This document summarizes Episode 2 of the breakoutCMO web series. It discusses using individual buyer behavior data to understand customers rather than traditional segmentation. Real-time analysis of online behavior can show customers' interests. Mapping this "digital DNA" reveals what topics interested buyers consume before purchases. The document then presents solutions like using interest data to better target audiences, identify new customer segments, and personalize communications across the buyer's journey.

1. Presented By:
Max Traylor
A blended web series solving CMO challenges with research, data and
technology.
Join the live webcast on Tuesday September 8st at 3pm.
www.breakoutrevenue.com/cmo-series
breakoutCMO series

2. How it works
Your (CMO)
challenges
Our research,
interviews and
experience
breakoutCMO series
Solutions for your Challenges

3. Max Traylor | CRO, breakoutrevenue
 Max helps companies develop and execute demand generation
strategies.

4. How individual buyer behavior is used to
segment your audience and build personas
 Season 1: Episode 2

5. Episode 2: Overview
 While it is unlikely that companies will totally move from a segmentation
based approach to a personalization approach in the near term, real-time
analysis of what a customer is doing on the internet, including imputed
interest from their behavior, cannot be under-estimated. Marketing
technology obviates the need for understanding customers through a
persona or segment, as data makes targeting possible at an individual
level.
 This session will show you a data-driven alternative to traditional target
market segmentation and persona development: using real-time content
intelligence and buyer behavior analysis to analyze your content’s
relevance and buyer’s interest profile.

6. Harvard Business Review says:
“Segmenting, at its most basic, is the separation of a group of
customers with different needs into subgroups of customers
with similar needs and preferences. By doing this, a company
can better tailor and target its products and
services to meet each segment’s needs.”
Source:
What you need to know about segmentation
Harvard Business Review
6

7. Challenge 1:
Understanding target
market segments
The question: What should we do to attract and engage
our target market segment(s)?

8. So much content being produced:
Lots of data.
 8

9. Each buyer has their own unique content DNA
 Every piece of content is made
up of a unique combination of
topics
 On average buyers look at 13
pieces of content before
making a purchase
 When we monitor your ideal
buyer's content consumption,
it is like mapping your buyer's
DNA: the unique set of content
and topics they consume
before making a buying
decision.

10. 10
According to IBM’s CEO Ginni Rometty:
“Big data will spell the death of
customer segmentation and force the
marketer to understand each customer
as an individual within 18 months or risk
being left in the dust.”
Source: IBM’s CEO on data, the death of segmentation and the 18-month deadline
CMO+CIO Leadership Symposium’ in Sydney

11. Solution: Use content
consumption to reveal
what your target market(s)
are interested in.
What an individual reads leading up to a purchase decision tells you what interests
and needs they have so that you can address them with demand generation
investments, product development and competitive positioning.
Image credit: https://randomhouseindia.wordpress.com/2014/01/06/you-are-what-you-read/

12. Challenge 2: Identifying
new customer segments
What if your stated target market segments are not the most
profitable to pursue or most likely to buy?
What do they have in common?
What can you do to attract and retain more of them?

13. What if your target market
segments today are not
the most profitable to
pursue or most likely to
buy?
ASK YOUR CRM
Who are your most profitable customers?
13

14. Oracle says:
“Digital Body Language is the online equivalent of the facial
expressions revealed around the negotiating table. It is
comprised of web site visits, content downloads, keyword
searches, and email responses. In many ways, online
buyer behavior provides the most accurate
picture of prospect interest and intent. By
analyzing the timing, frequency, and clickstream data of web
site visits, marketers can zero in on the buyer’s pains,
concerns, and motivations.”
Source: Digital Body Language: Reading and Responding to Online Digital Buying Behaviors
14

15. What do your most profitable customers
do online?
15

16. What can you do today to attract more
of them?
content gap,
representing
lost
opportunitie
s
saturation point,
the content topic is
not of further interest
to your audience
This topic is of
keen interest to
your buyers—
keep writing
about it.
Virtual servers
Array testing
Database & analytics
Topicvolume
# of engagements by topic
Content consumption compared to topic coverage = production decisions

17. Solution: Create new
segments based on
similar interests.
• Capture interest data
• Identify clusters of interests within high value customers
• Identify leads/buyers with similar interests
17Image credit: http://www.arttherapyblog.com/art-therapy-ideas/reducing-stress-during-times-of-transition/#.VVyaIvlViko

18. Challenge 3: Identify the
buyer’s journey for each
persona
Marketers spend a lot of time and money mapping out
the buyer’s journey for different products, buying roles,
company types ect. The challenge is that each buyer will
follow their own unique journey.

19. What is the point?
Buyer Journey mapping is used to automate the
delivery of content to certain buyer types
according to their stage in the buying process.
19
Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

20. From persona(s) to individuals.
20

21. Application of personal interest data:
Personalized website experience
 Boost SEO along with
 Increase buyer engagement and conversion
Personalized email communications
 Boost lead engagement all along the buyer’s journey
Personalized sales conversations
 Give sales a view into their buyer’s interests
21

22. Gartner found:
22
Source: Are marketers missing the mark when it comes to personalization? -Gartner

23. Solution:
Give your self a
communications
cheat sheet.
Each buyer has unique
interests that are constantly
changing. Use buyer interest
data, “Digital Body Language”
to personalize your
communication with every
buyer across marketing and
sales.
Image credit: http://commons.wikimedia.org/wiki/File:PSM_V46_D167_Outer_surface_of_the_human_brain.jpg

24. Wrapping up:
Use Buyer Interest Data to:
 Better understand your target market
 Identify new segments to sell to
 Personalize your communication with buyers

25. Further resources
Available at:
http://www.breakoutrevenue.com/cmo-series/buyer-behavior-target-
audience-segmentation

26. Get your challenges
addressed
Tell us what is holding you back from accelerating
revenue at your organization and we will give you 60
minutes of personalized recommendations.

27. breakoutCMO season 1 schedule
 Episode 1: Components of a comprehensive demand generation strategy.
 Episode 2: How to use individual buyer behavior to segment your
audience and build personas
 Episode 3: Predictive content analytics takes the guesswork out of content
marketing.
 Episode 4: Content strategy: the fundamental element of demand
generation.
 Episode 5: Align your technology, people and process for a customer
centric culture.
 Episode 6: Vendor evaluation and selection: customer data integration
across the organization.
 Episode 7: Measuring performance of your demand generation
investments.
 Episode 8: Agile implementation and iteration of your demand generation
strategy

28. www.breakoutrevenue.com/CMO-series
THANK YOU!!!
Stay ahead of the competition, don’t fall behind
Max Traylor | CRO
max@breakoutrevenue.com
Linkedin.com/in/maxtraylor