1. The document discusses buyer personas and how to develop them through research including reading materials buyers read, attending seminars, talking to salespeople, analyzing website usage, and conducting interviews. 2. Creating effective buyer personas involves clustering insights into profiles with details like goals and behaviors then using them to focus marketing efforts. 3. Properly developed and evolved buyer personas can help visualize buyer journeys, create relevant content, select channels, and measure marketing performance.

1. Buyer personas
Insights in your B2B buyer
Presented by:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
Your Host:
Charles van der Wal
Inbound Marketer
@charlesvdwal
charles@spotonvision.com
2nd September 2014

2. spotONvision B2B Marketing agency
The Buyer Content Marketing
Lead Management Marketing Automation
Our services
@ingridarcher
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3. Upcoming events
spotONvision masterclasses
24 September: Content marketing the next level
9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
Mark in your agenda:
B2B Marketing at the speed of light
6 November 2014
Eindhoven
@ingridarcher
#b2bnl

4. Questions?
GoToWebinar:
“Chat” or “Ask a question”
or
Twitter hashtag #b2bnl
Twitter: @spotonvision

5. Buyer personas
 What?
 Why?
 How?

6. Poll
Maak je al gebruik van buyer persona’s?
@ingridarcher
#b2bnl

7. How do I reach my buyers?
How do I connect and engage with them?
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8. Who are my real buyers?
Strategic Buyer
Economic Buyer
User Buyer
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9. What is a Buyer Persona?
Segment of users that represent the needs of a larger
groups of customers, in terms of their goals and personal
characteristics
Persona is a concise description of a specific customer
type
@ingridarcher
#b2bnl

10. Why use Personas?
 Helps to visualize and understand your customers
 Acts as a guide throughout the development of marketing-communication
campaigns
 Helps in aligning sales, marketing and product development
The essential ingredient for effective marketing
@ingridarcher
#b2bnl

11. @ingridarcher
#b2bnl

12. Results of using Buyer Personas
 Change misconceptions about buyer segments
 Effective marketing messages and programs
 Better engagement
 Insight in how to nurture your buyer
 Better marketing ROI
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#b2bnl

14. Creating a Buyer Persona
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15. How to gather the insights in 5 steps
1. Read everything they read
2. Attend seminars & monitor conference topics
3. Talk to the sales people
4. Use your website analytics
5. Conduct personal interviews
@ingridarcher
#b2bnl

16. Step 1: Read everything they read
 RSS feeds, Google Alerts
 Publications
 Newsletters
 Blogs/industry sites
@ingridarcher
#b2bnl

17. Step 2: Attend seminars and monitor
conference topics
 Listen to what they talk about
 Note the questions that are being asked
 Talk to people at the conference
 Learn the topics on the program
 Watch videos if you can’t attend
@ingridarcher
#b2bnl

18. Step 3: Talk to sales people
 Good sales people listen and know more
 Should know many details on the buyer
 Look at win/loss reports
 Warning: don’t count only on sales!!
@ingridarcher
#b2bnl

19. Step 4: Listen online
 Google alerts, Twitter search, LinkedIn, etc.
 Conduct from time to time sentiment analysis
 Use analytics smartly to gather important data
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#b2bnl

20. Step 5: Conduct Interviews
1. With customers, won/lost/prospects and suspects
2. Minimum 12 to15 respondents for one persona
3. Focus on the goals (next slide)
@ingridarcher
#b2bnl

21. Goal: Uncover attitudes & behavior
 What things frustrate you the most?
 What makes good/bad working day?
 What will help you to do your job better?
 How are your work being measured?
 What keeps you awake at night?
 How do you buy?
@ingridarcher
#b2bnl

23. Did it all? What’s next
 Find patterns and clusters
 Add details from behavioral traits
 Selects details that stand out
 Give name and photo
 Introduce to your colleagues
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#b2bnl

24. Narrative example: Peter
Peter, 45 years old, is a busy IT manager in a logistics company, needs to upgrade his
servers to handle a new software application that new employees can access remotely. As
he’s putting out fires on a daily basis, he doesn‘t have the time to spend doing research
during the say, and definitely doesn’t have the time to talk on the phone with sales people.
But because of his priority of this project, he may take the time after work to do some vendor
research online, and call up a few resellers for RFP’S. He will definitely visit some forums to
see what his peers are saying and to see if he can get some information there. He’ll read a
few industry blogs. And, if he can find them, he’ll download some white paper.
@ingridarcher
#b2bnl

25. “If you want to create change,
start small and do something
remarkable.”
Seth Godin
Will speak at the B2B Marketing Forum Nederland 2010
www.b2bmarketingforum.nl

26. How B2B Marketers should use personas?
1. Focus the attention and budget to what matters- the buyer and
his/her needs
2. Visualize the buyer journey
3. Create a content map
4. Focus the development & design of marketing campaigns
5. Develop your content with buyer-dialogue in mind
@ingridarcher
#b2bnl

27. Choose persona
Determine
messaging
Relevant
Content
Select
channels
Measure
Implementing Personas

28.  Add personal details but don’t go overboard
 Include goals for each persona
 Develop more than 1 persona
 Personas only add value if you invest time to develop them
properly
 Evolve the personas over time
 Personas are not the silver bullet, but extremely important to
have
 Get the sales buy-in on the personas
@ingridarcher
#b2bnl

29. Poll
Wat is jouw grootste barrière om te starten met
buyer persona’s?
@ingridarcher
#b2bnl

30. Want more? Downloads are available
eBook on Content Marketing
www.spotonvision.com
ePocket buyer persona’s
www.spotonvision.com
@ingridarcher
#b2bnl

31. Want to know more?
Take your Content Marketing to the next level with our new eBook:
“Contentmarketing voor gevorderden”
Price: €20,-
Contact us to receive your copy
@ingridarcher
#b2bnl

32. Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next level
Thursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
@ingridarcher
#b2bnl

33. Need help?
www.spotonvision.com
@spotONvision
@b2bmktforum
@ingridarcher
LinkedIn groups:
B2B Marketing Forum &
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
@ingridarcher
#b2bnl