The Science of Building Actionable Buyer Personas
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Transcript of The Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer
Personas
LeadGenius.com@LeadGenius
Scripted.com@GetScripted
SPEAKERS
Ryan Buckley Ryan WilliamsEric MacColl
Co-Founder & Head of Sales
VP of Sales Director of Marketing
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Ryan Williams, VP of Sales
LeadGenius
https://remoteproductions.files.wordpress.com/2011/01/darts-copy.jpg
Ideal Customer Profile:
Core parts of an ideal customer:• Business industry• Business size• Business location• Business users/customers/clients
ICP example: "I sell advertising services to eCommerce companies that have between 1-20M in sales, are located in the US, and value social networking enough to have a director of social marketing/advertising.”
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Lessons from LeadGenius:
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Our sales consultants help establish ICPs for over 100 companies per month. Here’s what we find:
• Too broad or too specific
• Only chasing one title
• Taking the same action for every role in the company
Persona vs. ICP:
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◦ Ideal customer profiles help you define your business objectives.
Often your sales objectives can help anchor projections:
(e.g: if you know Directors of Finance test HR software for 2 months, then you can expect a check 90 days after you close the trial)◦ Buyer persona take your ICP work to the next level.
Example Persona
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Director of Finance at a startup with 100 people or $10M raised:
• Analytical: degree in business or accounting
• Experienced: 7 years+ in business or accounting
• Forward-thinking: wants to be ready for when the business scales.
• Skeptical: will listen to your pitch, but wonder about ROI and if the tech is “real"
Importance of Personas
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◦ Harder to focus your team
◦ Marketers need personas to “get in the head” of their DM
◦ Sales people need to train so they are offering the right value
◦ Product designers need to build for this user, understand their “triggers"
Using data from your CRM
◦ Most sales leaders will tell you how great a CRM is… but actually your CRM probably has a ton of distracting data.
◦ At LeadGenius, our CRM has a ton of data that we track, but at the simplest level are job titles.
Using data from your CRM to build in-depth buyer personas:
Marketing 33%
Sales 33%
CEO33%
LeadGenius Customer Breakdown
Using Data from your CRM (continued)
High level might not be that interesting yet…
• But, here’s how to focus on tracking to build a persona:
◦ Rather than look for the title of the main decision maker, look for the titles associated with accounts above the average contract value (ACV).
◦ Look for the accounts that are closing slower than most or have a higher sales cycle than typical.
◦ Ask your salespeople to get started.
Lasting Effects…
◦ There are other good bi-products too:
▪ Personas can be a guide post to see if your market has changed.
▪ Personas can help you determine client alignment too.
The greatest benefit of building out Buyer Personas is sales and marketing alignment.
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Ryan Buckley
Co-Founder & Head of
Sales
Eric MacColl
Director of Marketing
Scripted
Buyer Personas
Content
• Fuels inbound marketing programs
• Guides your messaging• Focuses your marketing efforts• Helps close deals
Understand Your Buyer Personas Before Creating Content
Understand Your Buyer Personas Before Creating Content
Don’t create content here
Understand Your Buyer Personas Before Creating Content
Nurture
Create content here.
“I have my buyer persona, but I need content!”
But there is so much content to create.One sheetsSales decksCase studiesBlog postseBooksWhite PapersSocial Media postsArticlesWebinarsDemosNewslettersEmailsInfographics
So much.
So where to start?
“Get content for each of your buyer stages before you focus on creating content that is vertical or
title specific.”
LATE STAGEMID STAGEEARLY STAGE
Late Stage Content:- Create company specific content to help buyers evaluate your solution
- Pricing comparison- Demos- Case studies- Reviews
Mid Stage Content:- Focus around buyers who are looking for your solution
- Buying guides- Definitive guides- Analyst reports- White Papers
Early Stage Content:- Build brand awareness, become a thought leader in the industry
- Blog posts- eBooks- Lists- Infographics- Webinars
LATE STAGEMID STAGEEARLY STAGE
How to create content to boost your marketing.
How the smartest
marketers are outsourcing
content creation.
How Scripted’s content increased 42Floors’ traffic by
148%
“content marketing” “outsource content”
“Scripted’s content”
LATE STAGE
MID STAGE
EARLY STAGE Persona 1 Persona 2 Persona 3 Persona 4
Persona 1 Persona 2 Persona 3 Persona 4
Persona 1 Persona 2 Persona 3 Persona 4
Your Content Matrix
LATE STAGE
MID STAGE
EARLY STAGE Persona 1 Persona 2 Persona 3 Persona 4
Persona 1 & 2 Persona 3 & 4
Persona 1 & 2 & 3 & 4
Your Content Matrix
Buyer Personas Guide Our Content
Title: Account Manager/Executive, Client Manager, Project Manager, Tech SpecialistAgency Size: 5 - 100Scene:Owner of client/project. Needs to deliver content to client as part of larger project. Making his client happy is job #1. May have writing resources available but needs to supplement.
Persona: Account Manager Andy
Key Problems:1. I need to provide my client with niche content that I don’t have
a writing resource for2. I’ve struggled with freelancing to find the right level of quality3. I don’t have time to find and manage writers
Buyer Personas Guide Our Content
LATE STAGEMID STAGEEARLY STAGE
How Do You Create This Content?
Writing Content Is More Than Just Writing
Planning
Writing
EditingPublishing
Promoting
Content Marketing Roles
Writing Is The Most Commonly Outsourced Function By Marketers
Ryan’s Sales Team
Sales Rep
Sales Rep
Sales Rep
Sales Rep
Sales Rep
Sales Rep
Sales Rep
88% of opportunities from inbound marketing programs
Buyer personas drive messaging
Pursue Inbound MQLs
How Does Scripted’s Sales Team Leverage Content?
How Have Things Changed Since You Started Scripted?
Summary
1. Understanding buyer personas will guide your content strategy
2. Start with creating the fundamental content for your three stages (early, middle, late)
3. Create late stage content internally, but leverage one of the many content solutions to help you create content more efficiently.
4. Train your sales team to speak to leads drive by content
Questions?
LeadGenius.com@LeadGenius
Scripted.com@GetScripted
The Science of Building Actionable Buyer
Personas
LeadGenius.com@LeadGenius
Scripted.com@GetScripted