More Related Content Similar to The Problem with Personalization in B2B (20) The Problem with Personalization in B2B4. © 2015 CEB. All rights reserved#ChallengerCustomer
The (Unhappy) Reality
Median MQL
Conversion Rate3%
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5. © 2015 CEB. All rights reserved#ChallengerCustomer
Personalization Conventional Wisdom
1. Identify key customer decision makers and stakeholders
2. Build personas that capture their demographic profile, goals,
pain points, motivations, fears, etc.
3. Use personas to guide more relevant content creation and
delivery
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6. © 2015 CEB. All rights reserved#ChallengerCustomer
Serves to Reason…
• Persona-informed (i.e., personalized) content à higher engagement
• Higher customer engagement à better lead quality
• Better lead quality à higher conversion rates, higher quality deals
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7. © 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
Bigger Groups, Fewer Purchases
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8. © 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
5.4
Average Buying
Group Size
Bigger Groups, Fewer Purchases
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9. © 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%
53%
31%
1 2 3 4 5 6+
Size of Buying Team
60%
Purchase
Likelihood
60%
6.8
Average Buying
Group Size
Bigger Groups, Fewer Purchases
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10. © 2015 CEB. All rights reserved#ChallengerCustomer
Stakeholder 1:
CIO
Engagement Angle:
Minimal work-flow disruption
Positioning: Seamless
integration with legacy
systems
Stakeholder “Closed”
Stakeholder 2:
Financial Analyst
Engagement Angle:
Cost savings
Positioning: Write-off of
existing platform
Stakeholder “Closed”
Stakeholder 3:
Marketer
Engagement Angle: Deeper
customer segmentation
Positioning: Develop effective
segmentation targeting
strategies
Stakeholder “Closed”
1. Accessing Individuals2.ClosingIndividuals
Track Them All down, Win Them All Over
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11. © 2015 CEB. All rights reserved#ChallengerCustomer
0%
8%
(8%)
4%
(4%)
ChangeinLikelihoodofMaking
aHigh-QualitySale
Access to
Stakeholders
Evaluating Purchase
Positioning Offering on
Value to an Individual
Stakeholder
Surprising Findings
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12. © 2015 CEB. All rights reserved#ChallengerCustomer
Stakeholder 1
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 2
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 3
Mental Model
Goal
Priorities
Metrics
Means
The Lowest Common Denominator
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13. © 2015 CEB. All rights reserved#ChallengerCustomer
57%
Customer Due
Diligence Begins
Customer
Purchase Decision
Customer Engages
Sales Reps
Delayed Engagement
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14. © 2015 CEB. All rights reserved#ChallengerCustomer
57%
Customer Due
Diligence Begins
Customer
Purchase Decision
Customer Engages
Sales Reps
Peak Conflict
Peak
Conflict
37%
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15. © 2015 CEB. All rights reserved#ChallengerCustomer
Revisiting Conventional Wisdom
• Persona-informed (i.e., personalized) content à higher engagement
• Higher customer engagement à better lead quality
• Better lead quality à higher conversion rates, higher quality deals
Individual engagement is not the same as collective consensus
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16. © 2015 CEB. All rights reserved#ChallengerCustomer
What Now?
Stakeholder 1
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 2
Mental Model
Goal
Priorities
Metrics
Means
Stakeholder 3
Mental Model
Goal
Priorities
Metrics
Means
Make this blue
triangle bigger,
earlier
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17. © 2015 CEB. All rights reserved#ChallengerCustomer
The Teacher The BlockerThe ClimberThe Guide
The Go-Getter The FriendThe Skeptic
Seven Types of Customer Stakeholders
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18. © 2015 CEB. All rights reserved#ChallengerCustomer
Mobilizer™ Customers Get the Deal Done
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Mobilizer Defies Title/Role/Function
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Senior Decision Maker Distribution by Stakeholder Type
20. © 2015 CEB. All rights reserved#ChallengerCustomer
Mobilizer Dog Whistle
General Information
Accepted Information
Thought Leadership
Insight
Commercial Insight
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Xerox Commercial Insight Example
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22. © 2015 CEB. All rights reserved#ChallengerCustomer
Which One Calls to a Mobilizer?
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White Paper:
How Cartridge Free Printing
is Reducing Waste
in Modern School Districts
23. © 2015 CEB. All rights reserved#ChallengerCustomer
Source: Skillsoft; CEB analysis.
Skillsoft’s toolkit provides
guidance on how to navigate
internal change and purchase
processes
Equip Mobilizers to Create Consensus
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24. © 2015 CEB. All rights reserved#ChallengerCustomer
CEB Marketing Solutions
■ Create Commercial Insights
■ Map customer consensus buying behavior and verifiers
■ Create Challenger/consensus-building marketing programs
and sales enablement
Learn more: www.ChallengerCustomer.com
Challenger™ and Mobilizer™ are trademarks or service marks of CEB Inc. These marks may be registered
marks® in various countries. CEB Inc. claims all rights to control their usefor goods and services within their field.
Inquiries concerning these trademarks and servicemarks should be directed to support@cebglobal.com.
CEB Marketing Solutionsprovides arms & legs
execution supportto:
CEB’s Execution Partners
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