1) Create fictional personas representing target customer segments defined by their roles, goals, demographics and challenges. 2) Analyze marketing data like blog analytics, landing page conversions and email opens to identify patterns and create content aligned with personas. 3) Build out the full marketing universe around the offer including the blog, ads, keywords, social media, email and calls-to-action.

1. How to Create
Marketing Offers
Your Prospects
Will Love

2. #inbound12
MAGGIE
GEORGIEVA
@mgieva

3. #inbound12
marketing

4. #inbound12
marketing
universe

5. #inbound12
marketing
offer

6. #inbound12
OFFER
blog
calls-to-
action
social
ads
email
keywords

7. Target Specific Personas
Create Marketing Content Based on Data
Build the Rest of the Universe
1
2
3
Steps to Creating Lovable Marketing Offers:

8. TARGET SPECIFIC
PERSONAS
Fictional characters to
represent your target
buyer segments

9. BEHAVIOR
Role(s), Goal(s), Challenge(s)

10. DEMOGRAPHICS
Age, Income, Education

11. Students Parents Educators
E.g., in an educational institution…

12. Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly

13. Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends

14. Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends
CHALLENGES
Need 1:1 tutoring
Access to facilities
Isolated neighborhood

15. Yet…

16. of business technology marketers
40%

17. of business technology marketers
40%
of software marketers
22%

18. of business technology marketers
40%
of software marketers
22%
of services companies
19%
use personas
Patterson, 2007

19. Develop Your Marketing Personas
Start Segmenting Early on
1
2
Create Content Aligned with Your Personas3
Getting Started with Persona-based Marketing

20. CREATE MARKETING
CONTENT BASED
ON DATA
“In God we trust; all
others must bring data.”

21. Blog analytics

22. SPOT A PATTERN:
Top blog posts are about
visual content & Facebook

23. Use this intelligence
to produce an offer

24. Landing Page analytics

25. SPOT A PATTERN:
Landing pages with ebooks
convert at the highest rate.

26. The format of your
offers matter

27. Email marketing analytics

28. SPOT A PATTERN:
Our audience is interested in
brand new topics like
Pinterest and Google+.

29. Hop on industry
news fast

30. What if you don’t
have much data? ?

31. Check other sources of data

32. BUILD THE REST
OF THE UNIVERSE
Give your offer the
attention it deserves

33. OFFER

34. OFFER
blog

35. OFFER
blog
ads
keywords

36. OFFER
blog
ads
keywords
social
email

37. OFFER
blog
ads
keywords
social
email
calls-to-
action

38. #inbound12
OFFER
blog
calls-to-
action
social
ads
email
keywords

39. What if things
go wrong? ?

40. Did you target the right audience?
Is your offer compelling enough?
Are you not sending enough traffic to it?
?
?
?
Ask yourself these questions…

41. THANK
YOU.