Persona Marketing                               Key to Effective B2B online marketingToday’s host: Ingrid ArcherPresenter:...
Ontmoet Angelien                de Help  mij in       te       ev  o o ro pbranch en!’      lo p
B2B Buyer 2.0 Likes to look things up him/herself online Is critical and compares Is overwhelmed with marketing message...
80% of your marketing materials is not used(source: IDC)
What is Buyer PersonaSegment of users that represent the needs of alarger groups of customers, in terms of theirchallenges...
Steps for Buyer Persona Marketing             RECYCLE
Why use Personas?
1               Step 1- Start with a profile                                 RESEARCH                  Angelien           ...
1 Read everything             Attend seminars                                                                      RESEARC...
1                                                                       RESEARCH   Talk with                              ...
1     Use Social Media & your website to            RESEARCH                   Listen2.Google alerts, Twitter search, Link...
2                                                       DEVELOP           Step 2 – Analyze and develop1. Find pattern and ...
2        Step 2 – Analyze and develop   DEVELOP1. Selection criteria could be:  1. Size of segment  2. Customer value  3. ...
Step 3 – Select & create                                                           3                                      ...
4Step 4 -Launch Personas Internally &   LAUNCHExternally
RECYCLE         Make it a dynamic process1. Personas only add value if you invest          time to develop & launch them p...
Free eBook – Download at www.spotonvision.com
Linda Cornelissen   Shimon Ben Ayoun
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
Upcoming SlideShare
Loading in …5
×

Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO

1,291 views

Published on

We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get kick started with Buyer Personas?

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,291
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO

  1. 1. Persona Marketing Key to Effective B2B online marketingToday’s host: Ingrid ArcherPresenter: Shimon Ben Ayoun Linda Cornelissen Shimon Ben Ayoun
  2. 2. Ontmoet Angelien de Help mij in te ev o o ro pbranch en!’ lo p
  3. 3. B2B Buyer 2.0 Likes to look things up him/herself online Is critical and compares Is overwhelmed with marketing messages And most of them are neglected
  4. 4. 80% of your marketing materials is not used(source: IDC)
  5. 5. What is Buyer PersonaSegment of users that represent the needs of alarger groups of customers, in terms of theirchallenges, goals and personal characteristics
  6. 6. Steps for Buyer Persona Marketing RECYCLE
  7. 7. Why use Personas?
  8. 8. 1 Step 1- Start with a profile RESEARCH Angelien ‘de zelfbeslisser’‘We need to elevate the marketing department to astrategic level in our organization’Age: 43 Directie: met Sales directorM. Status: Married + 2 Year in job: 1Title: Marketing director Education: WO + NIMA A B
  9. 9. 1 Read everything Attend seminars RESEARCH they read monitor conference topics* RSS feeds, Google Alerts * Listen to what they talk about* Publications * Note the questions that are being asked* Newsletters * Learn the topics on the program* Blogs/industry sites * Watch videos if you can’t attend
  10. 10. 1 RESEARCH Talk with Conduct salespeople Interviews* Good salespeople listen and know more * With customers Won/Lost/Prospects* Should know many details on the buyer * Appr. 15-20 people* Look at Win/Loss reports* Warning: don’t count only on sales!!
  11. 11. 1 Use Social Media & your website to RESEARCH Listen2.Google alerts, Twitter search, LinkedIN, etc.3.Conduct from time to time sentiment analysis4.Use analytics smartly to gather important data
  12. 12. 2 DEVELOP Step 2 – Analyze and develop1. Find pattern and clusters2. Add details from behavioral traits that stand out3. Define common challenges4. Determine clusters you want to focus on
  13. 13. 2 Step 2 – Analyze and develop DEVELOP1. Selection criteria could be: 1. Size of segment 2. Customer value 3. Growth opportunity 4. Business objectives2. Redefinition session with sales/marketing/communication
  14. 14. Step 3 – Select & create 3 SELECT & CREATE1. Develop a story for each persona2. Provide a name and picture3. Story should be vivid, short and involve personal details4. Should be recognizable to stakeholders
  15. 15. 4Step 4 -Launch Personas Internally & LAUNCHExternally
  16. 16. RECYCLE Make it a dynamic process1. Personas only add value if you invest time to develop & launch them properly2. Evolve the personas over time
  17. 17. Free eBook – Download at www.spotonvision.com
  18. 18. Linda Cornelissen Shimon Ben Ayoun

×