Wat & hoe buyer persona's

Buyer personasInsights in your B2B buyer

Your Host:Charles van der WalInbound Marketer@charlesvdwalcharles@spotonvision.com

Presented by:Ingrid ArcherManaging Partner@ingridarcheringrid@spotonvision.com

2nd September 2014

The Buyer Content Marketing

Lead Management Marketing Automation

Our services

spotONvision B2B Marketing agency

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Upcoming events

spotONvision masterclasses24 September: Content marketing the next level9 October: Starting with marketing automation

20 November: Buyer personas: insights in the B2B buyer

Mark in your agenda:B2B Marketing at the speed of light

6 November 2014Eindhoven

Sign up for multiple masterclasses and receive a 20% discount!

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Questions?

GoToWebinar: “Chat” or “Ask a question”

or

Twitter hashtag #b2bnl Twitter: @spotonvision

Buyer personas

What?

Why?

How?

PollMaak je al gebruik van buyer persona’s?

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How do I reach my buyers?How do I connect and engage with them?

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Who are my real buyers?

Strategic Buyer

Economic Buyer

User Buyer

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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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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

Why use Personas?

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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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Creating a Buyer Persona

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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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RSS feeds, Google Alerts

Publications

Newsletters

Blogs/industry sites

Step 1: Read everything they read

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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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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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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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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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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?

Goal: Uncover attitudes & behavior

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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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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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“If you want to create change, start small and do something remarkable.”

Seth Godin

Will speak at the B2B Marketing Forum Nederland 2010www.b2bmarketingforum.nl

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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Choose persona Determine messaging Relevant Content Select channels Measure

Implementing Personas

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

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PollWat is jouw grootste barrière om te starten met

buyer persona’s?

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Want more? Downloads are available

eBook on Content Marketingwww.spotonvision.com

ePocket buyer persona’s www.spotonvision.com

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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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Q&A

spotONvision masterclasses

Wednesday 24 September: Content marketing the next levelThursday 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

Need help?www.spotonvision.com

@spotONvision@b2bmktforum@ingridarcher

LinkedIn groups: B2B Marketing Forum & Passion for B2B Marketing

http://www.youtube.com/user/spotONvision

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