1 Welcome . 4 Steps to Adopting a Buyer-Centric Marketing Model Lauren Goldstein VP Strategic Planning Babcock & Jenkins
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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
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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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Step 1: Define Key Segments.
Influencers
Buyers
Researchers
Sellers
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 Map
Step 3
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Buyer’s Journey
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Content Strategy Roadmap
Step 4
Audit & Map Content, Define Gaps……….
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…Then Fill in Gaps….
Consider all your options: in-house, analysts,
publishers.
Use your internal gurus wisely – interviews, during
presentations or give them something to react to.
Plan and repurpose content and information you get
into multiple formats.
….And Atomize! (aka “Multi-Purpose”)
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In ActionContent Alignment Delivers Relevant Conversations!!
2121
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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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