B2B SUMMIT 2014 - CASE STUDY: How Pega used the changing B2B buyer journey and persona's to transform the way we engage with our customers and prospects.

2. © 2014 Pegasystems Inc.2
A Bit of Background
 20 years in hi tech B2B Marketing
 UK and EMEA roles
 Passionate about Sales and Marketing alignment
 Currently Senior Director of Marketing EMEA,
Pegasystems

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The New B2B Buyer

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The Early Stages, late 2013 early 2014
 Research
 Educate
 Enable
 Excite

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Implications for Pega
 Marketing now owns a much bigger piece of the lead-to-revenue cycle
and must take responsibility for engaging with the customer through
most of the buying cycle.
 Marketing and Sales are not effectively aligned against a common
model
 Complexity of B2B Buyer Journey requires much closer than teaming than before
 Pega does not know enough about our customers and prospects to
engage effectively and successfully
 What we do know is not being leveraged in our approach to content and
marketing. We treat customers and prospects from all functions and all levels in
the same way
 Marketing strategy remains predominately outbound when we need to move to an
inbound approach
 We are Pega centric when we need to be Customer centric
 We focus on content creation without understanding the role it needs to perform
and at which stage of the buyer journey it will be deployed

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A persona is:
A representation of a user/customer
(their goals, attitudes, behaviours)
to provide a common understanding and
reference point to all those involved in
designing, building and marketing products
What Is a Persona

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Why Personas?
Best practice demand creation strategy that includes more personalised and
customised messaging built on personas yields 2x the average sales pipeline.
SiriusDecisions, 2013
So What Does This Mean for You?
• Engages buyer earlier and more effectively
• Focuses messaging; increases precision of targeting; ensures right message to right person at
the right time
• Instills shared understanding between marketing, sales and product
• Improves sales productivity
• Transforms marketers to be the subject matter experts on their customers
• Our Website and all Content & Programs are orientated to our Persona’s
Persona-based marketing sharpens your aim and helps craft messaging to entice the key
decision-makers and influencers. It allows you to define and target the relevant audience, with
compelling content that will trigger a response.
B2B Marketing blog Oct 2013

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Agreement for Internal Pilot – Customer Service (April
2013)
 Briefing calls and then internal workshop
 3 Persona’s identified
 Leverage external template to create Personas on a page
 Existing content mapped to Personas and across buying cycle
 Gap analysis

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Findings – Phase 1
 Developing Persona’s and mapping content to their Buyer Journey is time
consuming and complex
 Content does exist for early stage Buyer Journey for the LOB Personas.
 We need to validate whether this content is seen as valuable.
 What is our strategy to ensure this is readily accessible by this persona where they
congregate?
 We have a major gap in content across the Buyer Journey for an IT based
Persona.
 Lacking relevant powerful content at each stage
 Feedback from Sales is that they engage IT more frequently than we may think – are we
misaligned?
 We need greater technical knowledge, skills and experience in Marketing to bring this into our
content
 Case studies are light on both business and technical detail and we lack
significant content for the later stages of the Buyer Journey.
 What did we achieve?, How did we achieve it?
 We need to map the Buyer Journey to the Pega Sales model to make it
clearer for an internal audience?

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Researching our Audience Further (June 2013)
Please rate the information sources
you consider the most influential when
making a corporate purchasing
decision:
Please rate the following tactics for
effectiveness when gathering
information:
Where do you congregate with peers
to learn about best practices or to
network?
Which social networking or other
online interaction forums are you
currently active professionally?

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Phase 2 – Honing our Approach (August 2013)
 Take best practice approach to Persona creation
 Analyst (Sirius/Zambito)
 External Reference
 Engage 3rd party agency for additional expertise
 Agree template for data capture

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Phase 2 – Honing our Approach

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Output – November 2013

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Enabling the Broader Marketing Function and
Beyond
 Creation of assets to promote the Personas
 PDF’s
 Posters
 Supporting documents from external analysts
 Internal enablement
 Positioning/Briefing document
 All Hands calls
 Email announcements
 Lunch and Learn sessions
 External analyst briefing calls
 121 meetings and team meetings

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Next Steps - 2014
 Map existing contact Database by Persona
 Counts, gap analysis, hot spots
 Improve external analysis to further hone existing Persona
and validate
 Watering holes, social media usage, influencers etc.
 Content audit by Persona across the buying cycle
 Where are the gaps, plan to close
 Analytics by campaign on engagement, active contacts,
response etc.
 Test and Learn, Test and Learn
 Develop further Persona’s where gaps identified, rationalise
existing Persona’s if needed

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Persona’s Can Drive the Realignment of Marketing
for Greater Effectiveness and Efficiency
Persona’s
Researc
h
Industry
and
Product
Marketing
Strategy
Content creation
across buying
cycle
Articles
Videos
Infographics
Case studies
Surveys
White papers
In-person events
Webinars
Data sheets
Corporate Marketing
CampaignFramework/KeySelling
Themes.Agreepriorities,mapstoryby
personaandbuyingcyclestage
Execution
Field Marketing
Marketing Ops
Database
PR
BGR
SalesOps
Sales
Tele / FieldField Marketing

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Business Justification/ROI
 Marketing to engage in greater number of early stage discussions
within our target accounts
̶ Number of interactions increases 20%+. Target net increase of 300 per month
̶ Number of Marketing generated leads into the pipeline 10%+. Target net
increase of 35 per month
̶ Number of opportunities in pipeline and value of pipeline increases 10%+. Target
net increase of 4 opportunities and pipeline value of $3m per month
 Quality of leads passed to Sales and conversion to opportunity
improves
̶ Conversion rate of Marketing generated leads to opportunities increases to
40%+ from 32% currently
̶ Increase number of marketing sourced opportunities in the active pipeline by
20%
 Single model that both Sales and Marketing work to
̶ Consistency of language, improved alignment, improved engagement into SAPR
̶ Ability to engage and leverage Pre Sales and Pega Consulting content to
support relevant stages of the Buyer Journey