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© 2014 Pegasystems Inc.2
A Bit of Background
 20 years in hi tech B2B Marketing
 UK and EMEA roles
 Passionate about Sa...
© 2014 Pegasystems Inc.3
The New B2B Buyer
© 2014 Pegasystems Inc.4
The Early Stages, late 2013 early 2014
 Research
 Educate
 Enable
 Excite
© 2014 Pegasystems Inc.5
Implications for Pega
 Marketing now owns a much bigger piece of the lead-to-revenue cycle
and m...
© 2014 Pegasystems Inc.6
A persona is:
A representation of a user/customer
(their goals, attitudes, behaviours)
to provide...
© 2014 Pegasystems Inc.7
Why Personas?
Best practice demand creation strategy that includes more personalised and
customis...
© 2014 Pegasystems Inc.8
Agreement for Internal Pilot – Customer Service (April
2013)
 Briefing calls and then internal w...
© 2014 Pegasystems Inc.9
Findings – Phase 1
 Developing Persona’s and mapping content to their Buyer Journey is time
cons...
© 2014 Pegasystems Inc.10
Researching our Audience Further (June 2013)
Please rate the information sources
you consider th...
© 2014 Pegasystems Inc.11
Phase 2 – Honing our Approach (August 2013)
 Take best practice approach to Persona creation
 ...
© 2014 Pegasystems Inc.12
Phase 2 – Honing our Approach
© 2014 Pegasystems Inc.13
Output – November 2013
© 2014 Pegasystems Inc.14
Enabling the Broader Marketing Function and
Beyond
 Creation of assets to promote the Personas
...
© 2014 Pegasystems Inc.15
Next Steps - 2014
 Map existing contact Database by Persona
 Counts, gap analysis, hot spots
...
© 2014 Pegasystems Inc.16
Persona’s Can Drive the Realignment of Marketing
for Greater Effectiveness and Efficiency
Person...
© 2014 Pegasystems Inc.17
Business Justification/ROI
 Marketing to engage in greater number of early stage discussions
wi...
CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers a...
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CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.

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B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.

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CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.

  1. 1. © 2014 Pegasystems Inc.2 A Bit of Background  20 years in hi tech B2B Marketing  UK and EMEA roles  Passionate about Sales and Marketing alignment  Currently Senior Director of Marketing EMEA, Pegasystems
  2. 2. © 2014 Pegasystems Inc.3 The New B2B Buyer
  3. 3. © 2014 Pegasystems Inc.4 The Early Stages, late 2013 early 2014  Research  Educate  Enable  Excite
  4. 4. © 2014 Pegasystems Inc.5 Implications for Pega  Marketing now owns a much bigger piece of the lead-to-revenue cycle and must take responsibility for engaging with the customer through most of the buying cycle.  Marketing and Sales are not effectively aligned against a common model  Complexity of B2B Buyer Journey requires much closer than teaming than before  Pega does not know enough about our customers and prospects to engage effectively and successfully  What we do know is not being leveraged in our approach to content and marketing. We treat customers and prospects from all functions and all levels in the same way  Marketing strategy remains predominately outbound when we need to move to an inbound approach  We are Pega centric when we need to be Customer centric  We focus on content creation without understanding the role it needs to perform and at which stage of the buyer journey it will be deployed
  5. 5. © 2014 Pegasystems Inc.6 A persona is: A representation of a user/customer (their goals, attitudes, behaviours) to provide a common understanding and reference point to all those involved in designing, building and marketing products What Is a Persona
  6. 6. © 2014 Pegasystems Inc.7 Why Personas? Best practice demand creation strategy that includes more personalised and customised messaging built on personas yields 2x the average sales pipeline. SiriusDecisions, 2013 So What Does This Mean for You? • Engages buyer earlier and more effectively • Focuses messaging; increases precision of targeting; ensures right message to right person at the right time • Instills shared understanding between marketing, sales and product • Improves sales productivity • Transforms marketers to be the subject matter experts on their customers • Our Website and all Content & Programs are orientated to our Persona’s Persona-based marketing sharpens your aim and helps craft messaging to entice the key decision-makers and influencers. It allows you to define and target the relevant audience, with compelling content that will trigger a response. B2B Marketing blog Oct 2013
  7. 7. © 2014 Pegasystems Inc.8 Agreement for Internal Pilot – Customer Service (April 2013)  Briefing calls and then internal workshop  3 Persona’s identified  Leverage external template to create Personas on a page  Existing content mapped to Personas and across buying cycle  Gap analysis
  8. 8. © 2014 Pegasystems Inc.9 Findings – Phase 1  Developing Persona’s and mapping content to their Buyer Journey is time consuming and complex  Content does exist for early stage Buyer Journey for the LOB Personas.  We need to validate whether this content is seen as valuable.  What is our strategy to ensure this is readily accessible by this persona where they congregate?  We have a major gap in content across the Buyer Journey for an IT based Persona.  Lacking relevant powerful content at each stage  Feedback from Sales is that they engage IT more frequently than we may think – are we misaligned?  We need greater technical knowledge, skills and experience in Marketing to bring this into our content  Case studies are light on both business and technical detail and we lack significant content for the later stages of the Buyer Journey.  What did we achieve?, How did we achieve it?  We need to map the Buyer Journey to the Pega Sales model to make it clearer for an internal audience?
  9. 9. © 2014 Pegasystems Inc.10 Researching our Audience Further (June 2013) Please rate the information sources you consider the most influential when making a corporate purchasing decision: Please rate the following tactics for effectiveness when gathering information: Where do you congregate with peers to learn about best practices or to network? Which social networking or other online interaction forums are you currently active professionally?
  10. 10. © 2014 Pegasystems Inc.11 Phase 2 – Honing our Approach (August 2013)  Take best practice approach to Persona creation  Analyst (Sirius/Zambito)  External Reference  Engage 3rd party agency for additional expertise  Agree template for data capture
  11. 11. © 2014 Pegasystems Inc.12 Phase 2 – Honing our Approach
  12. 12. © 2014 Pegasystems Inc.13 Output – November 2013
  13. 13. © 2014 Pegasystems Inc.14 Enabling the Broader Marketing Function and Beyond  Creation of assets to promote the Personas  PDF’s  Posters  Supporting documents from external analysts  Internal enablement  Positioning/Briefing document  All Hands calls  Email announcements  Lunch and Learn sessions  External analyst briefing calls  121 meetings and team meetings
  14. 14. © 2014 Pegasystems Inc.15 Next Steps - 2014  Map existing contact Database by Persona  Counts, gap analysis, hot spots  Improve external analysis to further hone existing Persona and validate  Watering holes, social media usage, influencers etc.  Content audit by Persona across the buying cycle  Where are the gaps, plan to close  Analytics by campaign on engagement, active contacts, response etc.  Test and Learn, Test and Learn  Develop further Persona’s where gaps identified, rationalise existing Persona’s if needed
  15. 15. © 2014 Pegasystems Inc.16 Persona’s Can Drive the Realignment of Marketing for Greater Effectiveness and Efficiency Persona’s Researc h Industry and Product Marketing Strategy Content creation across buying cycle Articles Videos Infographics Case studies Surveys White papers In-person events Webinars Data sheets Corporate Marketing CampaignFramework/KeySelling Themes.Agreepriorities,mapstoryby personaandbuyingcyclestage Execution Field Marketing Marketing Ops Database PR BGR SalesOps Sales Tele / FieldField Marketing
  16. 16. © 2014 Pegasystems Inc.17 Business Justification/ROI  Marketing to engage in greater number of early stage discussions within our target accounts ̶ Number of interactions increases 20%+. Target net increase of 300 per month ̶ Number of Marketing generated leads into the pipeline 10%+. Target net increase of 35 per month ̶ Number of opportunities in pipeline and value of pipeline increases 10%+. Target net increase of 4 opportunities and pipeline value of $3m per month  Quality of leads passed to Sales and conversion to opportunity improves ̶ Conversion rate of Marketing generated leads to opportunities increases to 40%+ from 32% currently ̶ Increase number of marketing sourced opportunities in the active pipeline by 20%  Single model that both Sales and Marketing work to ̶ Consistency of language, improved alignment, improved engagement into SAPR ̶ Ability to engage and leverage Pre Sales and Pega Consulting content to support relevant stages of the Buyer Journey

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