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Putting Personas To Work: Turn Buyer Insight Into Powerful Action

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Putting Personas To Work: Turn Buyer Insight Into Powerful Action

  1. 1. #Bii17 Putting Personas to Work: Turn Buyer Insight into Powerful Action SPONSORED BY:
  2. 2. #Bii17 Follow This Webinar on LinkedIn & Twitter #Bii17 Demand Gen Report: @DG_Report Andrew Gaffney: @agaffney The Mx Group: @MxGroup
  3. 3. #Bii17 Register & Attend To Win A Ticket To B2BMX • Earn 1 automatic entry when you register. • And a second entry when you attend live. • Register & tune-in to all #Bii17 live sessions for the best chance to win. • Winners announced each day of the series. Register For & Attend #Bii17 Webinars For More Chances To Win Free Entry to #B2BMX
  4. 4. #Bii17 • Tracking strategies & solutions in lead generation & marketing tech since 2007 • Daily news and analysis, special reports, original research and live events • Newsletter reaches 45,000 readers • Additional resources at: demandgenreport.com/resources @DG_Report http://linkd.in/DG_Specialists About Demand Gen Report
  5. 5. #Bii17 Questions, Tweets, & Resources Submit your questions here Download today’s resources Join the conversation #Bii17
  6. 6. #Bii17 How Are We Doing?
  7. 7. #Bii17 Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Tim Cook Vice President of Client Services & Partner The Mx Group tcook@themxgroup.com @MxGroup
  8. 8. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Buyer Personas Buyer Personas tell you what customers think, do, want & need as they weigh their options. Their own words reveal the questions, concerns and proof you need to address to win their business.
  9. 9. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group • Companies who beat sales goals 2x as likely to formally document personas. (Understanding B2B Buyers Benchmark Study) • Persona-based content increases customer engagement 6x when targeting cold leads. (DemandGen) • Using Personas increases email open rate 5x. (Forrester) The Power of Personas
  10. 10. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 1. The 5 Do’s & 3 Don'ts for creating effective Buyer Personas 2. Getting Marketing & Sales on the same Persona Page 3. Personas and your Media Choices 4. Using Personas to drive Insight-Driven Campaigns 5. Personas and your Engagement Content What We’ll Cover…
  11. 11. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 5 Do’s 1. Base them on PRIMARY RESEARCH- you have to talk to real buyers! WHY? You are not your buyer and you need to understand what matters in their buy cycle, not what matters to your sales cycle.
  12. 12. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 5 Do’s 2. Think about PROFILES of the companies and people you are personifying—they matter to your output. And remember recency! WHY? Are the Persona insights the same for a small company versus a large one? Industry segment A versus B? Are you personifying the segments that align to business and sales priorities?
  13. 13. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Where will you get the biggest bang for your marketing buck? • Aligned with Sales targets & goals • Sales readiness • Marketing readiness • Tactical readiness Prioritizing Segments
  14. 14. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 5 Do’s 3. Use a proven Persona interview methodology and listen more than you talk! WHY? You need to stay on track in the interview, get that information that matters, and maximize the time you have with buyers…it goes fast.
  15. 15. Five Rings of Insight™
  16. 16. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 5 Do’s 4. Avoid the product/solution “feedback trap” if you interview current customers. WHY? You want BUY CYCLE insights that will help make for more effective sales & marketing…you have to “take them back” tot that mindset.
  17. 17. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 5 Do’s WHY? You will learn just as much (if not more) from buyers that DID NOT choose you as those that did. 5. Include a mix of “stalled or lost” and “won” in your research.
  18. 18. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 3 Don'ts 1. Forget about the Persona template format. WHY? You need to make the format gives your teams info they need to be more effective and you need to ensure your research approach gives you the information you need to populate it
  19. 19. It’s about your buyers
  20. 20. It’s about your buyers
  21. 21. It’s about your buyers
  22. 22. It’s about your buyers
  23. 23. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 3 Don'ts 2. Think you have to “boil the ocean" with hundreds of interviews you conduct. WHY? If you have clear, well defined segments, you’ll find that 5-10 within each segment will suffice.
  24. 24. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group 3 Don'ts 3. Expect that this is an internal core competence. WHY? There is a lot of value in outsourcing to a firm that does this work all the time—not the least of which is objectivity.
  25. 25. NOW WHAT?
  26. 26. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group xxx
  27. 27. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Getting Sales & Marketing on the Same Persona Page Get Realistic about Where You Are Today: • Is sales ready, able and equipped to leverage Persona insights in their sales process? – Ready: Trained, fluent, bought-In – Able: Comfortable leading with Insight/Empathy instead of Product – Equipped: Sales materials, presentation, access to info
  28. 28. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Getting Sales & Marketing on the Same Persona Page • Sales process • Sales training • Sales presentations • Talk tracks • Persona specific sales tools • Campaign content • Marketing, CRM/SFA database Persona fields • Marketing supplied content
  29. 29. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Not a “One and Done…” 1. You have to roll-out for sales. 2. You have to revisit and reinforce. 3. You have to receptive to their feedback. 4. You have to revisit as dynamics change.
  30. 30. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group How your customer buys has changed. Source: CEB
  31. 31. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group
  32. 32. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Personas & Insight Drive Campaigns xxx
  33. 33. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Staying on Track… • Have all your content creators been briefed? • Are your project and creative briefs leveraging your insights? • Are your interpreting insights for each campaign? • Who’s the star of your campaign, you or your buyer? • Are you establishing empathy and demonstrating understanding? • Can you get specific or only speak in generalities? • Are you seeing increased engagement with your campaigns?
  34. 34. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group Personas & Engagement Content: The Content Conundrum
  35. 35. Tim Cook tcook@themxgroup.com | 630-230-2537 The Mx Group | TheMxGroup.com B2B Digital & Demand Generation Agency© 2016 The Mx Group
  36. 36. Buyer Education Solution Selectio Loosening of the Status Quo Committing to Change Exploring Possible Solutions Committing to a Solution Justifying the Decision Larry Leader 1.  From: Case Studies 2.  Transformer vs. transformerless design article 1.  Form: To Succeed Control Your Speed white paper 2.  Product Family Fact Sheet 3.  Product Brochures 1.  Proposals with specs, drawings, timeframes 2.  MTBF and availability metrics 3.  Form: Reliable Tech. white paper 1.  Form: Reduce Your TCO white paper 2.  Customer Service & technical support fact sheet 1.  ROI analysis and documentation 2.  Form: Energy Savings Calc 3.  Form: Advanced Cell Bypass white paper 1 2 3 Chris Consultant 1.  Form: Advanced Cell Bypass white paper 2.  Product Family Fact Sheet 3.  Product Brochures 1.  Proposals with specs, drawings, timeframes 1.  Customer Service Video 2.  Form: Industry Experience case studies 3.  Form: Reliable Tech. white paper 1.  Form: Energy Savings Calc 2.  Solidifying delivery times 3.  Customer Service agreements 1.  ROI analysis and documentation 1 2 3 Frank Finance 1.  N/A 1.  N/A 1.  Form: Energy Savings Calc 2.  Form: Reliable Tech. white paper 1.  Form: Advanced Cell Bypass white paper 2.  Form: Reduce Your TCO white paper 1.  Customer Service Video 2.  ROI analysis and documentation 1 Mike Maintenance 1.  Customer Service Video 1.  Customer Service Metrics 2.  From: Case Studies 1.  Commissioning and service options list 2.  Technical support Ap 1.  N/A 1.  N/A 1
  37. 37. © 2016 The Mx Group Let’s continue the conversation! Contact The Mx Group: 877-504-7770 webinars@themxgroup.com TheMxGroup.com
  38. 38. #Bii17 How Are We Doing?
  39. 39. #Bii17 Q&A / Panelists MODERATOR: Andrew Gaffney Editorial Director Demand Gen Report Tim Cook Vice President of Client Services & Partner The Mx Group tcook@themxgroup.com @MxGroup
  40. 40. #Bii17 Thank You For Attending Register for more sessions now thru July 28th! Please Join Our Next Session Today at 2PM ET / 11AM PT http://webinars.demandgenreport.com/buyer-insights-and-intelligence-series/2017/

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