Deep Buyer Insights:                                           Closing the Gap Between Sales                              ...
What high performing sales reps know Influencers             How each person will impact the buying decision  Priority    ...
Sales can present your piece as the perfect fit
My focus on buyers startedat Regis McKenna        ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.   4
Sales and Marketing share the same goalPosition your solution as the perfect fit              2010-11 BUYER PERSONA INSTI...
Sales people have the     opportunity and trainingto gain deep insights about their buyers…            Marketers do not.  ...
Sales persuades one                                  Marketing persuades customer at a time                             di...
According to a recent Corporate Executive Boardstudy, buyers are 57% of the way to a decision beforethey talk to your sale...
Marketing may need to focus on objections                                             Increase productivity with          ...
Marketers need precise insights…Which type of buyer will respond to lead generation campaigns                2012 BUYER P...
Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging ...
Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging ...
Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging ...
Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging ...
Marketers need to be buyer experts   Not obvious information............                 insights competitors don’t have  ...
Does your value prop persuade the buyer?   Our Assessment                                     Buyer’s perspective    Marke...
Probe for insight.   The buyer’s first answeris the one you already know.  ©2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS...
Example probing question …     “ What aspect of ease-of-use          was most critical? ,,         2012 BUYER PERSONA INS...
Five Rings of Insight™ for Buyer Personas         2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED.         ©      ...
Marketers need deep insights about what …   Priority              Creates urgency to solve the problem   Process          ...
Marketers need to speak directly with buyers                                                       1) Buyers don’t reveal ...
What if your next internal launch focused on   WHO           • Will agree to meet and how to get that meeting   WHAT      ...
Type into chat …        What did you hear today             that you want              to change ASAP?          2010-11 B...
You will need to make two investments          Cultural                                                  Skills      Organ...
Resourceswww.buyerpersona.comFree ebooks and blogTwitter @buyerpersonaFacebook.com/buyerpersonaOnline and in-house worksho...
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Deep buyer insights: Closing the gap

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Watch sales people react to any marketing presentation, and the disconnect between the teams is palpable. When the reps’ most mundane smartphone updates are more compelling than the marketer’s plans to facilitate their success, it’s clear that marketing and sales are operating from different playbooks.

In this presentation, Adele Revella presents a plan to build a marketing team that provides key insights into the one topic that dominates the agenda of every successful sales person: how and why buyers choose among their options and what you can do to influence that decision.

Based on more than 25 years in the trenches as a B2B sales and marketing executive, trainer, and author, Adele reveals the steps that are enabling marketers to conduct buyer interviews and probe for facts about what really motivates their decisions – new insights that the buyer hasn’t yet shared with anyone. You’ll see how to build this new competency as the foundation of credibility and trust with all the marketer’s key audiences, including the sales people and the buyers themselves.

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  • Always had a vision to close this gap. When I authored the Effective Product Marketing workshop for Pragmatic Marketing in 2001, I told thousands of marketers that they needed to develop buyer personas, to understand their buyers and then base their marketing on those results.
  • Needs format for Q and an A
  • Transcript of "Deep buyer insights: Closing the gap"

    1. 1. Deep Buyer Insights: Closing the Gap Between Sales and Marketing Adele Revella adele@buyerpersona.com Twitter @buyerpersona SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | WWW.BUYERPERSONA.COM 685
    2. 2. What high performing sales reps know Influencers How each person will impact the buying decision Priority That prompted the search for a solution Success How the buyer defines it Barriers To purchasing from me Criteria For required capabilities or features ©2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. 2
    3. 3. Sales can present your piece as the perfect fit
    4. 4. My focus on buyers startedat Regis McKenna ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 4
    5. 5. Sales and Marketing share the same goalPosition your solution as the perfect fit  2010-11 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 5
    6. 6. Sales people have the opportunity and trainingto gain deep insights about their buyers… Marketers do not. This needs to change.  2010-11 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 6
    7. 7. Sales persuades one Marketing persuades customer at a time different segments of buyers ©2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. 7
    8. 8. According to a recent Corporate Executive Boardstudy, buyers are 57% of the way to a decision beforethey talk to your sales peoplePoll:A. Sounds right. For most of our solutions, buyers have narrowed the field to 2 or 3 options before they contact our sales people.B. Not true for us. Our sales people are almost always involved at the earliest stage of the buying decision.C. Other (enter in chat)  2010-11 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 8
    9. 9. Marketing may need to focus on objections Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources. ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 9
    10. 10. Marketers need precise insights…Which type of buyer will respond to lead generation campaigns  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 10
    11. 11. Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging strategy and marketing content  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 11
    12. 12. Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging strategy and marketing contentWhere to prioritize marketing investments  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 12
    13. 13. Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging strategy and marketing contentWhere to prioritize marketing investmentsWhen sales people and campaigns can engage qualified buyers  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 13
    14. 14. Marketers need precise insights…Which type of buyer will respond to lead generation campaignsWhat to include in messaging strategy and marketing contentWhere to prioritize marketing investmentsWhen sales people and campaigns can engage qualified buyersHow to focus creative and marketing efforts to impact buyer’s choices  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 14
    15. 15. Marketers need to be buyer experts Not obvious information............ insights competitors don’t have Not a customer ………………… someone who might buy from you Not generic ……………............... in context for decision at hand ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 15
    16. 16. Does your value prop persuade the buyer? Our Assessment Buyer’s perspective Market leader Ease-of-use Scalability Integration Pricing ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 16
    17. 17. Probe for insight. The buyer’s first answeris the one you already know. ©2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. 17
    18. 18. Example probing question … “ What aspect of ease-of-use was most critical? ,,  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 18
    19. 19. Five Rings of Insight™ for Buyer Personas  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 19
    20. 20. Marketers need deep insights about what … Priority Creates urgency to solve the problem Process Makes it easy to choose you Criteria The buyer will use to compare options Success Or results are expected from this purchase Barriers Prevents a decision in your favor ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 20
    21. 21. Marketers need to speak directly with buyers 1) Buyers don’t reveal the truth to Sales people. 2) Sales people view each buyer as unique. 3) Strategies often focus on new buyers and markets. ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 21
    22. 22. What if your next internal launch focused on WHO • Will agree to meet and how to get that meeting WHAT • Buyers say about each competitor • Buyers influence each part of the buying decision WHICH • Positives to emphasize, objections to overcome HOW • Campaigns/sales tools target all of the above ©2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. 22
    23. 23. Type into chat … What did you hear today that you want to change ASAP?  2010-11 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 23
    24. 24. You will need to make two investments Cultural Skills Organizational support For marketers to for marketers to focus conduct unscripted on buyer expertise interviews with buyers ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 24
    25. 25. Resourceswww.buyerpersona.comFree ebooks and blogTwitter @buyerpersonaFacebook.com/buyerpersonaOnline and in-house workshopsto master buyer personainterviews and messaging ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 25

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