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Buyer Persona - Key to B2B online marketing success


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Buyer Persona are indispensable in B2B Marketing. A tool that will help you to become buyer centric. Learn how to develop the profiles and how to gather the data.

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Buyer Persona - Key to B2B online marketing success

  1. 1. Persona Marketing<br />Key to Effective B2B online marketing<br />Today’s host: Ingrid Archer<br />Presenter: Shimon Ben Ayoun<br />Founder & Organizer: <br /><br />
  2. 2. Any Questions/Comments<br />Use GoToWebinar“Chat” or “Ask a question”<br />OR<br />Twitter us with #b2bnl tag<br />
  3. 3. Registration question results<br />Do you currently use buyer persona in your marketing?<br />
  4. 4.
  5. 5. How do I reach my buyer?<br />How do I connect with them?<br />
  6. 6. Who are my real buyers ??<br />Strategic Buyer<br />Economic Buyer<br />User Buyer<br />
  7. 7. What is Buyer Persona<br />Segment of users that represent the needs of a larger groups of customers, in terms of their goals and personal characteristics<br />Persona is a concise description of a specific customer type<br />
  8. 8. Design Persona Buyer Persona<br />
  9. 9. Why use Personas?<br /><ul><li>Helps to visualize your customers
  10. 10. Acts as a guide throughout the development of marketing-communication campaigns
  11. 11. Remove the tendency that we all have.....think of yourself as the customer
  12. 12. Helps in aligning sales, marketing and product development
  13. 13. The ‘secret sauce’ for effective marketing </li></li></ul><li>Step 1- Start with a profile<br />Marloes<br />Persona A – Pioneering<br />‘We need to elevate the marketing department to a <br />strategic level in our organization’<br />Age: 36<br />M. Status: Married + 1<br />Title: B2B MARCOM Manager<br />Reports to: VP Marketing<br />Year in job: 5<br />Education: HBO + NIMA A B C<br />
  14. 14. Step 1- Start with a profile<br />But also :<br />My frustrations<br />My approach to gathering new ideas and information<br />
  15. 15.
  16. 16. How to gather the insights?<br /><ul><li> Read everything they read
  17. 17. Attend seminars & monitor conference topics
  18. 18. Talk with the salespeople
  19. 19. Use your website analytics
  20. 20. Conduct personal interviews</li></li></ul><li>Read everything they read<br />RSS feeds, Google Alerts<br />Publications<br />Newsletters<br />Blogs/industry sites<br />
  21. 21. Attend seminars and monitor conference topics<br />Listen to what they talk about<br />Note the questions that are being asked<br />Talk to people at the conference<br />Learn the topics on the program<br />Watch videos if you can’t attend<br />
  22. 22. Talk with salespeople<br />Good salespeople listen and know more<br />Should know many details on the buyer<br />Look at Win/Loss reports<br />Warning: don’t count only on sales!!<br />
  23. 23. Use Social Media & your website to Listen<br />Google alerts, Twitter search, LinkedIN, etc.<br />Conduct from time to time sentiment analysis<br />Use analytics smartly to gather important data<br />
  24. 24. Conduct Interviews<br />With customers Won/Lost/Prospects<br />Appr. 15-20 people for one persona<br />Focus on the goals (next slide)<br />
  25. 25. The Five Rings of Insights<br />Source: Adele Revella – Buyer Persona Institute<br />
  26. 26.
  27. 27. Step 2 - Create a persona narrative<br />Find pattern and clusters<br />Add details from behavioral traits<br />Selects details that stand out<br />Give name and photo<br />
  28. 28. Example 1: Dorien<br />Dorien is a 35 year old marcoms manager, who has been in business-to-business marketing and communications ever since she graduated. She has a good career, has 2 small children by now and works 4 days a week.  Because of her perfectionism and passion for her job she usually catches up on work in evenings or in the weekend. Dorien puts a lot of effort in keeping her team together and she is sensitive to what others in the company think or say about the marcoms department.<br />Because Dorien has a long track record and a professional attitude she knows when she wants to hire an external agency and she knows pretty well what requirements she’s looking for. She usually finds her suppliers via her own network or via LinkedIn.<br />Because of pressure from the board Dorien has to justify more and more why she choses to outsource and what ROI she expects from spending her budget.<br />Dorien is a great marcoms professional at work, and at the same time a very amicable and personal person.<br />
  29. 29. Example 2: Peter<br />Peter, 45 years old, is a busy IT manager in a logistics company, needs to upgrade his servers to handle a new software application that new employees can access remotely. As he’s putting out fires on a daily basis, he doesn‘t have the time to spend doing research during the say, and definitely doesn’t have the time to talk on the phone with sales people. But because of his priority of this project, he may take the time after work to do some vendor research online, and call up a few resellers for RFP’S. He will definitely visit some forums to see what his peers are saying and to see if he can get some information there. He’ll read a few industry blogs. And, if he can find them, he’ll download some white paper.<br />
  30. 30. How B2B Marketers should use personas? <br />Focus the attention and budget to what matters- the buyer and his/her needs<br />Focus the development & design of marketing campaigns<br />Develop your content with buyer-dialogue in mind<br />
  31. 31. Implementing Personas<br />
  32. 32. Results of Using Personas<br /><ul><li>Change misconceptions about buyer segments
  33. 33. Effective marketing messages & programs
  34. 34. Better ROI on your budget</li></li></ul><li>Keep your persona to one page<br />Add personal details but don’t go overboard<br />Include goals for each persona<br />Develop 3-5 personas for each buyer type<br />
  35. 35. Personas only add value if you invest time to develop them properly<br />Evolve the personas over time<br />Personas are not the silver bullet, but extremely important to have<br />Get the sales buy-in on the personas<br />
  36. 36. “If you want to create change, <br />start small and do something <br />remarkable.”<br />Seth Godin<br />
  37. 37. Master Class <br />Content marketing in B2B<br />22 September 2011<br />The HUB Amsterdam<br /><br />10% discount for webinar attendees<br />
  38. 38. To know more, please visit: <br /><br />@spotONvision<br />@b2bmktforum<br />LinkedIn group: B2B Marketing Forum<br /><br />