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Optimizing Engagement with Persona-Based Marketing

Elle Woulfe

Director of Demand Gen, Lattice Engines

Gratuitous use of a cute kid in my presentation or highly relevant visual?

@ellehwoulfe

ELLEWOULFE

1 Putting the Person in Personas

2 The Persona Venn Diagram

3 Relevancy Breeds Engagement

4 Mistakes I Made For You

5 Five Hacks

AGENDA

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Putting the Person in Personas

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Some of us sell to businesses…

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But we all market to people.

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Buyers are People.

We have hobbies. We have families. We have personalities. We laugh. We joke. We are human.

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So Why Does That Get Lost?

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Just Your Typical HR Team…

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Think again.

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Your fairytale…

My nightmare.

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B2B Doesn’t Have to Be Boring.

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2 Why Personas Matter

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Two Buyers - One Goal

I hope we hit our opportunity target this

quarter.

Jenna Keegan

Marketing Ops Manager

Elle Woulfe

Director of Demand Gen

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The “Purchase”

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Very Different Buying Considerations

Will this make my

life harder?

Will this keep sales

off my back?

Key Initiatives:

Success

Factors:

Perceived

Barriers:

Buyer’s

Journey:

Decision

Criteria:

Optimization & EfficiencyEase of ImplementationTime, Complexity, IntegrationDocumentation, DemosWill it really work?

Alignment & Volume

Increased Conversion

Change Management & Adoption Peers, References, Research How soon will it make an impact?

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The “Committee Chairman”

How much does it cost?

Will we crush the competition?

Will it make me look good?

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Never underestimate the power of a committee member.

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3 Make it Relevant

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Find the Sweet SpotWill this make us

look smart?

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For Marketers

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For Sales

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Persona Based PositioningCMO:The New Technology Every B2B Marketing Exec Must Have

Marketing Ops:Why You Need Predictive Analytics in Your Marketing Technology Stack

Demand Gen:The Must-Have Demand Technology to Crush Conversion Rates

Sales:How the Best Sales Teams Predict Their Next Customer & Win More Deals

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TOFU Default Personas

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When in Doubt… Be Funny

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Find & Exploit the Universal Motivators…

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4 Mistakes I Made For You

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Just Don’t Fall in Love

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Sometimes Channel = Persona

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5 Hacks, Tips & Ideas

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1. Always validate your assumptions

2. Don’t try to fake it

3. Don’t assume you know it all

4. Resist the urge to over-engineer

5. Revisit regularly

5 Tips for Maintaining Personas

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1 Remember the Venn diagram

2 A single data point isn’t a trend

3 Death by a thousand paper cuts still hurts

4 Don’t let vanity guide you

5 Your job is to help sales sell

5 Hacks & Lessons

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THANK YOU!