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Applying Personas And Message Maps To Optimize Channel Marketing

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Marketers have been using persona-based research to drive awareness, nurture leads, close business, and delight their customers. For channel marketers who rely on partners in the form of distributors, resellers and other subject-matter experts to contribute to their go-to-market efforts, these same persona-driven strategies are just as critical.

In this session, you’ll learn how to implement persona research in your channel and what types of persona-based content will yield the greatest results for both recruiting and engaging your channel partners.

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Applying Personas And Message Maps To Optimize Channel Marketing

  1. 1. #B2BMX Applying Personas and Message Maps to Optimize Channel Marketing
  2. 2. #B2BMX Hey! It’s nice to meet you. I’m Jen. § VP, Sales and Marketing § Board Member, Girls in Tech PHX § Channel Dweller § Former High School Teacher § Mom of Twin Teenagers § Lover of Animals, Technology, the Arts, and Really Good Scotch
  3. 3. #B2BMX Profiles vs Personas in Partner Recruitment
  4. 4. #B2BMX PARTNER PROFILE A partner profile is a high-level list of characteristics that must be present for the lead or account to be an ideal potential partner.
  5. 5. Partner Profile Provider in general dentistry and orthodontics Interested in a whitening solution with minimal chair time, low sensitivity and has visible results Has tried multiple whitening solutions in the past for patients
  6. 6. #B2BMX PARTNER PERSONA Whereas the profile broadly defines your target audience, the persona defines specific people within this audience and what drives them to buy.
  7. 7. #B2BMX DDS/DMD Darren ROLE: DDS or DMD TYPE OF PRACTICE: Solo practice or small practice Partner Persona
  8. 8. #B2BMX DDS/DMD Darren TRIGGERS: What causes the potential partner to look for a solution? ■ Doesn’t typically seek a solution like this actively ■ Darren may hear about your product from his network, at a mastermind group, at a tradeshow, or in a trade publication ■ Patient demand ■ Constantly looking for procedures that improve practice revenues and profitability but not specifically whitening RESULTS: How will the buyer measure success when adopting a new solution? ■ Practice building through ROI, the amount of chair time the procedure takes, which impacts per chair revenue ■ The level of shades whiter achieved through the solution, according to the VITA shade guide, safe way to gradually whitening teeth ■ The level of sensitivity experienced from the whitening solution which includes overall safety RESULTS CONTINUED: ■ The number of times touch ups are needed part of the whitening experience (In-office plus at home) ■ ROI/ Practice Growth ■ How simple the solution is to apply to patients ■ The clunkiness /cumbersomeness of the equipment. Minimize space it requires in office (promote chair arm mounted system)
  9. 9. #B2BMX DDS/DMD Darren OBJECTIONS & CHALLENGES: What barriers might be keeping the partner from reselling your solution? ■ Whitening is nothing new and they’ve experienced many solutions before promising the best ■ Bad timing/busy schedule ■ Cost; “$3,000 is a big investment that you want to see first-hand” ■ Influencers such as other dentists, hygienists, assistants, etc. are not bought in FEATURE ANALYSIS: What features will he evaluate as he searches for an alternative solution? ■ Time in chair ■ Level of shades whiter ■ Sensitivity / Safety ■ Ease of application ■ Number of treatments required ■ Take-home trial options BUYING PROCESS: What information will the partner trust in making a decision? ■ Will tend to use VITA shade guide as a measure of whiteness because they are accustomed to it ■ Cost and ROI analysis ■ Recommendation from another practitioner ■ Will rely on partner, hygienists, or assistants to weigh on the decision after trying
  10. 10. #B2BMX Profiles + Personas: Get it right the first time
  11. 11. #B2BMX Content for Partners: How to Start from Scratch
  12. 12. #B2BMX Map your partner’s buyer’s journey
  13. 13. #B2BMX Buyer’s journey tips A C-level executive who is having a problem will often see different symptoms than a team leader, even when the actual problem is the same.
  14. 14. #B2BMX Buyer’s journey tips The CEO’s responsibility is larger, and so her needs and perceived risks will also be larger.
  15. 15. #B2BMX Buyer’s journey tips A team leader has more focused problems and may be interested in how you can make things better for his customers or his own goals, but he is not equipped to decide for his company.
  16. 16. #B2BMX Each piece of content should be written with one specific buyer persona in mind and targeted to unique interests, needs, and preferences. PRO TIP
  17. 17. #B2BMX The buyer’s journey Awareness Consideration Decision Evangelism + Enablement
  18. 18. #B2BMX Awareness Consideration Decision Evangelism § Identify a symptom that is affecting a specific persona directly. § Create content that will help that persona identify the root case of what is bothering him. § Help him either deal with a specific problem or understand it in a new way.
  19. 19. #B2BMX Awareness Consideration Decision Evangelism ■ Doesn’t typically seek a solution like this actively ■ Darren may hear about your product from his network, at a mastermind group, at a tradeshow, or in a trade publication ■ Patient demand ■ Constantly looking for procedures that improve practice revenues and profitability but not specifically whitening Expert-sourcing and byline placement (PR) in trade publications Before/after images + videos on social media platforms Tips/guide for increasing patient wallet-share
  20. 20. #B2BMX Awareness Consideration Decision Evangelism § Build an argument that explains why your solution is best for the persona-specific problems and the symptoms you identified in your awareness-stage content.
  21. 21. #B2BMX Awareness Consideration Decision Evangelism Interactive calculator to help analyze per chair revenues Webinars, case studies, blueprints Testimonials ■ Practice building through ROI, the amount of chair time the procedure takes, which impacts per chair revenue ■ How simple the solution is to apply to patients ■ The level of shades whiter achieved through the solution, according to the VITA shade guide, safe way to gradually whitening teeth
  22. 22. #B2BMX Awareness Consideration Decision Evangelism § Provide examples, data, and details that support your product or company as they best possible solution that solves those persona- specific problems according to the strategies you suggested in your earlier content.
  23. 23. #B2BMX Awareness Consideration Decision Evangelism ■ Whitening is nothing new and they’ve experienced many solutions before promising the best ■ Bad timing/busy schedule ■ Cost; “$3,000 is a big investment that you want to see first-hand” ■ Influencers such as other dentists, hygienists, assistants, etc. are not bought in Comparison guide Interactive calculator to show revenue impact / time to value Free trial; professional development or training opportunity
  24. 24. #B2BMX Awareness Consideration Decision Evangelism + Enablement § Reinforce both partner and end-user/customer benefits
  25. 25. #B2BMX Partner enablement = revenue enablement
  26. 26. #B2BMX Build the end-user’s buyer’s journey
  27. 27. #B2BMX § Segment by partner persona § Reinforce the original partnership decision — always § Make it easier for your partners to do their job § Gather feedback and success stories Enroll partners in enablement nurturing
  28. 28. #B2BMX Thank you + resources § Today’s deck + persona- building template: smartbugmedia.com/b2bmx § Connect on LinkedIn + please mention B2BMX jspencer@smartbugmedia.com @jenspencer
  29. 29. #B2BMX Networking Break

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