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MARKETINGFUNDAMENTALS
WEBINAR SERIES
Building PersonasPRESENTED BY: Jenn Bader and Kristin Foster
Marketing Fundamentals: Act-On Webinar Series
Build Engagement and RevenueAligning key objectives to the customer journey
Building PersonasUnderstanding the who, what, why and when of personas
Content StrategyDeveloping a content strategy that supports targeted personas
Results-Based Outcomes and KPIsCreating measurable objectives that make a true impact. 01
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BUILD ENGAGEMENT & DRIVE REVENUE
Platform
Marketing Automation: Where to Begin
Marketing Automation Strategy
● Attract and capture ● Build stronger engagements
● Ensure alignment between sales and marketing
● Track & measure campaign metrics
Strategic Marketing Roadmap
1. Company’s Strategic Initiatives
2. Marketing Measurable Objectives
3. Buyer Decision Making Journey
4. Target Persona Development
5. Content Strategy
Why Personas Matter: They Get Results
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Who You Sell toThe Companies in Your Sweet Spot
Who you serve best:
• Priority: Small emerging growth companies, aggressive, $5‒20 million
• Secondary: Mid-sized companies, $20‒500 million
• Tertiary: Departments/divisions of large enterprise/Fortune 500 companies (e.g., Xerox, Progressive, Avery Dennison) $1 billion+ ; Companies that have demonstrated technological sophistication, such as using CRM, etc.
Who you say No to:
• Micro-businesses < $5 mill, and/or companies whose marketing is more casual, bordering on the amateur
Define Your Target Market
Sales Productivity
New Customer Welcome
Funnel Stage Nurturing
EventPromotion
Transactional Email
Speak to a Defined Audience
The Challenge
● What problem does this person have that will cause them to need you?
The Value Proposition
● What value (solution) do I provide to their problems
The Benefit● Why am I their best option?
B2B
B2C
The 3 Most Important Questions
B2B: Define Target Market & Personas
Persona SegmentVertical
Technology
Data Storage
CTO/CIO
DB Admin
Purchasing Agent IOT
Embedded Software
Though we are developing mass communications, the goal
is to engage in “person to person” marketing and
communication.
Defining the audience by who they are, and the specific
interests and challenges that they have, is critical to success.
Persona Development Outline
B2C: Define Target Market & Personas
Persona SegmentVertical
Financial Services
Home Loans
First Time
2nd Home
Investment TBD
TBD
Though we are developing mass communications, the goal
is to engage in “person to person” marketing and
communication.
Defining the audience by who they are, and the specific
interests and challenges that they have, is critical to success.
Persona Development Outline
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Key To Success: Right Person, Right Message, Right Time
PERSONA WORKSHEET
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The CMO: Drew48, married, two kids. 25 years’ exp. MBA, Business. Started out in product marketing. Reports to the CEO and Board.
Responsible for, judged by:
• Brand awareness, press
• Demand / leads, revenue
• Retention / numbers
• Product, go-to-market / launches
What keeps him up at night?
• Team development and performance
• Proof of contribution to revenue
• Marketing getting respect inside company, board
Emotional/professional drives:
• Respect inside company and in industry
• Be seen as successful change agent
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Titles for this personacould include:
Reads:
WSJ, NYT; business: eWeek, trade pubs like AdAge, DGR,
B2B Marketer, MarketingProfs; Analysts: Forrester, Gartner.
The Economist. Mostly online, some paper (WSJ)
Challenges:
Recruit and manage talented people. Stay ahead; build
cross-department partnerships, negotiate politics.
Purchases:
Find products online. See who gets funding. Trust reviews,
peers, use cases, references
Red flags:
Vague brands, buzzwords, pushy salespeople
CMO, VP of Marketing,VP of Demand Gen, VP ofMarketing Technology, VP of Integrated Marketing, VP of Marketing Ops
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Tell your story to Drew
Channels:
• Referrals, references
• Reviews, peer groups
• Major trade and tech pubs, business media, analysts.
• Use cases, case studies (especially in vertical)
Messaging:
•Proven to raise team performance
•Prove department’s value with attributed revenue
•Fast implementation, minimal downtime
•Act-On solid, funded; means dependable
•Integrate your chosen tools; superb CRM
•Proven low-risk; will not hurt team performance
•No IT reliance
•Dependable support for training and rough patches
The decider. Drew prefers to make decisions in
concert with feedback from his team, and consult
with peers.
SEO Watchword/s
Content Inventory Worksheet
Sales-Ready Lead Handoff
Sales Productivity
New Customer Welcome
EventPromotion
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Customers
Sales Team
Third Party Partners
• Qualitative Buyer Research
• In-person User Groups• Quantitative Surveys
• Buyer Insights • Buying Cycle Process• Buying Process
Behavior
• Research Firms • Industry Trade Sites • Associations
Data Collection: The Where and What of Creating Personas
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Data Collection: Bridging the Gap Between Marketing & Sales
Buying Cycle Mapping
Lead Conversion Behavior
Buying Process Behavior
Purchase Decision Behavior
Defined Markets
Audience Behavior
Lead Behavior
Buying Process Behavior
Content Behavior
Qualitative Research
Buyer Persona Development
Buyer Insight Analysis
Joint Strategy Marketing & Sales Alignment
Marketing Sales Buyer Insights
By understanding our audience, it becomes very
easy to anticipate behaviors and prepare automated
marketing programs.
Connecting the Dots: Great personas lead to successful campaigns
Sales-Ready Lead Handoff
Sales Productivity
New Customer Welcome
EventPromotion
Create a master list• Based on Persona Development • Segments are used to trigger specific email nurture
programs or to exit people
Profile Development • Status (customer vs. prospect), title, industry,
product/interest, geo • Behavioral (Engagement): Top/Middle/Bottom of
funnel, visited a pricing page, viewed but did not submit contact form, downloaded advanced content
Persona Development/Segmentation Outline
Prospect Title
VP ChannelIndustry
High Tech
IOT Interest
Channel Strategy
Engagement ment
Top
Middle
BottomCaaS
Channel ManagementData Storage
Sr. Manager
(Influencer)Customer
Status Profile Behavior
BREAKING DOWN THE FUNNEL
Strategic Marketing Roadmap
AWARENESS INTEREST CONSIDERATION CLOSE ONBOARD SUPPORT LOYALTY
Pain Points/Challenges Persuade Aid in
evaluation
Provide critical info, address risks, close
Welcome!Address
risks/delays
Prevent disruption
/churn
Deep engagement
Financial Growth Customer Retention & GrowthAcquisition & Engagement
Sales conversation
Post sales conversation (Sales, Marketing, Support)Marketing conversation
PERSONA A PERSONA B PERSONA C
MARKETINGFUNDAMENTALS
WEBINAR SERIES
Content StrategyThursday, October 24th