MLT Creative - iStrategy Chicago 2012

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B2B Marketing: 5 Ideas for Creating Personas That Influence Your Content, Context and Conversion

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MLT Creative - iStrategy Chicago 2012

  1. 1. Create Context For ContentWith B2B Buyer Personas A presentation by Billy Mitchell President, Senior Creative Director @billymitchell1 We make ideas work.
  2. 2. A GLOBAL IBM STUDY OF 17,000 CMOS: THE MOSTSUCCESSFULENTERPRISES
  3. 3. FOCUS ONRELATIONSHIPS, NOT JUSTTRANSACTIONS.
  4. 4. A GLOBAL IBM STUDY OF 17,000 CMOS: BIGGEST CMO HEADACHE :
  5. 5. THE DATA EXPLOSION “WE’REDROWNING IN DATA” .
  6. 6. 79 OVER THE NEXT 5 YEARS % OF CMOsEXPECT INCREASING COMPLEXITY IN THEIR MARKETING
  7. 7. 48 BUT ONLY % OF CMOsFEEL PREPARED FOR IT.
  8. 8. THE MOSTEFFECTIVE CMOs
  9. 9. FOCUS ON GETTING TO KNOW INDIVIDUALS,NOT JUST MARKETS.
  10. 10. THE MOSTEFFECTIVE CMOs
  11. 11. USE CUSTOMERANALYTICS TO TURN DATA INTO INSIGHTS ON WHICH THEIRORGANIZATIONS CAN ACT.
  12. 12. A persona isa composite sketchof a type of customeryou serve.
  13. 13. Who uses contentmarketing as part of your overallmarketing efforts?
  14. 14. How many use buyer personas toshape your contentmarketing strategy?
  15. 15. How many of you included: Discussions with Sales to develop your buyer personas?
  16. 16. How many of you included: Conversations with yourcustomers to develop your buyer personas?
  17. 17. How many of you included: Data from your CRM database to develop your buyer personas?
  18. 18. Since developing yourbuyer personas, how often do you update them?
  19. 19. 56ACCORDING TO THE CMO COUNCIL % OF COMPANIESBELIEVE THEY ARECUSTOMER-CENTRIC
  20. 20. 12 ACCORDING TO THE CMO COUNCIL % OFONLY THEIRCUSTOMERS AGREE
  21. 21. Your company,and mine could looksomething like thisto our prospects:
  22. 22. YOU’RE NOBODY TO MEI may have heard of your company, but I have no opinion or affinity.
  23. 23. SOMEWHAT ACQUAINTED I may have had exposure to your content or brand in some way.
  24. 24. I’M FAMILIAR WITH YOUI know who you are, but Im not yet sure youre relevant to my needs.
  25. 25. I KNOW YOU Ive discovered you may have insightsI find valuable so Im paying more attention
  26. 26. I RESPECT YOU Im following your blog or havesubscribed to your newsletter because I see consistently valuable ideas.
  27. 27. I LISTEN TO YOU Im now on the lookout for your contentand have shared your stuff with my network.
  28. 28. I LEARN FROM YOUIm in conversations with your salespeople to see if you can really help me.
  29. 29. I’M A CUSTOMER Ive decided you bring enough value to thetable that Ill invest in having you help me solve my problems. I think I can rely upon you.
  30. 30. I’M AN ADVOCATEYouve proved your value and Im so enthusiastic, I think others should have you help them — and Im proactively sharing my praise.
  31. 31. In B2B, it’s oftenmore than one person doing the buying.
  32. 32. Three categories to focuson with personas are: 1 orientation 2 objectives 3 (and then) obstacles
  33. 33. The person who makesthe final decision may notbe a persona candidate.If they are only holding the purse strings,then you may be wasting your time.
  34. 34. Some say B2B is notdifferent than B2C becauseit’s all P2P.
  35. 35. But it is very different.
  36. 36. B2C buying decisionsare driven by lifestyle.
  37. 37. B2B buying decisionsare driven by livelihood.People’s jobs are at stake.
  38. 38. B2B personas recognize that theprospect’s professional standingand priorities will hold additional sway over what catches theirattention when it comes time to solve a business issue.
  39. 39. B2B persona information will vary but can include:
  40. 40. B2B persona information will vary but can include:STATUS QUO
  41. 41. B2B persona information will vary but can include:STATUS QUO STRATEGIC BUSINESS & CAREER GOALS
  42. 42. B2B persona information will vary but can include:STATUS QUO STRATEGIC BUSINESS & CAREER GOALS PREFERENCES & AVERSIONS
  43. 43. B2B persona information will vary but can include:STATUS QUO STRATEGIC BUSINESS & CAREER GOALS PREFERENCES & AVERSIONS INFLUENCERS
  44. 44. B2B persona information will vary but can include: COMPETITIVESTATUS QUO CONSIDERATIONS STRATEGIC BUSINESS & CAREER GOALS PREFERENCES & AVERSIONS INFLUENCERS
  45. 45. B2B persona information will vary but can include: COMPETITIVESTATUS QUO CONSIDERATIONS STRATEGIC BUSINESS & CAREER GOALS PREFERENCES & AVERSIONS INFLUENCERS INFORMATION, SOURCES & SEARCHES
  46. 46. My agency, MLT Creative created a tool for making personas thatwe collaborated on with our mentor on the subject, Ardath Albee.Ardath is the author of eMarketing Strategies for the Complex Sale.She consults with enterprise level clients onpersona development and with her permissionI’ll share an example from her book:
  47. 47. The best way to wrapyour mind around a B2Bpersona is to take a lookat one.
  48. 48. Let’s take a look at thefictional persona of Gloria.
  49. 49. Gloria MillerManager of ProductDevelopment at WhizBang 3X
  50. 50. Can you see how you’d be able to help Gloria if youknew all about her situation and offered a deliverysystem that would match her goals?Before you think, “yeah, but I’ll never get close toknowing Gloria’s situation,” consider the followingpossibilities for how you might know enough to geta good handle on this information.
  51. 51. The type of informationneeded to build personasis available, the challengeis connecting the dots.
  52. 52. It’s important toremember that personasevolve and change alongwith their environments.
  53. 53. You should not createa persona and then neverrevisit it for tuningand tweaking.
  54. 54. You must be diligent aboutmonitoring related changesand advances and updatingyour company’s personasas warranted.
  55. 55. We all know our companies, our products,our solutions. We are given these corporate messagebriefs or brand positioning documents or whateverthey are, and what we need to do is take a look atthose and say, “OK, from this persona’s perspective,how the heck is this relevant, where is the relevanceand how can we help transition that into more ofa relevant story and make it apply to something thatengages with the persona?
  56. 56. B2B buyers don’t wantto be sold with massmarketing, they wantto be informed.
  57. 57. They want yourhelp not your hype.
  58. 58. Thank You.www.UpCloseandPersona.com
  59. 59. We make ideas work.

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