Using Personas & Buyer’s Journeys to Get Your Buyer’s Attention | John Fernandez – Senior Director of Analytics & Operations, Jibe
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Buyer personas and their corresponding journeys are at the crux of content strategies that capture your customer’s attention and foster engagement. In these slides, Jibe’s Senior Director of Analytics & Operations John Fernandez walks you through creating targeted content to meet different personas’ needs at every stage of the buying cycle.
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Using Personas & Buyer’s Journeys to Get Your Buyer’s Attention | John Fernandez – Senior Director of Analytics & Operations, Jibe
- 1. USING PERSONAS & BUYERS’ JOURNEYS TO GET YOUR BUYERS’ ATTENTION John C. Fernandez Senior Director, Analytics & Operations
- 2. #C3NY 2 AGENDA TITLE Subtitle Here • The Challenge Facing WPMs • Personas • Jibe’s Buyer Journey • How You Get Started • Q&A
- 3. #C3NY 3 The Challenge Facing WPMs
- 4. #C3NY 4
- 5. #C3NY 5 Remember when we were just SEOs?
- 6. #C3NY 6 SEO 2011 2012 2013 2014
- 7. #C3NY 7 Data ROI SEO 2011 2012 2013 2014
- 8. Inbound #C3NY 8 Data ROI SEO Content Technology 2011 2012 2013 2014
- 9. WPM Earned Media Inbound Social Customers #C3NY 9 Data ROI SEO Mobile Content Technology Community 2011 2012 2013 2014
- 10. #C3NY 10 Google’s view of Panda & Penguin
- 11. #C3NY 11 Our View
- 12. #C3NY 12
- 13. #C3NY 13 BYOD is about Mobile, right?
- 14. #C3NY 14 BYOD is about USABILITY
- 15. #C3NY 15 Volume Velocity Variety =
- 16. #C3NY 16 Today’s Nuclear Arms Race: Content Marketing
- 17. #C3NY 17 “There is more content being produced today in 48 hours than has been produced from the beginning of mankind until 2003.” – Eric Schmidt 5 EXABYTES OF DATA
- 18. #C3NY 18
- 19. #C3NY 19
- 20. #C3NY 20
- 21. #C3NY 21 Life is hard for Content Creators
- 22. #C3NY 22
- 23. #C3NY 23
- 24. #C3NY 24 Life is even harder for Content Consumers
- 25. #C3NY 25
- 26. #C3NY 26 But can you imagine a non-technical CIO?
- 27. #C3NY 27
- 28. #C3NY 28 We can’t just throw leads over the fence to Sales
- 29. #C3NY 29 Yes, we need to worry about the TOFU
- 30. #C3NY 30 But… we need to have a lead-to-cash view Marketing Sales Operations Sales Order Management Invoicing & Revenue Management Renewals Planning & Budgeting Campaign / Event Management List Management Data Quality Pricing / Offer Marketing Analytics Lead Assignment Sales Pipeline Management Compensation Management Territory Management Sales Analytics Account / Contact Management Lead and Opportunity Management Quote and Approvals Activity Management Contract Order Capture Provisioning Credit Validation Order Analytics Management Billing Handling Overdue Items Payments and Credits Revenue Recognition Bookings Contract Renewals Activities for Renewals Outbound Sales Customer Services Knowledge Management Case Management Professional Services Management
- 31. #C3NY 31 We’re now responsible for all aspects of the Sales Cycle
- 32. #C3NY 32 We’re now responsible for a unified message
- 33. #C3NY 33
- 35. #C3NY 35
- 36. #C3NY 36 Notice Anything Missing?
- 37. #C3NY 37 Completely Devoid of Digital Where’s Marketing?
- 38. #C3NY 38 What are they searching for?
- 39. #C3NY 39 SOLVING FOR PAIN Still the key to selling Buyers want to know how you can help them fix their pain points and improve their business. Your stories must absolutely be relevant to solving pain.
- 40. #C3NY 40 WHAT SITES ARE THEY GOING TO? And why?? As SEOs, we tend to focus on Google searches, but what sites do they go? • Thought Leadership • Staying Up-to-Date • Keeping themselves Certified Importantly – where do your personas go to learn?
- 41. #C3NY 41 This includes events! Taking this approach can greatly inform your Event Marketing strategy as well.
- 42. #C3NY 42 What kind of content do they consume? And when?
- 43. #C3NY 43
- 44. #C3NY 44 UNDERSTANDING YOUR PERSONA It’s about looking at the world through the eyes of your buyer In the vast majority of cases, people just want to: • Do their jobs better • Learn as much as they can • Work hard, but enjoy life Your product needs to speak to that at the end of the day, in a way they are used to. But, we need to map the buyer journey…
- 45. #C3NY 45
- 46. #C3NY 46 Let’s identify our buyer!!
- 47. #C3NY 47 REMEMBER!!! B2B buyers are people, not personas
- 48. #C3NY 48 Jibe’s Buyer Journey
- 49. Joe started Jibe with a simple idea “I was COO of a company and responsible for hiring hundreds of people. There was a disconnect between the tools that were out there and what I needed. So I started Jibe to give enterprises a better way to recruit talent” JIBE FOUNDER & CEO Joe Essenfeld @jibe /company/jibe
- 50. The World Leader in Mobile Apply A mobile recruiting solution that makes it easy for candidates to both browse job openings and complete an application on the go. Capture candidates anytime, anywhere @jibe /company/jibe
- 51. Make it easy for great candidates to find you Give those candidates a great experience Use data to continually improve your performance Join the leaders already on Jibe @jibe /company/jibe
- 52. WHO AM I? • John C. Fernandez • Senior Director, Analytics & Operations, Jibe • jfernandez@jibe.com • Twitter: @JFernandez • Conductor Customer Since 2012 Doing “this” since 1999
- 53. #C3NY 53 4 Fundamental HR Personas
- 54. #C3NY 54 CHRO (Head of HR) • Pain Points: Brand, Culture – Keyword Translation: “Employer Branding” • Role in Buying – Can make/break decision – one level above decision maker • Effective Influences – Demos, Visuals – Thought Leadership – Testimonals from People Like Herself
- 55. #C3NY 55 Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document
- 56. #C3NY 56 VP of Talent Acquisition • Pain Points: Needs Talent & Happy Recruiters – Keyword Translation: “Recruitment Marketing” • Role in Buying – Decision-Maker • Effective Influences – Demos, Visuals – Case Studies
- 57. #C3NY 57 Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document
- 58. #C3NY 58 Recruiter • Pain Points: Main Field Recruiter, needs more candidates and better candidates – Keyword Translation: “Mobile Apply” • Role in Buying – End-User, Can explain the pain points best • Effective Influences – Thought Leadership: Wants to know how others recruit so they can learn – Proof Points, needs to Trust
- 59. #C3NY 59 Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document Recruiter • KW: “Mobile Apply” • Thought Leadership • Generic Demo • Infographics • Customized Demo • Customer Lists • Battle Cards • Solutions Document
- 60. #C3NY 60 HRIS Professional • Pain Points: Managing the Systems – Keyword Translation: “ATS Integration” • Role in Buying – Has to validate technology – Has to implement technology • Effective Influences – Whitepapers, Technical Documents – Proof points of other customers with same technology infrastructure
- 61. #C3NY 61 Inquire Learn Evaluate Justify Sell CHRO • Keyword “Employer Branding” • Video • Generic Demo • Infographics • Customized Demo • Videos • Customers • Battle Cards • Pre-Sales “Can’t” • Solutions Document VP of Talent Acquisition • KW: “Recruitment Marketing” • Overview • Generic Demo • Infographics • Customized Demo • Pre-Sales “Can” • Customer Lists • Battle Cards • Solutions Document Recruiter • KW: “Mobile Apply” • Thought Leadership • Generic Demo • Infographics • Customized Demo • Customer Lists • Battle Cards • Solutions Document HRIS Professional • KW: “ATS Integration” • Whitepaper • Technical Documents • Solutions Document • Features & Functionality • Internal Evaluation of Solutions Document
- 62. #C3NY 62 Content isn’t just blogs, not just HTML
- 63. #C3NY 63
- 64. #C3NY 64 INFOGRAPHICS Making Learning Visual in·fo·graph·ic ˌinfōˈɡrafik/ noun a visual image such as a chart or diagram used to represent information or data. "a good infographic is worth a thousand words"
- 65. #C3NY 65 PHOTOGRAPHY Not about Stock Photos only If you can find an image that connects to your audience, USE IT!
- 66. #C3NY 66 VIDEO Another way to connect Still one of the top ways to consume visual content “Three-quarters (75%) of executives said they watch work-related videos on business-related websites at least weekly” – Forbes “More than half (52%) watch work-related videos on YouTube at least weekly” - Forbes
- 67. #C3NY 67 PODCASTS Video without the pictures Great on-the-go content: • In the office • At the gym • Driving • In airplanes • Walking around • Before falling asleep
- 68. #C3NY 68 SALES ENABLEMENT Don’t forget this! • Defined Lead Handoffs • Not just Automation! – Automation Visibility helps • Sales Content – Sell Sheets – Battle Cards “76% of content marketers are forgetting about sales enablement” – Hubspot (2013)
- 69. #C3NY 69 DEMOS Making the Sales Pitch real Designing rich mobile demo experience in InVision allows our Sales Teams to make compelling presentations that talk specifically to that customer Think of this as content personalization – to the company!
- 70. #C3NY 70 YOU LACK CREDIBILITY! This is still 1st party content Yes, you’re going to say you’re awesome, your product is awesome, you can promise them the sun and the moon and the stars. 1st party content is purely table stakes these days
- 71. #C3NY 71 WHAT DO OTHERS SAY? 3rd Party Content is Key What others say about you is far more important than what you say about yourself. • Reviews • Recommendations • Reports
- 72. #C3NY 72
- 73. #C3NY 73 3RD PARTY IS KING Not in the magic quadrant? Good luck. Hubspot calls this: “The Yelpification of the Software Buying Process” The top three content types most valued by B2B Buyers are the following: 1. Research reports and studies (65%) 2. Technical spec sheets and data sheets (50%) 3. Analyst intelligence and insight (46%)
- 74. #C3NY 74 CUSTOMER LISTS Putting their money where your mouth is Ultimately, your goal is to acquire and retain customers. What better than to show those companies who have done this before! “No one ever got fired for buying <INSERT YOUR COMPANY NAME HERE>” – Your Salespeople
- 75. #C3NY 75 CUSTOMER ADVOCACY Putting their money where your mouth is It’s one thing when a Customer lets you use their logo. How it gets even better: • Press Releases • Customer Reference Calls But the best… • Customer Advocates Jibe Customers speaking at HR Tech about Jibe: “I call prospects, i.e. potential buyers, ‘future advocates’.” -Jill Rowley
- 76. #C3NY 76 PRODUCT MENTIONS When other sites talk about you Content is often like a good Chinese Restaurant – sure you want great in-restaurant service, but you may want even better delivery. Getting your message out to other sites is key for not just reaching a wider audience, but also for added credibility.
- 77. #C3NY 77 COMPANY MENTIONS When other sites talk about your company For a 4-year old startup to be selling to Fortune 2000 buyers, we need all the credibility we can get: • Customers • Employees • Board Members • Investors • Money in the Bank
- 78. #C3NY 78 THE WHOLE SERP WPM isn’t just about your website WPM is about managing your WEB PRESENCE, which means: • Your website • Your social presences • Sites, Mentions & SERPs about – Your Company – Its Product Category – Its Solution Descriptors – Its Pain Points
- 79. #C3NY 79 OLD WEBSITE Through September 30th, 2014 • Wordy • Cluttered • “Marcommy” • Multiple different calls to action • Focused on 2 dimensions of content: Webpages & Blogs • Hid proof-points: Customers, Product, etc.
- 80. #C3NY 80 NEW WEBSITE From October 1st, 2014 • More visually appealing • “Open Concept” • Speaks to the human • Clear Call to Action • Looking at the content types from our persona maps & buyer’s journey • Demonstrated proof-points: Customers, Product, etc.
- 81. #C3NY 81 USE SEARCHLIGHT!!!! Duh!! Using Searchlight to validate our WPM efforts, especially with our new website launch, across: • Keywords – Both managed & Recommended • Page Insights • Content Insights • LinkCenter Searchlight, Salesforce, Marketo & GA are our “Quadrinity” of insight tools
- 82. #C3NY 82 How You Get Started
- 86. #C3NY 86 Q&A
- 87. JOHN C. FERNANDEZ jfernandez@jibe.com @JFernandez