Post on 20-Jun-2020
October 1, 2007 1Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Customer Acquisition Using Personas and Buying ScenariosOctober 1, 2007
MarketingProfsB2B Marketing ForumPersona-Based Customer Acquisition
Goal Centric Management, Inc.
Tony Zambito President and CEOtony@goalcentric.com
Angela QuailSenior Vice Presidentangela@goalcentric.com
October 1, 2007 2Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Persona Insights
THREE ISSUES FACED BY MARKETING
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA-BASED INSIGHTS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
The following presentation provides a very high level overview of how personas, mental models, scenarios, and insights
are driving corporate and marketing strategies.
October 1, 2007 3Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Three Challenges Facing Marketing Today
• Understanding Customer Behaviors and Attitudes: Finding out how and why customers buy
• Distilling customer insights from voluminous quantitative and qualitative research and sales data
• Communicating relevant customer insights in order to drive marketing strategy throughout the organization
October 1, 2007 4Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Is demographic data enough today?
October 1, 2007 5Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Is psychographic data enough?
October 1, 2007 6Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Focus Groups and Surveys?
October 1, 2007 7Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Is sales data enough?
October 1, 2007 8Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
How do I make sense of all this data?
October 1, 2007 9Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
How do I communicate about customers?
October 1, 2007 10Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
What story can I tell about customers?
October 1, 2007 11Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
How Can We Connect With Customers?
October 1, 2007 12Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Marketing’s Goal: Uncover Insights & Customer Acquisition
Why Insights?
Because data alone– even insights alone– do not drive strategy
But persona-based research can communicate insights about unarticulated beliefs, customer behavior, and customer attitudes
Valuable insights show companies how to improve customer experiences, focus customer acquisition strategy, and increase competitive advantage
October 1, 2007 13Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Next
THREE ISSUES FACED BY MARKET RESEARCH
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA-BASED INSIGHTS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
PERSONAS
October 1, 2007 14Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Personas: A Synthesis Of Customer ResearchWhat is a Persona?
An archetypal model of key attributes and goals for a user, buyer, influencer, or partner,
distilled from observing and talking to real people,
presented as a vivid narrative description of a person who represents a customer specific segment (B2C) or a business customer role (B2B),
used to guide the design and strategy of products, channels, customer experiences, and messaging.
The persona is an interface into the research and analysis of real people and real data who represent customers.
Antonio Perez District Assessment Director at a Large School District
October 1, 2007 15Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Not average, but typical and believable
Personas Are Representatives
A persona is a representative of a segment. If you understand that persona, whether characterized as a user, buyer, or influencer, and can satisfy his/her goals, you will be able to satisfy the goals of most people who use, buy, or have a stake in your product or service.
Good persona
Edge case
October 1, 2007 16Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Antonio Perez District Assessment DirectorLarge School District
Customer PersonaGoals
Help kids in his community get the skills they needHelp schools achieve Adequate Yearly ProgressFind funding for more and better assessmentsStay on par with colleagues best assessment practices
October 1, 2007 17Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Tom Frost, PhDNeuropsychologistFrost & Riley Private Practice
Customer PersonaGoals
Be the expertLeave no loopholes in his testimonyUse reliable tools that support him under fire
October 1, 2007 18Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA-BASED INSIGHTS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
October 1, 2007 19Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Organizational PersonasCapture B2B customer complexity
In the context of B2B customer segments, the organizational persona is an archetypal representation of a segment of customer companies.*
The model describes attributes, goals, and behaviors of the model organization.
*Note: If used when talking about a specific company, “organizational persona” can be synonymous with “brand.”
October 1, 2007 20Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
MENTAL MODELS
PERSONA-BASED INSIGHTS
USING PERSONA INSIGHTS
SUMMARY
SCENARIOS: PERSONAS IN ACTION
October 1, 2007 21Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Buying ScenariosShow how and why buying decisions are made
A buying scenario is a narrative and graphical model of personas, organizational personas, and B2B persona ecosystems in action as they make important buying decisions.
October 1, 2007 22Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
PERSONA-BASED INSIGHTS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
MENTAL MODELS
October 1, 2007 23Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Mental ModelsAn analysis and depiction of customer perceptions, attitudes, and beliefs that affect decision making
“Mental models are deeply ingrained assumptions, generalizations, or even pictures or images that influence how we understand the world and how we take action. Very often, we are not consciously aware of our mental models or the effects they have on our behavior."
–Peter Senge, The Fifth Discipline
October 1, 2007 24Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Mental ModelsInsights can be further illuminated by mental models
Customers have perceptions and operate within mental models that are derived from many sources, including previous experiences with your company and their own professional culture.
October 1, 2007 25Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
PERSONA-BASED INSIGHTS
October 1, 2007 26Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Example: Peer Collegiality Insights
Why is this happening?
Uninformative (but expensive) product messaging contributes to customers’ perception that personnel are not “peer level experts”
“I always take what the
company says with a grain of salt . . . Why?
I guess because they do not have a clue about our
situation.”
October 1, 2007 27Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Persona-Based Insight
The company is “invisible” behind product-centric messaging
Customers appear to have little recognition of the fact that thecompany spends millions of dollars on valuable research
Company brand and image
“Another big company that sure spends a lot of money on advertising”
October 1, 2007 28Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA-BASED INSIGHTS
SUMMARY
PERSONA INSIGHTS-DRIVEN STRATEGY
October 1, 2007 29Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Persona Insights-Driven StrategyUse personas to map insights to strategy and fulfill customers’ goals
Antonio’s goal is to get expert advice
Antonio’s goal is to easily find detailed information relevant to his situation
Antonio has to make decisions that impact many, so he seeks confidence that he is making good decisions
Ensure your company’s activities satisfy each primary persona’s or customer group’s goals
October 1, 2007 30Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Personas at Center of Customer Acquisition Strategy
StrategyPost research papers on newly designed website
Provide access to experts
Position company as research intensive
Insights
October 1, 2007 31Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
NextTHREE ISSUES FACED BY MARKET RESEARCH
PERSONAS
B2B ORGANIZATIONAL PERSONAS & ECOSYSTEMS
SCENARIOS: PERSONAS IN ACTION
MENTAL MODELS
PERSONA-BASED INSIGHTS
PERSONA INSIGHTS-DRIVEN STRATEGY
SUMMARY
October 1, 2007 32Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Persona Insights Informs Customer Acquisition Strategy
Personas give the deepest understanding of customers
Personas translate insights into competitive advantages
Personas make customers “real” to senior management and the rest of the organization
Persona Insights can be drivers of customer acquisition strategy and customer centricity
Personas are the “face and voice” of customer insights
October 1, 2007 33Persona-Based Customer Acquisition
Goal Centric Management Inc. Persona Insights to Drive Customer Acquisition Strategy
Thank youQuestions? Assistance? Please contact us:
Phone: 716-651-1931
Tony ZambitoPresident and CEO tzambito@goalcentric.com
Angela QuailSenior Vice Presidentangela@goalcentric.com
Thank you
Goal Centric Management, Inc.