developing b-to-b marketing personas
DESCRIPTION
Convincing your organization to adopt persona-based marketing can be a challenge. In this presentation from the 2014 SiriusDecisions Summit, learn how to gain buy-in for personas and how to implement them. Includes results from the impact persona marketing has made on lsi.com to help bolster the case.TRANSCRIPT
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Personas In Action
Rachel Young Research Director
May 22, 2014
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Transformation Greg Thomas Content Strategist
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© 2014 SiriusDecisions. All Rights Reserved 3
Challenges
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© 2014 SiriusDecisions. All Rights Reserved 4
Challenges
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© 2014 SiriusDecisions. All Rights Reserved 5
Buy In
Challenges
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© 2014 SiriusDecisions. All Rights Reserved 6
?Challenges
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© 2014 SiriusDecisions. All Rights Reserved 7
Challenges
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© 2014 SiriusDecisions. All Rights Reserved 8
Buy In
Research Sample questions from Persona Interviews JOB ROLE • What is your job role? What are you responsible for?
• What initiatives are you currently working on? How will these change over the next 6-12 months?
• What are the current challenges you’re facing in your role? How will these change over the next 6-12 months?
o What keeps you up at night? BUYING CENTER and ROLE • Where and how does your company procure IT today? Do you expect this to change over the next 6-18 months? INFORMATION-GATHERING and INTERACTION PREFERENCES • What do you read? • How and when do you use the web?
• Do you visit specific sites? Search for information? • What sites do you visit regularly? (Examples, frequency)
• How do you search for information? (theme, keyword, etc.) Can you give some examples? o What search terms or methods do you use?
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© 2014 SiriusDecisions. All Rights Reserved 9
Buy In
Research
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© 2014 SiriusDecisions. All Rights Reserved 10
Buy In
Implement
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© 2014 SiriusDecisions. All Rights Reserved 11
Buy In
Implement
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© 2014 SiriusDecisions. All Rights Reserved 12
The Results Are In…
• 85% of visitors find what they need (up 47%)
• Over 115K syndicated blog views
• Page 1 results for most critical solutions