This gives us a list of potentials, but how do we turn faceless demographic and align it to identifying who the ideal buyers are within that? Then how do we use that information to translate it into buyer personae which direct the marketing content, sales approach, and service fulfillment?
Why are these things important to their customers?
----- Meeting Notes (9/16/13 13:30) -----PR- pitching to tiers of publications. Pipeline and gas journals, speaking engagements. Press releases- PR news wire. Is that an effective way to reach them?does a monthly partner newsletter. they engage.customers- it depends on the subject.
HUGME Group Case with Kepware Technologies
Group Case Study
“We are going completely inbound.”
What does Kepware Technologies do?
INDUSTRIAL CONTROL SYSTEM
•A communications platform is the heart of an
Industrial Control System.
•It moves critical information from Point A to
•It serves as the communications bridge
between diverse hardware and software
•It enables great decision-making from the
shop floor to the top floor by providing
consistent, reliable data.
From which industries?
From plant floor to
wellsite to windfarm,
Kepware is proud to
serve a wide range of
customers in a
and gas, building
Focus on connectivity.
A product company.
Why do customers buy from them?
What are the perceived challenges?
① Complex and varied buying process for large orders with multiple buyers and
② Selling to highly technical engineering companies with long buying cycles in a much
more regulated industry.
③ Inside sales team is getting more leads than they can follow up with. (1000 to 4
people) Need to hand over higher quality leads to save them time.
④ Convert more organic search into buyers to scale smaller online orders.
⑤ Build sales confidence in the marketing effort.
“We are selling to a wide variety of end users, system integrators and distributors
with the same message and sales approach.”
What are the goals and objectives?
20% annual revenue growth by increasing customer retention and average transaction
The plan: Align sales, marketing and service around buyer personae by industry vertical.
① Develop buyer personaes and map the buyer's journey for 3 primary vertical
② Get buy-in from key stakeholders and train the company on these personaes.
③ Build lists centered around buyer personaes and buyer's lifecycle.
④ Refine our messaging in all channels (email, social, PPC, PR, and advertising) based
on our buyer personaes and lifecycle knowledge.
⑤ Work with sales team on lead scoring. Monitor results, and continue to tweak over
⑥ Work with sales team on building and finalizing an SLA for 2014.
Hubspot = marketing
automation & reporting
Salesforce = CRM
Basecamp = collaboration
What internal resources are available?
Team meetings = 1 hour per
Buyer Personae = 2 hours per
4 inside sales team members
4 channel sales team managers
3 product managers
2 Web developers
1 digital marketing manager
1 social media marketing manager
1 marketing communications manager
How will Kepware get started?
Cross- Team Collaboration: Weekly meetings to
establish rapport, determine the numbers, and
develop the buyer personae.
Numbers: For a common language, mutual
accountability and reliance on data.
Buyer Personae: For a common focus, language
and a means to maintain open communications.
Segment & prioritize
Oil & Gas Manufacturing Power Distribution
① Who is involved in the buying process?
② How do they use the product or service?
③ What problems does it solve for them?
④ How much of the revenue goal is to be attributed to this segment?
Buyer Personae: Speak the same
language as the customer
Oil & Gas
Who is involved in the buying process?
Rig engineer= End User *can also be the decision maker for smaller orders and buy
direct or a returning customer to buy additional license seats.
Information Systems= Influencer *can also be a third party systems integrator who
works on a retainer or per project basis for the end user.
Decision Maker= CIO, CFO, COO * only applies to larger orders
How do they use the product or service?
What problems does it solve for them?
What is the revenue goal?
• Ongoing discussion for the case-study in the
• Next meeting- Kepware update on the
progress on their weekly meetings, their
numbers, and buyer personae for the oil & gas