Live webinar presented by Demand Gen Report and Content4Demand #ContentGap

1. Connec&ng
Buyer
Personas
To
Content
That
Connects
#ContentGap
Sponsored by

2. #ContentGap
Welcome
Webinar
A3endees
Type
ques&on
here

3. #ContentGap
Follow
this
webinar
on
Twi3er
#ContentGap
Demand
Gen
Report:
@DG_Report
Content4Demand:
@Content4Demand
Dana
Harder:
@DanaHarder

4. #ContentGap
About
Demand
Gen
Report
@DG_Report
http://linkd.in/DG_Specialists
• Launched
in
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to
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best
pracEces
in
lead
generaEon
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• We
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5. #ContentGap
Panelists
Dana
Harder,
VP
of
Content
Strategy,
Content4Demand
Kim
Zimmermann,
Senior
Managing
Editor,
Demand
Gen
Report
MODERATOR

6. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
Connecting Buyer Personas
To Content That Connects
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

7. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

8. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Why aren’t we flying? Because
getting there is half the fun.
You know that.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

9. More than 40% of B2B marketers
are now using buyer personas as
part of their strategy, but only
15% considered their persona
marketers very effective.
- ITSMA
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84% of marketers acknowledge
the importance of understanding
the buyer’s mindset, yet only 24%
have a formal process for gaining
a sophisticated understanding of
their customers.
-AdAge
60% stated they had no to very
little understanding of what the
best practices are for buyer
persona development.
-Tony Zambito
57% did their first-ever buyer
persona development initiative
within the last two years but
only 15% of the respondents
relied on in-depth qualitative
buyer interviews.
– Tony Zambito
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

10. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

11. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
11
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
4 Steps To Ensure A Successful Content Journey

12. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
• Personas don’t need to be complex
• Focus on prospects, not customers
• Online surveys vs. phone calls
• Third parties can add credibility
• Quality over quantity
12
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.
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Step #1: Collect the right data

13. 13
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Persona Elements That Can Connect / Inform Content Messaging
• Pain Points
• Motivators
• Key Initiatives
• Validators
• Performance Metrics - How are they
measured?
• Trusted Resource / Watering Holes
• Evaluation / Comparison
• How do my current capabilities in this area
compare to peers in my space or related
industries?

14. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
14
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers

15. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
15
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers

16. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
16
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Identifying Buyer Paths and Mapping Content Plans

17. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
17
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.
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Step #3 - Let the Persona Inform The Message
Persona/Role Awareness Evaluation Decision
Persona 1
Persona 2
Persona 3
Persona 4

18. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
18
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #4: Get The Message In The Content …(Is Wally World Open?)

19. 19
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Sample #1: Persona Based Content

20. 20
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Sample #2Sample #1: Vertical-Focused Content

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Our Offer To You
Free 30 minute Persona Assessment
Contact: Dana Harder, VP, Client Strategy
Dana@gthreecom.com; 201-257-8528, Ext 216
30% Off C2C VIP Ticket – Use code C2CC4DWeb
Register at Content2Conversion.com
#C2C15

22. #ContentGap
Q
&
A
//
Panelists
Dana
Harder,
VP
of
Content
Strategy,
Content4Demand
Kim
Zimmermann,
Senior
Managing
Editor,
Demand
Gen
Report
MODERATOR

23. MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.
THANK YOU!
23
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QUESTIONS?