Upstream Marketing - Build Buyer Personas for Better Marketing
Post on 13-Apr-2017
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Page 13
Two Parts of A Buyer PersonaCore Buyer Persona
• Information remains the same for all buying decisions
• Data from analysts, quantitative studies, online observation
• Demographic information- Job title- Company size- Industry- Education
• Job description• Top 5 priority initiatives
Product , Service or Solution Connection
• Information specific to a particular buying decision• Insights not obvious, source of competitive advantage• Discovery requires qualitative interviews
• Priority Initiative: buying triggers• Success Factors: why we win• Perceived Barriers: why we lose• Buying Process: which persons are
critical, resources buyers trust• Decision Criteria: capabilities buyers
consider most important
Source: Buyer Persona Institute
Page 16
5 Rings of Buying Insight
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
Reveals why some buyers make your solution category a strategic priority while others choose the status quo.
Reveals what buyers expect to change after implementing your solution, and why.
Reveals why some buyers wouldn’t perceive your company or solution as their best option.
Reveals which buyers are involved in the decision and what resources they trust to guide their decisions.
Reveals what criteria buyers use to evaluate and make a purchasing decision, and why.
Source: Buyer Persona Institute
Page 17 Source: Buyer Persona Institute
5 Insights Into A Buying Decision…
Priority Initiative
Success Factors
Perceived Barriers
Success Factors
Buyer’s Journey
Who triggers the search and why
What outcomes buyers expect, in their own wordsWhy this buyer wouldn’t make this decision or choose you
Which capabilities or attributes this buyer evaluates
Which buyers are involved and how they weigh options to choose one
Targeting and messaging for demand generation campaigns
The benefits you will emphasize to position your solutions as an exact fitWhat you will say and do to overcome barriers to consideration or purchase
How you will give buyers the useful information that helps them decide
How and when you will deliver your message and to which audiences
BUYERS TELL US SO YOU CAN CHOOSE
Page 19
Whoyou need to persuade within the buyer’s
organization
WhatInformation they need to make their purchasing
decision
WhenBuyers are
most likely to receptive to
your message
WhereTo reach
buyers with your marketing
content
HowTo create a persuasive content for purchasing
your solution
WhyYour marketing and sales plan
is the best course of action
Source: Buyer Persona Institute
Page 21
What Is the Value Proposition?
Buyer’s Top Priorities, Success Factors, Perceived Barriers Or Decision Criteria
Our Most Relevant Capabilities
Competitors’ Capacity To
Match Capability1 = Impossible2 = Difficult3 = Easy
Relative Importance To Buyer
1 = Critical2 = Important3 = Least Important
What control over opt-in experience, including content of first email
Works like other software, no training or HTML required
Automated response fully integrated with my CRM/web systems
We evaluate your prior opt-in policies, waive 2nd opt-in, plus you control initial emailText editing plus drag & drop works just like MS Office applications
Integrates with top 10 CRM and web platforms
2
3
2
3
1
2
Source: Buyer Persona Institute
Page 22
Choosing Content Strategy & Message
What you
want to say
What buyers want to
hearContentStrategy
Core MessageStrategy
Filter/ranked based on competitive differentiation• Importance to buyers
Source: Buyer Persona Institute
Page 23
Messaging Before And After Buyer Insights
Before:Provide east-to-use, enterprise-level protection that optimizes performance and system resources so small business can get up and running quickly.
Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources.
After:
Source: Buyer Persona Institute
Page 25
Insights Clarify Marketing InvestmentsStep Key
PersonasKey Ringsof Insight Resources
Consulted
Trigger
Research
Assess
Negotiate
Implement
Small biz owner
OfficeManager
OfficeManager
Small biz owner
OfficeManager
Lightweightoption, warranty
expiring
Battery lifeSize/Weight
Keyboard feelScreen Resolution
Cost trade-offsExtendedWarranty
Start-up timeTech Support
WSJ ArticleLinkedin Group
Online ReviewsBlog Posts
Apple StoreBest Buy
SupplierWebsites
CustomerNewsletter
User Community
ConvRate
75%
20%
80%
65%
40%
Sales &Marketing Assets
PR and social media
Use case studies,blogger outreach
POS displays,sales training
Comparison pages
Customer feedbackprogram
1 2 3 4 5 6
Source: Buyer Persona Institute
Page 26
Facebook's paid advertising now allows for an incredible amount of advanced targeting based on information like location, age, language spoken, education level and interests. Even with a small budget and as a new online store, you have access to very specific audience targeting.
Targeted Ads Are More Effective& Give A Better ROI
Page 34
What Trigger The Buyers’ Search
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
Source: Buyer Persona Institute
Page 35
Pain Points Are Reverse-Engineered
Try to find & persuade
buyers who have XYZ pain
Work with the product experts
Our product benefits buyers
who have XYZ painMake Stuff Up
about XYZ pain relief
We typically start here
Source: Buyer Persona Institute
Page 36
Ask The Buyer To Tell You Their Story
Take me back to the dayWhen you first started looking for a ___________ solution.
What happened?
Source: Buyer Persona Institute
Page 37
Success Factors Might Seem Obvious…
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
Source: Buyer Persona Institute
Page 38
Personas Need Details
No:Reduce costs
Yes:Reduce desktop support costs and make me look good to my boss
Source: Buyer Persona Institute
Page 39
Don’t Ignore The Negative Perceptions
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
Source: Buyer Persona Institute
Page 40
Addressing Objections
Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources.
Source: Buyer Persona Institute
Page 41
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
Where, Who & What Matters
Source: Buyer Persona Institute
Page 42
The Buyer’s Version, Not Yours
StepHow ManySolutionsEvaluated
KeyPersonas
Key Ringsof Insight
ResourcesConsulted
Trigger
Research
Assess
Negotiate
Implement
5
3
2
1
Small biz owner
OfficeManager
OfficeManager
Small biz owner
OfficeManager
Lightweightoption, warranty
expiring
Battery lifeSize/Weight
Keyboard feelScreen Resolution
Cost trade-offsExtendedWarranty
Start-up timeTech Support
WSJ ArticleLinkedin Group
Online ReviewsBlog Posts
Apple StoreBest Buy
SupplierWebsites
CustomerNewsletter
User Community
Source: Buyer Persona Institute
Page 43
PRIORITYINITIATIVES
SUCCESSFACTORS
PERCEIVEDBARRIERS
BUYER’SJOURNEY
DECISIONCRITERIA
How Buyers Compare Their Options
Source: Buyer Persona Institute
Page 44
Which Differences Matter to Buyers
Our Assessment Buyer AssessmentMarket leader
Ease-of-use
Scalability
IntegrationPricing
Source: Buyer Persona Institute
Page 45
StepHow ManySolutionsEvaluated
KeyPersonas
Key Ringsof Insight Content
Trigger
Research
Assess
Negotiate
Implement
5
3
2
1
Small biz owner
OfficeManager
OfficeManager
Small biz owner
OfficeManager
Lightweightoption, warranty
expiring
Battery lifeSize/Weight
Keyboard feelScreen Resolution
Cost trade-offsExtendedWarranty
Start-up timeTech Support
PR: story about product weight
Website: Comparisons of one model vs.
competition
In store offers
Offers(coupon, rebate?)
User community on siteHelp Tips
Map Content & Messages
Source: Buyer Persona Institute
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