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Buyer Personas – The Key to Sales & Marketing Alignment

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SMEI - Sales & Marketing Executives International, Inc.
SMEI - Sales & Marketing Executives International, Inc.

The document discusses buyer personas and their importance for aligning sales and marketing. It defines buyer personas as characterizations of typical buyers that reflect key attributes, behaviors, and preferences. Creating accurate buyer personas involves gathering customer data from sales interactions and media consumption patterns. Personas help sales and marketing work together by prioritizing audience segments and creating targeted campaigns. The document stresses gathering ongoing feedback to refine and update personas over time.

BusinessCareer
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Buyer Personas – The Key to Sales & Marketing Alignment SMEI Houston – April 7, 2009
About Your Presenter Ahmed Taleb, BA, MBA Sr. Director of Strategic Planning Bulldog Solutions [email_address]
About Your Presenter ,[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Anonymous quote
The Alignment Imperative ,[object Object],[object Object],[object Object],[object Object],[object Object]
Perception is Reality ,[object Object],[object Object]
Perception is Reality ,[object Object],[object Object],[object Object]
Still A Challenge ,[object Object]
Sales Lacks Visibility Into Key Metrics ,[object Object],[object Object]
Trends are Moving the Wrong Way ,[object Object],[object Object],Lead Gen Analysis Source: CSO Insights 2009 Sales Performance Optimization Survey
What is the Upside? ,[object Object],[object Object],[object Object],[object Object],[object Object]
Bridging the Gap ,[object Object],[object Object],[object Object],[object Object]
Bridging the Gap – The SLA ,[object Object],[object Object],[object Object],[object Object],THE BUYER PERSONA
What Are Buyer Personas? ,[object Object],[object Object],[object Object],[object Object]
What Personas Aren’t ,[object Object],[object Object],[object Object],[object Object]
Getting Started ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Buyer Profile
[object Object],[object Object],[object Object],Buyer Profile
[object Object],[object Object],[object Object],Audience – Behavioral Cues
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Audience – Behavioral Cues
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Audience – Media Preferences
[object Object],[object Object],[object Object],[object Object],[object Object],Audience – Lead Score
Audience – The Buyer Persona
Audience – The Buyer Persona Key buyer information including value proposition, profile and attribute information.
Audience – The Buyer Persona Behavioral cues are collected here to help align outreach initiatives and drive impactful messaging
Audience – The Buyer Persona Media preferences form the basis of a holistic media program to leverage external buys and attract a broader audience
Audience – The Buyer Persona Lead scoring is the quantitative ‘filter’ that identifies and routes Sales Ready leads from the other groups of buyers in the sales pipeline. As leads pass through a registration process – the attributes that we’ve identified serve as the qualifiers.
[object Object],[object Object],[object Object],[object Object],[object Object],Building a ‘Persona’ Culture
Gathering Feedback ,[object Object],[object Object],[object Object],[object Object]
A Final Note ,[object Object],[object Object],[object Object],[object Object]
Thank You Ahmed Taleb Sr. Director of Strategic Planning Bulldog Solutions [email_address] (512)538.0381

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Buyer Personas – The Key to Sales & Marketing Alignment

  • 1. Buyer Personas – The Key to Sales & Marketing Alignment SMEI Houston – April 7, 2009
  • 2. About Your Presenter Ahmed Taleb, BA, MBA Sr. Director of Strategic Planning Bulldog Solutions [email_address]
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  • 23. Audience – The Buyer Persona
  • 24. Audience – The Buyer Persona Key buyer information including value proposition, profile and attribute information.
  • 25. Audience – The Buyer Persona Behavioral cues are collected here to help align outreach initiatives and drive impactful messaging
  • 26. Audience – The Buyer Persona Media preferences form the basis of a holistic media program to leverage external buys and attract a broader audience
  • 27. Audience – The Buyer Persona Lead scoring is the quantitative ‘filter’ that identifies and routes Sales Ready leads from the other groups of buyers in the sales pipeline. As leads pass through a registration process – the attributes that we’ve identified serve as the qualifiers.
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  • 31. Thank You Ahmed Taleb Sr. Director of Strategic Planning Bulldog Solutions [email_address] (512)538.0381