ibm & sirius decisions: transforming marketing through buyer profiles and personas
TRANSCRIPT
RACHEL YOUNG, SIRIUSDECISIONS
JACQUES PAVLENYI, IBM
Personas and Roles-Based Marketing
Agenda
• SiriusDecisions: Persona-Based Marketing Strategy and Best Practices
• IBM: From Personas to Data-Driven Buyer Roles
• 2010-2014: psychographic personas
• Today: data-driven roles and marketing automation
• Tomorrow Jacques Pavlenyi@mediamutt
Rachel Young@rpyoung_
STRATEGY AND BEST PRACTICES
Persona-Based Marketing
© 2015 SiriusDecisions. All Rights Reserved 4
SiriusDecisions B-to-B Content Study
• On average, 60-70% of b-to-b content goes unused, representing
hundreds of thousands if not millions of dollars wasted
© 2015 SiriusDecisions. All Rights Reserved 5
Why Personas?
“60% of b-to-b organizations
admit they don’t really
understand or know their
buyers.”
- SiriusDecisions Research
© 2015 SiriusDecisions. All Rights Reserved 6
EnhanceMonitorLaunchBuild
V
AlignDesignDiscovery
The SiriusDecisions Product Marketing and Management Model A Best-in-Class Framework for Innovating and Marketing B-to-B Offerings
MARKETING
PRODUCT
SALES
Brand and Naming Routes to Market Campaign PlanningReputation/
Advertising
Demand
MeasurementCustomer Marketing
Relative
TargetingMessaging Marketing Plan* Thought Leadership
Win/Loss
Analysis
Retention
Strategies
Buyer Personas/
Requirements
Market
Requirements*
Content
Brief*
Content
Activation
Buying Cycle Solution Handbook*Sales Content
and Tools
Launch
Plan*
Portfolio Architecture
Pricing Product Roadmap* Sales SupportLifecycle
Management
Competitive
Analysis
User
Stories/Functional
Spec*
Demos, Trials
Proofs of Concept
Customer Feedback
Enhancement
Prioritization
Business Case*
(concept)
Product Testing
Future
Roadmap*
Field
Requirements
Sales Advisory
CouncilFinancial Targets
Sales
CommunicationsSales Adoption Retention Programs
Sales Training Pipeline Analytics
Certification
Incentives
STRATEGY EXECUTION GROWTH
Prototype
Concept Testing
Product
Requirements*
Sales Enablement
Plan*
Deliverables*
Activities
Business Case*
(final)
Market Sizing
Segmentation
Sales Coverage
Strategy
Named
Accounts
Territory Alignment
Satisfaction
Measurement
Version 3.0 Field Feedback
Competitive
Positioning
Channel Partner
Strategy
Offering Dashboard*
Launch Dashboard*
Demand
Creation
User Personas/
Requirements
Demand Type
Release
Readiness High-Priority
Updates
Upsell
Cross-SellReferences and
Advocacy
Influencer Relations
© 2015 SiriusDecisions. All Rights Reserved 7
Client Proof Points
• $1B+ Global Workforce Management Software
• 28% higher campaign response rate
• Higher-quality leadsper sales means quicker uptake
New Product Launch
• $1B+ Software Business Unit
• Shortened sales cycle by 2-3 months
• Sales teams’ increased satisfaction with content
Sales Content Change
• European Information Service Provider
• 100% higher content downloads from Web site
• 10-25% increase in marketing-influenced revenue
Nurture Streams
© 2015 SiriusDecisions. All Rights Reserved 8
The SiriusDecisions Persona Framework
• \ Functional Attributes
Job RoleCommon
Titles
Position on
Organizational
Chart
Buying
CenterFirmagraphics
Emotive Attributes
Initiatives Challenges Buyer Need Lexicon
Decision Process Attributes
Buyer Role Engagement Level Decision Drivers
Behavioral Attributes
Content Asset Types Interaction Types Watering Holes
© 2015 SiriusDecisions. All Rights Reserved 9
© 2015 SiriusDecisions. All Rights Reserved 10
Map Knowledge Inflection Points
BUYING PROCESS:
DECISION STAGES
Vendor
Selection
Solution
Education
Engagement
Propose
Qualify
Close
Retain
SALES PROCESS:
WORKFLOW STAGES
Buyer Persona
Knowledge Requirements
Business Value
Solution Fit
Examples
Issue Mapping
Demonstration
Stories
Business Issues
Persona TopicsCustomer Needs
Triggers
Competitive Comparison
Testimonials
SME Insights
Value Actualization
Differentiation
References
Onboarding
CommunityValue Review
Seller Persona
Grow
© 2015 SiriusDecisions. All Rights Reserved 11
Horizontal Campaign Persona-Based
Campaign Theme
Campaign Theme
Buyer Need
A
Buyer Need
B
Buyer Need
C
Value Proposition
Value
Proposition
A
Value
Proposition
B
Value
Proposition
c
Re
pu
tatio
n
Dem
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d C
rea
tio
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Sa
les E
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ble
me
nt
Rep
uta
tio
n
Dem
an
d C
rea
tio
n
Sa
les E
na
ble
me
nt
Rep
uta
tio
n
Dem
an
d C
rea
tio
n
Sa
les E
na
ble
me
nt
Re
pu
tatio
n
Dem
an
d C
rea
tio
n
Sa
les E
na
ble
me
nt
Assets and
Tactics Created
For Persona A
Assets and
Tactics Create
For Persona B
Assets and
Tactics Created
For Persona C
A B C
A B C
Pe
rso
na
s
Pe
rso
na
s
Assets and
Tactics
Buyer Need
© 2015 SiriusDecisions. All Rights Reserved 12
Eight Ingredients for Best-in-Class Campaigns
Is your segmentation and targeting done to focus on the most
opportunistic markets?
Segmentation Analysis
Have you isolated the buyer audience segments to target for the
campaign?
Audience Selection
Do you have a deep understanding of your buyer personas to create the
campaign theme?
Persona Definition
Do you understand the buying scenario for the offerings that map
to the campaign?
Buying Decision Process
Are your program families (reputation, demand creation, sales
enablement) aligned to the buyer process?
Campaign Architecture
Are the value propositions and messaging narrative audience-
centric?
Messaging Components
Have you aligned the messaging to how it will be activated via all the
delivery channels?
Content Mapping
Have you defined how the campaign will be measured and reported to all the participants and stakeholders?
Campaign Dashboard
FROM PERSONAS TO DATA-DRIVEN BUYER ROLES
IBM
14
Campaign planning needs to meet new realities
Buyers now want timely interactions
Buyers now demand unique personalized experiences
Buyers have taken control of their buying experience paths
The marketplace reality
Campaigns are not aligned with Buyers' needs, hurdles.
Campaigns are not in the right place at the right time.
Traditional market planning
Intuition
Past campaigns as reference for future ones
A product-centric approach
Results are sub-optimized
15
Prioritize business opportunities and align resources to them
Define who to target, and with which offerings
Create compelling content to engage buyers
Engage buyers and evaluate performance
Revenue
and
Signings
Objectives
I
Marketing
Business
Plan
II
Buyer
Cohort
III
Buyer
Portfolio
IV
Path to
Proficiency
V
Content &
Engagement
Design and
Execution
VI
Marketing
Diagnostics
Revenue
and Signings
Performance
WHY
Build lasting relationships with integrated, meaningful buyer experiences
Transform IBM to be more Buyer centric using concept of the Buyer’s Journey, and establish it as the basis of
data-driven marketing systems and processes
Understand the Buyer via creation of Data-Driven Buyer Profiles
Anticipate Buyer actions and build optimal responses via Buyer-Centric Campaign Mapping
• 16
Use data-driven buyer profiles to create cohorts and buyer-centered campaigns
Marketing Business Plan Identify business challenges
and appropriate buyers
Buyer Role AnalysisUnderstand your
buyer, and place them in the context of a specific company
exhibiting observable behavior
Cohort Analysis Understand the buyer journey and their path to proficiency, align to cohort, and map offers
and messages
Campaign DesignAlign buyer actions
with assets and activities that target
each stage of the journey
ExecuteLaunch or refresh
tactics, test, measure, refine
What?
• A representative of each role we
target that behaves in the same
manner
• Easy-to-use format
How?
• Consistent, research-based,
data-driven
• Developed at Worldwide,
customized by local teams
Why?
• Unify marketing and sales data
• Improve content strategy
• Increase conversion rates
Always start with a Buyer Profile
Overview
• Bio
• Key challenges, motivations
• Responsibilities and prioritization
• How they are evaluated
Ecosystem
• Who they work with
• Formal and informal network
Information preferences
• Hurdles
• Formats (articles, whitepapers, demos, tools…)
• Channels (events, social media, peers, website…)
• Learning and networking
Anticipate how they behave and optimize each moment to progress the journey more effectively and more quickly
It’s about what buyers REALLY do
Buyer mindset is determined at each stage of the journey
Discover
Learn
Try
Adopt
Advocate
Buy
Stage: Moment:
IBM Journey Manager
• Online planning and
collaboration capabilities
• Real-time creation, sharing,
and updating of buyer roles
and campaigns
• Fine-tune content
management for each stage of the buying cycle
A single source of truth
Data-driven campaign evolution• Digital and real-time testing and iteration:
A/B message, offer and tactic testing
Optimization and prioritization• Too many personas, too many campaigns
Transforming ALL of IBM• Sales: Sales force automation integration with
persona libraries, enablement via customer journeys
• Design: Rich user information to inform iterative design
• Product Management and Development: User-centric offerings that more closely align to buyer needs
Evolution, iteration and next steps
• 21
PracticalAgileStrategies
Use personas and buyer roles to:
•Drive empathy and belief withauthentic, compelling stories
•Make better marketing decisions with data
• Iterate, iterate, iterate!
QUESTIONS?
Thank You