your Persona Certification: Earn a Masters certification on successful completion of the exams, and consider yourself a recognized persona pro.
Get personalized and actionable advice to your toughest product marketing questions, backed by Product Marketing Alliance’s entire knowledge base, using PMM-GPT.
Get access to
these resources...
With every single one of our courses and certifications, you can get your hands on templates, frameworks, and toolkits. All are designed with the cumulative knowledge of our community to help you implement your newfound knowledge the very next day.
Get this certification plus 25 others
with Pro+ membership
Looking for lifelong L&D support? Discover how our Pro+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Live workshops every month
Exclusive content
100+ templates and frameworks
500+ hours of OnDemand video content
PMM mentors
Members-only events and community
PMM learning paths and toolkits
Ungated access to industry reports
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Get this course plus 25 others,
with Exec+ membership
Discover how our Exec+ memberships stack up against our individual courses to find the best value for your investment.
25+ courses (incl. updates and future releases)
Complimentary access to 1x PMM Summit every year
Exclusive PMM Leaders Summit
Leadership programs
Mastering leadership workshops
Peer-to-peer mentorship
Carefully curated peer groups
Leadership breakfast briefings & dinners
100+ templates and frameworks
500+ hours of OnDemand insights
Members-only events and community
Lifetime access to all course content
Access to all future course updates
Official certification if you pass the exams
Course
benefits
Access the best tools to shape game-changing personas.
Gain a deeper understanding of your customer’s needs and wants.
Elevate your product, marketing, sales, and customer-focused initiatives to new levels.
Choose the wayyou want to learn
Our certifications can be taken in three different ways. Discover each of their unique benefits and learn in a way that suits you.
Comprehensive curriculum
Official certification
Real-time interaction
Instructor-led
Role play
Networking opportunities
Why choose
courses from PMA?
Whether you’re tuning in live or want unlimited access to all member benefits, select the plan that’s best for you...
Old way
New way
Get your team on
the same page...
Fill key knowledge gaps and get everyone speaking the same language by getting your whole team certified. Book in a call to discuss group rates.
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Accelerate your learning with our product marketing AI coach.
Ask questions and get advice instantly- the ultimate AI sidekick for ambitious product marketers looking to fast-track their growth with community-backed insights.
FAQS
In this course, you will learn everything about the persona process. This includes understanding different types of personas (user, buyer, brand, etc.), how many personas your company should have, what having personas means for your company, and how to create or build a persona. You will also learn how to streamline the persona process by focusing on extracting and mining data that drives bottom-line impact, and how to rally everyone in your organization around your personas.
When you enroll in this course, you will get access to over 5 hours of course content, 2 hours of bonus footage featuring Product Marketing Managers (PMMs) from organizations like IBM, real-life case studies, optional coursework tasks, marked exams at the end of every module, 11 templates for you to use, and lifetime access to all content. If you pass all the exams, you will receive an official persona certification.
This course is for any marketer who’s looking to master personas. It aims to provide you with a step-by-step guide to every single element of the persona process so that you’re fully equipped to go and deliver personas in your organization.
The course is on-demand, so you can take as much time as you like to complete it. There are over 5 hours of content to go through, along with exams at the end of each module.
There are also over 2 hours of bonus footage and 5 coursework tasks. Although these elements aren’t mandatory, we still recommend you take a look at them to further consolidate your knowledge and put your learnings into practice.
Once you’ve aced all the exams, you’ll receive your official persona certification. As a bonus, we provide you with lifetime access to all the course materials. Whether you want to revisit specific modules, reuse a template, or refresh your understanding of a particular coursework task, all the course content remains at your fingertips, ready to support you in the persona process.
Absolutely! We encourage curiosity here. You'll have a unique chance to ask tough questions and get bespoke, actionable responses from our expert, Alison. It's like having a mentor at your fingertips. So, bring on those questions!
$500. With this investment, you'll have a blueprint for becoming a first-rate persona strategist, essential for thriving in a long-term product marketing career. This includes 5+ hours of OnDemand course content, templates to put your theory into action, and coursework to consolidate your learning.
If you fail the first time around you'll be given the option to retake the exam. If you fail the second attempt, unfortunately, it means you won’t get the certificate. However, all’s not lost – you’ll have still learned lots and you’ll be given access to the course materials for life, so you can brush up on the bits you slipped up on forevermore.