Transforming Your Marketing Data into Actionable Buyer ... · Transforming Your Marketing Data into...

Transforming Your Marketing Data into Actionable Buyer Personas

Kate Moore, Director Revenue Marketing

John Donlon, Research Director, Marketing Operations Strategies

Will Spendlove, VP Marketing

Why Personas?

© 2014 SiriusDecisions. All rights reserved.

Value of Personas

Best practice demand creation

strategy that includes more

personalized and customized

messaging built on personas yields 2x the average sales

pipeline.

- SiriusDecisions, 2013

● Engages buyer earlier and more effectively

● Focuses messaging; increases precision of targeting

● Instills shared understanding between marketing, sales and product

● Improves sales productivity

● Transforms marketers into the subject matter experts on their customers


Client Proof Points

New Product Launch

$1B+ Global Workforce Management Software

28% higher campaign response rate

Higher-quality leads per sales

Sales Content Change

$1B+ Software Business Unit

Shortened sales cycle by 2-3 months

Sales teams’ increased satisfaction with content

Nurture Streams

European Information Service Provider

100% higher content downloads

10-25% increase in marketing-influenced revenue


Audience Framework


SiriusPerspective: Audience categorization is a missing step in many b-to-b contentfactories, causing process breakdowns in campaign planning and content creation.

Not in Scope

Target

The SiriusDecisions Persona Framework


SiriusPerspective: Align the organization around a common understanding of the targetbuyers and their needs to drive best-in-class messaging, content and campaigns.

The SiriusDecisions Buying Cycle Framework


Loosening of the Status Quo

Committing to Change

Exploring Possible Solutions

Committing to a Solution

Justifying the Decision

Making the Selection

1. 2.

2. 4. 5.

6.

SolutionEducation Selection

3.1. 6.

Content Preferences


1. 2.

5.

6.

Selection

SiriusPerspective: Personas have distinct preferences about content types throughout the buyer’s journey.

Tactic Preferences


1. 2.

5.

6.

Selection

SiriusPerspective: Personas have distinct preferences about how they access andconsume information throughout the buyer’s journey.

How do we go from this...


1. 2.

5.

6.

Selection

...to this?


1. 2.

5.

6.

Selection

Personas: Analog to Digital Translation


1. 2.

5.

6.

Selection

• Explicit data is traditional, relatively static contact profiles (title, function, industry)

• Implicit behavioral elements are situational and can be temporary

• Align gating strategies to acquire information to support conversation continuity

• Be predictive around personas; build out customer attributes and buyer roles, tag contact records with personas and add a discrete job role field to forms

• Bidirectional syncing between MAP, SFA and Web is key

Recent Interactions▪ Web Usage

Assets Viewed, Downloads▪ Event Participation

Registered, Attended▪ Customer Reference Program ▪ Social Activity

Contact Info• Location• Mailing Address • Phone Numbers• Email Addresses• Preferences

Lead Score

Customer ID▪ First Name▪ Last Name ▪ Title

Customer Attributes ▪ Persona Type▪ Job Role▪ Initiatives▪ Challenges

Contact Info

PersonaAttributes

ImplicitBehavior

ActionableInsights

SiriusPerspective: Establishing the concept of buyer personas within the marketingautomation platform database can orchestrate higher-value interactions.

Tier Records by Completeness and Recency

1. 2. 6.


Measurement


1. 2.

5.

6.

Selection

SiriusPerspective: The first step toward aligned measurement requires distinguishing between what is done and the results produced.

Readiness Activity Output Impact

• % records that are complete

• Total % of usable records

• Monthly net database growth by persona

• % improvement in usable records by tier

• Delivery rate• Forwards & opt-ins• Open rate• Unsubscribe rate• Clickthrough rate• Organic search

engine rankings• Paid search clicks• Event attendance• Links, influencer

referrals, tags

• Waterfall conversion rates

• Pipeline acceleration effectiveness

• Sourced pipeline, revenue

• Influenced pipeline, revenue

• Loyalty, retention• Market penetration• Data acquisition

costs per source

Operationalizing Personas: Portfolio Marketing


1. 2.

5.

6.

Selection

SiriusPerspective: The insights gained through the persona development initiative must flow through many other functions.

Responsible for:• Defining target segment, audience and

economic buyer• Defining buyer need• Documenting the market requirements to

support the business case• Creating customer-centric value

propositions• Considering the audience when creating

messaging and content• Building buyer knowledge and context for

sales enablement

My role is to build

personas for our key economic

buyers and share

the insights

with other teams.

Operationalizing Personas: Marketing Operations


1. 2. 6.

Selection

SiriusPerspective: Effective outbound and inbound interactions depend on matching persona-based content with individual contacts.

I help portfolio marketing refine and track personas.

Responsible for:• Working with portfolio marketing to

incorporate persona attributes into the marketing database

• Tracking campaign response rates and comparing product-based with persona-based

• Analyzing content selection by anonymous visitors and contacts who enter the active demand waterfall

• Working with digital marketing on effective scoring for implicit and explicit behavior

InsideView Overview

InsideView provides the industry’s most accurate Sales and Marketing Data, Insights, and Connections delivered through the InsideView Open Market Intelligence Platform. It’s the only cloud solution that reveals critical information about companies, contacts, and connections through the entire client lifecycle.

● Data○ Gathered from over 50M Private & Public Company, People & Social Profiles

● Insights○ Real-time Intelligence from +30,000 News, Financial, Web & Social Feeds

● Connections○ LinkedIn - Leverage your Professional Network of 1st degree Connections○ Email Contacts - Leverage your Company’s Rolodex of Contacts○ Additional Relationships - Client base, Reference Customers, Alumni,

Facebook

Salesfusion Overview

Salesfusion is a full feature marketing automation platform that combines all key functions that B2B marketers use on a day-in and day-out basis. Such as:

● Integrated emails campaigns● Lead capture - landing pages and forms● Website visitor tracking● Web analytics● Lead scoring

What is Marketing Automation?

Technology that allows a company to create and deploy online marketing campaigns to be able to track and deliver more qualified leads to sales. Marketing Automation, when integrated with the

CRM, aligns the sales and marketing departments to deliver more revenue.

Salesfusion Enrich

Salesfusion is leveraging InsideViews Open API platform allowing for direct access to the most accurate company and contact data, providing for the

ability to enrich leads and accounts on demand within the marketing automation platform, with direct synchronization to CRM

2 ways to use Salesfusion Enrich1. New landing page sourced leads automatically enriched providing a higher

conversion rate for landing pages

2. Enriching new and existing leads and accounts directly from within the new Data Enrich card on the Salesfusion dashboard.

Landing Page

Landing Page Enriched Lead

Data Enrichment Card

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