The B2B Persona project
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Transcript of The B2B Persona project
THE$7.5MILLIONDOLLARQUESTION
It costs on average $150 to obtain a B2B email address. Second that with the average size of a B2B email database is 50,000 you can easily see an email database as the most expensive asset a market has, yet how much do we know about them? Very little. This project was set up to give marketers better insights into email marketing by providing deeper insights into the core personas. It is the only study of its kind.
THEPROJECTThe project is a deep dive into very specific aspects of 90+ B2B personas. With in each person we have been able to identify the total size of that persona, the average tenure of a person in that role, and how many new people enter that persona each year. 0 9
TOTALB2BAUDIENCEWe looked at 21.3 million full-time B2B professionals for this study. In total, there are 60 million full-time professionals make up the total B2B population, representing 43% of all employed individuals in the United States.
THECOSTOFCHURNThe average email database of 50,000 addresses loses on average 7,500 addresses each and every year.
Losing over $1 million dollars in value each year.
AVERAGETENUREThe average tenure of an email address in your database is 4.2 years across all verticals of business, roles with in the company, and level of seniority. 2 4
7 Of all personas the highest churn rate goes to Sales Professionals in the Retail and Consumer vertical.
HIGHESTCHURNRATE
The lowest churn rate of any persona goes to Executive Titles with in the Finance role in the Financial vertical.
LOWESTCHURNRATE
2 % 8 %
AVERAGECHURNRATEThe average persona churns at a rate of 15% per year. Meaning every year your database loses 15% of it’s power in reaching your core audience. 5 1 %
SENORITYMATTERSWe found the higher your position in the organization the longer on average the person tends to stay in that role. Making senior level personas longer lasting assets.
S I Z E O F I T P E R S O N A
Total 4,254,423
Medical 1,137,637
Finance 489,312
Manufacturing 680,611
TransportaUon 278,160
HighTech 772,151
RetailandConsumerProducts 896,552
PERSONA#12Business Vertical:
Department: Seniority Level:
Total Volume: Annual Growth:
Annual Churn:
HighTechITDirector+77,12510,006peryear16%peryear
S I Z E O F M A R K E T I N G P E R S O N A
Total 2,269,903
Medical 424,163
Finance 193,891
Manufacturing 319,340
TransportaUon 132,876
HighTech 358,691
RetailandConsumerProducts 840,942
PERSONA#23Business Vertical:
Department: Seniority Level:
Total Volume: Annual Growth:
Annual Churn:
MedicalMarkeUngManager106,04120,148peryear19%peryear
S I Z E O F S A L E S P E R S O N A
Total 4,705,331
Medical 513,585
Finance 1,018,805
Manufacturing 577,116
TransportaUon 315,588
HighTech 728,034
RetailandConsumerProducts 1,552,203
PERSONA#77Business Vertical:
Department: Seniority Level:
Total Volume: Annual Growth:
Annual Churn:
RetailandConsumerSalesIndividualContributor1,000,932210,195peryear27%peryear
S I Z E O F H R P E R S O N A
Total 1,2012,014
Medical 309,668
Finance 106,256
Manufacturing 198,964
TransportaUon 106,056
HighTech 160,382
RetailandConsumerProducts 330,688
PERSONA#54Business Vertical:
Department: Seniority Level:
Total Volume: Annual Growth:
Annual Churn:
TransportaUonHRManager26,5143,712peryear15%peryear
S I Z E O F S A L E S P E R S O N A
Total 8,834,800
Medical 1,631,476
Finance 1,834,043
Manufacturing 1,106,661
TransportaUon 643,968
HighTech 899,104
RetailandConsumerProducts 2,719,548
PERSONA#86Business Vertical:
Department: Seniority Level:
Total Volume: Annual Growth:
Annual Churn:
FinanceFinanceDirector+183,40418,06611%peryear
BOUNCEISNOTAGOODMEASUREOFVALUEOne of the main ways email marketers determine if an email is valued or not is to simply see if it makes it to through. If it bounces it is considered no good. This project actually suggests it may be bad long before then due to a person taking horizontal or vertical changes with in a company having them leave the persona long before a bounce occurs. 1
2 INCREASEDIMPORTANCEONSOCIALHANDLESSocial handles currently tend to be tied to a person rather than a persona. So they do not change with employment, and may give a longer connection to a person than email addresses. However, if you have a social handle you still must understand their current persona to be relevant to them.
3 ITSHOULDNOWBEEASIERTOKNOWHOWGOODYOUAREWith the ability to now know how many people are in your persona you can better evaluate your efforts on email. These numbers are not geographic however it is very easy for you to apply your own calculations on top of these numbers to better identify the true size of your persona by geography as well.
F U L L R E P O R T( C L I C K B E L O W )
h3ps://www.salesforce.com/form/marke@ngcloud/conf/[email protected]