dgr sps16 the-mxgroup-finaldeck

#SPS16

SPONSORED BY:

Personas,Journeys&ContentMaps:3KeystoFillingYour2017Pipeline

withQualityLeads

#SPS16

FollowThisWebinarOnTwitter

#SPS16DemandGenReport:@DG_Report

AndrewGaffney:@agaffneyTheMx Group:@MxGroupTimCook:@MxGroup

#SPS16

AboutDemandGenReport• Trackingstrategies&solutionsinlead

generation&marketingtechsince2007

• Dailynewsandanalysis,specialreports,originalresearchandliveevents

• Newsletterreaches40,000readers

• Additionalresourcesat:demandgenreport.com/resources

@DG_Reporthttp://linkd.in/DG_Specialists

#SPS16

JoinTheConversation

Submityourquestionshere

Downloadtoday’sresources

Jointheconversation#SPS16

#SPS16

HowAreWeDoing?

#SPS16

• Shareonsocialusingthehashtag#SPS16• Referacolleaguetoattend• Submitquestions&answerpollsduringthewebinar• Takeourpost-webinarsurvey• BONUS– Attendall#SPS16sessionslive

ParticipateToBetterYourOdds

#SPS16

FeaturedSpeakersMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

TimCookVicePresidentofClientServices&Partner

TheMx Group

@MxGroup

Tim [email protected] | 630-230-2537

The Mx Group | TheMxGroup.comB2B Digital & Demand Generation Agency© 2016 The Mx Group

How your customer buys has changed.

Source: CEB



How marketing contributes to sales has changed.

Source: SiriusDecisions



Marketing Technology

Source: chiefmartec.com



More Segments +More Frequency +More Communication +More Ways =



Use the polling feature to respond.



Buyer PersonasBuyer Journeys

Content Mapping



Buyer PersonasBuilt from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words

reveal the attitudes, concerns and decision criteria you need to address to win their business.



Buyer PersonasBuilt from interviews with real buyers, a buyer persona

tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words




Buyer PersonasBuilt from interviews with real buyers, a buyer persona

tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words reveal the attitudes, concerns and decision criteria you

need to address to win their business.



Buyer PersonasBuilt from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words




So, some more about me …

So, what do you think about me?

Let’s get engaged!



Use the polling feature to respond.



Where will you get the biggest bang for your marketing buck?• Aligned with Sales targets & goals• Sales readiness• Marketing readiness• Tactical readiness

Prioritizing Segments



Prioritizing: Alignment & Discipline

SiriusDecisions empowers the world’s leading marketing, product and sales leaders to make better decisions, execute with precision

and accelerate growth



Defining Persona Segments



• 5–10 1:1 interviews per meaningful persona segment• Combination of Won, Lost and “Raw”• Consider third-party interviewers: leads to candor• Avoid the brand / product pitfall — this is buy cycle

insight

Getting Ready for Research



Five Rings of Insight™



• Priority Initiatives: What causes certain buyers to invest in solutions like yours, and what is different about buyers who are satisfied with the status quo?

• Success Factors: What operational or personal results does your buyer persona expect to achieve by purchasing this solution?

• Perceived Barriers: What concerns cause your buyer to believe that your solution or company is not their best option?

• Buying Process: Sometimes known as the buyer’s journey, this insight reveals details about the steps your buyer takes to evaluate their options and select one.

• Decision Criteria: Which aspects of the competing products, services, solutions or companies does your buyer perceive as most critical, and what are their expectations for each?

Five Rings of Insight™



• Companies who exceed lead and revenue goals are over twice as likely to formally document personas. (Understanding B2B Buyers Benchmark Study, Cintell)

• 71% of companies who exceed revenue and lead goals have documented personas. (Understanding B2B Buyers Benchmark Study, Cintell)

• Companies who exceed lead and revenue goals were 2.4 times as likely to use personas for demand generation. (Understanding B2B Buyers Benchmark Study, Cintell)

• 8% of companies who exceed lead and revenue goals report segmenting their database by persona. (Understanding B2B Buyers Benchmark Study, Cintell)

• Persona-based content increased customer engagement almost six-fold when targeting cold leads (10% versus 58%). (DemandGen)

• Using Personas increases email open rate 2–5 times. (Forrester)

Why Do It?



Buyer JourneysThe buyers’ journey is the process buyers

go through to become aware of, evaluate and purchase a new product or service.



I can tell that you really like me. I ordered

for you!

I’ve already decided what our next date is.



This is the Easy Part …



• Shifting thinking from “sales cycle” to “buy cycle”• Gaining insight on what people want, need and do in the buy cycle• Ensuring content and marketing experiences really facilitate this• What is your ability to deliver:

– Database for outbound? – Drivers of inbound? – Web site conversion paths?

– Marketing automation for trigger-based / automated? communications?

This is the Hard Part …



And this is Even Harder.



• Organize around your personas and align with buy-cycle insights.• Start with where you touch the market: email, website, automation, telemarketing• Think differently about touchpoints in the upper, middle and lower funnel

– An upper funnel conversion touchpoint is an offer of information or help with a low level of data capture or commitment from the buyer

– A lower funnel conversion touchpoint provides an option for a buyer to tell you they want to engage with Sales

• Not core to you? Consider a vendor to assist.

How to Get Started

#MxGroupProverbs



• By 2020, 80% of the buying process is expected to occur without any direct human-to-human interaction. (Forrester)

• 50–90% of the buyer’s journey is complete before a buyer reaches out to Sales. (Forrester)

• Today’s B2B buyer will find three pieces of content about a company for every one piece that company’s marketing team can publish or Sales can deliver. (Forrester)

• A B2B prospect’s journey can last from three months to longer than a year. (Act-On)

• 67% of the buyer’s journey is now completed digitally. (SirusDecisions)

Why Do It?



Content MapsA content map is a cross-section of your personas and the buyer’s journey, and the best way to assess

your content gaps and opportunities.



So my last relationship ended REALLY badly …

Want to talk about politics? Or religion?

So, back to my dissertation …



Buyer Education Solution Selection

Loosening of the Status Quo

Committing to Change

Exploring Possible Solutions

Committing to a Solution

Justifying the Decision

Making the Selection

Larry Leader

1.  From: Case Studies 2.  Transformer vs.

transformerless design article

1.  Form: To Succeed Control Your Speed white paper

2.  Product Family Fact Sheet

3.  Product Brochures

1.  Proposals with specs, drawings, timeframes

2.  MTBF and availability metrics

3.  Form: Reliable Tech. white paper

1.  Form: Reduce Your TCO white paper

2.  Customer Service & technical support fact sheet

1.  ROI analysis and documentation

2.  Form: Energy Savings Calc

3.  Form: Advanced Cell Bypass white paper

1.  Warranty information 2.  Firm pricing with

critical spares parts and delivery dates

3.  Commissioning and service options list

Chris Consultant


2.  Product Family Fact Sheet

3.  Product Brochures

1.  Proposals with specs, drawings, timeframes

1.  Customer Service Video 2.  Form: Industry Experience

case studies 3.  Form: Reliable Tech. white

paper

1.  Form: Energy Savings Calc

2.  Solidifying delivery times

3.  Customer Service agreements

1.  ROI analysis and documentation

1.  Warranty information 2.  Firm pricing with

critical spares parts and delivery dates


Frank Finance 1.  N/A 1.  N/A 1.  Form: Energy Savings Calc 2.  Form: Reliable Tech. white

paper


2.  Form: Reduce Your TCO white paper

1.  Customer Service Video 2.  ROI analysis and

documentation

1.  Firm pricing with spare parts and delivery dates

Mike Maintenance 1.  Customer Service Video

1.  Customer Service Metrics

2.  From: Case Studies


2.  Technical support Ap 1.  N/A 1.  N/A 1.  N/A

How to Get Started



• 60–70% of B2B content goes unused.• Lack of research into targeting the right audience and understanding

buyer needs and behavior cause a huge waste of resources.• Waste ranges from:

– $0.2M annually in small companies

– $2.1M annually for mid-sized companies

– $3.3M annually for large companies (SiriusDecisions)

Why Do It?



Personas +Buyer Journeys +Content Maps =

#SPS16

HowAreWeDoing?

#SPS16

Q&A/SpeakersMODERATOR:AndrewGaffneyEditorialDirectorDemandGenReport

TimCookVicePresidentofClientServices&Partner

TheMx Group

@MxGroup

#SPS16

ThankYouForAttendingRegisterformoresessionsnowthruNovember18th!

PleaseJoinOurNextSessionTodayat2PMET/11AMPT

www3.demandgenreport.com/sps16