How To Use Buyer Personas To Create Content That Matters To Buyers

PRESENTED BY!

#C2C14!

How To Use Buyer Personas!

Creating Content That Matters!

#C2C14!

Introduction!

Tony Zambito!§  Former VP Sales and

VP Marketing!§  At the origins of the

persona movement!§  Creator of Buyer

Persona Framework!§  Real world applications

with Fortune 100 and SME!

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Life Used To Be Simple!

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Business Used To Be Simple!

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Information Used To Be Simple!

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Choices Used To Be Simple!

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Then This Happened!

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And This Happened Too!

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Causing Marketers To Think!

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Which Have Led To This!

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Why We Are Here Today!

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Buyer Personas Help Us !

§  Buyer Personas are archetypal representations based on research with real people and customers!

§  Not to be confused with buyer profiling or a buyer profile!

§  Profiling helps with firmographics, demographics, and sales intelligence!

§  Buyer personas help us with understanding what matters, why content matters, what goals matter, and why choices matters!

Sandy Clarke VP, Customer Experience

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Moving Beyond The How !

1970 -‐ 2008 2008 -‐ 2013

Sales Funnel Buyer’s Journey

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Context-Based Scenarios = Why!

2013 -‐ Present

Context-‐Based Scenarios

1970 -‐ 2002 2003 -‐ 2013

Sales Funnel

Buyer’s Journey


Scenario: New SHff CompeHHon Sandy and her team are confronted by their primary compeHtor introducing a new service, which has the potenHal to be a game changer. They know they must respond but do not want to be too hasty. The right response will become………….

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Scenarios Tell Us Stories!

§  What goals are important to Sandy and what she is trying to accomplish!

§  What set of attitudes, beliefs, and perceptions influence Sandy’s thinking and decisions!

§  What choices are important to Sandy and why!

§  What scenarios are confronting Sandy!

§  Who does she interact with and why!

§  What does Sandy need to know and why are they important to her decisions !


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Scenario-Based Buyer Personas!


• Goals • Mental Models • Scenarios • Interac1ons • Experiences • Knowledge Needs • Choices

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Buyer Stories Matter!


Sandy is a Vice President, Customer Experience for IronWorks, Inc. She has been in her field for 17 years and is highly acHve in two associaHons. New services from compeHtors have prompted a need to respond with new CX strategies. Future Goals Sandy is working on accomplishing an overhaul of support and services for IronWorks customers. Her specific goals on a professional and personal level include:

• Up level customer experiences • ……………………………

Buyer Persona-‐Based Stories

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Avoid Mathematical Profiling!!


Role FuncHon IniHaHves Criteria Products Success Factors

Profile Persona Awareness Research ConsideraHon EvaluaHon Decision Implement

Buyer’s Journey

2 VerHcals 4 Profiles 6 Stages 4 Pieces Content = nearly 200 pieces of content!!

Stop the insanity!

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Scenario-Based Content Planning!

§  Map content to the specific goals, scenarios, and stories of Sandy!

§  Produce information, videos, and other media, which mirror Sandy’s scenario!

§  Create micro-scenarios and micro-stories by which Sandy can engage.!

§  Connect micro-scenarios and micro-stories to potential outcomes involving you and Sandy together !


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Emotions Through Scenarios!

Take your customer experience to the next level

Engage your customers where they interact

DifferenHate your customer experiences

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What Is The Real Story?!

Remember These?

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Personas Illuminate Realities!

ArHst and photographer Michael Paul Smith

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Context Matters!

If Content Is King, Context Is Everything

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Thank You!!

Tony Zambito

@tonyzambito

www.linkedin.com/in/tonyzambito

www.tonyzambito.com

How To Use Buyer Personas To Create Content That Matters To Buyers

Marketing

Transcript of How To Use Buyer Personas To Create Content That Matters To Buyers