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The Persona approach to demand generation
B2B Marketing Forum, 15 MarchSabine Besselink
Partner Marketing & Communications
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Why a persona approach
• Dun & Bradstreet was typically very product driven
• Marketing was mainly active in the last 2 stages of the buying cycle: ‘compare and buy’
• Sales were focusing on product features & benefits instead of customer pain points
Who do we have in the audience?
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About the CMO
Who has been in his job
for more than 2 years?
Who spends most of his
time in meetings?
The Typical CMO
• Has been in his or her
current job for 2 or
more years
• Reports directly to
the CEO
• Works in a major city
• Spends the majority
of time attending
meetings
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About the CMO Can all the women CMOs raise
their hands?
And now the men?
Everybody between 20-35
raise your hand
Everybody between 35-50?
Everybody over 50?
Demographics:
The Typical CMO
• Gender: 70-80% male
• Age: 35-54
• Income: >230.000 EUR
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About the CMO
The Typical CMO
• Has been in his or her
current job for 2 or
more years
• Reports directly to
the CEO
• Works in a major city
• Spends the majority
of time attending
meetingsEducation:
• Business
• Communications
Also known as:
• SVP Marketing, Marketing
& Communications
• Sales & Marketing Director
• Marketing Director
• Communications Director
• Marketing Manager
Demographics:
• Gender: 70-80% male
• Age: 35-54
• Income: >230.000 EUR
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The basics of a Persona program
• Understand the person you are selling to
• Understand their key challenges and opportunities
• Map these to the capabilities of your organization
• Understand how they are influenced
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Illustrating the Persona program:
The CMO Challenges & Opportunities
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Illustrating the Persona program:
Mapping the challenges to capabilities
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Understanding the Persona’s influencers
Associations Events
Publications Industry voices
The Buying Cycle
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Dun & Bradstreet’s view of the buying cycle
Learn
Solve
Compare
Buy
‘I am struggling to get high
conversion. What are others doing?’
‘I am looking for the best solution
to increase my conversion’
‘Which vendor can help me with
this solution?’
‘Which product from this
vendor fits my needs?’
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Mapping persona content to the buying cycle
Learn
Solve
Compare
Buy
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Buying Agenda 1: Increase Your Campaign Effectiveness with D&B
Use case: Integrate D&B data and capabilities into your marketing automation processes
Target Audience: Strategic and Commercial accounts with automation systems who are not
currently D&B customers for our S&MS and analytics solutions
Message: “See your customers clearly, know when something changes, take action
with intelligence”
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• Direct Sales Enablement Model
• Digital
• Events
• Analysts/Influencers
• Verticals/Partners
• Others
Potential Channels: Potential Assets:
• Whitepapers
• Customer References
• Value Stories
• Blogs
• Videos
• Webinars
• Others/Infographics
BUYING AGENDA 1
USE CASE
TARGET AUDIENCE
MESSAGE
Activation of the message: CMO Program structure Overview (illustrative)
Sales enablement
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Sales enablement is an essential part of the program
Sales support materials
• ROI tools (e.g. based on Gartner & Forrester research)
• Persona lead Customer Presentations
• Vertical Customer presentations and fact sheets
• Training Videos (interviews with D&B Executives)
Sales training program
• Multi phased approach
• Metrics important
Organizing around the persona’s
Organizing around Persona
CMO
Customer
Solutions
Content
Digital
Analytics
PR
Chief
marketing
Officer
Chief
Finance
Officer
Chief
Purchasing
Officer
Chief
Complaince
Officer
Chief Data
Officer
CMO
related
Content
CMO
Digital
CMO
analytics
CMO PR
Cross functional Tiger
teams
