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- 1. The SiriusDecisions Messaging Nautilus: Buyer’s Journey
- 2. SiriusPerspective: 2 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Audience Framework Audience categorization is a missing step in many b-to-b content factories, causing process breakdowns in campaign planning and content creation. Master Brand Sub-brand Offering Industry Industry Region Industry Region Region Sub-Vertical Organization Type Buying Center Persona Persona Organization Type Buying Center Persona Sub-Vertical Organization Type Buying Center Persona Persona Organization Type Buying Center Persona Persona Sub-brand Sub-brand Not in Scope Target
- 3. SiriusPerspective: 3 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Audience Framework Example Audience categorization is a missing step in many b-to-b content factories, causing process breakdowns in campaign planning and content creation. Master Brand P&L B P&L C PYL D P&L A Brazil U.S. Singapore Gov’t Auto Advanced Manufacturing Consumer Electronics Aero/Defense Contractors X-Large $5B+ Large $1B - $5B Medium $500M - $1B Small 100M-500M X-Small Less Than 100M Manufacturing Head Plant Manager Operations Head Ops Manager Procurement R&D Director Product Manager Primary Targets Buyer Personas Buying Centers Enterprise Size Industry Region Business Units Safety Director Product Engineer Market Segments Buying Group R&D Manufacturing
- 4. SiriusPerspective: 4 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions The SiriusDecisions Persona Framework Align the organization around a common understanding of the target buyers and their needs to drive best-in-class messaging, content and campaigns. Functional Attributes Job Role Common Titles Position on Organizational Chart Buying Center Firmagraphics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Engagement Level Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes
- 5. 5 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions The SiriusDecisions Buyer’s Journey Map Education Solution Selection Buying Phase Buying Decision Stage Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection Persona A Interaction Non- Human Human Content Asset Type 1. Article/Publication 2. Analyst Report 3. No Asset 4. Case Study 5. Sales Presentation 6. Promotional Video 7. Sales Presentation 8. White Paper 9. Case Study 10. No Asset 11. Sales Presentation 12. No Asset 13. Analyst Report 14. No Asset 15. Sales Presentation Delivery Channel 1. Web Site 2. Web Site 3. Web Site 4. YouTube 5. Sales Call 6. YouTube 7. Sales Call 8. Web Site 9. Event 10. Web Site 11. Sales Call 12. No Asset 13. Microsite 14. No Asset 15. LinkedIn Engagement Presence Authority 6 Free Trial Industry Conference Product Manager Sales Rep Sales Rep Explore YouTube Sales Presentation Explore Web Site Case Study Search Internet 13 15 Explore LinkedIn Customer Reference (Vendor) Free Trial 14 8 10 12 4 5 2 1 Virtual Event 3 9 7 11 Customer Reference (Buyer) Simulated Facilitated Orchestrated Influenced Fully Significantly Moderately Slightly Not at all Decision Maker High Influence Average Influence Low Influence No Influence
- 6. SiriusPerspective: 6 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Five Components Audience • Market Segment • Buying Center • Buyer Persona • End-User Persona Need • Initiative • Challenge • Pain Point • Problem • Opportunity • Business Issue • Goal Assertion • Fix Problem? • Capitalize on Opportunity? • Ease the Pain? • Solve Business Issue? • Meet the Challenge? • Enable the Initiative? • Perform the Result? • Reach the Goal? Outcome • Proof Point • Potential Results • Performance Data • Customer Testimonial • Financial Metric • Return on Investment • Qualitative Benefit • Market Position • Competitive Strength • Unique Attribute of Company • Unique Attribute of Offering • Unique Attribute of Associated Services Distinction B-to-B Value Proposition Building Blocks There are five essential ingredients for creating a b-to-b value proposition that expresses the business value to be realized by the persona.
- 7. SiriusPerspective: 7 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Crafting the Value Proposition Audience Need Assertion Outcome Distinction Crafting the Value Proposition Once the building blocks are crisply defined and validating, the next step is to assemble them to form the sentence.
- 8. SiriusPerspective: 8 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions The Three Dimensions of Needs Identifying the full need can start from any one of these dimensions, but all of these must be defined for each persona to truly understand the need. Requirement to solve a problem or capitalize on an opportunity at the organization or industry level The operational requirement of the department or team The specific contextual requirement based on the persona’s job role Organizational Need Functional Need Individual Need
- 9. SiriusPerspective: 9 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions The SiriusDecisions B-to-B Buying Decision Process Framework B-to-B Buying Is A Cognitive Decision Process Decisionmaking is a cognitive process defined by psychologists as the selection of a course of action from multiple alternatives. Education Selection Solution Period of Status Quo The buying entity is not a current client of any provider Period of Customer Experience The buying entity is a current client Period of Competitor Experience The buying entity is a current client of a competitor Decision is made that there is a reason for change Why? How? Decision is made on the approach on how to change Decision is made on the vendor of choice Who? Loosen Status Quo Commit to Change Explore Possible Solutions Commit to a Solution Justify the Decision Make the Selection
- 10. 10 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Sample Questions ① Loosening of the Status Quo Why is this business issue important to address now? What’s the impact on my business? Why should this be on my radar? Are peers responding to the issue? Should I take action? ② Committing to Change How does the offering address the business issue? What are the risks? ③ Exploring Possible Solutions Is this the best decision for the company? Is the vendor the right partner? ⑥ Making the Selection What is the value of this change versus doing nothing? ④ Committing to a Solution Where does budget come from? Is this worth investment versus other initiatives? ⑤ Justifying the Decision Education Phase Solution Phase Vendor Selection Phase New Concept Knowledge Requirements
- 11. 11 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Sample Questions ① Loosening of the Status Quo How does alternative solution satisfy unmet needs or is better than current solution? What are the negative consequences of keeping the current solution? ② Committing to Change How do options for a new solution compare to what is already in place? Added value? ③ Exploring Possible Solutions What are the proof points that validate my decision to purchase? ⑥ Making the Selection What is the business fit? Does vendor have experience in my environment? ④ Committing to a Solution Why should the company switch to the new alternative now? ⑤ Justifying the Decision Education Phase Solution Phase Vendor Selection Phase New Paradigm Knowledge Requirements
- 12. 12 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions Sample Questions ① Loosening of the Status Quo Why should I change service providers or displace the incumbent product? Why shouldn’t I? ② Committing to Change What could an alternative solution provide that would make it better than the one I currently have in place? ③ Exploring Possible Solutions What are the risks of switching vendors, and how will the provider help mitigate this disruption? ⑥ Making the Selection What features, functionality and benefits are unique to the solution, and how do these qualities provide unique value? ④ Committing to a Solution Why should we keep (or increase) the budget for this offering? Will this investment help grow the company, provide competitive advantage or save time or money? ⑤ Justifying the Decision Education Phase Solution Phase Vendor Selection Phase Does the seller really understand my business needs? Is it a leader or a laggard in the industry? Established Market Knowledge Requirements
- 13. 13 © 2017 SiriusDecisions. All Rights Reserved @siriusdecisions SiriusDecisions Knowledge Requirements Template Phase Stage Description Example Education Phase 1. Loosening of the Status Quo This is a period in which curiosity around a topic, technology, or initiative is growing or the pain from an internal problem is heightening. How does the alternative solution satisfy unmet needs, or how is it better than the current solution? How will changing the way we solve this problem impact our process? What are the risks? 2. Committing to Change During this stage, the buyer continues to gather information in an effort to fully understand the issue and decide whether to make a change. What are the negative consequences of keeping the current solution? How is it an impediment to remaining competitive? Is this a true industry shift or just a trend? How can a potential partner help me mitigate disruption as we make the proposed change? Solution Phase 3. Exploring Possible Solutions During this stage, the buyer completes an inventory of all the options available that could possibly solve the problem or actualize the vision. What innovations in technology or methodology enable new or additional value? Which alternatives are stable and sustainable? What changes in skill sets, processes and technology must the buyer organization make before realizing each solution’s full benefits and value? What are the paths for migration and the associated risks? 4. Committing to a Solution During this stage, the buying center decides which approach to solving the problem or capitalizing on the opportunity would best fit its needs. Does the seller have the technical or subject-matter prowess and resources to ensure sustainable innovation? Does it have experience delivering value in a similar customer environment? How does the seller respond to the buyer’s specific business needs and challenges? Selection Phase 5. Justifying the Decision During this stage, a business case or financial justification for moving forward is approved, and a short list of vendors is finalized. Why should the company switch to the new alternative now? How will this change help to provide a competitive advantage? 6. Making the Selection Once the go-ahead has been granted on the project or initiative, a vendor is chosen. This is the final checkpoint before signoff by the key decisionmaker. Is this the right decision for the company? Is this the right partner? How will we mitigate business disruption during this period of change? How will the seller support this plan of action?