Track: Brand Management & Integrated Communications
Topic: PERSONAS
Title: Transforming Marketing Through Buyer Profiles and Personas
Speakers: JACQUES PAVLENYI, Portfolio Marketing Director, IBM & RACHEL YOUNG, Research Director, Sirius Decisions
The convergence of social and data technologies continues to cause disruption in many industries and professions. Marketing is certainly not immune. Customers have very different expectations now, including strong personalization and customization. If the message and offers aren’t tailored specifically to me, the message is tuned out or ignored. This is increasingly true in B2B as well as B2C marketing. And that’s where personas can help.
IBM and Sirius Decisions will discuss practical rationales and methods for applying buyer profiles and personas, and how IBM is transforming not just Marketing, but also Sales, Product Management, and other functions with data-driven, robust buyer profiles.
- See more at: http://sdama.org/events/2015-art-of-marketing-conference/#session-details
2. Agenda
•SiriusDecisions: Persona-Based
Marketing Strategy and Best Practices
•IBM: From Personas to Data-Driven
Buyer Roles
• 2010-2014: psychographic personas
• Today: data-driven roles and marketing
automation
• Tomorrow Jacques Pavlenyi
@mediamutt
Rachel Young
@rpyoung_
14. 14
Campaign planning needs to meet
new realities
Buyers now want timely
interactions
Buyers now demand unique
personalized experiences
Buyers have taken control of
their buying experience paths
The marketplace reality
Campaigns are not aligned
with Buyers' needs, hurdles.
Campaigns are not in the
right place at the right time.
Traditional market planning
Intuition
Past campaigns as reference
for future ones
A product-centric approach
Results are sub-optimized
15. 15
Prioritize business
opportunities and align
resources to them
Define who to target, and
with which offerings
Create compelling
content to engage
buyers
Engage buyers and
evaluate
performance
Revenue
and
Signings
Objectives
I
Marketing
Business
Plan
II
Buyer
Cohort
III
Buyer
Portfolio
IV
Path to
Proficiency
V
Content &
Engagement
Design and
Execution
VI
Marketing
Diagnostics
Revenue
and Signings
Performance
WHY
Build lasting relationships with integrated,
meaningful buyer experiences
Transform IBM to be more Buyer centric using concept of the Buyer’s Journey, and establish it as the basis of
data-driven marketing systems and processes
Understand the Buyer via creation of Data-Driven Buyer Profiles
Anticipate Buyer actions and build optimal responses via Buyer-Centric Campaign Mapping
16. • 1
6
Use data-driven buyer profiles to create
cohorts and buyer-centered campaigns
Marketing Business Plan
Identify business challenges
and appropriate buyers
Buyer Role Analysis
Understand your
buyer, and place them
in the context of a
specific company
exhibiting observable
behavior
Cohort Analysis
Understand the buyer
journey and their path
to proficiency, align to
cohort, and map offers
and messages
Campaign Design
Align buyer actions
with assets and
activities that target
each stage of the
journey
Execute
Launch or refresh
tactics, test, measure,
refine
17. What?
• A representative of each role we
target that behaves in the same
manner
• Easy-to-use format
How?
• Consistent, research-based,
data-driven
• Developed at Worldwide,
customized by local teams
Why?
• Unify marketing and sales data
• Improve content strategy
• Increase conversion rates
Always start with a Buyer Profile
18. Overview
• Bio
• Key challenges, motivations
• Responsibilities and prioritization
• How they are evaluated
Ecosystem
• Who they work with
• Formal and informal network
Information preferences
• Hurdles
• Formats (articles, whitepapers, demos, tools…)
• Channels (events, social media, peers, website…)
• Learning and networking
Anticipate how they behave and optimize each moment to
progress the journey more effectively and more quickly
It’s about what buyers REALLY do
19. Buyer mindset is determined at each
stage of the journey
Discover
Learn
Try
Adopt
Advocate
Buy
Stage: Moment:
20. IBM Journey Manager
• Online planning and
collaboration capabilities
• Real-time creation, sharing,
and updating of buyer roles
and campaigns
• Fine-tune content
management for each stage
of the buying cycle
A single source of truth
21. Data-driven campaign evolution
• Digital and real-time testing and iteration:
A/B message, offer and tactic testing
Optimization and prioritization
• Too many personas, too many campaigns
Transforming ALL of IBM
• Sales: Sales force automation integration with
persona libraries, enablement via customer
journeys
• Design: Rich user information to inform
iterative design
• Product Management and Development:
User-centric offerings that more closely align
to buyer needs
Evolution, iteration and next steps
• 2
1