Persona Based Marketing

Mickey AlonSeptember 4, 2013

PERSONA BASED MARKETING

What is Persona-Based Marketing?

Persona-Based Marketing helps you identify, attract, educate and support the decision process of key stakeholders in your target accounts

“With the right level of research you can focus on buyer stories versus business jargon to fulfill buyer goals and help buyers to see clear path-to-purchase.” - Tony Zambito

Why Use PBM?

1. The B2B sales cycle is typically long and involves

multiple decision makers

2. Different decision makers each have their own goals

and requirements

The sales cycle has increased by 22% over the past 5 years due to more decision

makers involved in the buying process. (Source: Sirius Decisions)

Nearly 2/3 of B2B marketers identified engaging key decision makers as their top

challenge. (Source: Forrester Research)

Why Is it So Powerful?

• Identifying and engaging target personas helps create a

personalized content strategy

• It focuses on the people taking (various) decisions in the

process (not just the final decision)

• Personalized content

• Attracts more of the prospects that matter

• Converts better

“75% of executives will read unsolicited marketing that contain ideas that might be relevant to their business such as success stories, research reports, and webinar invitations”. (Source: ITSMA)

PBM and Account-Based Marketing

• Account-Based Marketing means focusing your

efforts on the accounts most likely to generate

revenue** Typical Account Attributes: Industry, size, location, behavior,

product interest

• Persona-Based Marketing takes this one step

further by focusing on key personas in key

accounts or key account types

ABM + PBM Dicovery

Creating a Personalized Customer Journey

STAGES

Target Customer/Persona JourneyLOB IT / CIO / CTO

Finance

Awareness- Hear about BJ- Initial Examination(is this right for us)- Why we should use

Educational- What is it?- How exactly does it help us?- Do my peers use it and which ones

Try It (free trial)

If Interested

Registration / Commitment If Interested move to IT

Educational- What is BJ?- Comparison ot Options (other vendors)- Is this a good fit for us?

Try It (Large

Organizations)

Registration / Commitment

BlueJeans SalesBJ Sales

BlueJeans SalesAlternativesROI

Commitment/Negotiations

BlueJeans SalesWon - Sale

STAGES

Digital Body Language in JourneyLOB IT / CIO / CTO

Finance

Awareness-Search terms: Video interview, online training, etc.-Intro pages-1 or 2nd visit

Educational•LOB specific ST’s•Advanced Ref/Source•Advanced pages or visit > 2

Try It (free trial)

If Interested

Registration / Commitment If Interested move to IT

Educational•1st or 2nd visit to page on integration, features•Previous company visits•LOB contact in CRM

Requests for Demo

Registration / Commitment

BlueJeans SalesBlueJeans Sales

BlueJeans Sales

Check Alt. / ROI•ROI pages/searches•CRM data•Specific pages•Time in process

Commitment/Negotiations

BlueJeans SalesWon - Sale

STAGES

Required Content

LOB IT / CIO / CTO

Finance

Awareness-LOB Intro Video-LOB Value point PDF

Educational-Industry Case study/ white papers-Technical advantages

• Vertical Trial Now offer

• Value Video

If Interested

Registration / Commitment If Interested move to IT

EducationalList of Features

Comparison with other vendors

• Technical Trial Now offer

• Tech value points

Registration / Commitment

BlueJeans SalesBlueJeans Sales

BlueJeans Sales

• ROI Calc• Competitive/

Comparison

Commitment/Negotiations

BlueJeans SalesWon - Sale

Methodology

5 Steps to take an PBM Approach

Step 1 - Identify Personas

Identify personas and their journey, identify account decision journey

•What type and size of company do they work in?•What is their typical background in terms of education and hobbies?•What are their top goals and challenges?•From where to they get content?•What are their assumed content preferences?

Step 2 - MAP the CDJ

Each persona plays a different role in the sales process

CEO may initiate process

Service Manager / Director of IT are responsible for technical assessment

Gain insights on the actual buying process with your sales team or customers

Step 3 - Map Your Content

• Map assets and discover who consumes them

• Analyze target persona / account behaviors

• Find content attracting accounts and personas

• Content automation

• A/B testing

• Auto-Tune

Step 4 - Target & Engage

Speed and Relevancy• Relevant, engaging and compelling content is the main

ingredient for content success. (B2B Content Marketing Report 2013)

• 82% of prospects value content targeted to their specific industry and 67% find content targeted to their job function valuable. (Marketing Sherpa)

Know the right content to use and right time to execute

Keeping sales in the loop for quick response & feedback

Real-time personalization (prospects onsite and attentive)

Step 45– Analyze and Optimize

Fit campaigns to different personas

• Test and improve

• Use data for outbound marketing

• Share results with sales and get their input to

optimize even faster

Optimize the Digital Loop

Optimize the Digital Loop

New Trends in ABM

• Companies extending reach to top funnel to engage

target accounts earlier in the sales process

• Increased focus on Persona-based Marketing to

engage key decision makers

• Leveraging existing accounts for advocacy

• Content Automation and Learning

@Insighteramickey.alon@insightera.comwww.insightera.com

Thank You