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Optimizing Engagement with Persona-Based Marketing - Inbound 2014


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Marketers are all looking for ways to make marketing more meaningful for their audiences. We've all heard of persona-based marketing, but how do we make implement it in a way that delivers a real impact?

Here are the slides that Elle Woulfe, Lattice Engines' director of demand generation, presented at Hubspot's INBOUND 2014 event.

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Optimizing Engagement with Persona-Based Marketing - Inbound 2014

  1. 1. #INBOUND1 4 Optimizing Engagement with Persona-Based Marketing Elle Woulfe Director of Demand Gen, Lattice Engines
  2. 2. ELLE WOULFE @ellehwoulfe Gratuitous use of a cute kid in my presentation or highly relevant visual?
  3. 3. AGENDA 1 Putting the Person in Personas 2 The Persona Venn Diagram 3 Relevancy Breeds Engagement 4 Mistakes I Made For You 5 Five Hacks
  4. 4. Putting the Person in Personas #INBOUND14
  5. 5. #INBOUND14 Some of us sell to businesses…
  6. 6. #INBOUND14 But we all market to people.
  7. 7. Buyers are People. We have hobbies. We have families. We have personalities. We laugh. We joke. We are human. #INBOUND14
  8. 8. #INBOUND14 So Why Does That Get Lost?
  9. 9. #INBOUND14 Just Your Typical HR Team…
  10. 10. #INBOUND14 Think again.
  11. 11. #INBOUND14 Your fairytale… My nightmare.
  12. 12. B2B Doesn’t Have to Be Boring. #INBOUND14
  13. 13. #INBOUND14 2 Why Personas Matter
  14. 14. #INBOUND14 Two Buyers - One Goal I hope we hit our opportunity target this quarter. Jenna Keegan Marketing Ops Manager Elle Woulfe Director of Demand Gen
  15. 15. #INBOUND14 The “Purchase”
  16. 16. #INBOUND14 Very Different Buying Considerations Will this make my life harder? Will this keep sales off my back? Key Initiatives: Success Factors: Perceived Barriers: Buyer’s Journey: Decision Criteria: Optimization & Efficiency Ease of Implementation Time, Complexity, Integration Documentation, Demos Will it really work? Alignment & Volume Increased Conversion Change Management & Adoption Peers, References, Research How soon will it make an impact?
  17. 17. #INBOUND14 The “Committee Chairman” How much does it cost? Will we crush the competition? Will it make me look good?
  18. 18. #INBOUND14 Never underestimate the power of a committee member.
  19. 19. #INBOUND14 3 Make it Relevant
  20. 20. #INBOUND14 Find the Sweet Spot Will this make us look smart?
  21. 21. For Marketers #INBOUND14
  22. 22. #INBOUND14 For Sales
  23. 23. #INBOUND14 Persona Based Positioning CMO: The New Technology Every B2B Marketing Exec Must Have Marketing Ops: Why You Need Predictive Analytics in Your Marketing Technology Stack Demand Gen: The Must-Have Demand Technology to Crush Conversion Rates Sales: How the Best Sales Teams Predict Their Next Customer & Win More Deals
  24. 24. #INBOUND14 TOFU Default Personas
  25. 25. #INBOUND14 When in Doubt… Be Funny
  26. 26. #INBOUND14 Find & Exploit the Universal Motivators…
  27. 27. #INBOUND14 4 Mistakes I Made For You
  28. 28. #INBOUND14 Just Don’t Fall in Love
  29. 29. #INBOUND14 Sometimes Channel = Persona
  30. 30. #INBOUND14 5 Hacks, Tips & Ideas
  31. 31. #INBOUND14 5 Tips for Maintaining Personas 1. Always validate your assumptions 2. Don’t try to fake it 3. Don’t assume you know it all 4. Resist the urge to over-engineer 5. Revisit regularly
  32. 32. #INBOUND14 5 Hacks & Lessons 1 Remember the Venn diagram 2 A single data point isn’t a trend 3 Death by a thousand paper cuts still hurts 4 Don’t let vanity guide you 5 Your job is to help sales sell
  33. 33. #INBOUND14 THANK YOU!