Persona Based Marketing

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Persona based marketing strategy overview show casing realtime targeting and personalization

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  • (market expansion, market share growth)
  • Question: (regarding last point) We talk a lot about defining this persona and known prospect behavior, why is this becoming so important.
  • Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segment Increase focus on Fortune 1000 companies
  • Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segment Increase focus on Fortune 1000 companies
  • Question: (regarding last point) We talk a lot about defining this persona and known prospect behavior, why is this becoming so important.
  • Panaya helps companies that use ERP reduce 70% of their upgrade, testing risk and effort. Target new customer segment Increase focus on Fortune 1000 companies
  • Panaya case study Split Test – for Oracle persona Assumed Vegas case study would be interesting, the results and performance showed otherwise.
  • Stakeholders - For the typical IT decision, the average number of stakeholders has risen steadily from five per average decision in 2010, to over 7 in 2012. And the increase shows no signs of abating. (according to IDC.) For purchases over $10,000, 70% of buyers review four or more pieces of content before making a decision. The most popular type of content: white papers, read by 88% of buyers. (Earnest Agency)
  • Persona Based Marketing

    1. 1. Mickey Alon September 4, 2013 PERSONA BASED MARKETING
    2. 2. What is Persona-Based Marketing? Persona-Based Marketing helps you identify, attract, educate and support the decision process of key stakeholders in your target accounts “With the right level of research you can focus on buyer stories versus business jargon to fulfill buyer goals and help buyers to see clear path-to-purchase.” - Tony Zambito
    3. 3. Why Use PBM? 1. The B2B sales cycle is typically long and involves multiple decision makers 2. Different decision makers each have their own goals and requirements The sales cycle has increased by 22% over the past 5 years due to more decision makers involved in the buying process. (Source: Sirius Decisions) Nearly 2/3 of B2B marketers identified engaging key decision makers as their top challenge. (Source: Forrester Research)
    4. 4. Why Is it So Powerful? • Identifying and engaging target personas helps create a personalized content strategy • It focuses on the people taking (various) decisions in the process (not just the final decision) • Personalized content • Attracts more of the prospects that matter • Converts better “75% of executives will read unsolicited marketing that contain ideas that might be relevant to their business such as success stories, research reports, and webinar invitations”. (Source: ITSMA)
    5. 5. PBM and Account-Based Marketing • Account-Based Marketing means focusing your efforts on the accounts most likely to generate revenue ** Typical Account Attributes: Industry, size, location, behavior, product interest • Persona-Based Marketing takes this one step further by focusing on key personas in key accounts or key account types
    6. 6. ABM + PBM Dicovery
    7. 7. Creating a Personalized Customer Journey
    8. 8. STAGES Target Customer/Persona Journey LOB IT / CIO / CTO Finance Awareness - Hear about BJ - Initial Examination (is this right for us) - Why we should use Educational - What is it? - How exactly does it help us? - Do my peers use it and which ones Try It (free trial) If Interested Registration / Commitment If Interested move to IT Educational - What is BJ? - Comparison ot Options (other vendors) - Is this a good fit for us? Try It (Large Organizations) Registration / Commitment BlueJeans Sales BJ Sales BlueJeans SalesAlternatives ROI Commitment/Negotiations BlueJeans Sales Won - Sale
    9. 9. STAGES Digital Body Language in Journey LOB IT / CIO / CTO Finance Awareness -Search terms: Video interview, online training, etc. -Intro pages -1 or 2nd visit Educational •LOB specific ST’s •Advanced Ref/Source •Advanced pages or visit > 2 Try It (free trial) If Interested Registration / Commitment If Interested move to IT Educational •1st or 2nd visit to page on integration, features •Previous company visits •LOB contact in CRM Requests for Demo Registration / Commitment BlueJeans Sales BlueJeans Sales BlueJeans Sales Check Alt. / ROI •ROI pages/searches •CRM data •Specific pages •Time in process Commitment/Negotiations BlueJeans Sales Won - Sale
    10. 10. STAGES Required Content LOB IT / CIO / CTO Finance Awareness -LOB Intro Video -LOB Value point PDF Educational -Industry Case study/ white papers -Technical advantages • Vertical Trial Now offer • Value Video If Interested Registration / Commitment If Interested move to IT Educational List of Features Comparison with other vendors • Technical Trial Now offer • Tech value points Registration / Commitment BlueJeans Sales BlueJeans Sales BlueJeans Sales • ROI Calc • Competitive/Comp arison Commitment/Negotiations BlueJeans Sales Won - Sale
    11. 11. Methodology 5 Steps to take an PBM Approach
    12. 12. Step 1 - Identify Personas Identify personas and their journey, identify account decision journey •What type and size of company do they work in? •What is their typical background in terms of education and hobbies? •What are their top goals and challenges? •From where to they get content? •What are their assumed content preferences?
    13. 13. Step 2 - MAP the CDJ Each persona plays a different role in the sales process CEO may initiate process Service Manager / Director of IT are responsible for technical assessment Gain insights on the actual buying process with your sales team or customers
    14. 14. Step 3 - Map Your Content • Map assets and discover who consumes them • Analyze target persona / account behaviors • Find content attracting accounts and personas • Content automation • A/B testing • Auto-Tune
    15. 15. Step 4 - Target & Engage Speed and Relevancy • Relevant, engaging and compelling content is the main ingredient for content success. (B2B Content Marketing Report 2013) • 82% of prospects value content targeted to their specific industry and 67% find content targeted to their job function valuable. (Marketing Sherpa) Know the right content to use and right time to execute Keeping sales in the loop for quick response & feedback Real-time personalization (prospects onsite and attentive)
    16. 16. Step 45– Analyze and Optimize Fit campaigns to different personas • Test and improve • Use data for outbound marketing • Share results with sales and get their input to optimize even faster
    17. 17. Optimize the Digital Loop
    18. 18. Optimize the Digital Loop
    19. 19. New Trends in ABM • Companies extending reach to top funnel to engage target accounts earlier in the sales process • Increased focus on Persona-based Marketing to engage key decision makers • Leveraging existing accounts for advocacy • Content Automation and Learning
    20. 20. @Insightera mickey.alon@insightera.com www.insightera.com Thank You

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