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The B2B Persona project

The first ever study to define the size, growth, and churn of 90 specific B2B personas. A combination of research from Linkedin, Data.com, and Salesforce combined to help marketers answer the key questions surrounding target demographics.

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T H E B 2 B
P E R S O N A
P R O J E C T
THE	SECRETS	OF	DEMOGRAPHCIS
THE	$7.5	MILLION	DOLLAR	QUESTION	
It costs on average $150 to obtain a B2B
email address. Second that with the average
size of a B2B email database is 50,000 you
can easily see an email database as the most
expensive asset a market has, yet how much
do we know about them? Very little.
This project was set up to give marketers
better insights into email marketing by
providing deeper insights into the core
personas. It is the only study of its kind.
THE	PROJECT		
The project is a deep dive
into very specific aspects of
90+ B2B personas.
With in each person we have
been able to identify the total
size of that persona, the
average tenure of a person in
that role, and how many new
people enter that persona
each year.
H I G H L I G H T S
TOTAL	B2B	AUDIENCE	
We looked at 21.3 million full-
time B2B professionals for this
study. In total, there are 60
million full-time professionals
make up the total B2B population,
representing 43% of all employed
individuals in the United States.
THE	COST	OF	CHURN	
The average email database of
50,000 addresses loses on
average 7,500 addresses each
and every year.
Losing over $1 million
dollars in value each
year.

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The B2B Persona project

  • 1. T H E B 2 B P E R S O N A P R O J E C T THE SECRETS OF DEMOGRAPHCIS
  • 2. THE $7.5 MILLION DOLLAR QUESTION It costs on average $150 to obtain a B2B email address. Second that with the average size of a B2B email database is 50,000 you can easily see an email database as the most expensive asset a market has, yet how much do we know about them? Very little. This project was set up to give marketers better insights into email marketing by providing deeper insights into the core personas. It is the only study of its kind.
  • 3. THE PROJECT The project is a deep dive into very specific aspects of 90+ B2B personas. With in each person we have been able to identify the total size of that persona, the average tenure of a person in that role, and how many new people enter that persona each year.
  • 4. H I G H L I G H T S
  • 5. TOTAL B2B AUDIENCE We looked at 21.3 million full- time B2B professionals for this study. In total, there are 60 million full-time professionals make up the total B2B population, representing 43% of all employed individuals in the United States.
  • 6. THE COST OF CHURN The average email database of 50,000 addresses loses on average 7,500 addresses each and every year. Losing over $1 million dollars in value each year.
  • 7. AVERAGE TENURE The average tenure of an email address in your database is 4.2 years across all verticals of business, roles with in the company, and level of seniority.
  • 8. 7 Of all personas the highest churn rate goes to Sales Professionals in the Retail and Consumer vertical. HIGHEST CHURN RATE The lowest churn rate of any persona goes to Executive Titles with in the Finance role in the LOWEST CHURN 2 % 8 %
  • 9. AVERAGE CHURN RATE The average persona churns at a rate of 15% per year. Meaning every year your database loses 15% of it’s power in reaching your core audience. 51 %
  • 10. SENORITY MATTERS We found the higher your position in the organization the longer on average the person tends to stay in that role. Making senior level personas longer lasting assets.
  • 11. I T B U Y E R H I G H L I G H T S
  • 12. S I Z E O F I T P E R S O N A Total 4,254,423 Medical 1,137,637 Finance 489,312 Manufacturing 680,611 TransportaUon 278,160 High Tech 772,151 Retail and Consumer Products 896,552
  • 13. PERSONA #12 Business Vertical: Department: Seniority Level: Total Volume: Annual Growth: Annual Churn: High Tech IT Director + 77,125 10,006 per year 16% per year
  • 14. M A R K E T I N G H I G H L I G H T S
  • 15. S I Z E O F M A R K E T I N G P E R S O N A Total 2,269,903 Medical 424,163 Finance 193,891 Manufacturing 319,340 TransportaUon 132,876 High Tech 358,691 Retail and Consumer Products 840,942
  • 16. PERSONA #23 Business Vertical: Department: Seniority Level: Total Volume: Annual Growth: Annual Churn: Medical MarkeUng Manager 106,041 20,148 per year 19% per year
  • 17. S A L E S H I G H L I G H T S
  • 18. S I Z E O F S A L E S P E R S O N A Total 4,705,331 Medical 513,585 Finance 1,018,805 Manufacturing 577,116 TransportaUon 315,588 High Tech 728,034 Retail and Consumer Products 1,552,203
  • 19. PERSONA #77 Business Vertical: Department: Seniority Level: Total Volume: Annual Growth: Annual Churn: Retail and Consumer Sales Individual Contributor 1,000,932 210,195 per year 27% per year
  • 20. H U M A N R E S O U R C E S H I G H L I G H T S
  • 21. S I Z E O F H R P E R S O N A Total 1,2012,014 Medical 309,668 Finance 106,256 Manufacturing 198,964 TransportaUon 106,056 High Tech 160,382 Retail and Consumer Products 330,688
  • 22. PERSONA #54 Business Vertical: Department: Seniority Level: Total Volume: Annual Growth: Annual Churn: TransportaUon HR Manager 26,514 3,712 per year 15% per year
  • 23. F I N A N C E H I G H L I G H T S
  • 24. S I Z E O F S A L E S P E R S O N A Total 8,834,800 Medical 1,631,476 Finance 1,834,043 Manufacturing 1,106,661 TransportaUon 643,968 High Tech 899,104 Retail and Consumer Products 2,719,548
  • 25. PERSONA #86 Business Vertical: Department: Seniority Level: Total Volume: Annual Growth: Annual Churn: Finance Finance Director + 183,404 18,066 11% per year
  • 26. C O N C L U S I O N S
  • 27. BOUNCE IS NOT A GOOD MEASURE OF VALUE One of the main ways email marketers determine if an email is valued or not is to simply see if it makes it to through. If it bounces it is considered no good. This project actually suggests it may be bad long before then due to a person taking horizontal or vertical changes with in a company having them leave the persona long before a bounce occurs. 1
  • 28. 2 INCREASED IMPORTANCE ON SOCIAL HANDLES Social handles currently tend to be tied to a person rather than a persona. So they do not change with employment, and may give a longer connection to a person than email addresses. However, if you have a social handle you still must understand their current persona to be relevant to them.
  • 29. 3 IT SHOULD NOW BE EASIER TO KNOW HOW GOOD YOU ARE With the ability to now know how many people are in your persona you can better evaluate your efforts on email. These numbers are not geographic however it is very easy for you to apply your own calculations on top of these numbers to better identify the true size of your persona by geography as well.
  • 30. F U L L R E P O R T ( C L I C K B E L O W ) h3ps://www.salesforce.com/form/marke@ngcloud/ conf/b2b-personas-targe@ng-audiences.jsp
  • 31. T H A N K Y O U Mathew Sweezey / @msweezey Principal of MarkeUng Insights Salesforce