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#B2BMX
How Buyer Personas Power Sustainable Stories that
Turn Prospects into CustomersArdath AlbeeCEO & B2B Marketing StrategistMarketing Interactions, Inc.
@ardath421
#B2BMX
Improving the customer experience is seen as the top opportunity for marketers to differentiate their companies.
2017 Digital Intelligence Briefing | eConsultancy & Adobe
Problem? Perception is Skewed
@ardath421
Campaigns Halt Momentum
@ardath421
Campaign vs. Continuum
T1 T2 T3 T1 T2 T3Theme 1: Productivity Theme 2: Efficiency
Dead Air
Why should I care?
What happens if we do nothing?
What are our
competitors
doing?
What do I need to know?
What are best
practices?
What are my
choices?
How do we get
everyone to agree?
What else does
it impact?
@ardath421
A compelling persona-driven story motivates your buyer to take action. Again and again.
@ardath421
When a story speaks to buyer’s aspirations; it’s meaningful.
@ardath421
#B2BMX
“A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.”Uri Hasson, Princeton neuroscientist
@ardath421
Buyer Personas
• Day in the Life• Objectives / Problems• Professional Attributes• Questions• Obstacles• Content/Channel
Preferences• Relationships with
Stakeholders
@ardath421
• Context for the objective / problem• Relationships with stakeholders• What’s getting in the way• What’s important to them
professionally
A Day in the Life of Your Persona
@ardath421
Professional Attributes• Time in career• Personality Traits (mentor, detail oriented, creative)• Background – where did they start? Did they change jobs a lot?• Influencers – Boss, Peers, Ego• Frustrations• How their peers view them & How they view their peers• Where do they want to go with their career? (climb the ladder,
leave a legacy)
@ardath421
Questions & Obstacles
Why should I care?
How will this affect IT?Best
Practices?
Security?
Will users adopt it?
What’s the TCO?Value?
@ardath421
Build Your Buyer’s Story
Hero
Mentor (Company)Villain (Problem, Naysayers)Subplots (Buying Committee)
@ardath421
Hero (Buyer)
Has Problem (Aspiration)
Seeks Solution
(Decides to Take Action)
Lacks Expertise
(Questions)
Encounters Obstacles (What if…?)
Learns from Mentor (You)
Gains Consensus (Climax)
Achieves Resolution
(Buys)
Develop a Sustainable Storyline
Villain Sub Plot
Sub Plot
Sub Plot
Villain
@ardath421
Building the Story
• What does the buyer need to know to rattle his security in the status quo?
• Why should he care?
Trigger
• Given his status quo and what rattled it, what else does he need to know?
Seek Knowledge • What can you help
make happen that will provide value – from his perspective?
• What evidence do you have?
Lacks Expertise
• Who needs to get on board?
• How will he overcome obstacles?
Needs Consensus
@ardath421
Orchestrating the OverlaysHow can our product design teams shorten
time to market?
Here’s how a global collaboration platform helps designers iterate
faster.
Okay, that’s got possibilities, but my IT
guy is sticky about security, given the growth
in data breaches.
Here’s what you need to know about security for
global collaboration solutions.
Got it, thanks. But I’m going to get pushback on
how easy it is to drive adoption from HR.
We’re hosting a webinar about how to fast track user adoption with our gamification features…
@ardath421
@ardath421
Help Your Buyers Binge
@ardath421
2016 Content Preferences Survey | DGR
@ardath421
Most Websites Impede BingeingProduct
s
A
B
Solutions
X
Y
ResourcesWhite Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
@ardath421
Content Hubs Invite Bingeing & Sharing
Products
A
B
Solutions
X
Y
Industries
Finance
Technology
Retail
Healthcare
Business Value
Speed Time to MarketDrive
Growth with
Collaboration
Increase User
Adoption
By Role
Product Manager
Human Resources
IT
Resources
White Papers
Videos
Infographics
Webinars
Blog About
History
Team
Customers
Case Studies
@ardath421
Content Hubs: Built for Bingeing
@ardath421 | #MuraCon
Problem-to-Solution HubChallen
ge Status Quo and
Validate the
Problem
Set the Vision
for Future State
Educate the BuyerAnswer Questio
nsShare Best
Practices
Consensus ContentFor Persona B For Persona C
@ardath421
Think Evergreen, Not Reinvention
@ardath421
• Note patterns of engagement• Fill any gaps• Update any statistics or research• Freshen calls to action – links to new / different
content• Embrace the continuum
“It is frequent repetition that produces a natural tendency”
Aristotle
You are AWESOME! Ardath Albee, CEOMarketing Interactions
#B2BMX