Persona-based Marketing
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The document outlines the importance of persona-based marketing in B2B sales, highlighting that understanding target accounts and their decision-making processes is crucial. It discusses how to create personas and align content with their needs at different stages of the customer journey, emphasizing authentic relationship-building and tailored content. Key takeaways include the significance of addressing the diverse roles within the buying committee and the role of aligned sales and marketing efforts in enhancing effectiveness.
Persona-based Marketing
- 1. Advanced Persona-Based Marketing How to use persona marketing to connect to your customers
- 2. Your lecturer for today’s class Bogdan Zlatkov Content Marketing Manager Justin Keller VP of Marketing
- 3. Today’s Agenda 3 Choosing content for them 1 Why do Persona Marketing? 2 Defining your personas 4 Delivering that content 5 Q&A
- 4. Why do Persona Marketing?
- 5. “” Do you understand the people who make up your target accounts?
- 6. “” 57% of sales and marketing executives struggle to understand their audience.
- 7. B2B Difference The average B2B deal requires 6.8 people to sign off before a deal is made. - Corporate Executive Board (CEB)
- 8. Companies Don’t Buy: People Do People Of Committees Of the Influence Of Sales and Marketing
- 9. 97% of B2B buyers say their decision is made before the buying committee is even formed. Buyers (especially champions) are using content and peers to justify emotions 66% of Champions cite content and expertise as their primary consideration when buying. *via B2B Marketing
- 10. B2B Difference Need to reach the Decision Maker in addition to the Influencers.
- 11. How to create different personas Naming the decision makers, influencers, and approvers
- 12. Typical Persona Choices Influencer Purchaser Decision MakerB2B COMPANY Learn More Upgrade Now Start free trial See how fast we can deploy. 30% cost savings over leading competitors. Seamless integration with your existing tools.
- 13. Example - Head of Marketing Persona Head of Marketing Needs Aggregate view of marketing campaigns and influence on sales Pains Disparate tech silos, difficulty in reporting on marketing ROI Conflicts With CFO, over validating budget With VP of Sales over marketing influence Goals Prove marketing ROI, Influence XX of revenue Desires To spend more time on brand development and team training
- 14. Example - Digital Marketing Manager Persona Marketing Manager Needs Easier campaign execution, transparency in reporting, more leads at less cost Pains Increasing goals but limited budget to execute. No time to learn and evaluating vendors. Conflicts With Sales team on lead follow up and head of marketing for marketing budget Goals Promotion and recognition for high performing campaigns Desires Be known as on the cutting edge of MarTech
- 15. Example - Chief Revenue Officer Persona CRO Needs Drive quarter over quarter revenue Pains Not knowing how much to budget for HR Conflicts With President for headcount budget and marketing for “quality” leads Goals Deals, deals, deals Desires To hit quota, earn bonus, and eventually be CEO of his own company.
- 16. Customer Journey Mapping Canvas
- 17. Choosing Content for your Personas How to organize multiple content streams
- 18. The Power of Authentic Relationships 96%of all respondents agree that developing authentic relationships is very important to generate revenue.
- 19. A Stalled Relationship 20%of all respondents report being very confident in how they move prospect relationships forward at scale Less than
- 20. Knowledge is Power Just 15% of respondents reported being very satisfied with the level of information they have on their target accounts and prospects
- 21. The Elusive ABM Quadrant ● The most impactful things your marketing teams can do aren’t scalable. ● We want to get as close to the bottom right as possible. ● Content matrixes are a great shortcut to get there. Waste of Time How do we get here? Automated Campaigns Non- Scalable
- 22. The more data you have about your committee, the richer the experience you can provide.
- 23. Aligning Sales and Marketing Against Personas is Crucial Alignment creates the impression of expertise Aligning Content to Persona ● Recycled content is the best kind of content ● Tailoring content or content experiences creates magic Aligning Content to Stage ● Understand all objections and bottlenecks in the sales process ● Develop content aimed directly at those stages ● Enable that content through workflows, if possible Aligning Content to Persona x Stage ● Right person + right time = magic. ● Based on Sales Stage and Persona / Role.
- 24. ● Start with a two- dimensional content matrix. ○ Persona x Industry ○ Industry x Funnel Position ○ Product Line x Acquisition Source How to Scale Personas and Content
- 25. Delivering your Content Automating the Process
- 26. How to Scale Content and Personas Then move to a three-dimensional matrix Identified Lead Top Target Demo IT evaluation Customer Lost Customer Won Happy customer with results
- 28. Persona based ads Marketing Persona CMO PersonaSales Persona
- 29. ABM Program: Outbound Assist for All - in one slide ConsiderationAttract LiveOnboardingProposal CMO Persona Marketing Manager Persona Sales Persona Generic
- 30. ABM Program: Outbound Assist for All - in one slide ConsiderationAttract LiveOnboardingProposal CMO Persona Marketing Manager Persona Sales Persona Generic
- 31. Closing the loop - measure and see impressions in SFDC
- 32. Measuring Committee Engagement with Relationships
- 33. “” Takeaways ● Your B2B sale depends on building a relationship with lots of people ● Building that relationship means providing each person the right content ● Start simple and adjust based on the results you see
- 34. Q&A