Upstream Marketing - Build Buyer Personas for Better Marketing

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Information about Upstream Marketing - Build Buyer Personas for Better Marketing

Published on March 15, 2016

Author: KevinHuang23

Source: slideshare.net

1. Upstream Marketing Prepared by Kevin Huang Feb 13, 2016 Build Buyer Personas for Better Marketing

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3. Page  3 What Is Upstream Marketing?

4. Page  4 Why Going Upstream?

5. Page  5 Upstream vs. Downstream Marketing: What’s the Difference?

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9. Page  9 A New Framework for Competing Insight Identity Innovation Source: Upstream Marketing

10. Page  10 How To Build Buyer Personas

11. Page  11 Facility/Operations Manager Homer

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13. Page  13 Two Parts of A Buyer Persona Core Buyer Persona • Information remains the same for all buying decisions • Data from analysts, quantitative studies, online observation • Demographic information - Job title - Company size - Industry - Education • Job description • Top 5 priority initiatives Product , Service or Solution Connection • Information specific to a particular buying decision • Insights not obvious, source of competitive advantage • Discovery requires qualitative interviews • Priority Initiative: buying triggers • Success Factors: why we win • Perceived Barriers: why we lose • Buying Process: which persons are critical, resources buyers trust • Decision Criteria: capabilities buyers consider most important Source: Buyer Persona Institute

14. Page  14 A Better Buyer Persona IT Manager Matt

15. Page  15 A Better Buyer Persona

16. Page  16 5 Rings of Buying Insight PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA Reveals why some buyers make your solution category a strategic priority while others choose the status quo. Reveals what buyers expect to change after implementing your solution, and why. Reveals why some buyers wouldn’t perceive your company or solution as their best option. Reveals which buyers are involved in the decision and what resources they trust to guide their decisions. Reveals what criteria buyers use to evaluate and make a purchasing decision, and why. Source: Buyer Persona Institute

17. Page  17 Source: Buyer Persona Institute 5 Insights Into A Buying Decision… Priority Initiative Success Factors Perceived Barriers Success Factors Buyer’s Journey Who triggers the search and why What outcomes buyers expect, in their own words Why this buyer wouldn’t make this decision or choose you Which capabilities or attributes this buyer evaluates Which buyers are involved and how they weigh options to choose one Targeting and messaging for demand generation campaigns The benefits you will emphasize to position your solutions as an exact fit What you will say and do to overcome barriers to consideration or purchase How you will give buyers the useful information that helps them decide How and when you will deliver your message and to which audiences BUYERS TELL US SO YOU CAN CHOOSE

18. Page  18 How to Get Into the Buying Insight Source: Buyer Persona Institute

19. Page  19 Who you need to persuade within the buyer’s organization What Information they need to make their purchasing decision When Buyers are most likely to receptive to your message Where To reach buyers with your marketing content How To create a persuasive content for purchasing your solution Why Your marketing and sales plan is the best course of action Source: Buyer Persona Institute

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21. Page  21 What Is the Value Proposition? Buyer’s Top Priorities, Success Factors, Perceived Barriers Or Decision Criteria Our Most Relevant Capabilities Competitors’ Capacity To Match Capability 1 = Impossible 2 = Difficult 3 = Easy Relative Importance To Buyer 1 = Critical 2 = Important 3 = Least Important What control over opt-in experience, including content of first email Works like other software, no training or HTML required Automated response fully integrated with my CRM/web systems We evaluate your prior opt- in policies, waive 2nd opt- in, plus you control initial email Text editing plus drag & drop works just like MS Office applications Integrates with top 10 CRM and web platforms 2 3 2 3 1 2 Source: Buyer Persona Institute

22. Page  22 Choosing Content Strategy & Message What you want to say What buyers want to hear Content Strategy Core Message Strategy Filter/ranked based on competitive differentiation • Importance to buyers Source: Buyer Persona Institute

23. Page  23 Messaging Before And After Buyer Insights Before: Provide east-to-use, enterprise-level protection that optimizes performance and system resources so small business can get up and running quickly. Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources. After: Source: Buyer Persona Institute

24. Page  24 Aligning Sales & Marketing Efforts Source: Buyer Persona Institute

25. Page  25 Insights Clarify Marketing Investments Step Key Personas Key Rings of Insight Resources Consulted Trigger Research Assess Negotiate Implement Small biz owner Office Manager Office Manager Small biz owner Office Manager Lightweight option, warranty expiring Battery life Size/Weight Keyboard feel Screen Resolution Cost trade-offs Extended Warranty Start-up time Tech Support WSJ Article Linkedin Group Online Reviews Blog Posts Apple Store Best Buy Supplier Websites Customer Newsletter User Community Conv Rate 75% 20% 80% 65% 40% Sales & Marketing Assets PR and social media Use case studies, blogger outreach POS displays, sales training Comparison pages Customer feedback program 1 2 3 4 5 6 Source: Buyer Persona Institute

26. Page  26 Facebook's paid advertising now allows for an incredible amount of advanced targeting based on information like location, age, language spoken, education level and interests. Even with a small budget and as a new online store, you have access to very specific audience targeting. Targeted Ads Are More Effective & Give A Better ROI

27. Page  27 How To Research Your Buyer Personas

28. Page  28 Facebook Insights

29. Page  29 Google Analytics Audience Reports

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33. Page  33 Appendix Use the Five Rings of Insight for Better Marketing

34. Page  34 What Trigger The Buyers’ Search PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA Source: Buyer Persona Institute

35. Page  35 Pain Points Are Reverse-Engineered Try to find & persuade buyers who have XYZ pain Work with the product experts Our product benefits buyers who have XYZ pain Make Stuff Up about XYZ pain relief We typically start here Source: Buyer Persona Institute

36. Page  36 Ask The Buyer To Tell You Their Story Take me back to the day When you first started looking for a ___________ solution. What happened? Source: Buyer Persona Institute

37. Page  37 Success Factors Might Seem Obvious… PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA Source: Buyer Persona Institute

38. Page  38 Personas Need Details No: Reduce costs Yes: Reduce desktop support costs and make me look good to my boss Source: Buyer Persona Institute

39. Page  39 Don’t Ignore The Negative Perceptions PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA Source: Buyer Persona Institute

40. Page  40 Addressing Objections Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources. Source: Buyer Persona Institute

41. Page  41 PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA Where, Who & What Matters Source: Buyer Persona Institute

42. Page  42 The Buyer’s Version, Not Yours Step How Many Solutions Evaluated Key Personas Key Rings of Insight Resources Consulted Trigger Research Assess Negotiate Implement 5 3 2 1 Small biz owner Office Manager Office Manager Small biz owner Office Manager Lightweight option, warranty expiring Battery life Size/Weight Keyboard feel Screen Resolution Cost trade-offs Extended Warranty Start-up time Tech Support WSJ Article Linkedin Group Online Reviews Blog Posts Apple Store Best Buy Supplier Websites Customer Newsletter User Community Source: Buyer Persona Institute

43. Page  43 PRIORITY INITIATIVES SUCCESS FACTORS PERCEIVED BARRIERS BUYER’S JOURNEY DECISION CRITERIA How Buyers Compare Their Options Source: Buyer Persona Institute

44. Page  44 Which Differences Matter to Buyers Our Assessment Buyer Assessment Market leader Ease-of-use Scalability Integration Pricing Source: Buyer Persona Institute

45. Page  45 Step How Many Solutions Evaluated Key Personas Key Rings of Insight Content Trigger Research Assess Negotiate Implement 5 3 2 1 Small biz owner Office Manager Office Manager Small biz owner Office Manager Lightweight option, warranty expiring Battery life Size/Weight Keyboard feel Screen Resolution Cost trade-offs Extended Warranty Start-up time Tech Support PR: story about product weight Website: Comparisons of one model vs. competition In store offers Offers (coupon, rebate?) User community on site Help Tips Map Content & Messages Source: Buyer Persona Institute

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