Buyer Persona Myth Presentation Final

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createmarketingservices.com

The Buyer’s Journey is a Myth

Jonathan VlockVice President, Client Marketing Strategy


The Create Organization

® Born from a media company with over 30 years of technology experience and complex marketing campaign execution.

® A pioneer in the development of Demand Generation best practices for BtoB technology marketing

® A collaborative partner with the resources and expertise to deliver the complete, scalable solution that will meet your company’s business and marketing objectives

Experience― Developing best-in-class

demand gen strategies and frameworks

― Developing award winning global demand gen programs

― Integration with industry-leading marketing automation platforms

In 2013 Alone….― Produced 2,600 programs

for 330 clients― Generated 800,000 leads― Executed 50 lead nurture

programs― Created 500 original

content pieces ― Hosted 225 custom events

with 17,700 registrants


This Session

How Customers Actually Purchase• The Buyer’s Journey vs. Organizational Change

Process How to Align Content with That Purchase

Process• One Dimensional vs. Comprehensive Content

Categorization Empower The Champion Sales and Marketing Alignment


Caution Head Exploding Zone

Buyer ’s Journey

The Complex Sale

Content Marketing

LEAD NURTURING

Purchase ProcessRevenue Performance Management

Demand Generation

Social Media

Lead Scoring

Sales Alignment


Myth #1No Silver Bullet

Seeking a proactive approach to marketing efforts that will maximize the effectiveness of

customer engagements



Real Life Purchasing


Myth #2 The Buyer’s Journey

The Buyer’s Journey is the active research process a potential buyer goes through leading

up to a purchase


Enterprise Purchase Decisions Involve Up To 21+ Influencers

. 7.2 Average number of individuals involved in the entire decision-making process

6.7 monthsAverage time from identifying business need to purchase decision

57% Of the buying decision is complete before that prospect’s first contact with a supplier


Organizational Change ProcessThe Greatest Opportunity For Influence Is In The Early Stages

Implement

How do we successfully deploy

and manage the selected system?

Approve

Does this really help us solve our

problem? How will we measure ROI?

Select

Which solution will we use?

Evaluate & Recommend

What are the available solutions, and which best fit our requirements?

Define Requirements

What are the business, technical

and architecture considerations?

Determine Need

What is the business problem we need to solve?

61% 58% 64%46% 25% 44%


The Change Process Begins When An Organization Identifies A Need To Change. Be There.

We have to save on energy costs—and running our

servers is a big part of the bill.

We want to integrate disparate customer databases across all of our different business units.

Our supply chain needs to be more agile and responsive to changing market conditions.

Business Need:

Financial Need:

Technical Need:

Understand Your Customers’ Pain Points – And Deliver Solutions

You can better connect with buyers if you address the issues and pain points faced by companies in specific vertical industries, with different organizational sizes, or with different business models.


Organizational Change ProcessMultiple Roles, Varying Levels of Involvement

Implement

This process will ensure the fastest

adoption

Approve

This investment aligns with our

strategic objectives

Select

Which vendor will we use?



Define Requirements



Determine Need

We need to solve a problem or avoid a

future issue

RO

LE

S/I

NV

OLV

EM

EN

T



Content Alignment


Myth #3Content Alignment

Content asset types align to individual stages in the Buyer’s Journey.


Content AlignmentMaximizing Performance Through Content Relevancy and Delivery

Demonstrate Technical Superiority and ROI

Provide Technical Reasons for Deficiencies

Highlight Risk of Maintaining Status Quo

Introduce Optimal Path to Overcoming Challenge

Execu

tive

Buyer

Tech

nical

Buye

r

Influ

ence

r/

User B

uyer

Econom

ic B

uyer

Stake

holder

s/

Perso

nas

Messaging Intent

Social

Med

ia

Case

Studie

s

White

Pap

ers

Web

cast

s

Deliv

ery

Mec

hanis

m

Solution Exploration Stages

Educational Stages

Vendor Selection Stages

Process Stage



Empower the Champion


Myth #4 Persona Based Marketing

Persona based marketing requires an organization to develop individual campaigns

designed to attract, engage and convert each of the different stakeholder types.


Finding & Empowering the Champion

What is the Champion?• “A central stakeholder who is very

interested in new or different ways of doing something, and is determined to make changes happen.”

How to empower the Champion• Providing that stakeholder with

the information he/she needs to drive the decision forward.


Empowering the Champion

Select

Which vendor will we use?

Approve

This investment aligns with our

strategic objectives



Define Requirements



Determine Need

We need to solve a problem or avoid a

future issue

Executive Stakeholder

Information that appeals to Champion and will help make the case to that stage's "key” stakeholder



Sales and Marketing Alignment


Myth #5

Marketing involvement ends with the sales handoff


Current Customer Engagement - Disconnected CommunicationsLe

ad G

ener

atio

n P

rogr

ams

Marketing Engagement Sales Engagement

Enormous gap in customer communications

Marketing Engagement ends with sales handoff

12-18 Month Sales Cycle


Future Customer Engagement – Consistent CommunicationsLe

ad G

ener

atio

n P

rogr

ams

Marketing Engagement Sales Engagement

Connecting the engagement between marketing and sales produces a much more consistent and

effective customer engagement

Marketing Engagement continues throughout sales

cycle



Thank You!


Relevant ContentFocus On The Things That Matter To Tech Pros – Deliver More Value

Does not have 3rd party validation

Too great a focus on product features

Information is too long

Lack of real ROI metrics

Does not connect to business benefits

Lacks info depth

Lack of real world application and examples

Too much marketing "fluff"

0% 10% 20% 30% 40% 50% 60% 70% 80%

16%

16%

19%

20%

34%

36%

44%

77%

Source: UBM Tech Buyers Research, March 2012Q: What would you say are the biggest mistakes technology vendors make when producing information? (Check your top three.)

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=0-OOLYCi-h8mcM&tbnid=82dk4Cdx2w9q-M:&ved=0CAUQjRw&url=http://www.thisblogisforwomen.com/51/important-words-to-teach-no/&ei=yatAUaSEA4e6iQf4rQE&bvm=bv.43287494,d.bmk&psig=AFQjCNE1XDK1m_SqlxAx5U__CvPLq-q12Q&ust=1363279172208875

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=AXLOC0JLND64DM&tbnid=JLaKrc53KxJKfM:&ved=0CAUQjRw&url=http://wunderblog.hhvisualgroup.com/Ultimate%20Graphics%20Pack/Part2/Numeric%20Icons/&ei=QLBAUamJM8yhigeStYDYDg&bvm=bv.43287494,d.bmk&psig=AFQjCNG6FJr6HviSlQlFluNLTRr2wSJ_Ng&ust=1363280280748217

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=AXLOC0JLND64DM&tbnid=JLaKrc53KxJKfM:&ved=0CAUQjRw&url=http://wunderblog.hhvisualgroup.com/Ultimate%20Graphics%20Pack/Part2/Numeric%20Icons/&ei=QLBAUamJM8yhigeStYDYDg&bvm=bv.43287494,d.bmk&psig=AFQjCNG6FJr6HviSlQlFluNLTRr2wSJ_Ng&ust=1363280280748217


The Realities of Technology PurchasingTech Customers Want Long Term Partners

It’s A Journey, NOT One Sales Call…80% of customers begin researching a technology solution at least 6 months before they make a purchase.

Get On Their Radar Early, To Add Value Via Content…95% would prefer to engage with tech vendors when they are defining their technical requirements and evaluating potential solutions.

If You Wait, It’s Often Too Late…61% of stakeholders get involved in the early stages but only 25% get involved in the selection/ approval process


Marketing’s Clear Charter – Drive RevenueCMO and Their Teams Need to Re-Tool to Deliver

• Marketers primary role today is to drive revenue by creating brand demand and accelerating sales pipeline

• CMOs biggest challenge – ROI using business metrics, not just marketing metrics

• 4 out of 5 CMOs anticipate a high or very high level of complexity, but only half feel ready to handle it1

• Technology marketers perform nearly 7 major marketing functions within their organization2

• CMOs in the most successful enterprises are focusing on relationships, not just transactions1

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Buyer Persona Myth Presentation Final

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