This document discusses the importance of buyer personas in effective B2B online marketing. It outlines steps for creating and using personas, including gathering insights and crafting detailed narratives based on customer characteristics and needs. The use of personas aims to improve marketing strategies, align sales and product development, and ultimately enhance ROI.

1. Persona MarketingKey to Effective B2B online marketingToday’s host: Ingrid ArcherPresenter: Shimon Ben AyounFounder & Organizer: www.spotONvision.com

2. Any Questions/CommentsUse GoToWebinar“Chat” or “Ask a question”ORTwitter us with #b2bnl tag

3. Registration question resultsDo you currently use buyer persona in your marketing?

5. How do I reach my buyer?How do I connect with them?

6. Who are my real buyers ??Strategic BuyerEconomic BuyerUser Buyer

7. What is Buyer PersonaSegment of users that represent the needs of a larger groups of customers, in terms of their goals and personal characteristicsPersona is a concise description of a specific customer type

8. Design Persona Buyer Persona

9. Why use Personas?Helps to visualize your customers

10. Acts as a guide throughout the development of marketing-communication campaigns

11. Remove the tendency that we all have.....think of yourself as the customer

12. Helps in aligning sales, marketing and product development

13. The ‘secret sauce’ for effective marketing Step 1- Start with a profileMarloesPersona A – Pioneering‘We need to elevate the marketing department to a strategic level in our organization’Age: 36M. Status: Married + 1Title: B2B MARCOM ManagerReports to: VP MarketingYear in job: 5Education: HBO + NIMA A B C

14. Step 1- Start with a profileBut also :My frustrationsMy approach to gathering new ideas and information

16. How to gather the insights? Read everything they read

17. Attend seminars & monitor conference topics

18. Talk with the salespeople

19. Use your website analytics

20. Conduct personal interviewsRead everything they readRSS feeds, Google AlertsPublicationsNewslettersBlogs/industry sites

21. Attend seminars and monitor conference topicsListen to what they talk aboutNote the questions that are being askedTalk to people at the conferenceLearn the topics on the programWatch videos if you can’t attend

22. Talk with salespeopleGood salespeople listen and know moreShould know many details on the buyerLook at Win/Loss reportsWarning: don’t count only on sales!!

23. Use Social Media & your website to ListenGoogle alerts, Twitter search, LinkedIN, etc.Conduct from time to time sentiment analysisUse analytics smartly to gather important data

24. Conduct InterviewsWith customers Won/Lost/ProspectsAppr. 15-20 people for one personaFocus on the goals (next slide)

25. The Five Rings of InsightsSource: Adele Revella – Buyer Persona Institute

27. Step 2 - Create a persona narrativeFind pattern and clustersAdd details from behavioral traitsSelects details that stand outGive name and photo

28. Example 1: DorienDorien is a 35 year old marcoms manager, who has been in business-to-business marketing and communications ever since she graduated. She has a good career, has 2 small children by now and works 4 days a week. Because of her perfectionism and passion for her job she usually catches up on work in evenings or in the weekend. Dorien puts a lot of effort in keeping her team together and she is sensitive to what others in the company think or say about the marcoms department.Because Dorien has a long track record and a professional attitude she knows when she wants to hire an external agency and she knows pretty well what requirements she’s looking for. She usually finds her suppliers via her own network or via LinkedIn.Because of pressure from the board Dorien has to justify more and more why she choses to outsource and what ROI she expects from spending her budget.Dorien is a great marcoms professional at work, and at the same time a very amicable and personal person.

29. Example 2: PeterPeter, 45 years old, is a busy IT manager in a logistics company, needs to upgrade his servers to handle a new software application that new employees can access remotely. As he’s putting out fires on a daily basis, he doesn‘t have the time to spend doing research during the say, and definitely doesn’t have the time to talk on the phone with sales people. But because of his priority of this project, he may take the time after work to do some vendor research online, and call up a few resellers for RFP’S. He will definitely visit some forums to see what his peers are saying and to see if he can get some information there. He’ll read a few industry blogs. And, if he can find them, he’ll download some white paper.

30. How B2B Marketers should use personas? Focus the attention and budget to what matters- the buyer and his/her needsFocus the development & design of marketing campaignsDevelop your content with buyer-dialogue in mind

31. Implementing Personas

32. Results of Using PersonasChange misconceptions about buyer segments

33. Effective marketing messages & programs

34. Better ROI on your budgetKeep your persona to one pageAdd personal details but don’t go overboardInclude goals for each personaDevelop 3-5 personas for each buyer type

35. Personas only add value if you invest time to develop them properlyEvolve the personas over timePersonas are not the silver bullet, but extremely important to haveGet the sales buy-in on the personas

36. “If you want to create change, start small and do something remarkable.”Seth Godin

37. Master Class Content marketing in B2B22 September 2011The HUB Amsterdamhttp://info.spotonvision.com/content-marketing-masterclass10% discount for webinar attendees

38. To know more, please visit: www.spotonvision.com@spotONvision@b2bmktforumLinkedIn group: B2B Marketing Forumhttp://www.youtube.com/user/spotONvision