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Applying Personas And Message Maps To Optimize Channel Marketing
The document discusses optimizing channel marketing through the use of partner profiles and personas, highlighting the distinction between the two. It focuses on the buying behavior and challenges faced by potential dental partners, providing insights on how to effectively communicate with them throughout their buyer's journey. Strategies for partner enablement and creating targeted content based on buyer personas are also outlined.
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Applying Personas And Message Maps To Optimize Channel Marketing
- 1. #B2BMX Applying Personas andMessage Maps to Optimize Channel Marketing
- 2. #B2BMX Hey! It’s niceto 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. #B2BMX Profiles vs Personas inPartner Recruitment
- 4. #B2BMX PARTNER PROFILE A partnerprofile is a high-level list of characteristics that must be present for the lead or account to be an ideal potential partner.
- 5. Partner Profile Provider ingeneral 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. #B2BMX PARTNER PERSONA Whereas theprofile broadly defines your target audience, the persona defines specific people within this audience and what drives them to buy.
- 7. #B2BMX DDS/DMD Darren ROLE: DDSor DMD TYPE OF PRACTICE: Solo practice or small practice Partner Persona
- 8. #B2BMX DDS/DMD Darren TRIGGERS: Whatcauses 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. #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. #B2BMX Profiles + Personas:Get it right the first time
- 11. #B2BMX Content for Partners: Howto Start from Scratch
- 12. #B2BMX Map your partner’sbuyer’s journey
- 13. #B2BMX Buyer’s journey tips AC-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. #B2BMX Buyer’s journey tips TheCEO’s responsibility is larger, and so her needs and perceived risks will also be larger.
- 15. #B2BMX Buyer’s journey tips Ateam 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. #B2BMX Each piece ofcontent should be written with one specific buyer persona in mind and targeted to unique interests, needs, and preferences. PRO TIP
- 17. #B2BMX The buyer’s journey AwarenessConsideration Decision Evangelism + Enablement
- 18. #B2BMX Awareness Consideration DecisionEvangelism § 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. #B2BMX Awareness Consideration DecisionEvangelism ■ 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. #B2BMX Awareness Consideration DecisionEvangelism § 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. #B2BMX Awareness Consideration DecisionEvangelism 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. #B2BMX Awareness Consideration DecisionEvangelism § 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. #B2BMX Awareness Consideration DecisionEvangelism ■ 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. #B2BMX Awareness Consideration Decision Evangelism+ Enablement § Reinforce both partner and end-user/customer benefits
- 25. #B2BMX Partner enablement =revenue enablement
- 26. #B2BMX Build the end-user’sbuyer’s journey
- 27. #B2BMX § Segment bypartner 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. #B2BMX Thank you +resources § Today’s deck + persona- building template: smartbugmedia.com/b2bmx § Connect on LinkedIn + please mention B2BMX jspencer@smartbugmedia.com @jenspencer
- 29.