spotonfriday webinar | ken je koper: wat & hoe buyer persona's
TRANSCRIPT
#b2bnl
Insights in your B2B buyer
Buyer personas
Presented by:
Yvette [email protected]
@YvetteGietelink
Your host:
Christa [email protected]
@Chemelaar
spotONvision masterclass
24 Juni: Kunnen B2B-marketeers ROI aantonen?
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#b2bnlQuestions?
Segment of users that represent the needs of a larger group of
customers, in terms of their goals and personal characteristics
Persona is a concise description of a specific customer type
#b2bnlWhat is a buyer persona?
• 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
#b2bnlWhy use personas?
• Change misconceptions about buyer segments
• Effective marketing messages and programs
• Better engagement
• Insight in how to nurture your buyer
• Better marketing ROI
#b2bnlResults of using buyer personas
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
#b2bnlHow to gather the insights in 5 steps
• RSS feeds, Google Alerts
• Publications
• Newsletters
• Blogs/industry sites
#b2bnlStep 1: Read everything they read
• 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
#b2bnlStep 2: Attend seminars and monitor conference
• 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!!
#b2bnlStep 3: Talk to the sales people
• Google alerts, Twitter search, LinkedIn, etc.
• Conduct from time to time sentiment analysis
• Use analytics smartly to gather important data
#b2bnlStep 4: Listen online
• With customers, won/lost/prospects and suspects
• Minimum 12 to15 respondents for one persona
• Focus on the goals (next slide)
#b2bnlStep 5: Conduct interviews
• 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?
#b2bnlGoal: Uncover attitudes & behavior
• Find patterns and clusters
• Add details from behavioural traits
• Selects details that stand out
• Give name and photo
• Introduce to your colleagues
#b2bnlDid it all? What’s next
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.
#b2bnlNarrative example: Peter
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 papers.
1. Focus the attention and budget to what matters- the buyer and his/her
needs
2. Visualise 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
#b2bnlHow B2B Marketers should use personas
• Add personal details but don’t go overboard
• Include goals for each persona
• Don’t develop too many buyer personas
• 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
#b2bnlHelpful tips
spotONvision masterclass
Woensdag 24 juni: Kunnen B2B-marketeers ROI aantonen?
spotONvision webinar (Engelstalig)
Vrijdag 10 juli: Buyer personas cross border
#b2bnlQ&A
#b2bnlWant more? Downloads are available
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ePocket buyer persona
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#b2bnlThank you for your attention
@spotONvision
LinkedIn groups:
• Passion for B2B Marketing
• B2B Marketing Forum Benelux
Yvette Gietelink
@yvettegietelink
Christa Hemelaar
@chemelaar