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Buyer Personas: The Key to Strategic B2B Marketing
Delivering the RIGHT INFORMATION
to the RIGHT PEOPLE at the RIGHT TIME
in the B2B buying process is critical
for persuadin...
But what if your marketing
and sales efforts are built on

FALSE ASSUMPTIONS

about what’s important to
buyers and how they...
What if you discovered that 70% of your marketing budget
and 40% of your sales efforts were NOT being spent in places
that ...
DON’T think that’s very likely?
DON’T think that’s very likely?
Well that’s EXACTLY what one
company discovered after interviewing
their customers.
- McKi...
The problem with many marketing and
sales strategies is that they’re built on

GENERIC, DEMOGRAPHIC DATA
about B2B buyers,...
So you understand WHO
your buyers are and what
keeps them up at night.
So you understand WHO
your buyers are and what
keeps them up at night.
But you don’t know WHAT
they do to make a buying
de...
Need MORE convincing?
Test how well you know your buyers
Q1

Do you know what TRIGGERS some buyers
to do something about their pain points
and needs and look for a solution like y...
Q2

Do you know what buyers expect to CHANGE
within their organization once they implement
a solution like yours, and how ...
Q3

Do you know what real or perceived BARRIERS
could potentially prevent buyers from choosing
your solution, or force the...
Q4

Do you know what STEPS buyers take to search
for, short-list and evaluate solutions like yours,
and which stakeholders...
Q5

Do you know what precise CRITERIA buyers use
to evaluate a solution like yours, and which are
the most important when ...
If you’re like most companies, you
probably answered “YES” to only
1 or 2 out of 5 questions.
But there’s HOPE on the horizon.
But there’s HOPE on the horizon.

BU

YE

RS

And
BUYER PERSONAS
are key.
“A buyer persona is an example of the real person who buys, or
might buy, products like the ones you market based on what ...
There are 2 PARTS to a buyer persona
1. Demographic Data
Gathered from analysts, quantitative
studies and online observati...
The connection to your product contains

5 KEY INSIGHTS

Priority
Initiative

Success
Factors

Perceived
Barriers

Buyer
J...
1. PRIORITY INITIATIVE
What the Insight Reveals

How it Can Be Used

Reveals what has changed within the organization
that...
2. SUCCESS FACTORS
What the Insight Reveals
Links the buyer’s priority initiative with the need for
your product and revea...
3. PERCEIVED BARRIERS
What the Insight Reveals

How it Can Be Used

Reveals why buyers would not perceive your product
or ...
4. BUYER JOURNEY
What the Insight Reveals

How it Can Be Used

Reveals what steps the buyer takes to search for,
short-lis...
5. DECISION CRITERIA
What the Insight Reveals

How it Can Be Used

Reveals which product and company attributes are
the mo...
Together, these five insights provide a

COMPETITIVE ADVANTAGE
and will give you more confidence to

BUILD and DEFEND

your ...
What’s more, you’ll create POWERFUL MESSAGES that truly
resonate with buyers and have a greater chance at persuading
buyer...
The GOOD NEWS
is you don’t need
to interview nearly
as many buyers
as you might
think.
BU

YE

RS
You’ll start seeing trends in as few as
6 INTERVIEWS.
BU

BU

BU

YE

RS

YE

RS

YE

RS

BU

BU

YE

RS

BU

YE

RS

YE

...
You’ll start seeing trends in as few as
6 INTERVIEWS.
BU

BU

BU

YE

YE

RS

BU

RS

RS

RS

BU

BU

YE

YE

YE

RS

YE

...
The bottom line.
- Ann Handley, author of ‘Content Rules’
“Your buyers are the source of the insights
that will CLARIFY ALL DECISIONS.
By channeling the buyer’s voice - clearly,
ac...
Make buyer personas the foundation
of your marketing strategy today.
Thank
you.

Gordana Stok
B2B Content Marketing Consultant,
and Buyer Persona Institute Certified Practitioner
www.contentbr...
If you like this presentation, you might also like:

CONTENT.

The Key to Influencing
the B2B Buying Process

CLICK HERE to...
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Buyer Personas: The Key to Strategic B2B Marketing

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Delivering the right information, to the right people, at the right time in the B2B buying process is critical for persuading buyers to purchase your solution.

But what if your marketing and sales efforts are built on false assumptions about what’s important to buyers and how they make their purchasing decision?

What if you discovered that 70% of your marketing budget and 40% of your sales efforts were NOT being spent in places that actually influence the buying decision? What would be the reaction of your CEO and CFO?

Don’t think that’s likely? Well, that’s EXACTLY what one company discovered after interviewing their customers.

Find out how to make more informed marketing and sales decisions and gain a competitive advantage by interviewing buyers and capturing deep insights into what matters most to them.

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Transcript of "Buyer Personas: The Key to Strategic B2B Marketing"

  1. 1. Buyer Personas: The Key to Strategic B2B Marketing
  2. 2. Delivering the RIGHT INFORMATION to the RIGHT PEOPLE at the RIGHT TIME in the B2B buying process is critical for persuading buyers to purchase your solution. 100101101 010011010 101010010
  3. 3. But what if your marketing and sales efforts are built on FALSE ASSUMPTIONS about what’s important to buyers and how they make their purchasing decision?
  4. 4. What if you discovered that 70% of your marketing budget and 40% of your sales efforts were NOT being spent in places that actually influence the buyer’s decision? MARKETING BUDGET SALES EFFORTS No Influence Influence No Influence Influence
  5. 5. DON’T think that’s very likely?
  6. 6. DON’T think that’s very likely? Well that’s EXACTLY what one company discovered after interviewing their customers. - McKinsey & Company, “The B2B Customer Decision Journey: The Route to Increased Sales”, Forbes Magazine, April 24, 2013
  7. 7. The problem with many marketing and sales strategies is that they’re built on GENERIC, DEMOGRAPHIC DATA about B2B buyers, like their age, gender, roles, responsibilities, key priorities and biggest challenges.
  8. 8. So you understand WHO your buyers are and what keeps them up at night.
  9. 9. So you understand WHO your buyers are and what keeps them up at night. But you don’t know WHAT they do to make a buying decision with regards to YOUR SOLUTION CATEGORY and why some choose to do nothing at all.
  10. 10. Need MORE convincing?
  11. 11. Test how well you know your buyers
  12. 12. Q1 Do you know what TRIGGERS some buyers to do something about their pain points and needs and look for a solution like yours, and why some buyers are happy with the status quo? YES NO
  13. 13. Q2 Do you know what buyers expect to CHANGE within their organization once they implement a solution like yours, and how they define a successful implementation? YES NO
  14. 14. Q3 Do you know what real or perceived BARRIERS could potentially prevent buyers from choosing your solution, or force the buying process to grind to a halt? YES NO
  15. 15. Q4 Do you know what STEPS buyers take to search for, short-list and evaluate solutions like yours, and which stakeholders have the biggest influence at key stages in the buying cycle? YES NO
  16. 16. Q5 Do you know what precise CRITERIA buyers use to evaluate a solution like yours, and which are the most important when making their final purchasing decision? YES NO
  17. 17. If you’re like most companies, you probably answered “YES” to only 1 or 2 out of 5 questions.
  18. 18. But there’s HOPE on the horizon.
  19. 19. But there’s HOPE on the horizon. BU YE RS And BUYER PERSONAS are key.
  20. 20. “A buyer persona is an example of the real person who buys, or might buy, products like the ones you market based on what you learn from direct interviews with them.” - Adele Revella, Buyer Persona Institute
  21. 21. There are 2 PARTS to a buyer persona 1. Demographic Data Gathered from analysts, quantitative studies and online observation Information is the same for all buying decisions, regardless of the product 2. Connection to Your Product Gathered by interviewing customers that you’ve won AND lost Source of competitive advantage Information is specific to buying decisions in your product category
  22. 22. The connection to your product contains 5 KEY INSIGHTS Priority Initiative Success Factors Perceived Barriers Buyer Journey Source: 5 Rings of Buying Insights™ , Buyer Persona Institute Decision Criteria
  23. 23. 1. PRIORITY INITIATIVE What the Insight Reveals How it Can Be Used Reveals what has changed within the organization that triggered them to do something about their pain points and needs, and search for your type of product. Target “status quo” buyers with content that provides a provocative insight as to why they should make your product category a strategic priority for their organization.
  24. 24. 2. SUCCESS FACTORS What the Insight Reveals Links the buyer’s priority initiative with the need for your product and reveals the specific changes your buyer expects to see as a result of implementing your product. How it Can Be Used Produce relevant messages that capture the attention of actual buyers of your product and communicate the value using language that won’t annoy the buyer.
  25. 25. 3. PERCEIVED BARRIERS What the Insight Reveals How it Can Be Used Reveals why buyers would not perceive your product or company as their best option and why they would choose your competitor - or do nothing at all and return to the status quo. Proactively address topics and issues in your sales and marketing assets that might cause the buying process to grind to a halt or lead the buyer to disqualify your company or product.
  26. 26. 4. BUYER JOURNEY What the Insight Reveals How it Can Be Used Reveals what steps the buyer takes to search for, short-list and evaluate solution options, and which stakeholders get involved and have an influence at specific stages in the buying process. Create a buying process map that outlines what information stakeholders need at each stage in the buying process, how to reach them, and the key messages needed to persuade them.
  27. 27. 5. DECISION CRITERIA What the Insight Reveals How it Can Be Used Reveals which product and company attributes are the most important to the organization and how the buyer concluded which solution was their best option and would ensure a successful outcome. Identify what stakeholders need to effectively evaluate and compare your solution with your competitors. Provide buyers with the tools they need and answers to all their questions.
  28. 28. Together, these five insights provide a COMPETITIVE ADVANTAGE and will give you more confidence to BUILD and DEFEND your marketing strategy.
  29. 29. What’s more, you’ll create POWERFUL MESSAGES that truly resonate with buyers and have a greater chance at persuading buyers to choose your product over the competition’s.
  30. 30. The GOOD NEWS is you don’t need to interview nearly as many buyers as you might think. BU YE RS
  31. 31. You’ll start seeing trends in as few as 6 INTERVIEWS. BU BU BU YE RS YE RS YE RS BU BU YE RS BU YE RS YE RS
  32. 32. You’ll start seeing trends in as few as 6 INTERVIEWS. BU BU BU YE YE RS BU RS RS RS BU BU YE YE YE RS YE RS BU BU YE BU YE BU BU YE RS YE RS RS RS BU YE RS YE RS However, you’ll want to interview up to 12 BUYERS to validate the results.
  33. 33. The bottom line. - Ann Handley, author of ‘Content Rules’
  34. 34. “Your buyers are the source of the insights that will CLARIFY ALL DECISIONS. By channeling the buyer’s voice - clearly, accurately and persuasively - the buyer persona gives marketing the confidence to say, “This is what really matters to our buyers. So here’s the plan.” - Adele Revella, President, Buyer Persona Institute
  35. 35. Make buyer personas the foundation of your marketing strategy today.
  36. 36. Thank you. Gordana Stok B2B Content Marketing Consultant, and Buyer Persona Institute Certified Practitioner www.contentbridge.ca twitter.com/ContentBridge_
  37. 37. If you like this presentation, you might also like: CONTENT. The Key to Influencing the B2B Buying Process CLICK HERE to view the presentation
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