Persona-based marketing helps companies identify, attract, educate, and support key decision makers in the target account's purchase process. It involves creating buyer personas for different roles like IT and finance, mapping their customer journey and content needs. Companies can then engage the right personas with relevant content at each stage, from awareness to purchase. Tracking engagement and optimizing content helps improve the process. Persona-based marketing provides a personalized approach when combined with account-based marketing.

1. Mickey Alon
September 4, 2013
PERSONA BASED MARKETING

2. What is Persona-Based Marketing?
Persona-Based Marketing helps you
identify, attract, educate and support the
decision process of key stakeholders in
your target accounts
“With the right level of research you can focus on buyer stories
versus business jargon to fulfill buyer goals and help buyers to
see clear path-to-purchase.” - Tony Zambito

3. Why Use PBM?
1. The B2B sales cycle is typically long and involves
multiple decision makers
2. Different decision makers each have their own goals
and requirements
The sales cycle has increased by 22% over the past 5 years due to more decision
makers involved in the buying process. (Source: Sirius Decisions)
Nearly 2/3 of B2B marketers identified engaging key decision makers as their top
challenge. (Source: Forrester Research)

4. Why Is it So Powerful?
• Identifying and engaging target personas helps create a
personalized content strategy
• It focuses on the people taking (various) decisions in the
process (not just the final decision)
• Personalized content
• Attracts more of the prospects that matter
• Converts better
“75% of executives will read unsolicited marketing that contain ideas that
might be relevant to their business such as success stories,
research reports, and webinar invitations”. (Source: ITSMA)

5. PBM and Account-Based Marketing
• Account-Based Marketing means focusing your
efforts on the accounts most likely to generate
revenue
** Typical Account Attributes: Industry, size, location, behavior,
product interest
• Persona-Based Marketing takes this one step
further by focusing on key personas in key
accounts or key account types

6. ABM + PBM Dicovery

7. Creating a Personalized
Customer Journey

8. STAGES
Target Customer/Persona Journey
LOB IT / CIO / CTO Finance
Awareness
- Hear about BJ
- Initial Examination
(is this right for us)
- Why we should use
Educational
- What is it?
- How exactly does it
help us?
- Do my peers use it
and which ones
Try It (free trial)
If Interested
Registration / Commitment If Interested move
to IT
Educational
- What is BJ?
- Comparison ot
Options (other
vendors)
- Is this a good fit for
us?
Try It
(Large
Organizations)
Registration / Commitment
BlueJeans Sales
BJ Sales
BlueJeans SalesAlternatives
ROI
Commitment/Negotiations
BlueJeans Sales
Won - Sale

9. STAGES
Digital Body Language in Journey
LOB IT / CIO / CTO Finance
Awareness
-Search terms: Video
interview, online
training, etc.
-Intro pages
-1 or 2nd
visit
Educational
•LOB specific ST’s
•Advanced
Ref/Source
•Advanced pages or
visit > 2
Try It (free trial)
If Interested
Registration / Commitment If Interested move
to IT
Educational
•1st
or 2nd
visit to page
on integration, features
•Previous company
visits
•LOB contact in CRM
Requests for
Demo
Registration / Commitment
BlueJeans Sales
BlueJeans Sales
BlueJeans Sales
Check Alt. / ROI
•ROI pages/searches
•CRM data
•Specific pages
•Time in process
Commitment/Negotiations
BlueJeans Sales
Won - Sale

10. STAGES
Required Content
LOB IT / CIO / CTO Finance
Awareness
-LOB Intro Video
-LOB Value point
PDF
Educational
-Industry Case study/
white papers
-Technical
advantages
• Vertical Trial
Now offer
• Value Video
If Interested
Registration / Commitment If Interested move
to IT
Educational
List of Features
Comparison with
other vendors
• Technical Trial
Now offer
• Tech value points
Registration / Commitment
BlueJeans Sales
BlueJeans Sales
BlueJeans Sales
• ROI Calc
• Competitive/Comp
arison
Commitment/Negotiations
BlueJeans Sales
Won - Sale

11. Methodology
5 Steps to take an PBM Approach

12. Step 1 - Identify Personas
Identify personas and their journey, identify account
decision journey
•What type and size of company do they work in?
•What is their typical background in terms of education and
hobbies?
•What are their top goals and challenges?
•From where to they get content?
•What are their assumed content preferences?

13. Step 2 - MAP the CDJ
Each persona plays a different role in the sales
process
CEO may initiate process
Service Manager / Director of IT are responsible for technical
assessment
Gain insights on the actual buying process with your
sales team or customers

14. Step 3 - Map Your Content
• Map assets and discover who consumes them
• Analyze target persona / account behaviors
• Find content attracting accounts and personas
• Content automation
• A/B testing
• Auto-Tune

15. Step 4 - Target & Engage
Speed and Relevancy
• Relevant, engaging and compelling content is the main
ingredient for content success.
(B2B Content Marketing Report 2013)
• 82% of prospects value content targeted to their specific
industry and 67% find content targeted to their job function
valuable. (Marketing Sherpa)
Know the right content to use and right time to execute
Keeping sales in the loop for quick response & feedback
Real-time personalization (prospects onsite and attentive)

16. Step 45– Analyze and Optimize
Fit campaigns to different personas
• Test and improve
• Use data for outbound marketing
• Share results with sales and get their input to
optimize even faster

17. Optimize the Digital Loop

18. Optimize the Digital Loop

19. New Trends in ABM
• Companies extending reach to top funnel to engage
target accounts earlier in the sales process
• Increased focus on Persona-based Marketing to
engage key decision makers
• Leveraging existing accounts for advocacy
• Content Automation and Learning

20. @Insightera
mickey.alon@insightera.com
www.insightera.com
Thank You