Persona Based Marketing Powerful B2b Marketing Tools For Connecting With Prospects Customers

Persona Based Marketing Powerful B2b Marketing Tools For Connecting
With Prospects Customers

Persona Based Marketing: Powerful B2B Marketing Tools For Connecting With Prospects & Customers
Meet Bill,​ he’s the​ owner and CEO of​ a​ growing,​ mid-sized manufacturing company .​
Bill is​ in​ his early 40s,​ wears glasses and tries his best to​ squeeze in​ an​ early-morning workout whenever he can .​
He prefers to​ wear golf shirts and khakis,​ donning a​ suit only when he has to​ .​
Bill drives a​ late model SUV with a​ booster seat in​ the​ back seat for his four-year-old daughter .​
He’s harried,​ and worries about managing his company’s growth .​
He wants to​ leverage technology to​ increase operational efficiency and customer satisfaction,​ and to​ offset the​ rising costs of​ doing business,​ but doesn’t know where to​ start.

Helen is​ his director of​ sales .​
She’s 32,​ single,​ a​ competitive runner,​ and is​ partial to​ 80s rock .​
She drives a​ new BMW convertible .​
She struggles with managing a​ dozen salespeople,​ many who are 10 to​ 15 years older then her .​
Helen wants the​ company to​ invest in​ a​ new CRM system to​ replace the​ contact management they long ago outgrew,​ but wonders how she’ll convince Bill and the​ company’s CFO to​ spend the​ money.

Bill and Helen are not real people,​ but they're examples of​ one of​ the​ most powerful tools you​ can use to​ better connect with prospects and customers: persona-based marketing.

Persona-based marketing is​ part Hollywood characterization and part business analytics .​
It involves constructing a​ fictional customer—based on​ real-life data and intelligence—and then using that character as​ the​ touchstone for promotional and selling decisions .​

Persona-based marketing goes beyond simple demographic data

Persona-based marketing describes who a​ prospect or​ customer is,​ by also answering questions about their behavior such as: what keeps this person awake at​ night? How does he spend his time? How does she like to​ be sold to?

This concept can help you,​ as​ a​ business-to-business marketer by creating a​ vivid,​ tangible picture of​ your best prospects or​ customers,​ and then sculpting a​ marketing message that’s pertinent to​ their concerns,​ and move them to​ inquire and buy.

Let’s get back to​ the​ example of​ Bill and Helen .​
Say you’re a​ systems integrator who is​ targeting mid-sized companies like Bill’s .​
Using what you​ know about Bill as​ a​ representative of​ the​ typical business owner,​ you​ can make some tactical marketing decisions .​

Because Bill is​ pressed for time,​ he probably won’t attend an​ all-day seminar,​ or​ an​ evening dinner meeting—he’s got family responsibilities after work .​
But he would be interested in​ a​ 45-minute,​ executive-level Web seminar he could attend from his desk .​
He might also say yes to​ an​ executive breakfast briefing with his peers from other local mid-sized firms.

This fictional CEO can even help guide decisions about minute matters such as​ brochure or​ Web site design .​
Because you​ know that Bill is​ over 40 and wears glasses,​ you’ll make sure that the​ font is​ big enough for him to​ read easily .​
And because you​ know he’s time-pressed,​ you’ll break down key messages into bullet points he can scan quickly.

Helen,​ your customer’s sales director surrogate,​ meanwhile,​ will respond to​ an​ offer that speaks to​ her needs .​
She might raise her hand to​ a​ half-day seminar on​ convincing your CEO and CFO to​ invest in​ CRM .​
She might also request a​ white paper on​ How to​ get salespeople to​ use your new CRM system .​
Because she’s younger and has upscale tastes,​ she’d probably attend a​ lunch seminar at​ the​ hot new bistro in​ town .​
She’s also more likely to​ notice an​ ad or​ seminar invitation or​ other promotional materials that are designed in​ a​ modern and colorful manner.

Granted,​ Bill and Helen are composite characters,​ not real people .​
But referring to​ them as​ you​ formulate and execute your messages can make your marketing more effective .​
And it​ can prevent your promotions from becoming too generic to​ be noticed .​
Performed correctly,​ your persona-based decisions will stop being about I​ think and start being about what would our customer or​ prospect think?

How do you​ get started?

1 .​
Convene a​ group of​ employees
who interact with your customers and prospects .​
Bring in​ lunch and a​ white board and ask them to​ help you​ build a​ persona for each of​ your target customers .​

2 .​
Start by describing the​ customer’s role in​ their company:
CEO,​ CIO,​ CFO,​ COO,​ sales manager,​ purchasing agent,​ user,​ and any other important influencers .​

3 .​
Next describe the​ kind of​ company they work for.
What industry is​ it​ in? How big is​ it? How up-to-date is​ it? Does it​ have a​ lot of​ competition?

4 .​
Then describe the​ person and their behavior:
Give each persona a​ name,​ a​ title,​ an​ age,​ and describe how he or​ she looks .​
How does he dress? What kind of​ car does she drive? What does he do in​ his free time? What kind of​ educational background does she have?

5 .​
Flesh out as​ many attributes
as​ you​ need to​ give a​ full,​ rounded picture of​ who this person is​ .​
Then,​ turn to​ your persona’s problems and goals.

6 .​
Think about what does this person’s daily calendar look like?
What are his or​ her most pressing concerns? What product or​ service attributes would be most helpful in​ solving this person’s problems? is​ he or​ she looking to​ roll up 20 databases into one,​ getting ready for an​ IPO,​ dealing with a​ new competitor who has just entered the​ market?

7 .​
Then,​ when formulating your marketing messages
,​ think about what path this prospect or​ customer might pursue to​ solve this problem .​
Will he or​ she turn to​ white papers or​ articles in​ trade publications or​ Web sites? Would this customer or​ prospect seek input from a​ speaker at​ a​ networking group of​ their peers? Let the​ personas steer the​ route,​ which you​ can pave with information that can help your prospect and customers move forward in​ their consideration and buying process.

If you’ve never used person-based marketing before,​ give it​ a​ try .​
It can be a​ powerful way to​ focus your business-to-business marketing messages and offers,​ driving more leads and sales.

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