© 2018. DemandGen International, Inc. All Rights Reserved. 8
GARY | Mortgage Banker
INQUIRE LEARN EVALUATE JUSTIFY SELECT
Define the
persona's
motivation at
each stage
What interests
me?
What do I want
to know?
What do I think? Is this right?
What else is
needed?
Am I ready to
buy?
What questions
is your persona
asking at each
stage?
Questions: Questions: Questions: Questions: Questions:
Define the
key messages
and value
propositions
Messages: Messages: Messages: Messages: Messages:
What offers do
they respond to?
Offer types: Offer types: Offer types: Offer types: Offer types:
