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C3 2014 Breakout John Fernandez

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C3 2014 Breakout John Fernandez

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C3 2014 Breakout John Fernandez

  1. 1. USING PERSONAS & BUYERS’ JOURNEYS TO GET YOUR BUYERS’ ATTENTION John C. Fernandez Senior Director, Analytics & Operations
  2. 2. 2 #C3NY AGENDA TITLE Subtitle Here • The Challenge Facing WPMs • Personas • Jibe’s Buyer Journey • How You Get Started • Q&A
  3. 3. 3 #C3NY The Challenge Facing WPMs
  4. 4. 4 #C3NY
  5. 5. 5 #C3NY Remember when we were just SEOs?
  6. 6. 6 #C3NY 2011 2012 2013 2014 SEO
  7. 7. 7 #C3NY 2011 2012 2013 2014 SEO ROIData
  8. 8. 8 #C3NY 2011 2012 2013 2014 SEO Content ROIData Technology Inbound
  9. 9. 9 #C3NY 2011 2012 2013 2014 SEO Content ROIData Customers WPM Earned Media Community Technology Mobile Inbound Social
  10. 10. 10 #C3NY Google’s view of Panda & Penguin
  11. 11. 11 #C3NY Our View
  12. 12. 12 #C3NY
  13. 13. 13 #C3NY BYOD is about Mobile, right?
  14. 14. 14 #C3NY BYOD is about USABILITY
  15. 15. 15 #C3NY Volume Velocity Variety =
  16. 16. 16 #C3NY Today’s Nuclear Arms Race: Content Marketing
  17. 17. 17 #C3NY “There is more content being produced today in 48 hours than has been produced from the beginning of mankind until 2003.” – Eric Schmidt 5 EXABYTES OF DATA
  18. 18. 18 #C3NY
  19. 19. 19 #C3NY
  20. 20. 20 #C3NY
  21. 21. 21 #C3NY Life is hard for Content Creators
  22. 22. 22 #C3NY
  23. 23. 23 #C3NY
  24. 24. 24 #C3NY Life is even harder for Content Consumers
  25. 25. 25 #C3NY
  26. 26. 26 #C3NY But can you imagine a non-technical CIO?
  27. 27. 27 #C3NY
  28. 28. 28 #C3NY We can’t just throw leads over the fence to Sales
  29. 29. 29 #C3NY Yes, we need to worry about the TOFU
  30. 30. 30 #C3NY But… we need to have a lead-to-cash view Marketing Sales Operations Sales Order Management Invoicing & Revenue Management Renewals Planning & Budgeting Campaign / Event Management List Management Data Quality Pricing / Offer Marketing Analytics Lead Assignment Sales Pipeline Management Compensation Management Territory Management Sales Analytics Account / Contact Management Lead and Opportunity Management Quote and Approvals Activity Management Order Capture Provisioning Contract Management Credit Validation Order Analytics Contract Renewals Activities for Renewals Outbound Sales Billing Handling Overdue Items Payments and Credits Revenue Recognition Bookings Customer Services Knowledge Management Case Management Professional Services Management
  31. 31. 31 #C3NY We’re now responsible for all aspects of the Sales Cycle
  32. 32. 32 #C3NY We’re now responsible for a unified message
  33. 33. 33 #C3NY
  34. 34. 34 #C3NY Personas
  35. 35. 35 #C3NY
  36. 36. 36 #C3NY Notice Anything Missing?
  37. 37. 37 #C3NY Completely Devoid of Digital Where’s Marketing?
  38. 38. 38 #C3NY What are they searching for?
  39. 39. 39 #C3NY SOLVING FOR PAIN Still the key to selling Buyers want to know how you can help them fix their pain points and improve their business. Your stories must absolutely be relevant to solving pain.
  40. 40. 40 #C3NY As SEOs, we tend to focus on Google searches, but what sites do they go? • Thought Leadership • Staying Up-to-Date • Keeping themselves Certified Importantly – where do your personas go to learn? WHAT SITES ARE THEY GOING TO? And why??
  41. 41. 41 #C3NY This includes events! Taking this approach can greatly inform your Event Marketing strategy as well.
  42. 42. 42 #C3NY What kind of content do they consume? And when?
  43. 43. 43 #C3NY
  44. 44. 44 #C3NY UNDERSTANDING YOUR PERSONA It’s about looking at the world through the eyes of your buyer In the vast majority of cases, people just want to: • Do their jobs better • Learn as much as they can • Work hard, but enjoy life Your product needs to speak to that at the end of the day, in a way they are used to. But, we need to map the buyer journey…
  45. 45. 45 #C3NY
  46. 46. 46 #C3NY Let’s identify our buyer!!
  47. 47. 47 #C3NY REMEMBER!!! B2B buyers are people, not personas
  48. 48. 48 #C3NY Jibe’s Buyer Journey
  49. 49. Joe started Jibe with a simple idea “I was COO of a company and responsible for hiring hundreds of people. There was a disconnect between the tools that were out there and what I needed. So I started Jibe to give enterprises a better way to recruit talent” JIBE FOUNDER & CEO Joe Essenfeld @jibe /company/jibe
  50. 50. A mobile recruiting solution that makes it easy for candidates to both browse job openings and complete an application on the go. Capture candidates anytime, anywhere The World Leader in Mobile Apply @jibe /company/jibe
  51. 51. Make it easy for great candidates to find you Give those candidates a great experience Use data to continually improve your performance Join the leaders already on Jibe @jibe /company/jibe
  52. 52. WHO AM I? • John C. Fernandez • Senior Director, Analytics & Operations, Jibe • jfernandez@jibe.com • Twitter: @JFernandez • Conductor Customer Since 2012 Doing “this” since 1999
  53. 53. 53 #C3NY 4 Fundamental HR Personas
  54. 54. 54 #C3NY CHRO (Head of HR) • Pain Points: Brand, Culture – Keyword Translation: “Employer Branding” • Role in Buying – Can make/break decision – one level above decision maker • Effective Influences – Demos, Visuals – Thought Leadership – Testimonals from People Like Herself
  55. 55. 55 #C3NY Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document
  56. 56. 56 #C3NY VP of Talent Acquisition • Pain Points: Needs Talent & Happy Recruiters – Keyword Translation: “Recruitment Marketing” • Role in Buying – Decision-Maker • Effective Influences – Demos, Visuals – Case Studies
  57. 57. 57 #C3NY Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document
  58. 58. 58 #C3NY Recruiter • Pain Points: Main Field Recruiter, needs more candidates and better candidates – Keyword Translation: “Mobile Apply” • Role in Buying – End-User, Can explain the pain points best • Effective Influences – Thought Leadership: Wants to know how others recruit so they can learn – Proof Points, needs to Trust
  59. 59. 59 #C3NY Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document Recruiter • KW: “Mobile Apply” • Thought Leadership • Generic Demo • Infographics • Customized Demo • Customer Lists • Battle Cards • Solutions Document
  60. 60. 60 #C3NY HRIS Professional • Pain Points: Managing the Systems – Keyword Translation: “ATS Integration” • Role in Buying – Has to validate technology – Has to implement technology • Effective Influences – Whitepapers, Technical Documents – Proof points of other customers with same technology infrastructure
  61. 61. 61 #C3NY Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document Recruiter • KW: “Mobile Apply” • Thought Leadership • Generic Demo • Infographics • Customized Demo • Customer Lists • Battle Cards • Solutions Document HRIS Professional • KW: “ATS Integration” • Whitepaper • Technical Documents • Solutions Document • Features & Functionality • Internal Evaluation of Solutions Document
  62. 62. 62 #C3NY Content isn’t just blogs, not just HTML
  63. 63. 63 #C3NY
  64. 64. 64 #C3NY in·fo·graph·ic ˌinfōˈɡrafik/ noun a visual image such as a chart or diagram used to represent information or data. "a good infographic is worth a thousand words" INFOGRAPHICS Making Learning Visual
  65. 65. 65 #C3NY If you can find an image that connects to your audience, USE IT! PHOTOGRAPHY Not about Stock Photos only
  66. 66. 66 #C3NY Still one of the top ways to consume visual content “Three-quarters (75%) of executives said they watch work-related videos on business-related websites at least weekly” – Forbes “More than half (52%) watch work-related videos on YouTube at least weekly” - Forbes VIDEO Another way to connect
  67. 67. 67 #C3NY Great on-the-go content: • In the office • At the gym • Driving • In airplanes • Walking around • Before falling asleep PODCASTS Video without the pictures
  68. 68. 68 #C3NY • Defined Lead Handoffs • Not just Automation! – Automation Visibility helps • Sales Content – Sell Sheets – Battle Cards “76% of content marketers are forgetting about sales enablement” – Hubspot (2013) SALES ENABLEMENT Don’t forget this!
  69. 69. 69 #C3NY Designing rich mobile demo experience in InVision allows our Sales Teams to make compelling presentations that talk specifically to that customer Think of this as content personalization – to the company! DEMOS Making the Sales Pitch real
  70. 70. 70 #C3NY Yes, you’re going to say you’re awesome, your product is awesome, you can promise them the sun and the moon and the stars. 1st party content is purely table stakes these days YOU LACK CREDIBILITY! This is still 1st party content
  71. 71. 71 #C3NY What others say about you is far more important than what you say about yourself. • Reviews • Recommendations • Reports WHAT DO OTHERS SAY? 3rd Party Content is Key
  72. 72. 72 #C3NY
  73. 73. 73 #C3NY Hubspot calls this: “The Yelpification of the Software Buying Process” The top three content types most valued by B2B Buyers are the following: 1. Research reports and studies (65%) 2. Technical spec sheets and data sheets (50%) 3. Analyst intelligence and insight (46%) 3RD PARTY IS KING Not in the magic quadrant? Good luck.
  74. 74. 74 #C3NY Ultimately, your goal is to acquire and retain customers. What better than to show those companies who have done this before! “No one ever got fired for buying <INSERT YOUR COMPANY NAME HERE>” – Your Salespeople CUSTOMER LISTS Putting their money where your mouth is
  75. 75. 75 #C3NY It’s one thing when a Customer lets you use their logo. How it gets even better: • Press Releases • Customer Reference Calls But the best… • Customer Advocates CUSTOMER ADVOCACY Putting their money where your mouth is “I call prospects, i.e. potential buyers, ‘future advocates’.” -Jill Rowley Jibe Customers speaking at HR Tech about Jibe:
  76. 76. 76 #C3NY Content is often like a good Chinese Restaurant – sure you want great in-restaurant service, but you may want even better delivery. Getting your message out to other sites is key for not just reaching a wider audience, but also for added credibility. PRODUCT MENTIONS When other sites talk about you
  77. 77. 77 #C3NY For a 4-year old startup to be selling to Fortune 2000 buyers, we need all the credibility we can get: • Customers • Employees • Board Members • Investors • Money in the Bank COMPANY MENTIONS When other sites talk about your company
  78. 78. 78 #C3NY WPM is about managing your WEB PRESENCE, which means: • Your website • Your social presences • Sites, Mentions & SERPs about – Your Company – Its Product Category – Its Solution Descriptors – Its Pain Points THE WHOLE SERP WPM isn’t just about your website
  79. 79. 79 #C3NY • Wordy • Cluttered • “Marcommy” • Multiple different calls to action • Focused on 2 dimensions of content: Webpages & Blogs • Hid proof-points: Customers, Product, etc. OLD WEBSITE Through September 30th, 2014
  80. 80. 80 #C3NY • More visually appealing • “Open Concept” • Speaks to the human • Clear Call to Action • Looking at the content types from our persona maps & buyer’s journey • Demonstrated proof-points: Customers, Product, etc. NEW WEBSITE From October 1st, 2014
  81. 81. 81 #C3NY Using Searchlight to validate our WPM efforts, especially with our new website launch, across: • Keywords – Both managed & Recommended • Page Insights • Content Insights • LinkCenter Searchlight, Salesforce, Marketo & GA are our “Quadrinity” of insight tools USE SEARCHLIGHT!!!! Duh!!
  82. 82. 82 #C3NY How You Get Started
  83. 83. 83 #C3NY http://www.conductor.com/learning-center/persona-buyers-journey-worksheet/
  84. 84. 84 #C3NY http://www.toprankblog.com/2012/08/optimize-b2b-content-across-the-sales-cycle/
  85. 85. 85 #C3NY http://www.marketo.com/_assets/uploads/How-to-Create-a-Buyer-Persona-and-Journey.pdf?20140306172806
  86. 86. 86 #C3NY Q&A
  87. 87. JOHN C. FERNANDEZ jfernandez@jibe.com @JFernandez

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