Find out how you can deepen your customer engagement by appealing to your buyer and advocate personas.

1. Deepening Customer Engagement
with Advocate Personas
Thursday, January 28th | 10 AM PT / 1 PM ET

2. Mary-Leslie Davis
Staples Advantage
Chris Newton
Influitive
Donna Danis
Demand Spring
House Keeping Items:
Speaker Introductions
Recording & slides will be sent
out after the presentation
Q&A at the end of the
presentation

3. Advocate Personas
“Fundamental changes in the nature of business buying make
advocate marketing not simply a way to harvest buyer goodwill, but
also a fundamental ingredient to creating lasting relationships.”
-Forrester

4. The Elements of a Persona Analysis
Unmet Needs
Content &
Channels
Thinking
Feeling
Doing
Job
Responsibilities
Demographics
Psychographics
Firmographics
Buying
Characteristics

5. Consideration Decision Receive Use Maintain AdvocateAwareness
Customer JourneyBuyer Journey
Mapping the Customer Journey

6. ad•vo•cate
1. One that promotes the interests of
others.
2. One that defends or maintains a
cause
3. One that makes a non-financial
investment in your company
“Your brand is what people say about
You when you’re not in the room”
– Jeff Bezos, Amazon

7. Before they get to this..
REFER ENDORSE EDUCATE ENGAGE
Customers find
new leads
Customers say great things
about you
Customers teach prospects
about you
Customers provide feedback
and intelligence
Referrals
Media
Interviews
Reviews
Analyst
Briefings
References
Content
Distribution
Case
Studies
Social
Promotion
Content
Creation
Product
Surveys
User
Groups
Customer
Advisory
Boards

8. Status Access Power Belonging

9. Staples’ Personas & the
Staples Advocate Program

10. Value → Motivation

11. Staples’ Personas & the
Staples Advocate Program

12. Personas vs Personalization

13. Opportunities as Value

14. What Motivates your Customers?

16. Recognition & Rewards

17. Personas & Advocacy
Marketing:
A Symbiotic Relationship

18. Getting Started –
Developing your
Own Personas
Expert Advice from Demand Spring

19. Demand Spring Buyer Journey Analysis | Persona Template
AWARENESS CONSIDERATION DECISION
Loosening the Status Quo Committing to Change Exploring Solutions Committing to Solution Justifying the Decision Making the Selection
THINKING
Operational Pressure Operational Pressure Operational Pressure Operational Pressure Operational Pressure Operational Pressure
Industry Pressure Industry Pressure Industry Pressure Industry Pressure Industry Pressure Industry Pressure
Questions Asked Questions Asked Questions Asked Questions Asked Questions Asked Questions Asked
FEELING
Emotional Emotional Emotional Emotional Emotional Emotional
Others Involved Others Involved Others Involved Others Involved Others Involved Others Involved
Digital Touchpoints Digital Touchpoints Digital Touchpoints Digital Touchpoints Digital Touchpoints Digital Touchpoints
Physical Touchpoints Physical Touchpoints Physical Touchpoints Physical Touchpoints Physical Touchpoints Physical Touchpoints
DOING
From Research to Results: Using Buyer Personas to Drive Engagement
Demand Spring methodology uncovers deep persona insights at every stage of your buying cycle.
Design
• Establish a timeline
• Define targets: industry, company size, geo,
role, title
• Choose quantitative & qualitative techniques:
focus groups, interviews, online surveys
Execute
• Develop research tools: recruitment screener,
discussion guides, survey questions
• Identify & recruit participants
• Conduct the research
Analyze
• Summarize results
• Identify persona demographics, firmographics,
psychographics, role in the buying process
• For each stage, document imperatives, challenges,
opportunities, preferred content & information sources
Implement
• Develop strategies, tactics & messages
to attract & nurture buyers
• Identify opportunities to drive deeper
engagement
• Inform & align internal teams
1 2 3 4 Not sure about next steps?
Contact us for help:
demandspring.com/personas

20. Questions?
Mary-Leslie Davis
Staples Advantage
Chris Newton
Influitive
Donna Danis
Demand Spring

22. Additional Resources
Cintell Ebook, Advocate Persona Series, Advocamp