By: William Withers

Get to know your customer Sent a survey to a representative sample of our customer base

◦ Conducted customer site visits, sales calls and focus groups◦ We also reached out to our sales force and customer service to learn more about our customers

We asked them about: ◦ Challenges they faced◦ Product awareness◦ Opportunities◦ How they viewed both our group and Illumina as a whole◦ Products or services they really liked

Customer Insights As we compiled the responses we noticed a few themes:

◦ We didn’t know you offered that service. If you did, we would have bought it.◦ My lab is new to next-gen sequencing. Can you help us get up and running?◦ Your competitors have been offering those services for a while. What took so long?◦ Not sure if I need it now but I will sometime in the future.

Buyer Personas Based on the data we collected we identified 3 different buyer persona’s

◦ Researcher Randy – Randy is new to next generation sequencing. He just received a grant to further research into immunology. He needs to publish a research paper before the grant funds run out.

◦ Clinic Director Curt – Curt just opened a new sequencing lab. He is under constant pressure to keep costs low while they are trying to get new customers. If that wasn’t enough, his lab is subject to compliance audits by the FDA.

◦ Christina Bylaw – Christina’s lab has equipment which needs to be calibrated and qualified on a regular basis. This requirement is not optional as it is mandated by law.

Randy is new to next generation sequencing. He just received a grant to further is research into immunology. He needs to publish a research paper before the grant funds run out.

• NGS Applications and services for Immuno-oncology Research [Illumina web article]

• Using NGS to Aid the Immune System in Targeting Cancers [pdf]

Researcher Randy

Curt just opened a new sequencing lab. He is under constant pressure to keep costs low while they are trying to get new customers. If that wasn’t enough, his lab is subject to compliance audits by the FDA.

• Best practices in high throughput sequencing [Whitepaper]

• Throughput low? How’s your workflow. [online calculator like input]

Clinic Director Curt

Christina’s lab has equipment which needs to be calibrated and qualified on a regular basis. This requirement is not optional as it is mandated by law.

Christina Bylaw

• Request a quote from your salesperson (web form and email campaign)

• Datasheet with product specifications and price [pdf document hosted online]

Recap Using those personas we created content to align with the customers location in the lifecycle stage

◦ Our content went over extremely well◦ Due to our efforts we exceeded our revenue targets