1. USING PERSONAS & BUYERSJOURNEYS TO GET YOURBUYERS ATTENTIONJohn C. FernandezSenior Director, Analytics & Operations

2. #C3NY2AGENDA TITLESubtitle Here The Challenge Facing WPMs Personas Jibes Buyer Journey How You Get Started Q&A 3. #C3NY3The ChallengeFacing WPMs 4. #C3NY4 5. #C3NY5Remember whenwe were justSEOs? 6. #C3NY6SEO2011 2012 2013 2014 7. #C3NY7Data ROISEO2011 2012 2013 2014 8. Inbound#C3NY8Data ROISEOContentTechnology2011 2012 2013 2014 9. WPM Earned MediaInboundSocialCustomers#C3NY9Data ROISEOMobileContentTechnologyCommunity2011 2012 2013 2014 10. #C3NY10Googles view of Panda & Penguin 11. #C3NY11Our View 12. #C3NY12 13. #C3NY13BYOD is about Mobile, right? 14. #C3NY14BYOD is about USABILITY 15. #C3NY15VolumeVelocityVariety= 16. #C3NY16Todays Nuclear Arms Race:Content Marketing 17. #C3NY17There is more content being producedtoday in 48 hours than has beenproduced from the beginning ofmankind until 2003. Eric Schmidt5 EXABYTES OF DATA 18. #C3NY18 19. #C3NY19 20. #C3NY20 21. #C3NY21Life is hard for Content Creators 22. #C3NY22 23. #C3NY23 24. #C3NY24Life is even harder for Content Consumers 25. #C3NY25 26. #C3NY26But can you imaginea non-technical CIO? 27. #C3NY27 28. #C3NY28We cant just throw leads over the fence to Sales 29. #C3NY29Yes, we need to worry about the TOFU 30. #C3NY30But we need to have a lead-to-cash viewMarketingSales OperationsSalesOrder ManagementInvoicing & RevenueManagementRenewalsPlanning &BudgetingCampaign / EventManagementList Management Data Quality Pricing / OfferMarketingAnalyticsLead AssignmentSales PipelineManagementCompensationManagementTerritoryManagementSales AnalyticsAccount / ContactManagementLead and OpportunityManagementQuote and Approvals Activity ManagementContractOrder Capture ProvisioningCredit Validation Order AnalyticsManagementBillingHandling OverdueItemsPayments andCreditsRevenue Recognition BookingsContract Renewals Activities for Renewals Outbound SalesCustomer Services Knowledge Management Case Management Professional Services Management 31. #C3NY31Were now responsible for all aspects of the Sales Cycle 32. #C3NY32Were now responsible for a unified message 33. #C3NY33 34. #C3NY34Personas 35. #C3NY35 36. #C3NY36Notice Anything Missing? 37. #C3NY37Completely Devoid of DigitalWheres Marketing? 38. #C3NY38What are they searching for? 39. #C3NY39SOLVING FOR PAINStill the key to sellingBuyers want to know how you can help themfix their pain points and improve theirbusiness.Your stories must absolutely be relevant tosolving pain. 40. #C3NY40WHAT SITES ARE THEY GOING TO?And why??As SEOs, we tend to focus on Googlesearches, but what sites do they go? Thought Leadership Staying Up-to-Date Keeping themselves CertifiedImportantly where do your personas goto learn? 41. #C3NY41This includes events!Taking this approach can greatly inform your Event Marketing strategy as well. 42. #C3NY42What kind of content do they consume?And when? 43. #C3NY43 44. #C3NY44UNDERSTANDING YOUR PERSONAIts about looking at the world through the eyes of your buyerIn the vast majority of cases, people just want to: Do their jobs better Learn as much as they can Work hard, but enjoy lifeYour product needs to speak to that at the end of the day, in away they are used to.But, we need to map the buyer journey 45. #C3NY45 46. #C3NY46Lets identify our buyer!! 47. #C3NY47REMEMBER!!!B2B buyers are people, not personas 48. #C3NY48Jibes Buyer Journey 49. Joe started Jibe with a simple ideaI was COO of a company and responsible for hiringhundreds of people. There was a disconnect betweenthe tools that were out there and what I needed.So I started Jibe to give enterprises a better way torecruit talentJIBE FOUNDER & CEO Joe Essenfeld@jibe /company/jibe 50. The World Leaderin Mobile ApplyA mobile recruiting solution that makes it easy for candidates to bothbrowse job openings and complete an application on the go.Capture candidates anytime, anywhere@jibe /company/jibe 51. Make it easyfor greatcandidates tofind youGive thosecandidates agreatexperienceUse data tocontinuallyimprove yourperformanceJoin the leaders already on Jibe@jibe /company/jibe 52. WHO AM I? John C. Fernandez Senior Director,Analytics & Operations, Jibe jfernandez@jibe.com Twitter: @JFernandez Conductor Customer Since 2012Doing this since 1999 53. #C3NY534 FundamentalHR Personas 54. #C3NY54CHRO (Head of HR) Pain Points: Brand, Culture Keyword Translation: Employer Branding Role in Buying Can make/break decision one level abovedecision maker Effective Influences Demos, Visuals Thought Leadership Testimonals from People Like Herself 55. #C3NY55Inquire Learn Evaluate Justify SellCHRO KeywordEmployerBranding Video Generic Demo Infographics CustomizedDemo Videos Customers Battle Cards Pre-SalesCant SolutionsDocument 56. #C3NY56VP of Talent Acquisition Pain Points: Needs Talent & Happy Recruiters Keyword Translation: RecruitmentMarketing Role in Buying Decision-Maker Effective Influences Demos, Visuals Case Studies 57. #C3NY57Inquire Learn Evaluate Justify SellCHRO KeywordEmployerBranding Video Generic Demo Infographics CustomizedDemo Videos Customers Battle Cards Pre-SalesCant SolutionsDocumentVP of TalentAcquisition KW:RecruitmentMarketing Overview Generic Demo Infographics CustomizedDemo Pre-SalesCan CustomerLists Battle Cards SolutionsDocument 58. #C3NY58Recruiter Pain Points: Main Field Recruiter, needsmore candidates and better candidates Keyword Translation: Mobile Apply Role in Buying End-User, Can explain the pain points best Effective Influences Thought Leadership: Wants to know how othersrecruit so they can learn Proof Points, needs to Trust 59. #C3NY59Inquire Learn Evaluate Justify SellCHRO KeywordEmployerBranding Video Generic Demo Infographics CustomizedDemo Videos Customers Battle Cards Pre-SalesCant SolutionsDocumentVP of TalentAcquisition KW:RecruitmentMarketing Overview Generic Demo Infographics CustomizedDemo Pre-SalesCan CustomerLists Battle Cards SolutionsDocumentRecruiter KW: MobileApply ThoughtLeadership Generic Demo Infographics CustomizedDemo CustomerLists Battle Cards SolutionsDocument 60. #C3NY60HRIS Professional Pain Points: Managing the Systems Keyword Translation: ATS Integration Role in Buying Has to validate technology Has to implement technology Effective Influences Whitepapers, Technical Documents Proof points of other customers with sametechnology infrastructure 61. #C3NY61Inquire Learn Evaluate Justify SellCHRO KeywordEmployerBranding Video Generic Demo Infographics CustomizedDemo Videos Customers Battle Cards Pre-SalesCant SolutionsDocumentVP of TalentAcquisition KW:RecruitmentMarketing Overview Generic Demo Infographics CustomizedDemo Pre-SalesCan CustomerLists Battle Cards SolutionsDocumentRecruiter KW: MobileApply ThoughtLeadership Generic Demo Infographics CustomizedDemo CustomerLists Battle Cards SolutionsDocumentHRISProfessional KW: ATSIntegration Whitepaper TechnicalDocuments SolutionsDocument Features &Functionality InternalEvaluation ofSolutionsDocument 62. #C3NY62Content isnt just blogs, not just HTML 63. #C3NY63 64. #C3NY64INFOGRAPHICSMaking Learning Visualinfographicinfrafik/nouna visual image such as a chart ordiagram used to representinformation or data."a good infographic is worth athousand words" 65. #C3NY65PHOTOGRAPHYNot about Stock Photos onlyIf you can find an image that connects to your audience, USE IT! 66. #C3NY66VIDEOAnother way to connectStill one of the top ways toconsume visual contentThree-quarters (75%) of executives said they watch work-relatedvideos on business-related websites at least weekly ForbesMore than half (52%) watch work-related videos on YouTube at leastweekly - Forbes 67. #C3NY67PODCASTSVideo without the picturesGreat on-the-go content: In the office At the gym Driving In airplanes Walking around Before fallingasleep 68. #C3NY68SALES ENABLEMENTDont forget this! Defined Lead Handoffs Not just Automation! Automation Visibility helps Sales Content Sell Sheets Battle Cards76% of content marketers areforgetting about salesenablement Hubspot (2013) 69. #C3NY69DEMOSMaking the Sales Pitch realDesigning rich mobile demoexperience in InVision allows ourSales Teams to make compellingpresentations that talkspecifically to that customerThink of this as contentpersonalization to the company! 70. #C3NY70YOU LACK CREDIBILITY!This is still 1st party contentYes, youre going to say youreawesome, your product isawesome, you can promise themthe sun and the moon and thestars.1st party content is purely tablestakes these days 71. #C3NY71WHAT DO OTHERS SAY?3rd Party Content is KeyWhat others say about you is farmore important than what yousay about yourself. Reviews Recommendations Reports 72. #C3NY72 73. #C3NY733RD PARTY IS KINGNot in the magic quadrant? Good luck.Hubspot calls this:The Yelpification of theSoftware Buying ProcessThe top three content types most valued byB2B Buyers are the following:1. Research reports and studies (65%)2. Technical spec sheets and data sheets(50%)3. Analyst intelligence and insight (46%) 74. #C3NY74CUSTOMER LISTSPutting their money where your mouth isUltimately, your goal is to acquireand retain customers. What betterthan to show those companies whohave done this before!No one ever got fired forbuying Your Salespeople 75. #C3NY75CUSTOMER ADVOCACYPutting their money where your mouth isIts one thing when a Customer letsyou use their logo. How it gets evenbetter: Press Releases Customer Reference CallsBut the best Customer AdvocatesJibe Customers speaking atHR Tech about Jibe:I call prospects, i.e. potential buyers, future advocates. -Jill Rowley 76. #C3NY76PRODUCT MENTIONSWhen other sites talk about youContent is often like a goodChinese Restaurant sure youwant great in-restaurant service,but you may want even betterdelivery. Getting your messageout to other sites is key for notjust reaching a wider audience,but also for added credibility. 77. #C3NY77COMPANY MENTIONSWhen other sites talk about your companyFor a 4-year old startup to be selling to Fortune 2000 buyers, weneed all the credibility we can get: Customers Employees Board Members Investors Money in the Bank 78. #C3NY78THE WHOLE SERPWPM isnt just about your websiteWPM is about managing yourWEB PRESENCE, which means: Your website Your social presences Sites, Mentions & SERPs about Your Company Its Product Category Its Solution Descriptors Its Pain Points 79. #C3NY79OLD WEBSITEThrough September 30th, 2014 Wordy Cluttered Marcommy Multiple different calls toaction Focused on 2 dimensions ofcontent: Webpages & Blogs Hid proof-points: Customers,Product, etc. 80. #C3NY80NEW WEBSITEFrom October 1st, 2014 More visually appealing Open Concept Speaks to the human Clear Call to Action Looking at the contenttypes from our personamaps & buyers journey Demonstrated proof-points:Customers, Product, etc. 81. #C3NY81USE SEARCHLIGHT!!!!Duh!!Using Searchlight to validate our WPM efforts, especially with ournew website launch, across: Keywords Both managed & Recommended Page Insights Content Insights LinkCenterSearchlight, Salesforce,Marketo & GA are ourQuadrinity of insight tools 82. #C3NY82How You Get Started 83. #C3NY http://www.conductor.com/learning-center/persona-buyers-journey-worksheet/83 84. #C3NY http://www.toprankblog.com/2012/08/optimize-b2b-content-across-the-sales-cycle/84 85. #C3NY http://www.marketo.com/_assets/uploads/How-to-Create-a-Buyer-Persona-and-Journey.pdf?2014030617280685 86. #C3NY86Q&A 87. JOHN C. FERNANDEZjfernandez@jibe.com@JFernandez