0
How Just 5 Buying Insights
Ensure Engagement
With Your Content

Adele Revella, President
@buyerpersona

www.act-on.com | @...
Chat

www.act-on.com | @ActOnSoftware | #ActOnSW
Twitter

#ActOnSW
www.act-on.com | @ActOnSoftware | #ActOnSW
How Just 5 Buying Insights
Ensure Engagement
With Your Content
Adele Revella, President
Twitter @buyerpersona

 6 85 SPRI...
What buyers say about marketing content
Your website isn’t
helpful … it has the
same information as
your competitors’ and
...
This is a buyer
profile, not a
buyer persona

 © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.

6
 © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.

7
By asking the right questions …
BUYERS WILL TELL YOU

SO YOU KNOW

Priority Initiative

What triggers their search

Who in...
Probe for insight.
The buyer’s first answer
is the one you already know.

 © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS...
You need to hear the buyer’s story

“ Take me back to the day when you first
started looking for a ________ solution.
What...
PROBE

“ That need had to have
been there for awhile.
What happened to
,,
make this a priority?
This is a conversation

“ So what did you do first to
,,
identify your options?

 © 2013 BUYER PERSONA INSTITUTE INC. ALL...
PROBE

“ You mentioned that
you visited several
websites. What
questions did you find
answered there?

,,
Insights inform segmentation
How many buyer personas will ensure
that your marketing is persuasive?

 © 2013 BUYER PERSON...
Insights inform the core value proposition
What is most unique about our solution …
and most important to this buyer?

 ©...
Insights inform the topics for marketing content,
timed for phases in the Buyer’s Journey.
Buying Stage

Topics to Address...
Think about the ROI on being the
buyer expert marketer who knows …
• Which buyers will be receptive to our new strategy
an...
www.buyerpersona.com
Free ebooks and blog

Twitter @buyerpersona
Facebook.com/buyerpersona
adele@buyerpersona.com
Pre-reco...
Q&A

How Just 5 Buying Insights
Ensure Engagement
With Your Content
Adele Revella, President
Twitter @buyerpersona

www.ac...
Next Steps
Interested in a demo
Call +1 (877) 530-1555
Email sales@act-on.com
Web www.act-on.com
•
•
•
•
•
•
•
•

Ask abou...
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How Just 5 Buying Insights Ensure Engagement With Your Content

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Transcript of "How Just 5 Buying Insights Ensure Engagement With Your Content"

  1. 1. How Just 5 Buying Insights Ensure Engagement With Your Content Adele Revella, President @buyerpersona www.act-on.com | @ActOnSoftware | #ActOnSW
  2. 2. Chat www.act-on.com | @ActOnSoftware | #ActOnSW
  3. 3. Twitter #ActOnSW www.act-on.com | @ActOnSoftware | #ActOnSW
  4. 4. How Just 5 Buying Insights Ensure Engagement With Your Content Adele Revella, President Twitter @buyerpersona  6 85 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM
  5. 5. What buyers say about marketing content Your website isn’t helpful … it has the same information as your competitors’ and doesn’t answer my questions. There is nothing to help me determine if you can meet the needs that I have identified. This decision is NOT about price or features. We’ll go with the company that we believe we can trust.  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 5
  6. 6. This is a buyer profile, not a buyer persona  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 6
  7. 7.  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 7
  8. 8. By asking the right questions … BUYERS WILL TELL YOU SO YOU KNOW Priority Initiative What triggers their search Who initiates this search, plus why some buyers are not looking Success Definition What they expect as a result of this purchase Which benefits matter most and how they describe that outcome Perceived Barriers Why this buyer wouldn’t make this decision What you need to say and do to eliminate key buyer concerns Decision Criteria Which capabilities this buyer evaluates When you need to focus on features and how to avoid fluff Buyers Journey What they do to examine options and choose Which buyer is most critical when and how you need to reach them
  9. 9. Probe for insight. The buyer’s first answer is the one you already know.  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 9
  10. 10. You need to hear the buyer’s story “ Take me back to the day when you first started looking for a ________ solution. What happened? ,,  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 10
  11. 11. PROBE “ That need had to have been there for awhile. What happened to ,, make this a priority?
  12. 12. This is a conversation “ So what did you do first to ,, identify your options?  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 12
  13. 13. PROBE “ You mentioned that you visited several websites. What questions did you find answered there? ,,
  14. 14. Insights inform segmentation How many buyer personas will ensure that your marketing is persuasive?  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 14
  15. 15. Insights inform the core value proposition What is most unique about our solution … and most important to this buyer?  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 15
  16. 16. Insights inform the topics for marketing content, timed for phases in the Buyer’s Journey. Buying Stage Topics to Address Awareness and Research • Priority Initiative • Success Factors • Perceived Barriers Assess and Evaluate • Perceived Barriers • Decision Criteria  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 16
  17. 17. Think about the ROI on being the buyer expert marketer who knows … • Which buyers will be receptive to our new strategy and why. For those who are not receptive, why not. • Why some buyers prefer X competitor, while others understand our value. • The role that each of the potential targets in the buyer’s organization plays, which are most likely to choose us, and why.  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 17
  18. 18. www.buyerpersona.com Free ebooks and blog Twitter @buyerpersona Facebook.com/buyerpersona adele@buyerpersona.com Pre-recorded and private workshops to train marketers to build buyer personas and messaging  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 18
  19. 19. Q&A How Just 5 Buying Insights Ensure Engagement With Your Content Adele Revella, President Twitter @buyerpersona www.act-on.com | @ActOnSoftware | #ActOnSW
  20. 20. Next Steps Interested in a demo Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com • • • • • • • • Ask about Need tipsus on Quora the Marketing Action Blog it today Collect from us on Converse with us on Twitter Circle us on Google+ Follow us on Pinterest Learn about us on LinkedIn Meet us on Facebook Watch us on YouTube www.act-on.com | @ActOnSoftware | #ActOnSW
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