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Improving B2B content & conversion with personas
 

Improving B2B content & conversion with personas

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www.spicecatalyst.com | B2B Marketing Series on Best Practices for Customer Journey

www.spicecatalyst.com | B2B Marketing Series on Best Practices for Customer Journey

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Improving B2B content & conversion with personas Improving B2B content & conversion with personas Presentation Transcript

  • Crea%ng  an  Insanely  Great  Customer  Journey   Status   Quo   Trigger   Refer   Point   Expand   Explore   Op%ons   Validate   Value   Deploy   Evaluate   Solu%on   Solu%ons   Purchase     Business   Internal   Case   Buy  In   Improving  B2B  content  &  conversion   with  stage  based  personas   Mike  Connor   (mike@spicecatalyst.com)   www.spicecatalyst.com  
  • Crea%ng  an  Insanely  Great  Customer  Journey  In  B2B  crea%ng  in-­‐depth  personas   is  key  to  crea%ng  great  content     Content  that  leads  to  conversion  and  to  an   “Insanely  Great”  Customer  Journey  
  • Crea%ng  an  Insanely  Great  Customer  Journey   To  create  personas  with  that  kind  of  insight  requires  having  an  in%mate  knowledge  of  who  the   influencers  and  decision-­‐makers  are  Status   Trigger   Quo   Point   Explore   Op%ons   Evaluate   Solu%ons   Business   Case   Internal   Buy  In   Purchase   Deploy   Solu%on   Validate   Value   Expand   Use   Refer   Insight  into  what  each  of  them  must  accomplish  at  each  stage   of  the  customer  journey  and  what  informaCon  or  experience   they  need  to  achieve  that  business  outcome.   View slide
  • Crea%ng  an  Insanely  Great  Customer  Journey   In  addi%on  to  the  typical  Persona   You  will  need  informa%on  about  their  needs  at  each  stage    •  What  is  their  business  goal  or  desired  outcome  •  What  informaCon  do  they  need  and  in  what  form  •  What  informaCon  will  they  need  to  convey  to  others  •  What  will  they  need  to  accomplish  to  move  to  the  next  stage   View slide
  • Crea%ng  an  Insanely  Great  Customer  Journey   Some  insight  can  be  gathered  through  research  and  analyCcs.  .  .  To  deliver  content  or  experiences  that  truly  differen%ate  requires  a  different  level  of  insight     Insight  that  comes  from:   •  Spending  Cme  with  customers  in  their  environment   •  Watching  them  pull  together  informaCon   •  Observing  them  as  they  interact  with  it  and  their  peers   •  Seeing  how  they  research  and  discuss  compeCCve  opCons   •  Seeing  how  they  present  that  informaCon  internally.   That  insight  .  .  .  will  help  you  create  content  and  experiences  that  create  breakthrough   value  and  accelerate  conversion.    
  • Crea%ng  an  Insanely  Great  Customer  Journey   Thank  You   Your  thoughts  and  comments  are  appreciated!   www.spicecatalyst.com   Your  Agile  Business  Accelera%on  Agency   Let’s  get  this  done!   Mike  Connor   (mike@spicecatalyst.com)