4 Steps to a Buyer-Centric Marketing Model

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Welcome.4 Steps to Adopting a Buyer-Centric Marketing Model

Lauren GoldsteinVP Strategic PlanningBabcock & Jenkins

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What You’ll Learn in 35 Minutes

4• Why Audience Insight is Crucial• Knowing Your Buyer • Creating a Buyer’s Journey “Map”• Content Strategy/Roadmap

Lead Ahead!

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Why is Audience Insight Crucial?

“Let’s do an email campaign about our new widget that’s launching next quarter…”

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Yesterday’s Funnel

Source: Forrester Research, Inc

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5%

50%

Today’s Reality

Source: Forrester Research, Inc

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Past Approach• Product-centric view of marketing• 1-off product focus• No visibility into other solutions• Disparate web experiences• Bombarding customers; need more targeted

marketing (right message, right time, right channel)

New Approach• Customer-centric view of marketing• Inspire business growth through relevant

content and thought leadership• Solutions oriented• Easy access for customers to get relevant

information (solutions, training, content, events, etc)

Marketing Must Evolve to Meet Customer Needs

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Opportunity:Start with the customer!

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Knowing Your Buyer

Step 1: Defining SegmentsStep 2: Persona Development

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Quick Poll

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Step 1: Define Key Segments.

Influencers

Buyers

Researchers

Segment Coping With IT (BDM) Running IT (TDM)

Market Influence Look to more tech-savvy people for info and pass on basic info

Comfortable with own knowledge/ability to find info (often self-taught)

Market Size 80% 20%

Brand Sensitivity Prefers local partners, personalized service. Local seems simpler, more cost-effective. Needs to see value.

Brand is secondary. Wants an established partner/provider, but is more concerned with value than brand.

Technology Attitudes Respects that technology is necessary to empower business, but focus is on business initiatives, not technology.

Wants technology solutions to be robust and reliable, work with the investments he’s already made

How can we make them care about Qwest Business?

Why Qwest Business is simply the better value, local solution. Breadth of services, personalized knowledge to grow their business. Simply a better way to get things done.

Why Qwest Business can free up resources, with the greatest value for quality products and solutions, making them rock stars within their organizations.

What are key benefits they care about?

Value + Scalable Performance + Practicality (i.e. well-balanced bundles) Focus on the end.

High quality/high value solutions that integrate with what they have – and offer enhancements as they change and grow. Focus on the means.

Step 2: Behavioral Profile/Persona

Segment Coping With IT (BDM) Running IT (TDM)

Market Influence Look to more tech-savvy people for info and pass on basic info

Comfortable with own knowledge/ability to find info (often self-taught)

Market Size 80% 20%

Brand Sensitivity Prefers local partners, personalized service. Local seems simpler, more cost-effective. Needs to see value.

Brand is secondary. Wants an established partner/provider, but is more concerned with value than brand.

Technology Attitudes Respects that technology is necessary to empower business, but focus is on business initiatives, not technology.

Wants technology solutions to be robust and reliable, work with the investments he’s already made

How can we make them care about Qwest Business?

Why Qwest Business is simply the better value, local solution. Breadth of services, personalized knowledge to grow their business. Simply a better way to get things done.

Why Qwest Business can free up resources, with the greatest value for quality products and solutions, making them rock stars within their organizations.

What are key benefits they care about?

Value + Scalable Performance + Practicality (i.e. well-balanced bundles) Focus on the end.

High quality/high value solutions that integrate with what they have – and offer enhancements as they change and grow. Focus on the means.

Step 2: Behavioral Profile/Persona

Speak in THEIR Words!No Yes

Infrastructure OR Network or IT solutions/needs Voice and data solutions/needs

Feature-rich products Bundled services

Fortune 500 Business heritage

Optimize processes Reduce costs by being more productive

Scaling your business Stay focused on your business OR grow your business

Do your job from anywhere Do your job

Organization Business OR Company

Optimize business processes Automate repetitive tasks

Silos OR point solutions Unbundled solutions

Corporate OR Headquarters Company

IT department IT

Technology TCO Technology investment

Global teams OR Supply chain Employees, partners or vendors

Customized solutions Bundled solutions

Customized service Personalized service

Global presence Local presence

Technology solutions Business solutions

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Creating a Buyer’s Journey MapStep 3

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Buyer’s Journey

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Quick Poll

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Content Strategy Roadmap

Step 4

Audit & Map Content, Define Gaps……….

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…Then Fill in Gaps….

Plan and repurpose content and information you get

from them into multiple formats.

Use your SMEs wisely – interviews instead of

assignments/give them something to react to.

Consider purchasing content and asking

them to review it/provide a Point of View on camera.

….And Atomize! (aka “Multi-Purpose”)

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In ActionContent Alignment Delivers Relevant Conversations!!

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The Content Dictionary

Content StrategyContent UnitCustomer-Centric MarketingMulti-PurposingPersona

AtomizationAudit and MappingBuyer’s Journey Content AssetContent MarketingContent Strategy

www.LaurenOnDemand.comSearch: “Speak Content”

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Thank You!Lauren Goldstein

[email protected] @LaurenOnDemand

Blog www.LaurenOnDemand.com