Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways
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Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways

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Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways Presentation Transcript

  • #B2BContentEvent Content Connection Points Building a Segmentation Strategy & Communicating with Buyer Profiles Ruth P. Stevens ruth@ruthstevens.com @RuthPStevensB B Conference
  • #B2BContentEvent What  is  a  customer  segment?  A  group  with  similar  wants  and  needs.   –  Dis$nct  from  other  segments  (different   segments  have  different  needs)   –  Homogeneous  within  the  segment   (common  needs)   –  Responds  similarly  to  market  s>mulus   –  Stable  enough  to  market  to     –  Ac$onable.    Can  be  reached  by   communica>ons  and  distribu>on  channels       –  Substan$al  enough  to  be  profitable     2  
  • #B2BContentEvent Why  segment?  •  Efficient  use  of  limited  resources.   –  Choose  the  most  profitable  groups  to  target  •  Develop  effec>ve  marke>ng  strategies.   –  Speak  to  customer  needs  in  a  relevant  way  •  Monitor  success  and  re-­‐segment  as  needed.   –  Con>nuous  improvement   3  
  • #B2BContentEvent The  segmenta>on  process  1.  Iden>fying  segments  within  the  target   audience.    2.  Selec>ng  target  segments.    3.  Crea>ng  product  mix  and  communica>ons   mix  for  each  target  segment.   •  Posi$oning  products  to  serve  the  segment   •  Profiling  segment  to  develop  impacNul  messaging   4  
  • #B2BContentEvent Segmenta>on  variables  for  B-­‐to-­‐B   from  Bonoma,  Shapiro,  “How  to  Segment  Industrial  Markets,  HBR  •  Demographics   •  Purchasing  approaches     –  industry,  company  size,   –  purchasing  func>on,  buyer-­‐ customer  loca>on   seller  rela>onships,  purchasing  •  Opera>ng  variables   policies,  purchasing  criteria   –  company  technology,   •  Situa>onal  factors     product/brand  use   –  urgency  of  order,  product   status,  customer   applica>on,  size  of  order   capabili>es   •  Buyers’  personal   characteris>cs   –  character,  approach  
  • #B2BContentEvent Defining  your  target  customers   for  prospec>ng   Characterize  your  target,  by  key   variables:   –  Industry     –  Company  size   –  Job  >tle/func>on   –  Other    (but  make  sure  it’s  ac#onable).    April  26,  2012   6  
  • #B2BContentEventUnderstand  the  needs  of  your  target  Sources  of  insight:  •  Talk  to  sales  people  and  customer  service  staff  •  Primary  research     –  Online     –  Focus  groups  or  one-­‐on-­‐one  interviews   –  Surveys     NEEDS:  Examples  •  Advisory  board   •  Solve  a  problem   •  Gain  recogni>on   •  Save  >me,  money   •  Increase  produc>vity  April  26,  2012   7  
  • #B2BContentEvent Create  “personas”    •  Persona:  A  fic>onal  character  represen>ng  a  target   segment.   –  Aka  “profile.”  •  Useful  in  cracing  relevant  messaging  and   mo>va>onal  offers.       Meet  Joe.    Hes  owner  and  CEO  of  a  growing,  mid-­‐sized  stock   brokerage    company.    Joe  is    a  gregarious  guy,    married,  with  two   children.    His  wife  works,  so  there’s  always  more  to  get  done  in  the   day  than  they  can  handle.    Joe  wears  a  suit  to  the  office,  but  is   actually  more  comfortable  in  casual  clothes.      He  drives  a  roomy  4-­‐ door.    In  the  downturn,  his  company  took  quite  a  hit,  so  he’s  looking   for  ways  to  get  back  on  track  and  run  the  business  more  efficiently,   using  technology.          April  26,  2012   8  
  • #B2BContentEvent Tech  influencer  persona     Meet  Stan.    Hes  database  administrator  at  a  large  manufacturing   company  in  suburban  Illinois.    Stan  is    single,  and  lives  in  a  rental   apartment  with  his  two  dogs.    On  weekends,  he  favors  day  hiking   and  watching  his  favorite  sports  teams  on  Internet  television.      He’s   a  gadget-­‐lover,  and  early  adopter  of  consumer  electronics.    He   never  wears  a  suit  to  the  office.  He  drives  a  late-­‐model  SUV.    Stan   appreciates  how  people  in  his  company  are  always  asking  him  for   tech  advice.    His  company  understands  the  value  of  technology  in   gaining  a  compe##ve  manufacturing    edge.          April  26,  2012   9  
  • #B2BContentEvent Talking  their  language  Tech buyer Easy to install. No downtime. End-users won’t complain. I can look like a hero. “Spend less.”Business Easy to use. Will save us time and money. Helpbuyer me get the job done. I can look smart. “Sell more.”
  • #B2BContentEvent Example:  Relevant  messaging  Tech  buyer   Business  buyer  
  • #B2BContentEventStrategic  applica>ons  of  content   by  marke>ng  objec>ve   1.  Thought  leadership   2.  Lead  genera>on   3.  Rela>onship  management  
  • #B2BContentEvent Case  study  in  thought  leadership    Maddock  Douglas  in  conversa>on  
  • #B2BContentEventBlog  is  promoted  by  Twiier  
  •   Case  study  in  lead  genera>on #B2BContentEvent  Box  targets  mid-­‐market  business  managers
  • #B2BContentEvent Case  study  in  rela>onship  management  HP  delivers  dynamic  newsleier  content   Results:     •  18%  overall  traffic     •  Open  rate  +  300%   •  CTR  +600%  
  • #B2BContentEvent Thank  you  ruth@ruthstevens.com  @RuthPStevens   Visit  MaximizingLeadGenera>on.com   for  a  free  sample  chapter.  
  • #B2BContentEventBuyers  rely  on  content  more  than  ever   “Very”  or  “extremely”  influen>al  over  final  purchase  decision.   Source:  Eccolo  Media  2011  B2B  Technology  Collateral  Survey    
  • #B2BContentEvent 19