Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
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We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get kick started with Buyer Personas?
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Buyer personas in B2B – key to powerful sales and marketing – Shimon Ben Ayoun – spotONvision & Linda Cornelissen – TNS NIPO
- 1. Persona Marketing Key to Effective B2B online marketing Today’s host: Ingrid Archer Presenter: Shimon Ben Ayoun Linda Cornelissen Shimon Ben Ayoun
- 2. Ontmoet Angelien de Help mij in te ev o o ro p branch en!’ lo p
- 5. B2B Buyer 2.0 Likes to look things up him/herself online Is critical and compares Is overwhelmed with marketing messages And most of them are neglected
- 6. 80% of your marketing materials is not used (source: IDC)
- 9. What is Buyer Persona Segment of users that represent the needs of a larger groups of customers, in terms of their challenges, goals and personal characteristics
- 11. Steps for Buyer Persona Marketing RECYCLE
- 13. 1 Step 1- Start with a profile RESEARCH Angelien ‘de zelfbeslisser’ ‘We need to elevate the marketing department to a strategic level in our organization’ Age: 43 Directie: met Sales director M. Status: Married + 2 Year in job: 1 Title: Marketing director Education: WO + NIMA A B
- 14. 1 Read everything Attend seminars RESEARCH they read monitor conference topics * RSS feeds, Google Alerts * Listen to what they talk about * Publications * Note the questions that are being asked * Newsletters * Learn the topics on the program * Blogs/industry sites * Watch videos if you can’t attend
- 15. 1 RESEARCH Talk with Conduct salespeople Interviews * Good salespeople listen and know more * With customers Won/Lost/Prospects * Should know many details on the buyer * Appr. 15-20 people * Look at Win/Loss reports * Warning: don’t count only on sales!!
- 16. 1 Use Social Media & your website to RESEARCH Listen 2.Google alerts, Twitter search, LinkedIN, etc. 3.Conduct from time to time sentiment analysis 4.Use analytics smartly to gather important data
- 17. 2 DEVELOP Step 2 – Analyze and develop 1. Find pattern and clusters 2. Add details from behavioral traits that stand out 3. Define common challenges 4. Determine clusters you want to focus on
- 18. 2 Step 2 – Analyze and develop DEVELOP 1. Selection criteria could be: 1. Size of segment 2. Customer value 3. Growth opportunity 4. Business objectives 2. Redefinition session with sales/marketing/communication
- 19. Step 3 – Select & create 3 SELECT & CREATE 1. Develop a story for each persona 2. Provide a name and picture 3. Story should be vivid, short and involve personal details 4. Should be recognizable to stakeholders
- 20. 4 Step 4 -Launch Personas Internally & LAUNCH Externally
- 21. RECYCLE Make it a dynamic process 1. Personas only add value if you invest time to develop & launch them properly 2. Evolve the personas over time
- 22. Free eBook – Download at www.spotonvision.com
- 23. Linda Cornelissen Shimon Ben Ayoun