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Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
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Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO

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We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get …

We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get kick started with Buyer Personas?

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  • 1. Persona Marketing Key to Effective B2B online marketingToday’s host: Ingrid ArcherPresenter: Shimon Ben Ayoun Linda Cornelissen Shimon Ben Ayoun
  • 2. Ontmoet Angelien de Help mij in te ev o o ro pbranch en!’ lo p
  • 3. B2B Buyer 2.0 Likes to look things up him/herself online Is critical and compares Is overwhelmed with marketing messages And most of them are neglected
  • 4. 80% of your marketing materials is not used(source: IDC)
  • 5. What is Buyer PersonaSegment of users that represent the needs of alarger groups of customers, in terms of theirchallenges, goals and personal characteristics
  • 6. Steps for Buyer Persona Marketing RECYCLE
  • 7. Why use Personas?
  • 8. 1 Step 1- Start with a profile RESEARCH Angelien ‘de zelfbeslisser’‘We need to elevate the marketing department to astrategic level in our organization’Age: 43 Directie: met Sales directorM. Status: Married + 2 Year in job: 1Title: Marketing director Education: WO + NIMA A B
  • 9. 1 Read everything Attend seminars RESEARCH they read monitor conference topics* RSS feeds, Google Alerts * Listen to what they talk about* Publications * Note the questions that are being asked* Newsletters * Learn the topics on the program* Blogs/industry sites * Watch videos if you can’t attend
  • 10. 1 RESEARCH Talk with Conduct salespeople Interviews* Good salespeople listen and know more * With customers Won/Lost/Prospects* Should know many details on the buyer * Appr. 15-20 people* Look at Win/Loss reports* Warning: don’t count only on sales!!
  • 11. 1 Use Social Media & your website to RESEARCH Listen2.Google alerts, Twitter search, LinkedIN, etc.3.Conduct from time to time sentiment analysis4.Use analytics smartly to gather important data
  • 12. 2 DEVELOP Step 2 – Analyze and develop1. Find pattern and clusters2. Add details from behavioral traits that stand out3. Define common challenges4. Determine clusters you want to focus on
  • 13. 2 Step 2 – Analyze and develop DEVELOP1. Selection criteria could be: 1. Size of segment 2. Customer value 3. Growth opportunity 4. Business objectives2. Redefinition session with sales/marketing/communication
  • 14. Step 3 – Select & create 3 SELECT & CREATE1. Develop a story for each persona2. Provide a name and picture3. Story should be vivid, short and involve personal details4. Should be recognizable to stakeholders
  • 15. 4Step 4 -Launch Personas Internally & LAUNCHExternally
  • 16. RECYCLE Make it a dynamic process1. Personas only add value if you invest time to develop & launch them properly2. Evolve the personas over time
  • 17. Free eBook – Download at www.spotonvision.com
  • 18. Linda Cornelissen Shimon Ben Ayoun