putting personas to work: turn buyer insight into powerful action
TRANSCRIPT
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PuttingPersonastoWork:TurnBuyerInsightintoPowerfulAction
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HowAreWeDoing?
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PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
TimCookVicePresidentofClientServices&PartnerTheMx Group
[email protected]@MxGroup
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Buyer PersonasBuyer Personas tell you what customers think,
do, want & need as they weigh their options. Their own words reveal the questions, concerns and
proof you need to address to win their business.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
• Companies who beat sales goals 2x as likely to formally document personas. (Understanding B2B Buyers Benchmark Study)
• Persona-based content increases customer engagement 6x when targeting cold leads. (DemandGen)
• Using Personas increases email open rate 5x. (Forrester)
The Power of Personas
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
1. The 5 Do’s & 3 Don'ts for creating effective Buyer Personas2. Getting Marketing & Sales on the same Persona Page3. Personas and your Media Choices4. Using Personas to drive Insight-Driven Campaigns5. Personas and your Engagement Content
What We’ll Cover…
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
5 Do’s
1. Base them on PRIMARY
RESEARCH- you have to talk to real
buyers!
WHY?You are not your buyer
and you need to understand what
matters in their buy cycle, not what matters
to your sales cycle.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
5 Do’s2. Think about PROFILES of the companies and people you are
personifying—they matter to your output. And remember recency!
WHY?
Are the Persona insights the same for a small company versus a large one? Industry
segment A versus B?Are you personifying the segments that align to business and sales
priorities?
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Where will you get the biggest bang for your marketing buck?• Aligned with Sales targets & goals• Sales readiness• Marketing readiness• Tactical readiness
Prioritizing Segments
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
5 Do’s
3. Use a proven Persona interview
methodology and listen more than
you talk!
WHY?You need to stay on track in the interview,
get that information that matters, and maximize the time you have with buyers…it goes fast.
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Five Rings of Insight™
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
5 Do’s
4. Avoid the product/solution “feedback trap” if
you interview current customers.
WHY?You want BUY CYCLE insights that will help
make for more effective sales & marketing…you have to “take them back”
tot that mindset.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
5 Do’s
WHY?You will learn just as
much (if not more) from buyers that DID NOT
choose you as those that did.
5. Include a mix of “stalled or lost” and
“won” in your research.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
3 Don'ts
1. Forget about the Persona template
format.WHY?
You need to make the format gives your teams
info they need to be more effective and you need to
ensure your research approach gives you the information you need to
populate it
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It’s about your buyers
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It’s about your buyers
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It’s about your buyers
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It’s about your buyers
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
3 Don'ts
2. Think you have to “boil the ocean" with
hundreds of interviews you
conduct.
WHY?If you have clear, well
defined segments, you’ll find that 5-10 within each
segment will suffice.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
3 Don'ts
3. Expect that this is an internal core
competence. WHY?
There is a lot of value in outsourcing to a firm that
does this work all the time—not the least of which is objectivity.
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NOW WHAT?
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
xxx
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Getting Sales & Marketing on the Same Persona PageGet Realistic about Where You Are Today:• Is sales ready, able and equipped to leverage Persona insights
in their sales process?– Ready: Trained, fluent, bought-In– Able: Comfortable leading with Insight/Empathy instead of Product– Equipped: Sales materials, presentation, access to info
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Getting Sales & Marketing on the Same Persona Page
• Sales process• Sales training• Sales presentations• Talk tracks• Persona specific sales tools• Campaign content • Marketing, CRM/SFA database Persona fields• Marketing supplied content
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Not a “One and Done…”1. You have to roll-out for sales.2. You have to revisit and reinforce.3. You have to receptive to their feedback.4. You have to revisit as dynamics change.
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
How your customer buys has changed.
Source: CEB
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Personas & Insight Drive Campaigns
xxx
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Staying on Track…• Have all your content creators been briefed?• Are your project and creative briefs leveraging your insights?• Are your interpreting insights for each campaign?• Who’s the star of your campaign, you or your buyer?• Are you establishing empathy and demonstrating understanding?• Can you get specific or only speak in generalities?• Are you seeing increased engagement with your campaigns?
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
Personas & Engagement Content:The Content Conundrum
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Tim [email protected] | 630-230-2537
The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group
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Buyer Education Solution Selection
Loosening of the Status Quo
Committing to Change
Exploring Possible Solutions
Committing to a Solution
Justifying the Decision
Making the Selection
Larry Leader
1. From: Case Studies 2. Transformer vs.
transformerless design article
1. Form: To Succeed Control Your Speed white paper
2. Product Family Fact Sheet
3. Product Brochures
1. Proposals with specs, drawings, timeframes
2. MTBF and availability metrics
3. Form: Reliable Tech. white paper
1. Form: Reduce Your TCO white paper
2. Customer Service & technical support fact sheet
1. ROI analysis and documentation
2. Form: Energy Savings Calc
3. Form: Advanced Cell Bypass white paper
1. Warranty information 2. Firm pricing with
critical spares parts and delivery dates
3. Commissioning and service options list
Chris Consultant
1. Form: Advanced Cell Bypass white paper
2. Product Family Fact Sheet
3. Product Brochures
1. Proposals with specs, drawings, timeframes
1. Customer Service Video 2. Form: Industry Experience
case studies 3. Form: Reliable Tech. white
paper
1. Form: Energy Savings Calc
2. Solidifying delivery times
3. Customer Service agreements
1. ROI analysis and documentation
1. Warranty information 2. Firm pricing with
critical spares parts and delivery dates
3. Commissioning and service options list
Frank Finance 1. N/A 1. N/A 1. Form: Energy Savings Calc 2. Form: Reliable Tech. white
paper
1. Form: Advanced Cell Bypass white paper
2. Form: Reduce Your TCO white paper
1. Customer Service Video 2. ROI analysis and
documentation
1. Firm pricing with spare parts and delivery dates
Mike Maintenance 1. Customer Service Video
1. Customer Service Metrics
2. From: Case Studies
1. Commissioning and service options list
2. Technical support Ap 1. N/A 1. N/A 1. N/A
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Q&A/PanelistsMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport
TimCookVicePresidentofClientServices&PartnerTheMx Group
[email protected]@MxGroup
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