#b2bnl

Insights in your B2B buyer

Buyer personas

Presented by:

Yvette GietelinkYvette@spotonvision.com

@YvetteGietelink

Your host:

Christa HemelaarChrista@spotonvision.com

@Chemelaar

#b2bnlspotONvision B2B marketing agency

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#b2bnlQuestions?

Buyer personas

What?

Why?

How?

Poll

Maak je al gebruik van buyer persona’s?

#b2bnl

#b2bnlHow do I reach my buyers?

How do I connect and engage with them?

#b2bnlWho are my real buyers?

Strategic buyer Economic buyerUser buyer

Segment of users that represent the needs of a larger group of

customers, in terms of their goals and personal characteristics

Persona is a concise description of a specific customer type

#b2bnlWhat is a buyer persona?

• Helps to visualize and understand your customers

• Acts as a guide throughout the development of marketing

communication campaigns

• Helps in aligning sales, marketing and product development

The essential ingredient for effective marketing

#b2bnlWhy use personas?

• Change misconceptions about buyer segments

• Effective marketing messages and programs

• Better engagement

• Insight in how to nurture your buyer

• Better marketing ROI

#b2bnlResults of using buyer personas

#b2bnlCreating a buyer persona

1. Read everything they read

2. Attend seminars & monitor conference topics

3. Talk to the sales people

4. Use your website analytics

5. Conduct personal interviews

#b2bnlHow to gather the insights in 5 steps

• RSS feeds, Google Alerts

• Publications

• Newsletters

• Blogs/industry sites

#b2bnlStep 1: Read everything they read

• Listen to what they talk about

• Note the questions that are being asked

• Talk to people at the conference

• Learn the topics on the program

• Watch videos if you can’t attend

#b2bnlStep 2: Attend seminars and monitor conference

• Good sales people listen and know more

• Should know many details on the buyer

• Look at win/loss reports

• Warning: don’t count only on sales!!

#b2bnlStep 3: Talk to the sales people

• Google alerts, Twitter search, LinkedIn, etc.

• Conduct from time to time sentiment analysis

• Use analytics smartly to gather important data

#b2bnlStep 4: Listen online

• With customers, won/lost/prospects and suspects

• Minimum 12 to15 respondents for one persona

• Focus on the goals (next slide)

#b2bnlStep 5: Conduct interviews

• What things frustrate you the most?

• What makes good/bad working day?

• What will help you to do your job better?

• How are your work being measured?

• What keeps you awake at night?

• How do you buy?

#b2bnlGoal: Uncover attitudes & behavior

• Find patterns and clusters

• Add details from behavioural traits

• Selects details that stand out

• Give name and photo

• Introduce to your colleagues

#b2bnlDid it all? What’s next

Peter, 45 years old, is a busy IT manager in a logistics company, needs to upgrade his

servers to handle a new software application that new employees can access remotely. As

he’s putting out fires on a daily basis, he doesn‘t have the time to spend doing research

during the say, and definitely doesn’t have the time to talk on the phone with sales people.

#b2bnlNarrative example: Peter

But because of his priority of this project, he may take

the time after work to do some vendor research online,

and call up a few resellers for RFP’S. He will definitely

visit some forums to see what his peers are saying and

to see if he can get some information there. He’ll read a

few industry blogs. And, if he can find them, he’ll

download some white papers.

1. Focus the attention and budget to what matters- the buyer and his/her

needs

2. Visualise the buyer journey

3. Create a content map

4. Focus the development & design of marketing campaigns

5. Develop your content with buyer-dialogue in mind

#b2bnlHow B2B Marketers should use personas

#b2bnlImplementing Personas

• Add personal details but don’t go overboard

• Include goals for each persona

• Don’t develop too many buyer personas

• Personas only add value if you invest time to develop them properly

• Evolve the personas over time

• Personas are not the silver bullet, but extremely important to have

• Get the sales buy-in on the personas

#b2bnlHelpful tips

Poll

Wat is jouw grootste barrière om te starten met buyer persona’s?

#b2bnl

spotONvision masterclass

Woensdag 24 juni: Kunnen B2B-marketeers ROI aantonen?

spotONvision webinar (Engelstalig)

Vrijdag 10 juli: Buyer personas cross border

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#b2bnlWant more? Downloads are available

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#b2bnlThank you for your attention

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LinkedIn groups:

• Passion for B2B Marketing

• B2B Marketing Forum Benelux

Yvette Gietelink

yvette@spotonvision.com

@yvettegietelink

Christa Hemelaar

christa@spotonvision.com

@chemelaar