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#b2bnl
Insights in your B2B buyer
Buyer personas
Presented by:
Yvette Gietelink
Yvette@spotonvision.com
@YvetteGietelink
Your host:
Christa Hemelaar
Christa@spotonvision.com
@Chemelaar
#b2bnl
spotONvision B2B marketing agency
Our services
spotONvision masterclass
24 Juni: Kunnen B2B-marketeers ROI aantonen?
Registreer vandaag nog
Download rapport
Kunnen B2B-Marketeers ROI aantonen?
#b2bnlUpcoming events
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Twitter hashtag #b2bnl
Twitter @spotonvision
#b2bnlQuestions?
Buyer personas
 What?
 Why?
 How?
Poll
Maak je al gebruik van buyer persona’s?
#b2bnl
#b2bnl
How do I reach my buyers?
How do I connect and engage with them?
#b2bnlWho are my real buyers?
Strategic buyer Economic buyerUser buyer
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?
• 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?
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
• 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
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
#b2bnlCreating a buyer persona
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
• RSS feeds, Google Alerts
• Publications
• Newsletters
• Blogs/industry sites
#b2bnlStep 1: Read everything they read
• 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
• 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
• Google alerts, Twitter search, LinkedIn, etc.
• Conduct from time to time sentiment analysis
• Use analytics smartly to gather important data
#b2bnlStep 4: Listen online
• With customers, won/lost/prospects and suspects
• Minimum 12 to15 respondents for one persona
• Focus on the goals (next slide)
#b2bnlStep 5: Conduct interviews
• 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
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
• 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
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.
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
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
#b2bnlImplementing Personas
• 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
Poll
Wat is jouw grootste barrière om te starten met buyer persona’s?
#b2bnl
spotONvision masterclass
Woensdag 24 juni: Kunnen B2B-marketeers ROI aantonen?
spotONvision webinar (Engelstalig)
Vrijdag 10 juli: Buyer personas cross border
#b2bnlQ&A
#b2bnlWant more? Downloads are available
eBook on Content Marketing
www.spotonvision.com
ePocket buyer persona
www.spotonvision.com
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?
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

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SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's

  • 1. #b2bnl Insights in your B2B buyer Buyer personas Presented by: Yvette Gietelink Yvette@spotonvision.com @YvetteGietelink Your host: Christa Hemelaar Christa@spotonvision.com @Chemelaar
  • 2. #b2bnl spotONvision B2B marketing agency Our services
  • 3. spotONvision masterclass 24 Juni: Kunnen B2B-marketeers ROI aantonen? Registreer vandaag nog Download rapport Kunnen B2B-Marketeers ROI aantonen? #b2bnlUpcoming events
  • 4. GoToWebinar: “Chat” or “Ask a question” or Twitter hashtag #b2bnl Twitter @spotonvision #b2bnlQuestions?
  • 6. Poll Maak je al gebruik van buyer persona’s? #b2bnl
  • 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