Staat de koper centraal in jouw marketingstrategie? Dat zou namelijk wel moeten, wil je als marketingafdeling succesvol zijn. Marketeers moeten hun doelgroep tegenwoordig steeds beter begrijpen en buyer persona’s zijn een uitstekend middel om dat te kunnen. In dit webinar is behandeld hoe je meer inzicht in je koper krijgt en hoe je hem/haar gedurende het koopproces begeleidt.
3. spotONvision masterclass
24 Juni: Kunnen B2B-marketeers ROI aantonen?
Registreer vandaag nog
Download rapport
Kunnen B2B-Marketeers ROI aantonen?
#b2bnlUpcoming events
7. #b2bnl
How do I reach my buyers?
How do I connect and engage with them?
8. #b2bnlWho are my real buyers?
Strategic buyer Economic buyerUser buyer
9. Segment of users that represent the needs of a larger group of
customers, in terms of their goals and personal characteristics
Persona is a concise description of a specific customer type
#b2bnlWhat is a buyer persona?
10. • Helps to visualize and understand your customers
• Acts as a guide throughout the development of marketing
communication campaigns
• Helps in aligning sales, marketing and product development
The essential ingredient for effective marketing
#b2bnlWhy use personas?
12. • Change misconceptions about buyer segments
• Effective marketing messages and programs
• Better engagement
• Insight in how to nurture your buyer
• Better marketing ROI
#b2bnlResults of using buyer personas
15. 1. Read everything they read
2. Attend seminars & monitor conference topics
3. Talk to the sales people
4. Use your website analytics
5. Conduct personal interviews
#b2bnlHow to gather the insights in 5 steps
16. • RSS feeds, Google Alerts
• Publications
• Newsletters
• Blogs/industry sites
#b2bnlStep 1: Read everything they read
17. • Listen to what they talk about
• Note the questions that are being asked
• Talk to people at the conference
• Learn the topics on the program
• Watch videos if you can’t attend
#b2bnlStep 2: Attend seminars and monitor conference
18. • Good sales people listen and know more
• Should know many details on the buyer
• Look at win/loss reports
• Warning: don’t count only on sales!!
#b2bnlStep 3:Talk to the sales people
19. • Google alerts, Twitter search, LinkedIn, etc.
• Conduct from time to time sentiment analysis
• Use analytics smartly to gather important data
#b2bnlStep 4: Listen online
20. • With customers, won/lost/prospects and suspects
• Minimum 12 to15 respondents for one persona
• Focus on the goals (next slide)
#b2bnlStep 5: Conduct interviews
21. • What things frustrate you the most?
• What makes good/bad working day?
• What will help you to do your job better?
• How are your work being measured?
• What keeps you awake at night?
• How do you buy?
#b2bnlGoal: Uncover attitudes & behavior
23. • Find patterns and clusters
• Add details from behavioural traits
• Selects details that stand out
• Give name and photo
• Introduce to your colleagues
#b2bnlDid it all? What’s next
24. 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.
#b2bnlNarrative example: Peter
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 papers.
26. 1. Focus the attention and budget to what matters- the buyer and his/her
needs
2. Visualise the buyer journey
3. Create a content map
4. Focus the development & design of marketing campaigns
5. Develop your content with buyer-dialogue in mind
#b2bnlHow B2B Marketers should use personas
28. • Add personal details but don’t go overboard
• Include goals for each persona
• Don’t develop too many buyer personas
• Personas only add value if you invest time to develop them properly
• Evolve the personas over time
• Personas are not the silver bullet, but extremely important to have
• Get the sales buy-in on the personas
#b2bnlHelpful tips
29. Poll
Wat is jouw grootste barrière om te starten met buyer persona’s?
#b2bnl
30. spotONvision masterclass
Woensdag 24 juni: Kunnen B2B-marketeers ROI aantonen?
spotONvision webinar (Engelstalig)
Vrijdag 10 juli: Buyer personas cross border
#b2bnlQ&A
31. #b2bnlWant more? Downloads are available
eBook on Content Marketing
www.spotonvision.com
ePocket buyer persona
www.spotonvision.com
32. Take your Content Marketing to the next level with our new book:
“Contentmarketing voor gevorderden”
Price: €20,-
Contact us to receive your copy
#b2bnlWant to know more?
33. www.spotonvision.com
#b2bnlThank you for your attention
@spotONvision
LinkedIn groups:
• Passion for B2B Marketing
• B2B Marketing Forum Benelux
Yvette Gietelink
yvette@spotonvision.com
@yvettegietelink
Christa Hemelaar
christa@spotonvision.com
@chemelaar