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Buyer Persona - Key to B2B Marketing Success

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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.

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  • Good presentation!

    If you want to download the original template used on slide 10 and 11 you can do it here:
    http://creativecompanion.wordpress.com/2011/05/05/the-persona-core-poster/

    If you use it, please share and give credits it is Creative Commons!
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Buyer Persona - Key to B2B Marketing Success Buyer Persona - Key to B2B Marketing Success Presentation Transcript

  • Persona Marketing
    Key to Effective B2B online marketing
    Today’s host: Ingrid Archer
    Presenter: Shimon Ben Ayoun
    Founder & Organizer:
    www.spotONvision.com
  • Any Questions/Comments
    Use GoToWebinar“Chat” or “Ask a question”
    OR
    Twitter us with #b2bnl tag
  • Registration question results
    Do you currently use buyer persona in your marketing?
  • 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
  • Design Persona Buyer Persona
  • Why use Personas?
    • Helps to visualize your customers
    • Acts as a guide throughout the development of marketing-communication campaigns
    • Remove the tendency that we all have.....think of yourself as the customer
    • Helps in aligning sales, marketing and product development
    • The ‘secret sauce’ for effective marketing
  • 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
  • How to gather the insights?
    • Read everything they read
    • Attend seminars & monitor conference topics
    • Talk with the salespeople
    • Use your website analytics
    • Conduct personal interviews
  • 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
  • Implementing Personas
  • Results of Using Personas
    • Change misconceptions about buyer segments
    • Effective marketing messages & programs
    • Better ROI on your budget
  • 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