bringing b2b research to life

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Who says B2B is boring and emotionless? Bringing B2B Research to Life

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B2B research has an unfounded reputation for being dull and limited in scope. Using meta analysis, an understanding of human behavior, and a little creativity, Freeman created a persona archetype spectrum of its most important customer audiences. This knowledge has been used to design emotionally-engaging event spaces that powerfully tell brand stories.

TRANSCRIPT

Page 1: Bringing B2B Research to Life

Who says B2B is boring and emotionless?

Bringing B2B Research to Life

Page 2: Bringing B2B Research to Life

Is B2B research boring?

Page 3: Bringing B2B Research to Life
Page 4: Bringing B2B Research to Life

Freeman is the leading provider of face-to-face event

marketing services

Page 5: Bringing B2B Research to Life

The Players

ExhibitorsAttendees

SHOW ORGANIZER

Grow the Show!

Page 6: Bringing B2B Research to Life

The Players

ExhibitorsAttendees

SHOW ORGANIZER

Grow the Show!

Show organizers are Freeman customers who want to grow the

event–have more attendees and exhibitors come

Page 7: Bringing B2B Research to Life

My Charge

• Use segmentation research to

get more people to events

• Interest in meta research of

existing segmentations

The Situation

My Problem

• Little money for meta research

• Small sample

Page 8: Bringing B2B Research to Life

How to make B2B unboring

Step 2:Work with what

you’ve got

Page 9: Bringing B2B Research to Life

Step 1: Get Creative

Page 10: Bringing B2B Research to Life

Step 1: Get Creative

Look outside your category for inspiration

Page 11: Bringing B2B Research to Life

Classical Archetypes

LEAVING

A MARK

NO MAN

AN ISLAND

YEARNING

FOR PARADISE

PROVIDING

STRUCTURE

The

Explorer

The

Innocent

The

Sage

The

Ruler

The

Creator The

Care

Giver

The

Jester

The

Lover

The

Regular

Guy

The

Hero The

Outlaw

The

Magician

Page 12: Bringing B2B Research to Life

Step 2: Work with what you’ve got

Page 13: Bringing B2B Research to Life

Existing Data

• 13 different events

• 5,500+ quant responses, 200+ IDIs

What did I have?

Amazing Supplier Partner!

• Standpoint Group

Internal Company Knowledge

• Freeman customer segmentation

• Access to “Freeman smart people”

Page 14: Bringing B2B Research to Life

What did I do with it?

Standpoint meta analysis

• Psychographic scale questions

• Cluster analysis

How much art?

• Exhibitor archetype challenges

• Freeman customer segmentation

• Tap into “inherent knowledge”

Page 15: Bringing B2B Research to Life

DESIRE TO

LEAVE A MARK

FOCUS IS

ELSEWHERE

PROVIDING

STRUCTURE

The

Reluctant

Attendee

Vacation-

Focused

The

Phantom

Exhibitor

The

AcademicThe

Regular

Guy/Gal

The

Protégé

The Trend-SettingLeader

The Up

& Comer

The

Mentor

Attendee Archetypes

Page 16: Bringing B2B Research to Life

No-nonsense

leader wanting

trends

• Established career

Growth-oriented

leader inspired by

events

• Hungry, passionate

Empathetic leader

enjoys mentoring

• Networking, sharing

DESIRE TO LEAVE A MARK

The Trend-SettingLeader

The Up

& Comer

The

Mentor

Attendee Archetypes

Page 17: Bringing B2B Research to Life

Contributor

looking to learn

• Appreciates a mentor

Hard worker

improving job

performance

• Hands-on, product

demos

Academic, often

politically involved

• Colleague socializing

PROVIDING STRUCTURE

The

Academic

The

Regular

Guy/Gal

The

Protégé

Attendee Archetypes

Page 18: Bringing B2B Research to Life

Combine the event

with a vacation

• Attractive location

Attends because

they HAVE to

• Less interested in

participating

Attends to sell

own services

• Networking,

competitive intel

FOCUS IS ELSEWHERE

The

Reluctant

Attendee

Vacation-

Focused

The

Phantom

Exhibitor

Attendee Archetypes

Page 19: Bringing B2B Research to Life

BRAND

BUILDERS

SALES

BUILDERS

The

Recruiter

TheSpecialty

Player

The

Coat-

Tailer

The Anchor

The SilentLeader

The

Defender

Need

for ScaleThe

International

Exhibitor Archetypes

Page 20: Bringing B2B Research to Life

Familiar

company,

large footprint

• Supports the

event

Respected

company, not

in limelight

• Partners with

event organizer

Mid-sized, keep

up with

competitors

Non-U.S.

company,

growing

• Less familiar with

situation

BRAND BUILDERS

The Anchor

The SilentLeader

The

Defender

TheInternational

Exhibitor Archetypes

• Obligated to

attend

Page 21: Bringing B2B Research to Life

Small company,

aggressive

growth

• Sells to survive

Target a

subsection of

attendees

• Specialty products

to generalists

Identify hard-

to-find talent

• Talent (doctors,

technical)

Sell unrelated

products to

attendees

• Consumer products

SALES BUILDERS

The

Recruiter

TheSpecialty

Player

The

Coat-

Tailer

Need

for Scale

Exhibitor Archetypes

Page 22: Bringing B2B Research to Life

Step 3: Watch and improve

Page 23: Bringing B2B Research to Life

Are we right?

Watch Behavior

• Success = Engaging Experiences

• Examples of engagement at events

Ask the front line

• Account Managers, Sales, Operations

Ask the customer

• Does this make sense?

Page 24: Bringing B2B Research to Life

Trend-Setting Leader attendees

networking at their level The Trend-SettingLeader

Page 25: Bringing B2B Research to Life

Up & Comer attendees connecting

with career leadersThe Up

& Comer

Page 26: Bringing B2B Research to Life

Protégés and Mentors connecting

in their specialty The

Protégé

The

Mentor

Page 27: Bringing B2B Research to Life

Ultimate hands-on demos for

the Regular Guy attendeeThe

Regular

Guy

Page 28: Bringing B2B Research to Life

Anchor exhibitor communicating their

brand messageThe

Anchor

Page 29: Bringing B2B Research to Life

High-traffic location is engaging for Recruiter exhibitors The

Recruiter

Page 30: Bringing B2B Research to Life

Is clustering International exhibitors together engaging?The

International

Page 31: Bringing B2B Research to Life

The Wrap Up

Page 32: Bringing B2B Research to Life

Make YOUR research unboring

CreativityWhat outside categories could you look to?

Watch and improve

What response do you see? What validates? How can you improve?

Work with what you’ve got

What data, company knowledge, and partnerships can you leverage?

Page 33: Bringing B2B Research to Life

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PC Mag

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Mixify

Zing Revolution

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Images

Page 34: Bringing B2B Research to Life

Don’t be a stranger!

@InsightsChick

Loretta Hudelot

[email protected]

214-445-1292