Presented By:Max Traylor

A blended web series solving CMO challenges with research, data and technology.

Join the live webcast on Tuesday September 8st at 3pm.

www.breakoutrevenue.com/cmo-series

breakoutCMO series

How it works

Your (CMO) challenges

Our research, interviews

and experience

breakoutCMO seriesSolutions for your Challenges

Max Traylor | CRO, breakoutrevenue

Max helps companies develop and execute demand generation strategies.

How individual buyer behavior is used to segment your audience and build personas

Season 1: Episode 2

Episode 2: Overview

While it is unlikely that companies will totally move from a segmentation based approach to a personalization approach in the near term, real-time analysis of what a customer is doing on the internet, including imputed interest from their behavior, cannot be under-estimated. Marketing technology obviates the need for understanding customers through a persona or segment, as data makes targeting possible at an individual level.

This session will show you a data-driven alternative to traditional target market segmentation and persona development: using real-time content intelligence and buyer behavior analysis to analyze your content’s relevance and buyer’s interest profile.

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Harvard Business Review says:

“Segmenting, at its most basic, is the separation of a group of customers with different needs into subgroups of customers with similar needs and preferences. By doing this, a company can better tailor and target its products and services to meet each segment’s needs.”

Source:

What you need to know about segmentation

Harvard Business Review

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Challenge 1: Understanding target market segmentsThe question: What should we do to attract and engage our target market segment(s)?

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So much content being produced: Lots of data.

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Each buyer has their own unique content DNA

Every piece of content is made up of a unique combination of topics

On average buyers look at 13 pieces of content before making a purchase

When we monitor your ideal buyer's content consumption, it is like mapping your buyer's DNA: the unique set of content and topics they consume before making a buying decision.

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According to IBM’s CEO Ginni Rometty:

“Big data will spell the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust.”

Source: IBM’s CEO on data, the death of segmentation and the 18-month deadline

CMO+CIO Leadership Symposium’ in Sydney

Solution: Use content consumption to reveal what your target market(s) are interested in.What an individual reads leading up to a purchase decision tells you what interests and needs they have so that you can address them with demand generation investments, product development and competitive positioning.

Image credit: https://randomhouseindia.wordpress.com/2014/01/06/you-are-what-you-read/

Challenge 2: Identifying new customer segmentsWhat if your stated target market segments are not the most profitable to pursue or most likely to buy?

What do they have in common?

What can you do to attract and retain more of them?

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What if your target market segments today are not the most profitable to pursue or most likely to buy?

ASK YOUR CRMWho are your most profitable customers?

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Oracle says:

“Digital Body Language is the online equivalent of the facial expressions revealed around the negotiating table. It is comprised of web site visits, content downloads, keyword searches, and email responses. In many ways, online buyer behavior provides the most accurate picture of prospect interest and intent. By analyzing the timing, frequency, and clickstream data of web site visits, marketers can zero in on the buyer’s pains, concerns, and motivations.”

Source: Digital Body Language: Reading and Responding to Online Digital Buying Behaviors

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What do your most profitable customers do online?

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What can you do today to attract more of them?

content gap,

representing lost

opportunities

saturation point, the

content topic is not of further

interest to your audience

This topic is of keen interest

to your buyers—keep writing

about it.

Virtual serversArray testing

Database & analytics

Topi

c vo

lum

e

# of engagements by topic

Content consumption compared to topic coverage = production decisions

Solution: Create new segments based on similar interests.• Capture interest data

• Identify clusters of interests within high value customers

• Identify leads/buyers with similar interests

17 Image credit: http://www.arttherapyblog.com/art-therapy-ideas/reducing-stress-during-times-of-transition/#.VVyaIvlViko

Challenge 3: Identify the buyer’s journey for each personaMarketers spend a lot of time and money mapping out the buyer’s journey for different products, buying roles, company types ect. The challenge is that each buyer will follow their own unique journey.

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What is the point?Buyer Journey mapping is used to automate the delivery of content to certain buyer types according to their stage in the buying process.

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Source: http://blogs.forrester.com/lori_wizdo/12-10-04-buyer_behavior_helps_b2b_marketers_guide_the_buyers_journey

From persona(s) to individuals.

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Application of personal interest data:

Personalized website experience Boost SEO along with Increase buyer engagement and conversion

Personalized email communications Boost lead engagement all along the buyer’s

journeyPersonalized sales conversations

Give sales a view into their buyer’s interests

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Gartner found:

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Source: Are marketers missing the mark when it comes to personalization? -Gartner

Solution: Give your self a communications cheat sheet.

Each buyer has unique interests that are constantly changing. Use buyer interest data, “Digital Body Language” to personalize your communication with every buyer across marketing and sales.

Image credit: http://commons.wikimedia.org/wiki/File:PSM_V46_D167_Outer_surface_of_the_human_brain.jpg

Wrapping up:

Use Buyer Interest Data to:

Better understand your target market Identify new segments to sell toPersonalize your communication with buyers

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Further resourcesAvailable at:http://www.breakoutrevenue.com/cmo-series/buyer-behavior-target-audience-segmentation

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Get your challenges addressedTell us what is holding you back from accelerating revenue at your organization and we will give you 60 minutes of personalized recommendations.

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breakoutCMO season 1 schedule

Episode 1: Components of a comprehensive demand generation strategy.

Episode 2: How to use individual buyer behavior to segment your audience and build personas

Episode 3: Predictive content analytics takes the guesswork out of content marketing.

Episode 4: Content strategy: the fundamental element of demand generation.

Episode 5: Align your technology, people and process for a customer centric culture.

Episode 6: Vendor evaluation and selection: customer data integration across the organization.

Episode 7: Measuring performance of your demand generation investments.

Episode 8: Agile implementation and iteration of your demand generation strategy

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www.breakoutrevenue.com/CMO-series

THANK YOU!!!

Stay ahead of the competition, don’t fall behind

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Max Traylor | CROmax@breakoutrevenue.comLinkedin.com/in/maxtraylor