buyer personas: the 5 insights every marketer needs to nail
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Buyer Personas: The Five Insights Every
Marketer Needs to Nail
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© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 2
Chat or Q/A
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Today’s Presenters
Adele Revella President, Buyer Persona
Institute
Atri Chatterjee CMO, Act-On Software
685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM
Buyer Personas: The Five Insights Every Marketer Needs to Nail
Adele Revella [email protected]
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 5
More than a story about the buyer . . .
a buyer persona is what the
buyer thinks about
doing business with you.
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 6
Buyer personas should clarify decisions
When
Sales people &
campaigns can engage
qualified buyers
How
To focus creative and
marketing efforts that
impact buyers’ choices
Who
Sales people & lead
generation campaigns
should target
What
To include in
messaging strategy &
marketing content
Buyer
Expert
Where
To prioritize marketing
investments
Why
Your strategy has the
highest potential to
achieve the goals
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 7
Buyer Personas Need Five Rings of Insight
©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 8
Two parts of a buyer persona
Core Buyer Persona
• Demographic information
- Job title
- Company size
- Industry
- Education
• Job description
• Top 5 priority initiatives
Product Persona Connection
• Priority Initiative: buying triggers
• Success Factors: why we win
• Perceived Barriers: why we lose
• Buying process: which personas are
critical, resources buyers trust
• Decision criteria: capabilities buyers
consider most important
©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 9
Here’s a typical buyer personas
Core Buyer Persona
• Demographic information
- Job title
- Company size
- Industry
- Education
• Job description
• Top 5 priority initiatives
Product Persona Connection
• Priority Initiative: buying triggers
• Success Factors: why we win
• Perceived Barriers: why we lose
• Buying process: which personas are
critical, resources buyers trust
• Decision criteria: capabilities buyers
consider most important
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 10
You want to hear the buyer’s story
Take me back to the day
when you first started looking
for a ________ solution.
What happened?
“ ,,
That need had to
have been there for
a while. What
happened to make
this a priority?
“
,,
PROBE
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 12
This is a conversation
So what did you do first to
identify your options? “ ,,
You mentioned
that you visited
several websites.
What questions did
you find answered
there?
“
,,
PROBE
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 14
Recent buyers will talk to you when you . . .
• Are not in sales
• Have an agenda, not a script
• Don’t talk about your solutions
• Ask interesting questions
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 15
How to get interviews
Recent wins/losses
Lists
Conference Recruiters
Find buyers
The goal is insight
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 17
The better the understanding . . .
the more different than
our previous thinking . . .
the more dramatic the insight.
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 18
Clarify your unique value proposition
What aspect of ease-of-use
was most critical?
“
,,
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 19
Messaging before and after buyer insights
AFTER
Increase productivity
with the security
software that won’t
slow you down, get
in your way, or
swallow up system
resources.
BEFORE
. . . provides easy-to-
use, enterprise-
level protection that
optimizes
performance and
system resources
so small companies
can get up and
running quickly.
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 20
Buying
Process
Step
Key
Personas
Conv
Rate
Key
Decision
Criteria
Resources
Buyers
Consult
Sales &
Marketing Assets
Trigger Small biz owner 75% Lightweight,
Brand name
WSJ article,
LinkedIn group PR and social media
Research Office Manager 20% Battery life
Size/Weight
Online reviews
Blog posts
Use case stories,
blogger outreach
Assess Office Manager 80% Keyboard feel
Screen Resolution
Apple Store,
Best Buy
POS displays,
sales training
Negotiate Small biz owner 65% Cost trade-offs
Extended warranty Supplier websites Comparison pages
Implement Office Manager 40% Start-up time
Tech Support Using experience
Customer feedback
program
Insights clarify marketing investments
1 2 3 4 5 6
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Sales people need these insights
Who will agree to meet and how to get that meeting
Positives to emphasize, objections to overcome
What buyers say about each competitor
Which buyers are critical at each buying process step
How sales tools are targeted for distinct buyer types
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Does this describe you?
Natural for buyer expert role
Life-long learner
Curious Extroverted
Works well with
Sales
Influencer
Confident
Empathetic
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The only people who achieve much
are those who want knowledge
so badly that they seek it while the
conditions are still unfavorable.
Favorable conditions never come.
C.S. Lewis
“
,,
© 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 24
Resources at www.buyerpersona.com
• Read e-book
• Download templates
• Subscribe to blog
• Follow me on Twitter
@buyerpersona
• Take a workshop
Within 24 hours: You will receive an email with the webinar
recording and the slides
Next Steps
Join our Weekly Demo (Tues. 10am PT)
Schedule a 1:1 Live Demo sales hotline at: 1 (877) 530-1555
email us: [email protected]
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