The Science of Building Actionable Buyer Personas
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The experts at LeadGenius and Scripted discuss how to develop data-driven buyer personas for better lead generation and content marketing. VP of Sales at LeadGenius, Ryan Williams, Co-Founder of Scripted, Ryan Buckley, and Director of Marketing at Scripted, Eric MacColl break down: -Using data from your CRM to build in-depth buyer personas -Refining, iterating, and testing your ideal customer profiles -Creating effective content for each buyer stage -How get started with content creation -Lessons learned from LeadGenius customers Additionally, they answered questions from the audience including: -How many customers do you talk with before creating your buyer persona? -Besides CRM tools, are there other ways you collect data for buyer personas? -What are the examples of the 3 different stage type of collateral you make? -How do you determine what those buyer persona problems are? -Is it based upon what content they look at or are you asking more direct questions?
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The Science of Building Actionable Buyer Personas
- 1. The Science of Building Actionable Buyer Personas LeadGenius.com @LeadGenius Scripted.com @GetScripted
- 2. SPEAKERS Ryan BuckleyRyan WilliamsEric MacColl Co-Founder & Head of Sales VP of SalesDirector of Marketing
- 3. 3 Ryan Williams, VP of Sales LeadGenius
- 5. Ideal Customer Profile: Core parts of an ideal customer: • Business industry • Business size • Business location • Business users/customers/clients ICP example: "I sell advertising services to eCommerce companies that have between 1-20M in sales, are located in the US, and value social networking enough to have a director of social marketing/advertising.” 5
- 7. Lessons from LeadGenius: 7 Our sales consultants help establish ICPs for over 100 companies per month. Here’s what we find: • Too broad or too specific • Only chasing one title • Taking the same action for every role in the company
- 8. Persona vs. ICP: 8 ◦ Ideal customer profiles help you define your business objectives. Often your sales objectives can help anchor projections: (e.g: if you know Directors of Finance test HR software for 2 months, then you can expect a check 90 days after you close the trial) ◦ Buyer persona take your ICP work to the next level.
- 9. Example Persona 9 Director of Finance at a startup with 100 people or $10M raised: • Analytical: degree in business or accounting • Experienced: 7 years+ in business or accounting • Forward-thinking: wants to be ready for when the business scales. • Skeptical: will listen to your pitch, but wonder about ROI and if the tech is “real"
- 10. Importance of Personas 1 ◦ Harder to focus your team ◦ Marketers need personas to “get in the head” of their DM ◦ Sales people need to train so they are offering the right value ◦ Product designers need to build for this user, understand their “triggers"
- 12. Using data from your CRM ◦ Most sales leaders will tell you how great a CRM is… but actually your CRM probably has a ton of distracting data. ◦ At LeadGenius, our CRM has a ton of data that we track, but at the simplest level are job titles. Using data from your CRM to build in-depth buyer personas: Marketing 34% Sales 33% CEO 33% LEADGENIUS CUSTOMER BREAKDOWN
- 13. Using Data from your CRM (coninued) High level might not be that interesting yet… • But, here’s how to focus on tracking to build a persona: ◦ Rather than look for the title of the main decision maker, look for the titles associated with accounts above the average contract value (ACV). ◦ Look for the accounts that are closing slower than most or have a higher sales cycle than typical. ◦ Ask your salespeople to get started.
- 14. Lasting Effects… ◦ There are other good bi-products too: ▪ Personas can be a guide post to see if your market has changed. ▪ Personas can help you determine client alignment too. The greatest benefit of building out Buyer Personas is sales and marketing alignment.
- 15. 1 Ryan Buckley Co-Founder & Head of Sales Eric MacColl Director of Marketing Scripted
- 16. Alright, I need content!
- 17. But there is so much content to create. One sheeters Sales decks Case studies Blog posts eBooks White Papers Social Media posts Articles Webinars Demos Newsletters Emails Infographics
- 18. So much.
- 19. So where to start?
- 20. “Get content for each of your buyer stages before you focus on creating content that is vertical or title specific.” LATE STAGEMID STAGEEARLY STAGE
- 21. Late Stage Content: - Create company specific content to help buyers evaluate your solution - Pricing comparison - Demos - Case studies - Reviews Mid Stage Content: - Focus around buyers who are looking for your solution - Buying guides - Definitive guides - Analyst reports - White Papers Early Stage Content: - Build brand awareness, become a thought leader in the industry - Blog posts - eBooks - Lists - Infographics - Webinars
- 22. LATE STAGEMID STAGEEARLY STAGE How to create content to boost your marketing. How the smartest marketers are outsourcing content creation. How Scripted’s content increased 42Floors’ traffic by 148% “content marketing” “outsource content” “Scripted’s content”
- 23. LATE STAGE MID STAGE EARLY STAGE Persona 1 Persona 2 Persona 3 Persona 4 Persona 1 Persona 2 Persona 3 Persona 4 Persona 1 Persona 2 Persona 3 Persona 4
- 24. LATE STAGE MID STAGE EARLY STAGE Persona 1 Persona 2 Persona 3 Persona 4 Persona 1 & 2 Persona 3 & 4 Persona 1 & 2 & 3 & 4
- 25. Create Content and Nurture The Right Leads Nurture
- 26. 1. Does This Work? 2. How Does This Lead To Revenue?
- 27. “B2B Marketers who use content and marketing automation will move buyers through this funnel faster and decrease their sales cycle by 70%”
- 28. Example of Content Through The Funnel EARLY STAGE CONTENT
- 29. Example of Content Through The Funnel MID STAGE
- 30. Example of Content Through The Funnel MID STAGE
- 31. How Do You Create This Content?
- 32. Writing Content Is More Than Just Writing Planning Writing EditingPublishing Promoting
- 34. Writing Is The Most Commonly Outsourced Function By Marketers
- 35. The Science of Building Actionable Buyer Personas LeadGenius.com @LeadGenius Scripted.com @GetScripted
Notas del editor
- I am always surprised at who doesn’t know their target market (dartboard graphic) I work with start ups of all sizes, mostly B2B tech Companies.. first thing I do is try to understand the ideal customer profile. Many companies are just guessing… and that’s ok. You gotta start somewhere.
- I am always surprised at who doesn’t know their target market (dartboard graphic) I work with start ups of all sizes, mostly B2B tech Companies.. first thing I do is try to understand the ideal customer profile. Core parts of an ideal customer are: business industry business size business location business users/customers/clients ICP example: I sell advertising for ecommerce companies that have between 1-20M in sales, are located in the US, and value social networking enough to have a director of social marketing/advertising You know if you have an ICP when you walk away from a “hot" lead that isn’t a good fit.
- Story about friend selling HR software ◦ Start ups don’t often have this sense of empowerment on their ICP, but if you can hone the market you’re going after the focus is worth it.
- • Lessons from LeadGenius customers during the ICP process ◦ As you probably already know, LeadGenius is the best way to get custom prospect data for your sales team ◦ Our sales consultants help establish ICPs for over 100 companies per month.. here’s what we find: ▪ Too broad or too specific (image of the scale) ▪ Only chasing one title (director of finance but not head of accounting) ▪ Taking the same action for every role in the company (ask around for more feedback
- • Persona vs ICP ◦ Ideal customer profile help you define your business objectives, often your sales objectives and can help anchor projections (e.g: if you know directors of finance test hr software for 2 months then you can expect a check 90 days after you close the trial) ◦ Buyer persona is taking your ICP work to the next level ◦ If your ICP says “directors of finance” your Persona might take this down to say something like
- • Example persona for director of finance if your ICP is a start up of 100 people or $10M raised: ◦ Analytical: degree in business or accounting ◦ Experienced: 7 years+ in business or accounting ◦ Forward thinking: wants to be ready for when the business scales. ◦ Skeptical: will listen to your pitch, but wonder about ROI and if the tech is “real"
- • importance of persona ◦ Harder to focus your team ◦ Marketers need personas to “get in the head” of their DM ◦ Sales people need to train so they are offering the right value ◦ Product designers need to build for this user, understand their “triggers
- CEOs need to know this persona so they can determine if they have a role in the above process - Example: Marissa Mayer / Ad sales
- • Using data from your CRM to build in-depth buyer personas ◦ Most sales leaders will tell you how great CRM is… but actually your CRM probably has a ton of distracting data.. ◦ At lead genius, our CRM has a ton of data that we track, but at the simplest level the titles we serve are about 33% CEO, 33% VP/Director of Sales and 33% VP/Director of Marketing [pie chart?]
- • High level might not be that interesting yet… • but. here’s how to focus what you track to build a persona: ◦ rather than look for the title of the main decision maker, look for the titles associated with accounts above the average contract value (acv). ◦ look for the accounts that are closing slower than most.. (higher sales cycle than typical).. ask your sales people if there is a different buyer than usual. ◦ this will get you started on building your personas
- • The lasting effects of having good (or bad) buyer personas (show image of body shop fixing a tire overhead) ◦ Greatest benefit of building out buyer persona’s is sales and marketing alignment. ◦ There are other good bi-products too: ▪ Persona’s can be a guide post to see if your market has changed.. you’ve got to have an initial persona defined in order to see if there are deviations from this. ▪ Persona’s can help you determine client alignment too. If you know your ideal buyer, you can spot deals likely to close and either involve the most ideal customers in a evangelist recruitment effort early and reciprocally spot those clients who might be a problem.