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

2. Chat
www.act-on.com | @ActOnSoftware | #ActOnSW

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

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. 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. This is a buyer
profile, not a
buyer persona
 © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.
6

7.  © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.
7

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. Probe for insight.
The buyer’s first answer
is the one you already know.
 © 2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.
9

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

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

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

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