About two years ago, TD Ameritrade Institutional (TDAI), a brokerage and custody services platform for Registered Investment Advisors (RIAs), shifted its case study approach from solution-focused, to buyer-focused.
The brand partnered with Bulldog Solutions to conduct buyer persona research, which ultimately unveiled two target audiences the company needed to speak to: Breakaway Brokers and RIAs. The companies also found
that they needed to segment audiences based on the business environment they’re transitioning from. After completing this research, TDAI created buyer personas and mapped out the overall buyer’s journey.
For the initial release, TDAI produced three customer stories and, in fall 2016, produced five more. Each story is broken into chapters, each speaking to different parts of the transition process.
These aspirational stories were designed to tap into the fears of certain buyers, and show them the benefits of turning to TDAI.