The B2B Persona project

T H E B 2 B P E R S O N A P R O J E C T THESECRETSOFDEMOGRAPHCIS

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

H I G H L I G H T S

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.

I T B U Y E R H I G H L I G H T S

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

M A R K E T I N G H I G H L I G H T S

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



HighTech 358,691





Annual Churn:

MedicalMarkeUngManager106,04120,148peryear19%peryear

S A L E S H I G H L I G H T S

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



HighTech 728,034

RetailandConsumerProducts 1,552,203




Annual Churn:

RetailandConsumerSalesIndividualContributor1,000,932210,195peryear27%peryear

H U M A N R E S O U R C E S

H I G H L I G H T S

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



HighTech 160,382





Annual Churn:

TransportaUonHRManager26,5143,712peryear15%peryear

F I N A N C E H I G H L I G H T S

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


HighTech 899,104

RetailandConsumerProducts 2,719,548




Annual Churn:

FinanceFinanceDirector+183,40418,06611%peryear

C O N C L U S I O N S

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]

https://www.salesforce.com/form/marketingcloud/conf/b2b-personas-targeting-audiences.jsp

T H A N K Y O U

MathewSweezey/@msweezeyPrincipalofMarkeUngInsights

Salesforce

The B2B Persona project

Marketing

Transcript of The B2B Persona project