120 5-steps to hyper focused personas (josh martin)
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Logi Analytics developed a persona named Michael to focus their marketing and sales efforts on application development teams. They conducted over 50 hours of research including sales calls, surveys, and job postings. This led to the creation of a detailed persona with demographic information, personality traits, job details, challenges, and influences. Logi then socialized Michael across the company through presentations and collateral. Using the persona improved sales execution, marketing efficiency, messaging and positioning, helping Logi enter the data discovery market.
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120 5-steps to hyper focused personas (josh martin)
- 1. 1 Logi Analytics Confidential & Proprietary
- 2. 2 Logi Analytics Confidential & Proprietary
- 3. 3 Logi Analytics Confidential & Proprietary Josh Martin Director of Product Marketing at Logi Analytics. Responsible for: • Personas • Positioning • Competitive Differentiators • ….and lots of other stuff no one gives me credit for I have 15+ years of professional experience: • Analyst Product Person Product Marketing E-Mail me: Josh.Martin@logianalytics.com
- 4. 4 Logi Analytics Confidential & Proprietary Agenda 1 Logi’s Challenge 2 The 5-Step Persona Process 3 The Results
- 5. 5 Logi Analytics Confidential & Proprietary5 Logi Analytics Confidential & Proprietary Logi’s Challenge
- 6. 6 Logi Analytics Confidential & Proprietary About Logi • Global HQ: McLean, VA • Analytics Development Platform • Allows for rapid development of tailored analytical applications
- 7. 7 Logi Analytics Confidential & Proprietary Our Challenge • Wanted to enter the growing data discovery market – Launched Logi Vision in 2015 • Targeted a wide range of buyers • Lost focus on core product • developers • product managers • teachers • doctors • construction workers • executives • clergy • lawyers • data analysts • CMOs • data scientists • etc.
- 8. 8 Logi Analytics Confidential & Proprietary Sales Execution Suffered
- 9. 9 Logi Analytics Confidential & Proprietary Marketing Efficiency Suffered
- 10. 10 Logi Analytics Confidential & Proprietary Messaging
- 11. 11 Logi Analytics Confidential & Proprietary Our Eureka Moment • Reviewed closed-won deals and reasons we won • Analyzed when we were losing opportunities in the funnel • Evaluated our cost per lead and conversion rates Eureka! Our market niche was application teams (product managers and developers)
- 12. 12 Logi Analytics Confidential & Proprietary12 Logi Analytics Confidential & Proprietary Our Solution: A Detailed Persona
- 13. 13 Logi Analytics Confidential & Proprietary Define Research Shape Socialize Act Persona Development that Works
- 14. 14 Logi Analytics Confidential & Proprietary A Rigorous Methodology • Best of Breed Framework • 20+ Sales Calls • 30+ PM Sites evaluated • 000’s Survey Datapoints • 50+ Linkedin Job Postings & Profiles • 200+ articles read • Psychological tests and analysis • In-Person Meetings Time spent : 50+ hours
- 15. 15 Logi Analytics Confidential & Proprietary Your CRM System Key Questions • Who are our winning POCs? • What are their titles? • Who are their influencers? • Are there consistent themes on deals we win? Goal: Who do we win with? Define Research Shape Socialize Act
- 16. 16 Logi Analytics Confidential & Proprietary Customer/Prospect Interviews Key Methods • Win/loss surveys • User Conference meetings • Online Survey • Customer success meetings • Industry events Define Research Shape Socialize Act
- 17. 17 Logi Analytics Confidential & Proprietary Marketing Campaigns Key Insights • Who was reading our material? • Who was converting to opportunities? • Which material resonated most? • Who opened e-mails? • Who unsubscribed? Define Research Shape Socialize Act
- 18. 18 Logi Analytics Confidential & Proprietary The 3-Phase Approach Initial fact finding • Use easily accessible sources • Start broad • Collect everything Define Research Shape Socialize Act Probe for more detail • Consider how others will use the information 1 Parse & analyze • Group relevant information • Create a picture of the persona 2 3
- 19. 19 Logi Analytics Confidential & Proprietary The Resources Phase 1 – “Easy” Data Phase 3 – “Deeper” Data • Social Security Administration Database • Survey data from groups/associations • Listen to calls with prospects and customers • Win-Loss surveys • Persona-targeted articles/blogs • Groups on Linkedin • Follow influencers • Conference topics • In-person meetings • Job postings • Linkedin profiles • A day in the life • Posts by your persona about their life/career 50+ hours of research and analysis Define Research Shape Socialize Act
- 20. 20 Logi Analytics Confidential & Proprietary Unexpected Sources Are buyer personas still too broad? – Personality types – Characters most like your persona – Movies your characters like Helpful resources: – PsychologyJunkie.com – MentalFloss.com – 16personalities.com Define Research Shape Socialize Act
- 21. 21 Logi Analytics Confidential & Proprietary Relatable Characterization Like our persona, they are misunderstood, pragmatic, have a clear sense of right and wrong and are leaders. Many fictional villains & misunderstood heroes are similar to our persona Define Research Shape Socialize Act
- 22. 22 Logi Analytics Confidential & Proprietary Shaping Our Buyer Persona • Demographic information • Picture • Personality type (i.e. personal motivation, favorite movies, etc.) • How they’re perceived • Job details/requirements • Aspects they like/dislike about their job • Biggest challenges • Watering holes • Influencers • Place in the buyer’s journey • Terminology Define Research Shape Socialize Act
- 23. 23 Logi Analytics Confidential & Proprietary Evolve & Iterate Persona 1.0: 20+ slides of detailed information Persona 2.0: major insight into his personality Persona 3.0: understanding his buying motivation Persona 4.0: understanding our buyers Define Research Shape Socialize Act
- 24. 24 Logi Analytics Confidential & Proprietary An Ongoing Evolution Define Research Shape Socialize Act
- 25. 25 Logi Analytics Confidential & Proprietary Themes: Passion 1. Making customers/people happy 2. Solving Problems 3. Building new stuff 4. Working with a team 5. Realizing great ideas “Making products people love” “The opportunity to take something that makes customers frustrated or angry and transform that into something a customer can love.” “I am equally terrified and excited every single day!” What I LOVE about being a PM
- 26. 26 Logi Analytics Confidential & Proprietary Introduce to all Kick-off meeting • Introduced the persona • Provided actionable takeaways Institutionalized the persona by thinking in terms of him •We discussed his pain •We discussed how to help him Continue to educate on the persona •Regular updates and discussions •Integrated into onboarding process for new hires Define Research Shape Socialize Act
- 27. 27 Logi Analytics Confidential & Proprietary Crazy Sh*t we haven’t done yet • Birthday parties for Michael • Quizzing employees on Michael’s breakfast habits Define Research Shape Socialize Act
- 28. 28 Logi Analytics Confidential & Proprietary Provide Takeaways • Slide deck with top takeaways for the relevant team • Key persona questions at each buyer’s journey stage • Terminology to use for more credibility • Elements of relevant top of the funnel (TOFU) content Define Research Shape Socialize Act
- 29. 29 Logi Analytics Confidential & Proprietary Key Info Provide Takeaways! Make it fun!
- 30. 30 Logi Analytics Confidential & Proprietary Impact on Collateral Everything has changed • Unique selling propositions • Competitive enablement • Content marketing • Advertising • E-Mails • Webinars • Call scripts, voicemails, etc. Define Research Shape Socialize Act
- 31. 31 Logi Analytics Confidential & Proprietary What Improved • Sales execution: Better Targeting • Marketing: Improved Efficiency • Messaging: Better overall brand feel • Positioning: Blue Ocean Define Research Shape Socialize Act
- 32. 32 Logi Analytics Confidential & Proprietary Our Website Before After Define Research Shape Socialize Act
- 33. 33 Logi Analytics Confidential & Proprietary Before & After Persona – Blog Before After Define Research Shape Socialize Act
- 34. 34 Logi Analytics Confidential & Proprietary Key Takeaways 1. Use existing data to identify your ideal buyer persona 2. Start high level and collect as much information as you can 3. Go deep to make your persona feel like a real person 4. Train your organization and keep educating them 5. Continue to evolve and richen the persona over time
Notas del editor
- What are personas & why do they matter? They help us identify and identify with our primary buyer They focus our marketing messaging Allows us to find them Where we have been Focused on various segments creating a muddled message Had surface level intelligence How will this impact 2017 Improved Content = Better Conversion Rates
- [Placeholder slide for sales to recap / validate prospect requirements. This is just a sample list of potential requirements to cover.]
- Use this as an opportunity to ask the team what their requirements are and evoke conversation.
- Spent more money obtaining and converting lower quality leads Spent more money on AdWords Split budget between two buyer segments
- Variety of differentiators for separate personas Inability to clearly articulate our defined value proposition
- Discuss the project of determining when people were falling out of the funnel that I did shortly after starting in 2016
- Use this as an opportunity to ask the team what their requirements are and evoke conversation.
- My Background in Research… Resources relied upon Hours spent This will continue well into the future
- Didn’t know what I didn’t know – this is critical Did not rely on sources such as Twitter, Instagram, etc. We are B2B and a software platform and those avenues offer little help to us
- Didn’t know what I didn’t know – this is critical Did not rely on sources such as Twitter, Instagram, etc. We are B2B and a software platform and those avenues offer little help to us
- Didn’t know what I didn’t know – this is critical Did not rely on sources such as Twitter, Instagram, etc. We are B2B and a software platform and those avenues offer little help to us
- I am a Methodology Nerd – so bear with me 1. Don’t go in with pre-conceived notions about who your persona is. This may result in you eliminating key pieces of information and evidence (Use Easily Accessible Sources) Amass information to determine where you need to go deep. (Start broad) I sought the broadest information I could find and collect (for me, it was demographic information) (Collect everything) I rely on OneNote and created an entire notebook dedicated to our persona – their demographics, career, personality traits, preferences, etc. 2. Initially, no source is a bad source (Group relevant information) I aggregated and aggregated to see common themes in the persona and removed outlier information that proved extraneous. (Create a picture of the persona) Once aggregated I created a high level picture of our persona and determined which areas needed more clarity 3. Sanity check throughout the process – ask internal people if they (Start digging for details) I then began doing the detailed work that would take several days (or weeks). Reviewing hundreds of job postings and profiles on LinkedIn, subscribing to relevant blogs, etc. (Consider how others will use the information) Provide takeaways for others that will use the buyer persona so they can institutionalize the information
- Read persona targeted blogs in order to understand how to speak to your persona, what topics they care about No phase 2 – that’s analysis
- Frequently you see buyer personas that are still quite broad. It’s the soccer mom or the millennial that is renting their first apartment. To me, this wasn’t actionable for the teams that were going to rely on this persona at Logi, instead I wanted
- Really focused on job requirements
- Iterative process – always keep it evolving 2. Persona 2.0 Getting information directly from our Persona Provided more color of their personality and motivations 3. Persona 3.0 Fielded a survey to our persona Low cost, high return
- People get attached to the persona archetype – so change it often!!!! Brian – this new guy is too good looking!
- Kick-off meeting Introduced the persona Provided actionable takeaways Institutionalized the persona by thinking in terms of Michael We discuss Michael’s pain We discuss how to help Michael Continue to educate on the persona Updates provided at Sales kick-off Discussions at quarterly meetings Part of our onboarding process for new hires Have not done (yet) Tests of employees to understand knowledge Birthday parties for Michael Posters around the office
- Making a big shift. Would require a change in tone so we needed to be clear what the takeaways were and not leave them open to interpretation Slide deck provided key takeaways: How to market to Michael What movie preferences mean How we can help them Key questions at each stage of the buyer’s journey: Used to shape our content marketing efforts
- Remember your audience
- Unique Selling Propositions Website Identifying buyer pain + Logi strength = USP Competitive Enablement Identifying how Logi compares to competitors across USPs informs our competitive enablement (entirely new process developed) Content Marketing Tied to key questions our buyer asks at different stages of the buyer’s journey Advertising More efficient targeting of appropriate adwords, groups, lookalikes, etc. E-Mails Proper tone, terminology and context resonates with our buyers Webinars More relevant content to our persona