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B2B Buyer Personas Webinar: The Why, The How and The What Next?

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GET LIFT Agency, SiriusDecisions and Cintell share the Why, How and What Next of B2B Personas in this value packed webinar presentation. 60% of B2B organizations report that their biggest barrier to creating relevant content is a lack of insight into and understanding of the buyer.

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B2B Buyer Personas Webinar: The Why, The How and The What Next?

  1. 1. B2B PERSONAS: THE WHY, THE HOW AND THE WHAT NEXT? Live Tweet at #B2BPersona PAT MCANALLY Research Director @patmcanally SiriusDecisions DAVID PEREIRA President @djp55 GET LIFT Agency KATIE MARTELL CMO, Co-founder @KatieMartell Cintell Feb 24, 2016
  2. 2. Personas: The Why Proof points and justification
  3. 3. © 2015 SiriusDecisions. All Rights Reserved 3 Advisory SiriusDecisions Research-Informed Consulting Research-informed assessments, workshops and project engagements that support key initiatives. Our consultants are experienced leaders in your field who apply Sirius thinking and tools to help solve the challenges you face. Advisory Designed for executives and teams to help define strategy and support the execution of key initiatives. Provides access to benchmark data, as- needed access to analysts, and best practice research – including operational models and frameworks. Research-Enabled Learning Our learning solutions address practitioners’ skills gaps and extend core concepts across teams to enable consistent execution. LearningConsulting For Product, Marketing and Sales Leaders
  4. 4. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 4 Marketing Now Makes the “First Sales Call” Most salespeople believe that the biggest change in their sales cycle is the difficulty they face in getting the buyer’s attention. How has the sales cycle changed in the last three years? • Access to content • Peer network • Access to data Buyers are more informed • Reason to change • Peer examples • Executive support Buyers need more and earlier ROI • Self service • Network introduction • Events changing Buyers are engaging differently
  5. 5. © 2015 SiriusDecisions. All Rights Reserved 5 EnhanceMonitorLaunchBuild V AlignDesignDiscovery The SiriusDecisions Product Marketing and Management Model A Best-in-Class Framework for Innovating and Marketing B-to-B Offerings MARKETING PRODUCT SALES Brand and Naming Routes to Market Campaign Planning Reputation/ Advertising Demand Measurement Customer Marketing Relative Targeting Messaging Marketing Plan* Thought Leadership Win/Loss Analysis Retention Strategies Buyer Personas/ Requirements Market Requirements* Content Brief* Content Activation Buying Cycle Solution Handbook* Sales Content and Tools Launch Plan* Portfolio Architecture Pricing Product Roadmap* Sales Support Lifecycle Management Competitive Analysis User Stories/Functional Spec* Demos, Trials Proofs of Concept Customer Feedback Enhancement Prioritization Business Case* (concept) Product Testing Future Roadmap* Field Requirements Sales Advisory Council Financial Targets Sales Communications Sales Adoption Retention Programs Sales Training Pipeline Analytics Certification Incentives STRATEGY EXECUTION GROWTH Prototype Concept Testing Product Requirements* Sales Enablement Plan* Deliverables* Activities Business Case* (final) Market Sizing Segmentation Sales Coverage Strategy Named Accounts Territory Alignment Satisfaction Measurement Version 3.0 Field Feedback Competitive Positioning Channel Partner Strategy Offering Dashboard* Launch Dashboard* Demand Creation User Personas/ Requirements Demand Type Release Readiness High-Priority Updates Upsell Cross-sell References and Advocacy Influencer Relations
  6. 6. © 2015 SiriusDecisions. All Rights Reserved 6 What are the biggest challenges when shifting from product- centric to audience-centric marketing? 0% 5% 10% 15% 20% 25% 30% 35% Revising planning process Convincing product business units to do so Understanding the buyers (personas, needs, buying Developing content that is audience-and needs- oriented No difference between NA and EMEA and global priorities SiriusDecisions 2015 CMO Study
  7. 7. © 2015 SiriusDecisions. All Rights Reserved 7 Justifying the Investment in Personas • Engages buyer earlier and more effectively • Focuses messaging; increases precision of targeting • Instills shared understanding between marketing, sales and product • Improves sales productivity • Transforms marketers into subject matter experts on their buyers Best practice demand creation strategy that includes more personalized and customized messaging built on personas yields two times the average sales pipeline. - SiriusDecisions research study
  8. 8. © 2015 SiriusDecisions. All Rights Reserved 8 Client Proof Points by Scenario • $1B+ Global Workforce Management Software • 28% higher campaign response rate • Higher-quality leads per sales means quicker uptake New Product Launch • $1B+ Software Business Unit • Shortened sales cycle by 2-3 months • Sales teams’ increased satisfaction with content Sales Content Change • European Information Service Provider • 100% higher content downloads from Web site • 10-25% increase in marketing-influenced revenue Nurture Streams
  9. 9. © 2015 SiriusDecisions. All Rights Reserved 9 SiriusDecisions B-to-B Content Study • On average, 60-70% of b-to-b content goes unused, representing hundreds of thousands if not millions of dollars wasted
  10. 10. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 10 <$100M< <$1B< $0.9M $10.8M $17.5M B-to-B Content Spend Enterprise-size organizations spend roughly twice what they think they do on content – emerging growth organizations spend more than 10 times! SiriusDecisions 2015 Cost of Content survey
  11. 11. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 11 <$100M< <$1B< $0.2M $2.1M $3.3M The Financial Drain of Irrelevant Content Lack of foundational research into targeting the right audience and understanding buyer needs and behavior causes a huge waste of resources. SiriusDecisions 2015 Cost of Content survey
  12. 12. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 12 Map the Buyers’ Journey Identifying the information audiences need at buying cycle inflection points helps align sales for more effective interactions. BUYING PROCESS: DECISION STAGES Vendor Selection Solution Education Engagement Propose Qualify Close Retain SALES PROCESS: WORKFLOW STAGES Buyer Persona Knowledge Requirements Business Value Solution Fit Examples Issue Mapping Demonstration Stories Business Issues Persona Topics Customer Needs Triggers Competitive Comparison Testimonials SME Insights Value Actualization Differentiation References Onboarding Community Value Review Seller Persona Grow
  13. 13. SiriusPerspective: © 2015 SiriusDecisions. All Rights Reserved 13 Deploying Personas Impact Cross-Functional Areas Identify all the pathways of information flow – persona insights are requirements for sales enablement and product management as well as marketing. Sales Enablement Product Management Portfolio Marketing Marketing Operations Customer Marketing Regional Marketing Corporate Comms Demand Creation Content Operations
  14. 14. © 2015 SiriusDecisions. All Rights Reserved 14 Target Identify  Isolate  Prioritize Develop Interview  Build  Validate Deploy Train  Refine  Accelerate Buyer Personas: A Lifecycle Approach
  15. 15. © 2015 SiriusDecisions. All Rights Reserved 15 Target Identify  Isolate  Prioritize Develop Interview  Build  Validate Deploy Train  Refine  Accelerate Buyer Personas: A Lifecycle Approach Target Identify  Isolate  Prioritize Develop Interview  Build  Validate Deploy Train  Refine  Accelerate
  16. 16. 16 Personas – The How Get Organized Interview Research Put it Together Put it to Use!
  17. 17. 17 MARKETING CONSULTANCY  Solve B2B Marketing challenges around lead and revenue growth (focus on Tech / Finance / SMB)  Subscribe to and practice SiriusDecisions methodologies  Conducted thousands of persona interviews  Our creative director recently wrote a blog post entitled “Why Personas are like my Crack Cocaine” INTERACTIVE AGENCY MARKETING TECHNOLOGY CLIENTS GET LIFT Agency WE ARE A FULL SERVICE AGENCY THAT EMPOWERS MODERN MARKETERS
  18. 18. 18 18 Getting Organized Category Item PRODUCT TRAINING  Make sure you know enough details about the product/solution so that you can understand how it satisfies the needs of your customers SETTING UP PERSONA INTERVIEWS  Set up Interviews with Sales (3-4 people), Marketing (2-3 people), Product Marketing (1-2 people)  Identify list of 25-30 customers (ideally became a customer in the last 12 months) – expect 10-12 to agree  Identify list of 10-15 recent ‘closed lost’ prospects (were in the funnel but did not buy) – expect 3-4 to agree EXISTING PERSONAS AND MESSAGING  Any existing persona research that’s been conducted  Any product messaging decks for the solution EXISTING KEYWORDS  SEO Research / Keyword Analysis RFP’S  10 recent RFPs DEAL ANALYSIS  Last 10 deals  Access to sales people who sold these deals and can speak to the sales cycle and the process  Win/Loss analysis reports SECONDARY RESEARCH  Any 3rd party reports / studies that would be helpful on the audience  Any upcoming conferences / tradeshows / online events that cater to your personas
  19. 19. 19 19 Interview Details Topic Details WHO CONDUCTS THE INTERVIEWS  Typically 1 lead interviewer and 1 backup for consistency NUMBER OF INTERVIEWS  Internal: Sales (3-4 people), Marketing (2-3 people), Product Marketing (1-2 people)  Customers: Identify list of 30-50 customers that purchased in last 12 months -> aim for 10-12 interviews per primary persona  Closed Lost: Identify list of 10-15 recent ‘closed lost’ prospects -> targeting 3-4 interviews CONDUCTING INTERNAL INTERVIEWS  Interviews typically last 45 minutes SETTING UP EXTERNAL INTERVIEWS  Provide sales people with email templates (different versions for prospects, customers, lost prospects)  Incentive of $50 Amazon giftcard for 25 minutes of their time CONDUCTING EXTERNAL INTERVIEWS  Typically 25-45 minutes (customers LOVE to talk)  Use GoToMeeting and record interviews (with permission of interviewee)  Transcribe interviews – helps with soundbites ONLINE SURVEYS  Used to validate discrepancies  Aim for at least n=50 FOCUS GROUPS  May be appropriate based on audience
  20. 20. 20 External  Trade Association Websites (role / vertical)  Industry Analysts  LinkedIn Groups / Forums  Websites identified from interviews  Job Boards  3rd party research (First Research, Aberdeen, Forrester, Gartner) Internal  RFPs  Closed Wins/Lost data  Internal Studies  Older versions of personas Research GET LIFT AGENCY :: ALL INFORMATION IS PROPRIETARY AND CONFIDENTIAL
  21. 21. 21 Buyer Persona Profiles  Profile of job role  Involvement in buying cycle  Watering holes Buying Cycle Mapping  Stages  Milestones within each stage  Inflection points within each stage Buying Process  Decision Criteria  Roles in the buying cycle  Key Drivers / Motivators  Risks/Obstacles/Barriers to decisions Insights From Your Personal Efforts Competitive  Why does you win deals?  Why does you lose deals? Content  Topics for different stages of the buying cycle  Sales Enablement content ideas Testimonials and Case Studies  Agreement from interviewees to provide a testimonial or case study What Can You Do Better  Feedback from interviewees on how you could improve solution or service
  22. 22. 22 Involvement in Buying Process – Very High Watering Holes List of Needs • Transcoding • Analytics / Metrics • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Triggers – What prompted the buying cycle? • Current vendor did not have a good video management UI • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Role in Buying Process • Overseeing creation of RFP – technical requirements, obtaining business requirements from various marketing teams • Ipsum Lorem • Ipsum Lorem Risks and Barriers considered (real or perceived) • Switching costs – overall pain of switching + interruption for existing users • Ipsum Lorem Late Stage Primary • Google search • Peer/colleague networking/info sharing inside and outside company • Other Analyst Reports (Gartner) Product manuals (download) Technical Tommy Early Stage Primary • Google search Secondary • Tradeshows - Streaming Media; NAB; IABC • Magazines - Stack Overflow Journal; Ipsum Lorem • Websites - NAB; Insight; Ipsum Lorem • News sites / aggregators; • Industry press releases • Podcast - “This Week in Tech” Content Voice, Style & Tone • Concise; easy to scan specs • Feature/benefit statements Content Formats • Data / Comparison Sheets • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Tommy Chang Age: 39 Salary: $115,000 Education: Computer Science, IT, IS Common Job Titles Business Information Manager Ipsum Lorem Ipsum Lorem Ipsum Lorem What Tommy loves about his job • Innovation / Pioneer • Ipsum Lorem • Ipsum Lorem What Tommy finds challenging • Marketing Department is often not technically proficient and some of them don’t really understand the benefits of the technology • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Keywords / Themes • Fast, easy transcoding • Embed & share videos across different devices and formats • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Interesting Content Topics • Eliminate manual video transcoding (get videos up faster; free up your team for more important projects) • Embed and play videos across multiple devices and formats (mobile apps, websites, browsers) • Great value for the price • APIs allow you to innovate, add features easily, customize your video solution Verbatims and Quotes About Tommy Chang: Tommy has been in a variety of IS/IT roles for 13 years. He’s been with the company for a long time and enjoys the security of working in a large company. His team has to ensure that whatever platform is selected can be support from an IT perspective and makes sense for their marketing technology stack. Sample Persona: IT Lead “Choosing Client was an easy decision to add functionality.” “We wanted to make video transcoding easier for us. Before Client, our developers had to create multiple renditions of players and embed the videos. Now, our creative agencies actually can upload the videos and then they can create or grab the snippet of codes from Client and embed that in our websites.” “My challenge is to get adoption across the company. Some old school marketers are resistant to the path we’re on.” “How could we further the value of the platform by integrating to other elements of marketing stack (MAP, Paid media)?”
  23. 23. 23 Involvement in Buying Process – Very High Watering Holes List of Needs • Bring in more leads; score them better; increase lead conversion • Increase ROI of marketing programs and lower my lead acquisition costs • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Triggers – What prompted the buying cycle? • Current OVP provides superficial analytics • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Role in Buying Process • Overseeing creation of business requirements in conjunction with IT • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Risks and Barriers considered (real or perceived) • Switching costs – overall pain of switching + interruption for existing users • Ipsum Lorem • Ipsum Lorem Demand-Gen Dee Content Verbatims and Quotes About Dee Smith: Dee has been in marketing roles for 15 years. She has worked at 2 smaller and 1 other large company. She has worked with video a lot and knows types of video content that work best for various marketing needs. Video has become a bigger part of her company’s content marketing and she needs to find a solution that can accommodate their growth and make her life much easier. Sample Persona Profile: Marketing Lead “We track a lot in terms of ROI. We needed an OVP with an analytics package built-in. If you don’t do video, your completely behind the game. We track & compare videos on our website vs. YouTube for views. For one-minute podcast clips, we’re getting twice the views on our website than we’re getting on YouTube.” Dee Smith Age: 35 - 45 Salary: $90,000 - $130,000 Education: BA/BS, Business, Marketing , Communications Possible MBA Common Job Titles Sr. Marcom Manager Sr. Manager - Demand Generation Content Marketing Strategist What Dee loves about her job • Strategizing compelling ways to promote her company’s brand and products / services • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem What Dee finds challenging • Pressure from sales to better qualify & deliver more leads • Proving ROI of video • Ipsum Lorem Late Stage Primary • Google search • Peer/colleague networking/info sharing inside and outside company Early Stage Primary • Google search Secondary • Tradeshows – Anything Marketo; Ipsum Lorem, WebTrends, • Blogs about Content Strategy, Demand Gen. • Websites – Ipsum Lorem • Webinars • Email Marketing • News Sites – Adweek Voice, Style & Tone • Friendly, educational • Feature/benefit statements Content Formats • Case Studies • How to’s • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Keywords / Themes • Easy video upload • Single, unified storage location • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem Interesting Content Topics • How to improve your video content • Case studies of brands who use video well • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem • Ipsum Lorem “Big reasons we chose Client : analytics and user-engagement scoring built-in (how many are viewing and where they drop off matters a lot), easy to skin players, social media integration and the ability to use shoppable video down the road.” “Storage and management mattered a lot to us. We needed a single location to store all external video content so that files are no longer all over the place.” “We use Client because of how easy it is to embed videos on our site and how easy it is to deliver them to other sites.”
  24. 24. 24 Primary and Secondary Personas Internal Champion  Mainly Technical  Range from Analyst to Director level Influencer  Mid-level Marketers  Variety of IT roles Decision Maker  Executive Level included (Director to SVP)  Joint between IT and Marketing Users  Marketing Managers Ratifier  Marketing Executives  Purchasing Budget  Mainly held within Marketing $
  25. 25. 25 25 2016-02-27 :: GET LIFT AGENCY :: ALL INFORMATION IS PROPRIETARY AND CONFIDENTIAL Persona’s Needs/ Activity Awareness / Discovery Consideration / Solutions Vendor Selection / Purchase What content information is Technical Tommy looking for?  How can we eliminate manual transcoding of our videos and get them posted faster?  Are there video solutions will make it easier and faster to embed videos across multiple platforms and browsers?  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  What video products are other companies / colleagues having success with?  What are the features and benefits of the video solutions I’m researching?  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  How easy is the product to use?  Which APIs does the solution offer? How extensible is the solution?  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem Content Types / Formats  Product News  Use Case Videos  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Data Sheets / Solution comparisons  High-level feature pricing  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  ROI / TCO Calculator / Whitepaper  Detailed pricing sheets  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem Where will the buyer find it? (marketing channel)  Search Engine Browsers  Industry Magazines / Newsletters  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Search Engine Browsers  Vendor website  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Vendor Website / Datasheets  Account Manager / Sales Engineer  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem  Ipsum Lorem Buyer Mapping – Technical Tommy
  26. 26. 26 Personas – What Next Get Organized Interview Research Put it Together Put it to Use!
  27. 27. 27 Hi, I’m Katie Martell “The marketer who understands their buyers best – wins.” Co-Founder, CMO Cintell @KatieMartell
  28. 28. 28 INDUSTRY BENCHMARK “Understanding B2B Buyers 2016 Benchmark Study” Survey of B2B marketers worldwide, Cintell Only 8% of B2B organizations feel that 75% of their organization could list personas and key attributes.
  29. 29. 29 29 PDF PURGATORY 79% of companies store personas in PDF or printed format. “Understanding B2B Buyers 2016 Benchmark Study” Survey of B2B marketers worldwide, Cintell
  30. 30. 30 What is Cintell? SaaS persona management platform INTEGRATED WITH INCLUDING INSIGHTS FROM and more Operationalize personas to improve marketing results, drive more sales, and become customer-centric.
  31. 31. 31 Our employees are like hostages suffering from Stockholm Syndrome… … They take on the worldview of their employer and forget what it’s like to be a regular person. - Adam Richardson, Financial Engines
  32. 32. 32 29 PRACTICAL IDEAS FOR LIBERATING PERSONAS FROM PDF’S AND PUTTING THEM TO WORK (and finding Zen in the process)
  33. 33. 33 TOP 3 USE CASES FOR PERSONAS AMONG HIGH-PERFORMING COMPANIES Content marketing “Understanding B2B Buyers 2016 Benchmark Study” Survey of B2B marketers worldwide, Cintell Sales training Demand generation
  34. 34. 34 DEMAND GENERATION  USE #1 Map and tag contacts to persona and segment your database to improve targeting and lead gen campaign results.  USE #2 Measure the performance of marketing campaigns by persona to understand what’s working for a given segment – and what needs to be adjusted.  USE #3 Leverage personas to understand the appropriate buying committee within target accounts for account based marketing. (ABM) 93.8% of companies who exceed lead and revenue goals report segmenting their database by persona Companies who exceed lead and revenue goals were 2.4X as likely to use personas for demand generation than those who missed lead and revenue goals. “Understanding B2B Buyers 2016 Benchmark Study” Survey of B2B marketers worldwide, Cintell  USE #4 Create a ‘company persona’ to guide ABM, assessing the business drivers for companies within particular industries, technology adoption habits, and more.  USE #5 Inform media buying decisions (such as content syndication / ads) towards only relevant channels.  USE #6 Use progressive profiling to help collect persona insights on subsequent forms KEY STATS
  35. 35. 35 CONTENT MARKETING  USE #7 Use words and phrases from persona research to ensure your content marketing echoes the voice of your customer.  USE #8 Audit and tag your marketing content by persona to understand where it fits into the buyers journey for your various segments. EX: Siemens saw 200% higher engagement rates and 50% + CTR from persona-based content SiriusDecisions  USE #9 Inspire blog and content authors to craft compelling content based on specific priorities as defined by the persona.  USE #10 Use buying committee insights to craft your content so that it builds consensus among the group by speaking to distinct, various perspectives. KEY STATS
  36. 36. 36 SALES ENABLEMENT/TRAINING 1 ITSMA 2 SiriusDecisions  USE #11 Make personas available within your CRM (mapped to contacts) to give your sales team critical buyer insights for more relevant conversations.  USE #12 Help sales executives understand the various members of the buying committee, what they each distinctly care about and how to build consensus to close the deal. 2-3 month shorter sales cycle 100% increase in sales qualified leads YoY SiriusDecisions  USE #13 Include personas in your sales training materials to equip them with what they need from day one to have relevant, empathetic conversations and decrease their ramp-up time.  USE #14 Use personas as sales enablement to unify sales and marketing around one common target, and bridge the gap between these two departments. KEY STATS
  37. 37. 37 MARKETING LEADERSHIP 1 ITSMA 2 SiriusDecisions  USE #15 Unify distributed marketing team efforts around one common understanding of your target audience. Note: Consider a centralized repository  USE #16 Drive persona insights across the whole organization to increase YOUR visibility as the resident expert on the customer. High-performing organizations are 7.4X as likely to have updated their personas in the last 6 months than those who missed lead and revenue goals. Cintell  USE #17 Help external agencies understand your specific and unique buying segments so they can contribute to this cohesive, unified strategy. Improve vendor onboarding.  USE #18 Update personas consistently to serve as a continual guide for market shifts and changes in buyers environments. KEY STATS
  38. 38. 38 COMMUNICATIONS/PR 1 ITSMA 2 SiriusDecisions  USE #19 Equip media relations teams with persona insights to help them understand which media outlets and targets are relied on by your key audiences.  USE #20 Arm social media managers with the relevant tone of voice, channels, and top-of-mind topics of interest for your given personas to satisfy their unique and distinct preferences. 210% increase in website traffic, 97% increase in website generated leads, 124% increase in website generated sales MarketingSherpa  USE #21 Develop website flows that are designed for a specific persona segment.  USE #22 Use behavioral tracking to better refine personas based on visitor behavior and activity. KEY STATS DIGITAL MARKETING
  39. 39. 39 SERVICE / SUPPORT 1 ITSMA 2 SiriusDecisions  USE #23 Train client-facing teams in distinct personas to help them understand more about their day-to-day lives and distinct responsibilities.  USE #24 Collect feedback from your customer service teams to refresh personas, and keep them up-to-date. Untapped opportunity: 12.8% of respondents reported using personas to train customer service and support teams to improve their interactions with clients Cintell / Pragmatic Marketing  USE #25 Create and share personas with product marketing and product development to ensure the product lifecycle begins (and ends) with the customer in mind (and include their feedback!)  USE #26 Leverage personas at the epicenter of sales, marketing and product development functions to unify around one common view. KEY STATS PRODUCT MARKETING Persona-driven product development = 10-20% higher customer satisfaction levels 2X faster getting new products to market
  40. 40. 40 CUSTOMER MARKETING 1 ITSMA 2 SiriusDecisions  USE #27 Create brand advocate personas to understand how to turn customers into evangelists.  USE #28 Enable programmatic marketing by using persona insights to help determine the right content for the right channel at the right stage of the buying process. Customer-centric organizations are 3X more profitable Pragmatic Marketing  USE #29 Use personas to champion customer- centric marketing from the top down, and from marketing to the rest of the organization. KEY STATS CUSTOMER-CENTRIC CMO
  41. 41. 41 So, in summary: The marketer who understands their buyers best, wins.
  42. 42. 42 Thank You! Please reach out to any of us if you have any questions about buyer personas. PAT MCANALLY Pat.mcanally@siriusdecisions.com @patmcanally DAVID PEREIRA david@getlift.com @djp55 KATIE MARTELL kmartell@cintell.net @KatieMartell

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