Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

How to create the best b2b buyer personas in the world

922 views

Published on

Successful B2B content marketing is connecting with your archetypal B2B buyer at every stage of their buying journey.
Day in, day out, marketers everywhere create content that goes unnoticed, to content landfill. Doug Kessler calls this a deluge of crap.
Faced with this overwhelming surplus of content, B2B buyers select, filter out, and engage only with content that is relevant to them, their purpose and their passion.

In this post I argue the case for gathering more meaningful B2B buyer insights to construct solid B2B buyer personas to guide our content creation and connect with our prospective buyers.

The connection between B2B buyer insights and content creation
Gathering buyer insights and creating content are closely linked disciplines, the former occurring earlier than the latter, by some margin. To see the relative position of the two disciplines, I've outlined the content marketing spectrum below.
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.

Published in: Marketing

How to create the best b2b buyer personas in the world

  1. 1. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform How to develop B2B Buyer Personas and create engaging content your customers love
  2. 2. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials Challenge Of content production Fix The stuff we need to fix Personas Good and bad buyer personas Personas How to craft effective buyer personas Tools What tools you have to help Process The process involved Time/Budget Setting time frames and budgets Map Mapping content to buyer cycle Demo Demo of idio technology Q&A Summary and Q&A Agenda 1 2 3 4 5 6 7 8 9 10 Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  3. 3. Today’s speaker Stephen Bateman DipM CIM Concentric Dots Andrew Davies Co-Founder idio Ltd Today’s host
  4. 4. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials The Challenge What are some of the challenges faced by Content Marketers? Measurement: measuring ROI and effectiveness1 2 3 4 5 6 7 8 9 Content Strategy: choosing quality content to engage Content Quality: creating sufficient quality content Content Frequency: developing sufficient content Budget & Making the Case: insufficient budget or buy-in Outreach: forming & managing partnerships to share content Integration: integrating content marketing into other activities Skills: lack of specific content marketing skills Other 15.5% 15.5% 15.3% 15.3% 10.8% 9.7% 8.9% 8.3% 0.8% Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  5. 5. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials 49% 7% 44% I am convinced of the value that investments in content can deliver and that it can be a measurable ROI I see opportunities from some content marketing channels but measurement of ROI is limited I'm not convinced of the potential of content marketing to deliver value and see it as difficult to measure ROI. Source:HubSpot and Smart Insights Driving Content Marketing Success - European Edition! How would you rate the value of content marketing for your company? We’re not disillusioned with content marketing Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  6. 6. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform What’s the biggest hurdle to creating buyer-centric content? “The content problem is that content is not created based on intelligence about the buyer persona and knowledge of how they buy.” This stems from poor access, availability and accuracy of the data that organizations have on buyers and their buying behaviour.
  7. 7. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials Plan Create Strategic Structure Ideate Generate Flow of Ideas Produce Distribute and Nurture Generate traffic, leads, sales Measure & Optimize Customer Needs Business Goals Personas Buyer cycles Keywords Content Assets Internal External Buyer journeys Themes Editorial plan Editorial Style Format Promotion Moderation Nurturing Evaluation Optimization Purpose Audience Audit Map & Gap Manage Create Market Justify Improve What Do We Need To Fix? Takeaway: To fix our content, we need to fix our buyer personas Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform The root cause of the pain occurs here We feel the pain here
  8. 8. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials Bad Buyer Personas Takeaway: “Guerrilla”-style personas only recycle the intelligence we already have on our buyers Out of Date Based solely on conversations internally “Best Guess” personas Compiled from analyst reports and surveys Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  9. 9. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials Good Buyer Personas Takeaway: “Guerrilla”-style personas only recycle the intelligence we already have on our buyers Based on insights gleaned from speaking to real customers Put a distinct face and name on an otherwise faceless buyer segment Help focus on commonalities, not expectations Make it possible to converse with audiences and market to them in a cost- effective way Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  10. 10. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials Requires Research Requires Organised Approach Take Time Makes you put your journalist/ story-teller hat on How to craft effective B2B personas Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform Requires ! Organized ! Approach! Takes ! Time! ! Requires! Research! ! Makes you put ! your journalist/ ! story-teller hat on! !
  11. 11. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials B2B Buyer Persona What does a B2B buyer persona need to do? •  A persona works as a relevance tool •  Removes guesswork from creating valuable content •  Helps us produce better content for each stage of the buying cycle •  Helps support the customer journey •  Reduce bounce levels or disengagement •  Avoid pitfall of writing about what we know a lot about, but is of little value to prospects! Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  12. 12. Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform B2B Buyer Personas – Content Marketing Essentials B2B Buyer Personas The end in mind Framework to plan our work Customers we can speak to Interview questions Interview technique Transcripts Spreadsheet Time Budget What do we need? Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform
  13. 13. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform The B2B Buyer Persona Canvas
  14. 14. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform What are we aiming for?
  15. 15. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform What are we aiming for?
  16. 16. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform The Project Statement Central question WHO? Owner Researcher Stakeholder Business context WHY? Project roles Timeframe # personas Constraints Interview notes Comparative grid Personas Recommendations Deliverables Minimum # responses Requirements 1 2 3 4 5 6
  17. 17. B2B Buyer Personas – Content Marketing Essentials Join the conversation: Tweet your comments to #b2bpersonas @concentricdots @idioplatform Work Item Owner Output Timing Planning Initial conversations with stakeholders to finalize

×