developing b-to-b marketing personas
DESCRIPTION
Convincing your organization to adopt persona-based marketing can be a challenge. In this presentation from the 2014 SiriusDecisions Summit, learn how to gain buy-in for personas and how to implement them. Includes results from the impact persona marketing has made on lsi.com to help bolster the case.TRANSCRIPT
Personas In Action
Rachel Young Research Director
May 22, 2014
Transformation Greg Thomas Content Strategist
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Challenges
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Challenges
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Buy In
Challenges
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?Challenges
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Challenges
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Buy In
Research Sample questions from Persona Interviews JOB ROLE • What is your job role? What are you responsible for?
• What initiatives are you currently working on? How will these change over the next 6-12 months?
• What are the current challenges you’re facing in your role? How will these change over the next 6-12 months?
o What keeps you up at night? BUYING CENTER and ROLE • Where and how does your company procure IT today? Do you expect this to change over the next 6-18 months? INFORMATION-GATHERING and INTERACTION PREFERENCES • What do you read? • How and when do you use the web?
• Do you visit specific sites? Search for information? • What sites do you visit regularly? (Examples, frequency)
• How do you search for information? (theme, keyword, etc.) Can you give some examples? o What search terms or methods do you use?
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Buy In
Research
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Buy In
Implement
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Buy In
Implement
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The Results Are In…
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