www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell buyer persona services
to inbound clients.
Every Tu...
www.contentmarketingblueprint.com
Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: ...
www.contentmarketingblueprint.com
Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+M...
www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Re...
www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to...
www.contentmarketingblueprint.com
After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• ...
www.contentmarketingblueprint.com
Today’s Question:
How can I sell buyer persona services to my
clients?
www.contentmarket...
www.contentmarketingblueprint.com
First, what is a buyer
persona?
www.contentmarketingblueprint.com
What is a buyer persona?
Is not… superficial qualities
(37 year old male, lives with his...
www.contentmarketingblueprint.com
Buyer personas as a
service.
www.contentmarketingblueprint.com
Why is buyer persona insight
valuable?
 To deliver the right information at the
right t...
www.contentmarketingblueprint.com
When does a company need
buyer persona work?
FIRST!
 Before they create a content
strat...
www.contentmarketingblueprint.com
How to tell when your
EXISTING CLIENT needs
buyer persona work
 Lots of leads, not a lo...
www.contentmarketingblueprint.com
Scope of work
www.contentmarketingblueprint.com
IMR’s Buyer Persona Service
 2-5 interviews with people that have gone through your
cli...
www.contentmarketingblueprint.com
Process and Timeline
Process
1. 30 minute meeting to request interviews
from client
2. C...
www.contentmarketingblueprint.com
Client commitment
Time commitment
 30 minute call
 1.5 hours to secure interviews
 1 ...
www.contentmarketingblueprint.com
Downloads in today’s blog
Buyer persona package
 Overview of service (copy for proposal...
www.contentmarketingblueprint.com
What to do with your buyer
personas?
It is the foundation for other strategy services:
...
www.contentmarketingblueprint.com
Next Session: Tuesday June 10th @ 3:00 PM
EST
“3 ways to get appointments with your sale...
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How to sell buyer persona services to inbound clients

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Researching the process a buyer goes through to make purchasing decision is critical to inbound marketing success. This presentation shows why, when and how to sell buyer persona services to your inbound and content marketing prospects and clients.

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How to sell buyer persona services to inbound clients

  1. 1. www.contentmarketingblueprint.com CMB Partner Office Hours How to sell buyer persona services to inbound clients. Every Tuesday @3pm Eastern www.contentmarketingblueprint.com
  2. 2. www.contentmarketingblueprint.com Today’s Schedule 15 minutes: Topic Introduction 15 minutes: Open Discussion Extra time: CMB Partner Questions
  3. 3. www.contentmarketingblueprint.com Max Traylor Director of Client Services Innovative Marketing Resources @TheMaxTraylor +MaxTraylor Linkedin/in/maxtraylor
  4. 4. www.contentmarketingblueprint.com Your Hosts Max Traylor Bob Traylor Director of Client Services | Innovative Marketing Resources President| Do Not Call Protection Stefan Surka Business Development| CMB
  5. 5. www.contentmarketingblueprint.com What is the CMB Community? Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers. Join the Conversation: @CMBlueprint or +ContentMarketersBlueprint
  6. 6. www.contentmarketingblueprint.com After the Webinar www.contentmarketingblueprint.com/blog • Webinar recording • Slides • Blog article
  7. 7. www.contentmarketingblueprint.com Today’s Question: How can I sell buyer persona services to my clients? www.contentmarketingblueprint.com
  8. 8. www.contentmarketingblueprint.com First, what is a buyer persona?
  9. 9. www.contentmarketingblueprint.com What is a buyer persona? Is not… superficial qualities (37 year old male, lives with his mom) Is… a buying process (Adele Revella’s “5 rings of insight”)
  10. 10. www.contentmarketingblueprint.com Buyer personas as a service.
  11. 11. www.contentmarketingblueprint.com Why is buyer persona insight valuable?  To deliver the right information at the right time  To attract leads that are already in a purchasing process  To convert leads to customers
  12. 12. www.contentmarketingblueprint.com When does a company need buyer persona work? FIRST!  Before they create a content strategy  Before they design a new website  Before they create any new content
  13. 13. www.contentmarketingblueprint.com How to tell when your EXISTING CLIENT needs buyer persona work  Lots of leads, not a lot of customers  Only creates content for ONE buyer persona  Creates content for too many buyer personas
  14. 14. www.contentmarketingblueprint.com Scope of work
  15. 15. www.contentmarketingblueprint.com IMR’s Buyer Persona Service  2-5 interviews with people that have gone through your client’s sales process recently.  Deliverable: Documentation of your findings Available training: Buyer Persona Institute (buyerpersona.com)
  16. 16. www.contentmarketingblueprint.com Process and Timeline Process 1. 30 minute meeting to request interviews from client 2. Client/IMC schedules 20 minute interviews 3. IMC conducts interviews 4. IMC creates buying process map 5. IMC presents map to client 6. Client can request modifications or more detail 7. IMC will make necessary modifications IMC time budget  30 minute call: .5 hours  5 (30 minute interviews): 2.5 hours  Build document: 3 hours  Presentation: 1 hour  Modifications: .5 minutes Total: 7.5 hours Timeline: 10-15 business days
  17. 17. www.contentmarketingblueprint.com Client commitment Time commitment  30 minute call  1.5 hours to secure interviews  1 hour presentation  30 minutes to review buying process document and give feedback Total: 3.5 hours Pricing 7.5 IMC hours x $165/hour = $1,125 Price increases:  Number of influencers  Complicated sales process  High value of customers  Multiple buyer personas
  18. 18. www.contentmarketingblueprint.com Downloads in today’s blog Buyer persona package  Overview of service (copy for proposal)  Detailed process for delivering service  Pricing guide Sample buyer persona document & training course  Sample 5 rings of insight (buyerpersona.com)
  19. 19. www.contentmarketingblueprint.com What to do with your buyer personas? It is the foundation for other strategy services:  Brand Messaging  Website optimization plan  Content Marketing Strategy (CMB)
  20. 20. www.contentmarketingblueprint.com Next Session: Tuesday June 10th @ 3:00 PM EST “3 ways to get appointments with your sales leads” Special Guest: Erica DelSignore |Sales Director SalesBoston.com Sign up at: www.contentmarketingblueprint.com/2014- webinars

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