How well do you really know your customer? B2B Persona Definition.
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James Smee, Founding Partner of award winning B2B digital agency, Purestone, explores how persona's can form the bedrock to game changing marketing strategies.
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How well do you really know your customer? B2B Persona Definition.
- 1. www.purestone.co.uk Have your say @ iq.purestone.co.uk 21.04.2016 9.00 to 11.45 By James Smee WI-FI: BFI_WIFI PASS: bfi_wifi
- 4. www.purestone.co.uk • Today there are 1,921 live jobs with ‘Customer Service’ in the job title within 30 mile radius of London (Total Jobs) • Today there are 11,378 live jobs with ‘Customer Experience’ in the job title 30 mile radius of London (Total Jobs) • 5 years ago we strategised and campaigned around telling customers about quality of product or service • This seems to have been trumped by providing the best ‘customer experience’ • By 2020 ‘customer experience’ will overtake price and product as the key brand differentiator (Walker Report, The Future of B2B Customer Experience) • 22% of B2B companies said the most exciting opportunity for 2016 was Customer Experience - ahead of content marketing and mobile. (Econsultancy Digital Marketing Trends 2016) • By 2018 more than 50% of B2B organisations will redirect their investments to customer experience innovations (Gartner, 2015)
- 7. www.purestone.co.uk • 42% said improve customer retention • 33% said improve customer satisfaction • 32% said increase up and cross selling Genesys, Creating Better Customer Loyalty Report, October 2015
- 8. www.purestone.co.uk A case of emulating the real world or something entirely different?
- 10. 4/25/2016 10www.purestone.co.uk BLAZING A TRAIL TO THE C-SUITE. Alex is a trailblazer. A representative of the new breed of IT professional embedded in the middle management of large Enterprises the country over. A late 20’s millennial who’s grown up in an inspirational age of commerce where the likes of Google and Apple have shaped the world. • • • • • •
- 12. 4/25/2016 12www.purestone.co.uk Start with existing assumptions / profiles / personas • Qualitative: • 1-2-1 customer interviews telephone based / in-person / focus groups / video • Online surveys using either LinkedIn outreach programmes and profiling • Internal research through stakeholder interviews • Quantitative: • Online panel research (prospective / impartial) • Survey monkey style approach • Richer survey experiences (ongoing value) • Profiling Tools / approaches: • Interactive surveys • Profiling tools
- 14. 4/25/2016 14www.purestone.co.uk On average a richer, more interactive survey experience will see a 37% increase in completions.
- 25. 4/25/2016 25www.purestone.co.uk Keyword Avg. monthly searches Home automation 5400 Smart home 2900 Assisted living 1600 Keyword Avg. monthly searches Interest of things 12100 IOT 5400 Connected Home 720 Keyword Avg. monthly searches Digital home 70 Smart energy solutions 70 High-tech homes 20 Competition: The number of advertisers bidding on each keyword. You can see whether the competition for a keyword idea is low, medium, or high. The higher the competition, the more expensive bidding for the keyword becomes.
- 26. 4/25/2016 26www.purestone.co.uk When taking the entire Twitter community into account, below is a word cloud of the key words within followers’ bios: @DigitalTrends @bryanwempen @PinewoodStudios @minimalhome @GALLERY_PIECES, @eeportal_com, @Decorex_Intl @thinktanklondon @BowersWilkins @Lutron, @GDLive_UK @polkaudio @whathifi @CraftCentralUK @Control4 @CrestronHQ @designtosolve @HoneywellSec
- 28. 4/25/2016 28www.purestone.co.uk Authority No. of Followers (community size) Increased by (in the last 6 months) Reach (estimated impressions) No. of mentions By no. of users 7/10 6,588 844 6.7m 1,149 105 Twitter handle statistics: Twitter engagement: Within the last six months, 2% of the community has engaged with the CEDIA EMEA Twitter channel. The main form of engagement during this period has been re- tweets, although regular mentions are at a very healthy level.
- 29. 4/25/2016 29www.purestone.co.uk Audience demographics: The community of this handle is split 88% male and 12% female, with 49% from the UK, 20% from the US, 3% Spain, 3% France, 2% Canada, 2% Italy, 1% Mexico, 1% South Africa, 1% Netherlands and 1% India. In terms of consumer buying style, the majority of the Twitter audience (56%) buys premium brands, with 41% of the audience having an income over $100K and 9% of the audience having a net worth of $1m plus.
- 30. 4/25/2016 30www.purestone.co.uk Recommendations: Include more wider industry news/insights on channel – retweeting and/or commenting on relevant industry news and developments authoritatively to demonstrate industry expertise and build credibility within the wider connected home industry and to broaden audience appeal and follower base. Include more media-rich posts for higher engagement. Greater focus on quality over quantity – post at least four times per day, ensuring content is varied and balanced. Best time to tweet:
- 31. 4/25/2016 31www.purestone.co.uk Buzz graph of keywords: This shows a visual summary of the buzz around particular keywords used frequently in page posts. Association between different keywords is represented by edges between them, which can be bold, simple, or dashed based on the strength of association. Strongly related words, which frequently appear together, have darker edge between them.
- 32. 4/25/2016 32www.purestone.co.uk Bio Rob is a BIM (Building Information Modelling) Manager with experience in the construction sector as an ARB registered UK Architect. He is a member of the AEC Committee and Chair of the GRAPHISOFT ARCHICAD sub- committee. Also a member of buildingSMART UK Technical Group. A regular presenter at BIM related events including BIM Show Live, 5D Conference, ARCHICON. Twitter @bondbryanBIM 5,184 Followers LinkedIn Rob Jackson 500+ Connections Blog BIMblog.bondbryan.com Location UK, Sheffield
- 33. 4/25/2016 33www.purestone.co.uk Bio Kirsty is working for Link2Media, publishing high quality architectural magazines and creative, effective online marketing solutions for building product manufacturers. Twitter @KirHammond 15.2K Followers LinkedIn Kirsty Hammond 500+ Connections Blog Architecture, Design & Innovation Location UK, Surrey
- 34. 4/25/2016 34www.purestone.co.uk • CRM data analysis • Existing web analytics • Career mapping
- 36. 4/25/2016 36www.purestone.co.uk These are used in a multitude or scenarios: • Inform content marketing & copywriting • The basis for website predictive analytics and dynamic user journeys • Cheat sheets for internal or external sales teams and also used in sales playbooks • Continual visual reminder of ‘why we do what we do’
- 37. 4/25/2016 37www.purestone.co.uk Pan-European persona definition for one of Europe’s largest provider of IT Services & Solutions.