The role of strategy, personas & a clear value proposition in driving your conversion process. A quick example of deriving a persona and value proposition.

1. 2 x Your Business
Coman Fullard
#ContinuumLabs

2. @ComanFullard
Senior Digital
Strategist

3. Do you
have
to work
2 x hard?

4. Tactics
without
Strategy

5. Conversion Funnel
Multiple customer touchpoints
Multiple internal stakeholders
Effort must be coordinated

6. Conversion Sequences
14% improvement at each
conversion point gives:
2 x Business
+14%
+14%
+14%
+14%
+14%
+14%
+14%
+30%
+48%
+69%
+93%
+119%

7. Work
2 x Smart

8. The Continuum Continuum
Campaign
Delivery
Strategy Design
Define
the
Message
Optimise
the
Experience
Construct
the
medium
Promot
e to
Convert
Discovery
Segmentation
Value Proposition
Strategy Creation
UX Discovery
UX Design
UX Testing
UI Design
Build
QA Release
Keyword Research
Content Marketing
SEO
Social Media
PPC, etc.
Customer

9. Articulate Your Strategy
To whom are you selling?
Value proposition?
Your message?
What channels?

10. Value Proposition Spectrum
1
2
3
4
4
3
2
1
1
2
4
3
Primary
Value
Prop
Persona 2
Primary Value Prop
Question: Why should your
ideal prospect buy from you
rather than some one else?
Prospect Level
Question: Why should
Persona 1 buy from you
rather than your competitors?
Product Level
Question: Why should
Persona 1 buy this product
rather than any other
product?
Process Level
Conversion steps associated
with this product for persona
1

11. How many
models of the
customer do you
have?
1? 5? 12? More?

12. Personas Drive
PPC
Social Media
Channel Selection
Content Generation
Automated Qualification
Personalised Content Delivery
Lead Gathering Activities
Email Campaigns
Offers
Upselling
Cross-selling

13. Benefits of Buyer Personas
1. MLT Creative
2. Ibid
3. Hubspot
4. Ibid
5. Ibid
6. ITSMA
7. Ibid
Email-5 x open rate1
2 x click-through rate2
18 x more revenue than “broadcast” emails3
Ads - Behaviourally targeted ads are 2 x as
effective4
Web -2 x to 5 x times as effective5
Buyers 48% more likely to consider solutions
with personalized marketing6
Competitive - Only 44% of B2B marketers using
them7

14. Build the Buyer Persona
Who?
Background
Demographics
Identifiers
What?
Goals
Challenges
What can you do to help?
Why?
In their words
Common Objections
How?
Marketing Message
Elevator Pitch

15. Getting Started
Customer Goals
Pains
Gains

16. Be Recognised
for leadership
Deliver
Shareholder
Value
Be a Force for
Positive
Change
Drive Growth
Be Recognised
for Insights
Change internal
& external
status quo
Created Growth
Made Savings
Drove
Efficiencies
Share-price
Growth
Achieved
Market
Penetration
Gains
My personal
take-home
grew … keeping
score
My Decisions
had positive
impact
I delivered a
major initiative
on a global
stage
I had the
foresight to
make that
happen
Information
Overload
Many
unknowns –
find the
important facts
Delegate the
Search - but
do I get the
“right” shortlist
No Time
Fear of making
the wrong
decision
Complex
Decision – what
is the bottom
line?
Its a long
process- who
will help me
navigate it?
Value personal
relationships
but who can I
trust to help?
How can I
pick one
over
another?

17. Value Proposition
1. Who are the target entities for this value proposition?
2. What is this value proposition’s time horizon?
3. What do we want these target entities to do?
4. What compelling alternative(s) do these entities have?
5. What resulting experiences (including price) will they derive vs. their
alternative(s), if they do as we propose?
• Resulting experiences must be specific, actionable, comparative
• Many winning VP’s are trade-offs: some experiences are inferior

18. Value Proposition Framework
Offering
Products
& Services
Pain Relievers
Gain Creators

19. This approach is …
Simple
Actionable
Measureable
and usually overlooked

20. Small improvements along
conversion funnel = big business
impact
Strategic Coordination
Shared model of your customers
Articulated value proposition

21. Coman Fullard
Senior Digital Strategist
Continuum
www.wearecontinuum.com
@ComanFullard
#ContinuumLabs