1. The document discusses buyer personas and how to develop them through research including reading materials buyers read, attending seminars, talking to salespeople, analyzing website usage, and conducting interviews.
2. Creating effective buyer personas involves clustering insights into profiles with details like goals and behaviors then using them to focus marketing efforts.
3. Properly developed and evolved buyer personas can help visualize buyer journeys, create relevant content, select channels, and measure marketing performance.
1. Buyer personas
Insights in your B2B buyer
Presented by:
Ingrid Archer
Managing Partner
@ingridarcher
ingrid@spotonvision.com
Your Host:
Charles van der Wal
Inbound Marketer
@charlesvdwal
charles@spotonvision.com
2nd September 2014
2. spotONvision B2B Marketing agency
The Buyer Content Marketing
Lead Management Marketing Automation
Our services
@ingridarcher
#b2bnl
3. Upcoming events
spotONvision masterclasses
24 September: Content marketing the next level
9 October: Starting with marketing automation
20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
Mark in your agenda:
B2B Marketing at the speed of light
6 November 2014
Eindhoven
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6. Poll
Maak je al gebruik van buyer persona’s?
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7. How do I reach my buyers?
How do I connect and engage with them?
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8. Who are my real buyers?
Strategic Buyer
Economic Buyer
User Buyer
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9. What is a Buyer Persona?
Segment of users that represent the needs of a larger
groups of customers, in terms of their goals and personal
characteristics
Persona is a concise description of a specific customer
type
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#b2bnl
10. Why use Personas?
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
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12. Results of using Buyer Personas
Change misconceptions about buyer segments
Effective marketing messages and programs
Better engagement
Insight in how to nurture your buyer
Better marketing ROI
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15. How to gather the insights in 5 steps
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
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17. Step 2: Attend seminars and monitor
conference topics
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
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18. Step 3: Talk to sales people
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!!
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19. Step 4: Listen online
Google alerts, Twitter search, LinkedIn, etc.
Conduct from time to time sentiment analysis
Use analytics smartly to gather important data
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#b2bnl
20. Step 5: Conduct Interviews
1. With customers, won/lost/prospects and suspects
2. Minimum 12 to15 respondents for one persona
3. Focus on the goals (next slide)
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#b2bnl
21. Goal: Uncover attitudes & behavior
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?
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#b2bnl
22.
23. Did it all? What’s next
Find patterns and clusters
Add details from behavioral traits
Selects details that stand out
Give name and photo
Introduce to your colleagues
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#b2bnl
24. Narrative example: Peter
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.
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 paper.
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25. “If you want to create change,
start small and do something
remarkable.”
Seth Godin
Will speak at the B2B Marketing Forum Nederland 2010
www.b2bmarketingforum.nl
26. How B2B Marketers should use personas?
1. Focus the attention and budget to what matters- the buyer and
his/her needs
2. Visualize 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
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#b2bnl
27. Choose persona
Determine
messaging
Relevant
Content
Select
channels
Measure
Implementing Personas
28. Add personal details but don’t go overboard
Include goals for each persona
Develop more than 1 persona
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
@ingridarcher
#b2bnl
29. Poll
Wat is jouw grootste barrière om te starten met
buyer persona’s?
@ingridarcher
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30. Want more? Downloads are available
eBook on Content Marketing
www.spotonvision.com
ePocket buyer persona’s
www.spotonvision.com
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31. Want to know more?
Take your Content Marketing to the next level with our new eBook:
“Contentmarketing voor gevorderden”
Price: €20,-
Contact us to receive your copy
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32. Q&A
spotONvision masterclasses
Wednesday 24 September: Content marketing the next level
Thursday 9 October: Starting with marketing automation
Thursday 20 November: Buyer personas: insights in the B2B buyer
Sign up for multiple masterclasses and receive a 20% discount!
@ingridarcher
#b2bnl
33. Need help?
www.spotonvision.com
@spotONvision
@b2bmktforum
@ingridarcher
LinkedIn groups:
B2B Marketing Forum &
Passion for B2B Marketing
http://www.youtube.com/user/spotONvision
@ingridarcher
#b2bnl