The Problem with Personalization in B2B

#ufx2016

Pat spenner

The Problem with Personalization in B2B

© 2015 CEB. All rights reserved#ChallengerCustomer #ufx2016

© 2015 CEB. All rights reserved#ChallengerCustomer

The (Unhappy) Reality

Median MQL Conversion Rate3%

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Personalization Conventional Wisdom

1. Identify key customer decision makers and stakeholders

2. Build personas that capture their demographic profile, goals, pain points, motivations, fears, etc.

3. Use personas to guide more relevant content creation and delivery

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Serves to Reason…

• Persona-informed (i.e., personalized) content à higher engagement

• Higher customer engagement à better lead quality

• Better lead quality à higher conversion rates, higher quality deals

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n = 3,000.

0%

50%

100%

81%

55%53%

31%

1 2 3 4 5 6+Size of Buying Team

60%Purchase

Likelihood

60%

Bigger Groups, Fewer Purchases

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n = 3,000.

0%

50%

100%

81%

55%53%

31%


60%Purchase

Likelihood

60%

5.4Average Buying

Group Size


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n = 3,000.

0%

50%

100%

81%

55%53%

31%


60%Purchase

Likelihood

60%

6.8Average Buying

Group Size


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Stakeholder 1: CIO

Engagement Angle: Minimal work-flow disruption

Positioning: Seamless integration with legacy systems

Stakeholder “Closed”

Stakeholder 2: Financial Analyst

Engagement Angle: Cost savings

Positioning: Write-off of existing platform


Stakeholder 3: Marketer

Engagement Angle: Deeper customer segmentation

Positioning: Develop effective segmentation targeting strategies


1. Accessing Individuals2.

Clo

sing

Indi

vidu

als

Track Them All down, Win Them All Over

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0%

8%

(8%)

4%

(4%)

Cha

nge

in L

ikel

ihoo

d of

Mak

ing

a H

igh-

Qua

lity

Sale

Access to Stakeholders

Evaluating Purchase

Positioning Offering on Value to an Individual

Stakeholder

Surprising Findings

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Stakeholder 1Mental Model

GoalPrioritiesMetricsMeans

Stakeholder 2 Mental Model




The Lowest Common Denominator

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57%

Customer Due Diligence Begins

Customer Purchase Decision

Customer Engages Sales Reps

Delayed Engagement

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57%

Customer Due Diligence Begins

Customer Purchase Decision

Customer Engages Sales Reps

Peak Conflict

Peak Conflict

37%

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Revisiting Conventional Wisdom

• Persona-informed (i.e., personalized) content à higher engagement

• Higher customer engagement à better lead quality

• Better lead quality à higher conversion rates, higher quality deals

Individual engagement is not the same as collective consensus

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What Now?Stakeholder 1Mental Model


Stakeholder 2 Mental Model




Make this blue triangle bigger, earlier

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The Teacher The BlockerThe ClimberThe Guide

The Go-Getter The FriendThe Skeptic

Seven Types of Customer Stakeholders

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Mobilizer™ Customers Get the Deal Done

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Mobilizer Defies Title/Role/Function

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Senior Decision Maker Distribution by Stakeholder Type


Mobilizer Dog WhistleGeneral Information

Accepted Information

Thought Leadership

Insight

Commercial Insight

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Xerox Commercial Insight Example

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Which One Calls to a Mobilizer?

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White Paper:

How Cartridge Free Printing is Reducing Waste

in Modern School Districts

© 2015 CEB. All rights reserved#ChallengerCustomerSource: Skillsoft; CEB analysis.

Skillsoft’s toolkit provides guidance on how to navigate internal change and purchase

processes

Equip Mobilizers to Create Consensus

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CEB Marketing Solutions

■ Create Commercial Insights■ Map customer consensus buying behavior and verifiers■ Create Challenger/consensus-building marketing programs and sales enablement

Learn more: www.ChallengerCustomer.com

Challenger™ and Mobilizer™ are trademarks or service marks of CEB Inc. These marks may be registered marks® in various countries. CEB Inc. claims all rights to control their use for goods and services within their field. Inquiries concerning these trademarks and service marks should be directed to [email protected].

CEB Marketing Solutions provides arms & legs execution support to:

CEB’s Execution Partners

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The Problem with Personalization in B2B

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