C3 2014 Breakout John Fernandez

USING PERSONAS & BUYERS’ JOURNEYS TO GET YOUR

BUYERS’ ATTENTION

John C. Fernandez

Senior Director, Analytics & Operations

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AGENDA TITLE Subtitle Here

• The Challenge Facing WPMs

• Personas

• Jibe’s Buyer Journey

• How You Get Started

• Q&A

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The Challenge

Facing WPMs

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Remember when

we were just

SEOs?

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SEO

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SEO ROI Data

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SEO

Content

ROI Data

Technology

Inbound

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SEO

Content

ROI Data Customers

WPM Earned Media

Community Technology

Mobile

Inbound Social

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Google’s view of Panda & Penguin

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Our View

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BYOD is about Mobile, right?

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BYOD is about USABILITY

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Volume Velocity Variety

=

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Today’s Nuclear Arms Race: Content Marketing

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“There is more content being produced today in 48 hours than has been produced from the beginning of

mankind until 2003.” – Eric Schmidt

5 EXABYTES OF DATA

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#C3NY Life is hard for Content Creators

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Life is even harder for Content Consumers

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But can you imagine

a non-technical CIO?

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We can’t just throw leads over the fence to Sales

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Yes, we need to worry about the TOFU

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But… we need to have a lead-to-cash view

Marketing

Sales Operations

Sales

Order Management

Invoicing & Revenue Management

Renewals

Planning & Budgeting

Campaign / Event Management

List Management Data Quality Pricing / Offer Marketing Analytics

Lead Assignment Sales Pipeline Management

Compensation Management

Territory Management

Sales Analytics

Account / Contact Management

Lead and Opportunity Management

Quote and Approvals Activity Management

Order Capture Provisioning Contract

Management Credit Validation Order Analytics

Contract Renewals Activities for Renewals Outbound Sales

Billing Handling Overdue

Items Payments and

Credits Revenue Recognition Bookings

Customer Services Knowledge Management Case Management Professional Services Management

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We’re now responsible for all aspects of the Sales Cycle

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We’re now responsible for a unified message

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Personas

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#C3NY Notice Anything Missing?

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Completely Devoid of Digital

Where’s Marketing?

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SOLVING FOR PAIN Still the key to selling

Buyers want to know how you can help them

fix their pain points and improve their

business.

Your stories must absolutely be relevant to

solving pain.

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As SEOs, we tend to focus on Google

searches, but what sites do they go?

• Thought Leadership

• Staying Up-to-Date

• Keeping themselves Certified

Importantly – where do your personas go

to learn?

WHAT SITES ARE THEY GOING TO? And why??

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This includes events! Taking this approach can greatly inform your Event Marketing strategy as well.

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What kind of content do they consume? And when?

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UNDERSTANDING YOUR PERSONA

It’s about looking at the world through the eyes of your buyer

In the vast majority of cases, people just want to:

• Do their jobs better

• Learn as much as they can

• Work hard, but enjoy life

Your product needs to speak to that at the end of the day, in a

way they are used to.

But, we need to map the buyer journey…

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Let’s identify our buyer!!

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REMEMBER!!!

B2B buyers are people, not personas

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Jibe’s Buyer Journey

Joe started Jibe with a simple idea

“I was COO of a company and responsible for hiring

hundreds of people. There was a disconnect between

the tools that were out there and what I needed.

So I started Jibe to give enterprises a better way to

recruit talent”

JIBE FOUNDER & CEO Joe Essenfeld

@jibe /company/jibe

A mobile recruiting solution that makes it easy for candidates to both

browse job openings and complete an application on the go.

Capture candidates anytime, anywhere

The World Leader in Mobile Apply

@jibe /company/jibe

Make it easy

for great

candidates to

find you

Give those

candidates a

great

experience

Use data to

continually

improve your

performance

Join the leaders already on Jibe

@jibe /company/jibe

WHO AM I?

• John C. Fernandez

• Senior Director,

Analytics & Operations, Jibe

• [email protected]

• Twitter: @JFernandez

• Conductor Customer Since 2012

Doing “this” since 1999

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4 Fundamental

HR Personas

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CHRO (Head of HR) • Pain Points: Brand, Culture

– Keyword Translation: “Employer Branding”

• Role in Buying

– Can make/break decision – one level above

decision maker

• Effective Influences

– Demos, Visuals

– Thought Leadership

– Testimonals from People Like Herself

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Inquire Learn Evaluate Justify Sell

CHRO

• Keyword “Employer Branding”

• Video

• Generic Demo • Infographics

• Customized Demo

• Videos

• Customers • Battle Cards • Pre-Sales

“Can’t”

• Solutions Document

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VP of Talent Acquisition • Pain Points: Needs Talent & Happy Recruiters

– Keyword Translation: “Recruitment

Marketing”

• Role in Buying

– Decision-Maker


– Demos, Visuals

– Case Studies

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CHRO


• Video


• Customized Demo

• Videos


“Can’t”


VP of Talent Acquisition

• KW: “Recruitment Marketing”

• Overview


• Customized Demo

• Pre-Sales “Can”

• Customer Lists

• Battle Cards


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Recruiter • Pain Points: Main Field Recruiter, needs

more candidates and better candidates

– Keyword Translation: “Mobile Apply”

• Role in Buying

– End-User, Can explain the pain points best


– Thought Leadership: Wants to know how others

recruit so they can learn

– Proof Points, needs to Trust

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CHRO


• Video


• Customized Demo

• Videos


“Can’t”




• Overview


• Customized Demo


• Customer Lists

• Battle Cards


Recruiter

• KW: “Mobile Apply”



• Customized Demo

• Customer Lists

• Battle Cards


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HRIS Professional • Pain Points: Managing the Systems

– Keyword Translation: “ATS Integration”

• Role in Buying

– Has to validate technology

– Has to implement technology


– Whitepapers, Technical Documents

– Proof points of other customers with same

technology infrastructure

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CHRO


• Video


• Customized Demo

• Videos


“Can’t”




• Overview


• Customized Demo


• Customer Lists

• Battle Cards


Recruiter

• KW: “Mobile Apply”



• Customized Demo

• Customer Lists

• Battle Cards


HRIS

Professional

• KW: “ATS Integration”

• Whitepaper • Technical Documents


• Features & Functionality

• Internal Evaluation of Solutions Document

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Content isn’t just blogs, not just HTML

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in·fo·graph·ic

ˌinfōˈɡrafik/

noun

a visual image such as a chart or diagram used to represent information or data. "a good infographic is worth a thousand words"

INFOGRAPHICS Making Learning Visual

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If you can find an image that connects to your audience, USE IT!

PHOTOGRAPHY Not about Stock Photos only

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Still one of the top ways to

consume visual content

“Three-quarters (75%) of executives said they watch work-related

videos on business-related websites at least weekly” – Forbes

“More than half (52%) watch work-related videos on YouTube at least

weekly” - Forbes

VIDEO Another way to connect

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Great on-the-go content:

• In the office

• At the gym

• Driving

• In airplanes

• Walking around

• Before falling

asleep

PODCASTS Video without the pictures

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• Defined Lead Handoffs

• Not just Automation! – Automation Visibility helps

• Sales Content – Sell Sheets

– Battle Cards

“76% of content marketers are forgetting about sales enablement” – Hubspot (2013)

SALES ENABLEMENT Don’t forget this!

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Designing rich mobile demo

experience in InVision allows our

Sales Teams to make compelling

presentations that talk

specifically to that customer

Think of this as content

personalization – to the company!

DEMOS Making the Sales Pitch real

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Yes, you’re going to say you’re

awesome, your product is

awesome, you can promise them

the sun and the moon and the

stars.

1st party content is purely table

stakes these days

YOU LACK CREDIBILITY! This is still 1st party content

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What others say about you is far

more important than what you

say about yourself.

• Reviews

• Recommendations

• Reports

WHAT DO OTHERS SAY? 3rd Party Content is Key

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Hubspot calls this:

“The Yelpification of the Software Buying Process”

The top three content types most valued by B2B Buyers are the following:

1. Research reports and studies (65%)

2. Technical spec sheets and data sheets (50%)

3. Analyst intelligence and insight (46%)

3RD PARTY IS KING Not in the magic quadrant? Good luck.

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Ultimately, your goal is to acquire

and retain customers. What better

than to show those companies who

have done this before!

“No one ever got fired for

buying <INSERT YOUR

COMPANY NAME HERE>”

– Your Salespeople

CUSTOMER LISTS Putting their money where your mouth is

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It’s one thing when a Customer lets

you use their logo. How it gets even

better:

• Press Releases

• Customer Reference Calls

But the best…

• Customer Advocates

CUSTOMER ADVOCACY Putting their money where your mouth is

“I call prospects, i.e. potential buyers, ‘future advocates’.” -Jill Rowley

Jibe Customers speaking at

HR Tech about Jibe:

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Content is often like a good

Chinese Restaurant – sure you

want great in-restaurant service,

but you may want even better

delivery. Getting your message

out to other sites is key for not

just reaching a wider audience,

but also for added credibility.

PRODUCT MENTIONS When other sites talk about you

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For a 4-year old startup to be selling to Fortune 2000 buyers, we

need all the credibility we can get:

• Customers

• Employees

• Board Members

• Investors

• Money in the Bank

COMPANY MENTIONS When other sites talk about your company

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WPM is about managing your

WEB PRESENCE, which means:

• Your website

• Your social presences

• Sites, Mentions & SERPs about

– Your Company

– Its Product Category

– Its Solution Descriptors

– Its Pain Points

THE WHOLE SERP WPM isn’t just about your website

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• Wordy

• Cluttered

• “Marcommy”

• Multiple different calls to

action

• Focused on 2 dimensions of

content: Webpages & Blogs

• Hid proof-points: Customers,

Product, etc.

OLD WEBSITE Through September 30th, 2014

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• More visually appealing

• “Open Concept”

• Speaks to the human

• Clear Call to Action

• Looking at the content

types from our persona

maps & buyer’s journey

• Demonstrated proof-points:

Customers, Product, etc.

NEW WEBSITE From October 1st, 2014

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Using Searchlight to validate our WPM efforts, especially with our new website launch, across:

• Keywords – Both managed & Recommended

• Page Insights

• Content Insights

• LinkCenter

Searchlight, Salesforce, Marketo & GA are our “Quadrinity” of insight tools

USE SEARCHLIGHT!!!! Duh!!

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How You Get Started

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Q&A

JOHN C. FERNANDEZ [email protected]

@JFernandez