Connecting Buyer Personas To Content That Connects

•

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G3 Communications

Live webinar presented by Demand Gen Report and Content4Demand #ContentGap

Marketing

Connec&ng
Buyer

Personas
To
Content

That
Connects

#ContentGap

Sponsored by

#ContentGap

Welcome
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ques&on
here

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Demand
Gen
Report:
@DG_Report

Content4Demand:
@Content4Demand

Dana
Harder:
@DanaHarder

#ContentGap

About
Demand
Gen
Report

@DG_Report
http://linkd.in/DG_Specialists
•  Launched
in
2007
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best
pracEces
in

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generaEon

•  Newsle3er
has
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than
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also
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a
menu
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and
best

pracEces
reports

•  New
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at

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#ContentGap

Panelists

Dana
Harder,

VP
of
Content
Strategy,

Content4Demand

Kim
Zimmermann,

Senior
Managing
Editor,

Demand
Gen
Report

MODERATOR

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

Connecting Buyer Personas
To Content That Connects
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Why aren’t we flying? Because
getting there is half the fun.
You know that.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

More than 40% of B2B marketers
are now using buyer personas as
part of their strategy, but only
15% considered their persona
marketers very effective.
- ITSMA

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
84% of marketers acknowledge
the importance of understanding
the buyer’s mindset, yet only 24%
have a formal process for gaining
a sophisticated understanding of
their customers.
-AdAge
60% stated they had no to very
little understanding of what the
best practices are for buyer
persona development.
-Tony Zambito
57% did their first-ever buyer
persona development initiative
within the last two years but
only 15% of the respondents
relied on in-depth qualitative
buyer interviews.
– Tony Zambito
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

11
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
4 Steps To Ensure A Successful Content Journey

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

•  Personas don’t need to be complex
•  Focus on prospects, not customers
•  Online surveys vs. phone calls
•  Third parties can add credibility
•  Quality over quantity
12
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #1: Collect the right data

13
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Persona Elements That Can Connect / Inform Content Messaging
•  Pain Points
•  Motivators
•  Key Initiatives
•  Validators
•  Performance Metrics - How are they
measured?
•  Trusted Resource / Watering Holes
•  Evaluation / Comparison
•  How do my current capabilities in this area
compare to peers in my space or related
industries?

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

14
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

15
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #2: Get ‘Sirius’ About Your Buyers

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

16
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Identifying Buyer Paths and Mapping Content Plans

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

17
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #3 - Let the Persona Inform The Message
Persona/Role Awareness Evaluation Decision
Persona 1
Persona 2
Persona 3
Persona 4

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

18
BEGIN
WITH
THE
BUYER.
END
WITH
ENGAGMENT.

BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Step #4: Get The Message In The Content …(Is Wally World Open?)

19
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Sample #1: Persona Based Content

20
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Sample #2Sample #1: Vertical-Focused Content

21
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
Our Offer To You
Free 30 minute Persona Assessment
Contact: Dana Harder, VP, Client Strategy
Dana@gthreecom.com; 201-257-8528, Ext 216
30% Off C2C VIP Ticket – Use code C2CC4DWeb
Register at Content2Conversion.com
#C2C15

#ContentGap

Q
&
A
//
Panelists

Dana
Harder,

VP
of
Content
Strategy,

Content4Demand

Kim
Zimmermann,

Senior
Managing
Editor,

Demand
Gen
Report

MODERATOR

MAPPING
BUYER
INSIGHT
TO
CONTENT
STRATEGIES.

THANK YOU!
23
BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.
QUESTIONS?

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Connecting Buyer Personas To Content That Connects

1. Connec&ng Buyer Personas To Content That Connects #ContentGap Sponsored by

2. #ContentGap Welcome Webinar A3endees Type ques&on here

3. #ContentGap Follow this webinar on Twi3er #ContentGap Demand Gen Report: @DG_Report Content4Demand: @Content4Demand Dana Harder: @DanaHarder

4. #ContentGap About Demand Gen Report @DG_Report http://linkd.in/DG_Specialists •  Launched in 2007 to track best pracEces in lead generaEon •  Newsle3er has grown to more than 26,000 readers •  We also oﬀer a menu of research and best pracEces reports •  New audio/video podcasts at DemandGenReport.com

5. #ContentGap Panelists Dana Harder, VP of Content Strategy, Content4Demand Kim Zimmermann, Senior Managing Editor, Demand Gen Report MODERATOR

6. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. Connecting Buyer Personas To Content That Connects BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

7. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

8. BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Why aren’t we flying? Because getting there is half the fun. You know that. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

9. More than 40% of B2B marketers are now using buyer personas as part of their strategy, but only 15% considered their persona marketers very effective. - ITSMA BEGIN WITH THE BUYER. END WITH ENGAGEMENT. 84% of marketers acknowledge the importance of understanding the buyer’s mindset, yet only 24% have a formal process for gaining a sophisticated understanding of their customers. -AdAge 60% stated they had no to very little understanding of what the best practices are for buyer persona development. -Tony Zambito 57% did their first-ever buyer persona development initiative within the last two years but only 15% of the respondents relied on in-depth qualitative buyer interviews. – Tony Zambito BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

10. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT.

11. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 11 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT. 4 Steps To Ensure A Successful Content Journey

12. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. •  Personas don’t need to be complex •  Focus on prospects, not customers •  Online surveys vs. phone calls •  Third parties can add credibility •  Quality over quantity 12 BEGIN WITH THE BUYER. END WITH ENGAGMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Step #1: Collect the right data

13. 13 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Persona Elements That Can Connect / Inform Content Messaging •  Pain Points •  Motivators •  Key Initiatives •  Validators •  Performance Metrics - How are they measured? •  Trusted Resource / Watering Holes •  Evaluation / Comparison •  How do my current capabilities in this area compare to peers in my space or related industries?

14. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 14 BEGIN WITH THE BUYER. END WITH ENGAGMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Step #2: Get ‘Sirius’ About Your Buyers

15. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 15 BEGIN WITH THE BUYER. END WITH ENGAGMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Step #2: Get ‘Sirius’ About Your Buyers

16. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 16 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Identifying Buyer Paths and Mapping Content Plans

17. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 17 BEGIN WITH THE BUYER. END WITH ENGAGMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Step #3 - Let the Persona Inform The Message Persona/Role Awareness Evaluation Decision Persona 1 Persona 2 Persona 3 Persona 4

18. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. 18 BEGIN WITH THE BUYER. END WITH ENGAGMENT. BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Step #4: Get The Message In The Content …(Is Wally World Open?)

19. 19 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Sample #1: Persona Based Content

20. 20 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Sample #2Sample #1: Vertical-Focused Content

21. 21 BEGIN WITH THE BUYER. END WITH ENGAGEMENT. Our Offer To You Free 30 minute Persona Assessment Contact: Dana Harder, VP, Client Strategy Dana@gthreecom.com; 201-257-8528, Ext 216 30% Off C2C VIP Ticket – Use code C2CC4DWeb Register at Content2Conversion.com #C2C15

22. #ContentGap Q & A // Panelists Dana Harder, VP of Content Strategy, Content4Demand Kim Zimmermann, Senior Managing Editor, Demand Gen Report MODERATOR

23. MAPPING BUYER INSIGHT TO CONTENT STRATEGIES. THANK YOU! 23 BEGIN WITH THE BUYER. END WITH ENGAGEMENT.BEGIN WITH THE BUYER. END WITH ENGAGEMENT. QUESTIONS?

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