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October 1, 2007 1Persona-Based Customer Acquisition

Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy

Customer Acquisition Using Personas and Buying ScenariosOctober 1, 2007

MarketingProfsB2B Marketing ForumPersona-Based Customer Acquisition

Goal Centric Management, Inc.

Tony Zambito President and [email protected]

Angela QuailSenior Vice [email protected]



Persona Insights

THREE ISSUES FACED BY MARKETING

PERSONAS

B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS

SCENARIOS: PERSONAS IN ACTION

MENTAL MODELS

PERSONA-BASED INSIGHTS

PERSONA INSIGHTS-DRIVEN STRATEGY

SUMMARY

The following presentation provides a very high level overview of how personas, mental models, scenarios, and insights

are driving corporate and marketing strategies.



Three Challenges Facing Marketing Today

• Understanding Customer Behaviors and Attitudes: Finding out how and why customers buy

• Distilling customer insights from voluminous quantitative and qualitative research and sales data

• Communicating relevant customer insights in order to drive marketing strategy throughout the organization



Is demographic data enough today?



Is psychographic data enough?



Focus Groups and Surveys?



Is sales data enough?



How do I make sense of all this data?



How do I communicate about customers?



What story can I tell about customers?



How Can We Connect With Customers?



Marketing’s Goal: Uncover Insights & Customer Acquisition

Why Insights?

Because data alone– even insights alone– do not drive strategy

But persona-based research can communicate insights about unarticulated beliefs, customer behavior, and customer attitudes

Valuable insights show companies how to improve customer experiences, focus customer acquisition strategy, and increase competitive advantage



Next

THREE ISSUES FACED BY MARKET RESEARCH



MENTAL MODELS



SUMMARY

PERSONAS



Personas: A Synthesis Of Customer ResearchWhat is a Persona?

An archetypal model of key attributes and goals for a user, buyer, influencer, or partner,

distilled from observing and talking to real people,

presented as a vivid narrative description of a person who represents a customer specific segment (B2C) or a business customer role (B2B),

used to guide the design and strategy of products, channels, customer experiences, and messaging.

The persona is an interface into the research and analysis of real people and real data who represent customers.

Antonio Perez District Assessment Director at a Large School District



Not average, but typical and believable

Personas Are Representatives

A persona is a representative of a segment. If you understand that persona, whether characterized as a user, buyer, or influencer, and can satisfy his/her goals, you will be able to satisfy the goals of most people who use, buy, or have a stake in your product or service.

Good persona

Edge case



Antonio Perez District Assessment DirectorLarge School District

Customer PersonaGoals

Help kids in his community get the skills they needHelp schools achieve Adequate Yearly ProgressFind funding for more and better assessmentsStay on par with colleagues best assessment practices



Tom Frost, PhDNeuropsychologistFrost & Riley Private Practice

Customer PersonaGoals

Be the expertLeave no loopholes in his testimonyUse reliable tools that support him under fire



NextTHREE ISSUES FACED BY MARKET RESEARCH

PERSONAS


MENTAL MODELS



SUMMARY




Organizational PersonasCapture B2B customer complexity

In the context of B2B customer segments, the organizational persona is an archetypal representation of a segment of customer companies.*

The model describes attributes, goals, and behaviors of the model organization.

*Note: If used when talking about a specific company, “organizational persona” can be synonymous with “brand.”




PERSONAS


MENTAL MODELS


USING PERSONA INSIGHTS

SUMMARY




Buying ScenariosShow how and why buying decisions are made

A buying scenario is a narrative and graphical model of personas, organizational personas, and B2B persona ecosystems in action as they make important buying decisions.




PERSONAS





SUMMARY

MENTAL MODELS



Mental ModelsAn analysis and depiction of customer perceptions, attitudes, and beliefs that affect decision making

“Mental models are deeply ingrained assumptions, generalizations, or even pictures or images that influence how we understand the world and how we take action. Very often, we are not consciously aware of our mental models or the effects they have on our behavior."

–Peter Senge, The Fifth Discipline



Mental ModelsInsights can be further illuminated by mental models

Customers have perceptions and operate within mental models that are derived from many sources, including previous experiences with your company and their own professional culture.




PERSONAS



MENTAL MODELS


SUMMARY




Example: Peer Collegiality Insights

Why is this happening?

Uninformative (but expensive) product messaging contributes to customers’ perception that personnel are not “peer level experts”

“I always take what the

company says with a grain of salt . . . Why?

I guess because they do not have a clue about our

situation.”



Persona-Based Insight

The company is “invisible” behind product-centric messaging

Customers appear to have little recognition of the fact that thecompany spends millions of dollars on valuable research

Company brand and image

“Another big company that sure spends a lot of money on advertising”




PERSONAS



MENTAL MODELS


SUMMARY




Persona Insights-Driven StrategyUse personas to map insights to strategy and fulfill customers’ goals

Antonio’s goal is to get expert advice

Antonio’s goal is to easily find detailed information relevant to his situation

Antonio has to make decisions that impact many, so he seeks confidence that he is making good decisions

Ensure your company’s activities satisfy each primary persona’s or customer group’s goals



Personas at Center of Customer Acquisition Strategy

StrategyPost research papers on newly designed website

Provide access to experts

Position company as research intensive

Insights




PERSONAS



MENTAL MODELS



SUMMARY



Persona Insights Informs Customer Acquisition Strategy

Personas give the deepest understanding of customers

Personas translate insights into competitive advantages

Personas make customers “real” to senior management and the rest of the organization

Persona Insights can be drivers of customer acquisition strategy and customer centricity

Personas are the “face and voice” of customer insights



Thank youQuestions? Assistance? Please contact us:

Phone: 716-651-1931

Tony ZambitoPresident and CEO [email protected]

Angela QuailSenior Vice [email protected]

Thank you

Goal Centric Management, Inc.

Goal Centric Management Inc. Persona Insights to Drive ... · Goal Centric Management Inc. Persona...

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