ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing
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ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing

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Personas and B2I Survey. We sought to answer the questions: Are B2B services and solutions companies using Personas? What is the success rate? And, what are the challenges and obstacles marketers ...

Personas and B2I Survey. We sought to answer the questions: Are B2B services and solutions companies using Personas? What is the success rate? And, what are the challenges and obstacles marketers face?

We surveyed 194 marketing, sales, and sales operations professionals and conducted fifteen interviews with senior marketers, sales people, and sales operations and industry experts.

Survey and interview participants came from both services firms and products and services companies.

Some of the survey results:
•Only 15% were very effective at Persona marketing in that they based their personas on research with buyers, especially qualitative research.
•With B2I, technology makes personalization at scale possible, but you must include human judgement and context to ensure success.
•More marketers today capture and use offline activity to personalize the experience.

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    ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing ITSMA Online Survey: Increasing Relevance with Buyer Personas and B2I Marketing Presentation Transcript

    • Increasing Relevance with Buyer Personas and B2I Marketing Julie Schwartz | Senior Vice President Research and Thought Leadership | ITSMA Note: This Abbreviated Summary highlights some of the significant findings from ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014. A more in-depth analysis can be found in the full report available for purchase at: http://www.itsma.com/research/increasing- relevance-with-buyer-personas-and-b2i-marketing/ Abbreviated Summary | March 2014 ©ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014. All rights reserved. Not for reproduction or redistribution without permission. O N L I N E S U R V E Y
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 2 In B2B marketing, relevance means: 81%will pay a premium for industry experience and industry-specific solutions #1Understands my unique business needs top rated services provider selection criteria 48% are more likely to consider solution providers that personalize their marketing to address their specific business issues Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study, (N=466) Source: ITSMA, How Buyers Choose Solution Providers, (N=216) Source: ITSMA, Professional Services and Solutions: 2013 Brand Tracking Study, (N=466) “Can you solve my problem?”
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 3 These are the new marketing techniques to improve relevance and personalization Buyer Persona An example (archetype) of a customer who represents a particular group of buyers. Used to better understand: What motivates buyers to choose your solutions How to persuade them to choose you rather than a competitor or the status quo B2Ilearning about each individual buyer so that marketing and sales efforts can become increasingly personalized and relevant Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 The process of continuously
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 4 Personas Buyer Personas make your marketing messages client-centric, relevant, and consistent; B2I makes them more personalized Why and how they buy What they do Who they are Demographic Segments Preferences What they like Behaviors Source: ITSMA B2I
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 5 Less than half of B2B marketers today are increasing relevance through personalization Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 (N=194) 44%use buyer personas 29%use B2I processes or tools 16% use both
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 6 We’re at the start of something big Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 Now Next 12 months Beyond 12 months 100% 50% B2I Usage Persona Usage  44%  29% 73%   83%  64%  84% 0% % of Marketers (N=194)
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 7 The majority of marketers believe that they are only slightly or somewhat effective at using personas Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 How effective is your organization in using personas in its marketing activities? % of Respondents (N=87) Slightly/ somewhat effective 83%Not at all effective 2% Extremely effective 0% Very effective 15%
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 8 Marketers point to a number of reasons behind their less than stellar results Just getting started “We are still learning how to target the right personas and customize the content.” Inconsistent application “We have good personas and have organized campaigns for them, but still slip into inside-out marketing too often.” Inability to operationalize “We don’t know what to use them for... we spent a lot of time on them, but how do we apply the knowledge?” “We have used personas in ABM programs extensively. As a next step we’d like to use it in our thought leadership campaigns.” Usage not yet pervasive Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 9 The research reveals additional obstacles to buyer persona effectiveness Not doing qualitative research with buyers; relying too much on sales for buyer intelligence Emphasizing demographic information rather than deep insights into buyer behavior Creating buyer personas solely based on what buyers do (industry/role), rather than how they decide to purchase 1 2 3 Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 10 We are just beginning the personalization journey  Buyers are more likely to do business with solution providers that demonstrate an understanding of their unique business issues  Personas and B2I are two new marketing techniques to improve relevance and personalization  Effective buyer personas come from qualitative research with customers  Deep insights on how and why people buy are more important than demographics  Beware of complexity! You don’t need a persona for every market segment B2I adds another layer of relevance  B2I marketing enables more personalized packaging and outbound targeting  You need human judgment to do B2I personalization well  B2I, done well, transforms marketing into a value-added service Personas can improve marketing at every level Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 11 Study Methodology Web-based Survey Survey invitations were emailed during March 2014 to ITSMA member and select non-member companies 194 Marketers, sales, and sales ops professionals ITSMA Analyzed the Data Three Ways Effectiveness in Using Personas • Very effective • Somewhat/slightly effective Company Size (annual revenue) • Less than $1B • $1-20B • More than $20B Company Type • Products and services • Primarily services Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 9 qualitative follow-up interviews with marketers Qualitative Interviews 6 qualitative interviews with industry experts Participating Companies (partial list) • Agilent Technologies • Alcatel-Lucent • Amdocs • AMRT • Arqiva • AT&T • Avanade • Avaya • Basware • Birch • Black & Veatch • Bluewolf • CA • Capgemini • CDW • CGI • Check Point Software • Ciena • Cisco Systems • Cognizant • Collaborative Consulting • Colt • CompuCom • CSC • Dassault Systemes • Dell • Deloitte • Dimension Data • DocuSign • DST • DWA • EMC • Everest Group • Extreme Networks • EY • FEI • FIS Global • Fortna • Fujitsu • GE Healthcare • Genpact • Geomatic • Green Hat • HCL Infosystems • HCL Technologies • HDS • HP • IBM • iGATE • Ikonomou • Infor • Infosys • Infotech • ITC Infotech • KPIT • Kronos, Inc. • Lumension • Microsoft • Minacs • Mphasis • Neudesic • NICE • NxTech, Inc. • Optus Business • Orange Business Services • PDS • Philips Healthcare • Pivotal Labs • Polycom Asia Pacific, Pte Ltd. • PTC • PwC • Qlik • Salesforce • SAP • SC&H Group • SITA • Softtek • SunGard • Swisscom IT Services • Symantec • Tech Mahindra • Unify • Unisys • Ventyx • Verisign • Verizon • Wipro • Wood Mackenzie • Xerox
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 12 Marketing 90%Sales 6% Sales operations or other sales support 2% Other 2% B2B 87% Both B2B and B2C 13% 4 5 5 3 23 8 21 32 $50– 99M $100– 249M $250– 499M $500– 999M $1– 4.9B $5– 9.9B $10– 20B Over $20B Respondent Demographics Which of the following best describes the audience to which you market? Which of the following best describes your company? Mainly sell products (services revenue less than 10%) 2% % of Respondents (N=194) Source: ITSMA Survey: Increasing Relevance with Buyer Personas and B2I Marketing, March 2014 Sell both products and services 54% Mainly sell services (product revenue less than 10%) 44% What is your organization’s annual revenue? Which of the following best describes your company? Which of the following best describes your job role? Which best describes your job title or level? 19 35 33 13 Functional or LOB Leadership Director Manager Individual contributor Professional services/ consulting 48% Technology hardware, software, and solutions 23% Software solutions 16% Telecom and network systems and solutions 13%
    • ©ITSMA 2014 Online Survey: Personas and B2I | Abbreviated Summary | SV4592AS. All rights reserved. Not for reproduction or redistribution without permission. | 13 For More Information Julie Schwartz Senior Vice President Research and Thought Leadership ITSMA jschwartz@itsma.com +1-781-862-8500, Ext. 112 Slide Executive Summary 3 Methodology and Respondent Demographics 31 Detailed Findings: Buyer Personas 38 Detailed Findings: B2I Tools and Processes 62 Want to learn more? Here’s what is included in the full study