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.

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. Personas: The Why
Proof points and justification

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. 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. © 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. © 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. © 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. © 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. © 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. 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. 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. 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. 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. © 2015 SiriusDecisions. All Rights Reserved 14
Target
Identify  Isolate  Prioritize
Develop
Interview  Build  Validate
Deploy
Train  Refine  Accelerate
Buyer Personas: A Lifecycle Approach

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
Personas – The How
Get
Organized
Interview Research
Put it
Together
Put it to
Use!

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
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
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
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
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
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
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
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
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
Personas – What Next
Get
Organized
Interview Research
Put it
Together
Put it to
Use!

27. 27
Hi, I’m Katie Martell
“The marketer who
understands their
buyers best – wins.”
Co-Founder, CMO
Cintell
@KatieMartell

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
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
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
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
29 PRACTICAL IDEAS FOR
LIBERATING PERSONAS
FROM PDF’S AND
PUTTING THEM TO WORK
(and finding Zen in the process)

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
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
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
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
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
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
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
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
So, in summary:
The marketer who
understands their
buyers best, wins.

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