Buyer personas are indispensable in B2B marketing. It helps you to focus on what really matters, your buyer. This PPT will help you with some practical tips on how to develop and maintain your B2B
Buyer personas are indispensable in B2B marketing. It helps you to focus on what really matters, your buyer. This PPT will help you with some practical tips on how to develop and maintain your B2B buyer personas.
How do I reach my buyer? How do I connect with them?
Who are my real buyers ?? Strategic Buyer Economic Buyer User Buyer
What is Buyer Persona Segment of users that represent the needs of a larger groups of customers, in terms of their goals and personal characteristics Persona is a concise description of a specific customer type
Step 1- Start with a profile Marloes Persona A – Pioneering ‘We need to elevate the marketing department to a strategic level in our organization’ Age: 36 M. Status: Married + 1 Title: B2B MARCOM Manager Reports to: VP Marketing Year in job: 5 Education: HBO + NIMA A B C
Step 1- Start with a profile But also : My frustrations My approach to gathering new ideas and information
Read everything they read RSS feeds, Google Alerts Publications Newsletters Blogs/industry sites
Attend seminars and monitor conference topics Listen to what they talk about Note the questions that are being asked Talk to people at the conference Learn the topics on the program Watch videos if you can’t attend
Talk with salespeople Good salespeople listen and know more Should know many details on the buyer Look at Win/Loss reports Warning: don’t count only on sales!!
Use Social Media & your website to Listen Google alerts, Twitter search, LinkedIN, etc. Conduct from time to time sentiment analysis Use analytics smartly to gather important data
Conduct Interviews With customers Won/Lost/Prospects Appr. 15-20 people for one persona Focus on the goals (next slide)
The Five Rings of Insights Source: Adele Revella – Buyer Persona Institute
Step 2 - Create a persona narrative Find pattern and clusters Add details from behavioral traits Selects details that stand out Give name and photo
Example 1: Dorien Dorien is a 35 year old marcoms manager, who has been in business-to-business marketing and communications ever since she graduated. She has a good career, has 2 small children by now and works 4 days a week. Because of her perfectionism and passion for her job she usually catches up on work in evenings or in the weekend. Dorien puts a lot of effort in keeping her team together and she is sensitive to what others in the company think or say about the marcoms department. Because Dorien has a long track record and a professional attitude she knows when she wants to hire an external agency and she knows pretty well what requirements she’s looking for. She usually finds her suppliers via her own network or via LinkedIn. Because of pressure from the board Dorien has to justify more and more why she choses to outsource and what ROI she expects from spending her budget. Dorien is a great marcoms professional at work, and at the same time a very amicable and personal person.
Example 2: Peter Peter, 45 years old, is a busy IT manager in a logistics company, needs to upgrade his servers to handle a new software application that new employees can access remotely. As he’s putting out fires on a daily basis, he doesn‘t have the time to spend doing research during the say, and definitely doesn’t have the time to talk on the phone with sales people. But because of his priority of this project, he may take the time after work to do some vendor research online, and call up a few resellers for RFP’S. He will definitely visit some forums to see what his peers are saying and to see if he can get some information there. He’ll read a few industry blogs. And, if he can find them, he’ll download some white paper.
How B2B Marketers should use personas? Focus the attention and budget to what matters- the buyer and his/her needs Focus the development & design of marketing campaigns Develop your content with buyer-dialogue in mind
Keep your persona to one page Add personal details but don’t go overboard Include goals for each persona Develop 3-5 personas for each buyer type
Personas only add value if you invest time to develop them properly Evolve the personas over time Personas are not the silver bullet, but extremely important to have Get the sales buy-in on the personas
“If you want to create change, start small and do something remarkable.” Seth Godin
Master Class Content marketing in B2B 22 September 2011 The HUB Amsterdam http://info.spotonvision.com/content-marketing-masterclass 10% discount for webinar attendees
To know more, please visit: www.spotonvision.com @spotONvision @b2bmktforum LinkedIn group: B2B Marketing Forum http://www.youtube.com/user/spotONvision