Who Says B2B Research is Boring and Emotionless?
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Who says B2B is boring and emotionless? Bringing B2B Research to Life
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This presentation was presented at TMRE 2014. B2B research has an unfounded reputation for being dull and limited in scope. Using meta analysis, understanding of human behavior, and a little creativity, Freeman created a persona archetype spectrum of their most important customer audiences. This knowledge has been used to design emotionally-engaging event spaces that powerfully tell brand stories.
Transcript of Who Says B2B Research is Boring and Emotionless?
Who says B2B is boring and emotionless?
Bringing B2B Research to Life
Is B2B research boring?
Freeman is the leading provider of face-to-face event
marketing services
The Players
ExhibitorsAttendees
SHOW ORGANIZER
Grow the Show!
The Players
ExhibitorsAttendees
SHOW ORGANIZER
Grow the Show!
Show organizers are Freeman customers who want to grow the
event – have more attendees and exhibitors come
My Charge
• Use segmentation research to
get more people to events
• Interest in meta research of
existing segmentations
The Situation
My Problem
• Little money for meta research
• Small sample
How to make B2B unboring
Step 2:Work with what
you’ve got
Step 1: Get Creative
Step 1: Get Creative
Look outside your category for inspiration
Classical Archetypes
LEAVING
A MARK
NO MAN
AN ISLAND
YEARNING
FOR PARADISE
PROVIDING
STRUCTURE
The
Explorer
The
Innocent
The
Sage
The
Ruler
The
Creator The
Care
Giver
The
Jester
The
Lover
The
Regular
Guy
The
Hero The
Outlaw
The
Magician
Step 2: Work with what you’ve got
Existing Data
• 13 different events
• 5,500+ quant responses, 200+ IDIs
What did I have?
Amazing Supplier Partner!
• Standpoint Group
Internal Company Knowledge
• Freeman customer segmentation
• Access to ‘Freeman smart people’
What did I do with it?
Standpoint meta analysis
• Psychographic scale questions
• Cluster analysis
How much art?
• Exhibitor archetype challenges
• Freeman customer segmentation
• Tap into ‘inherent knowledge’
DESIRE TO
LEAVE A MARK
FOCUS IS
ELSEWHERE
PROVIDING
STRUCTURE
The
Reluctant
Attendee
Vacation
Focused
The
Phantom
Exhibitor
The
AcademicThe
Regular
Guy/Gal
The
Protégé
The TrendSettingLeader
The Up
& Comer
The
Mentor
Attendee Archetypes
No-nonsense
leader wanting
trends
• Established career
Growth-oriented
leader inspired by
events
• Hungry, passionate
Empathetic leader
enjoys mentoring
• Networking, sharing
DESIRE TO LEAVE A MARK
The TrendSettingLeader
The Up
& Comer
The
Mentor
Attendee Archetypes
Contributor
looking to learn
• Appreciates a mentor
Hard worker
improving job
performance
• Hands-on, product
demos
Academic, often
politically involved
• Colleague socializing
PROVIDING STRUCTURE
The
Academic
The
Regular
Guy/Gal
The
Protégé
Attendee Archetypes
Combine the event
with a vacation
• Attractive location
Attends because
they HAVE to
• Less interested in
participating
Attends to sell
own services
• Networking,
competitive intel
FOCUS IS ELSEWHERE
The
Reluctant
Attendee
Vacation
Focused
The
Phantom
Exhibitor
Attendee Archetypes
BRAND
BUILDERS
SALES
BUILDERS
The
Recruiter
TheSpecialty
Player
The
Coat-
Tailer
The Anchor
The SilentLeader
The
Defender
Need
for ScaleThe
International
Exhibitor Archetypes
Familiar
company,
large footprint
• Supports the
event
Respected
company, not
in limelight
• Partners with
event organizer
Mid-sized, keep
up with
competitors
Non-US
company,
growing
• Less familiar with
situation
BRAND BUILDERS
The Anchor
The SilentLeader
The
Defender
TheInternational
Exhibitor Archetypes
• Obligated to
attend
Small company,
aggressive
growth
• Sells to survive
Target a
subsection of
attendees
• Specialty prods
to generalists
Identify hard-
to-find talent
• Talent (doctors,
technical)
Sell unrelated
products to
attendees
• Consumer prods
SALES BUILDERS
The
Recruiter
TheSpecialty
Player
The
Coat-
Tailer
Need
for Scale
Exhibitor Archetypes
Step 3: Watch and improve
Are we right?
Watch Behavior
• Success = Engaging Experiences
• Examples of engagement at events
Ask the front line
• Account Managers, Sales, Operations
Ask the customer
• Does this make sense?
Trend-Setting Leader attendees networking at their levelThe Trend
SettingLeader
Up & Comer attendees connecting with career leadersThe Up
& Comer
Protégés and Mentors connecting in their specialty The
Protégé
The
Mentor
Ultimate hands-on demos for the Regular Guy attendeeThe
Regular
Guy
Anchor exhibitor communicating their brand messageThe
Anchor
High traffic location is engaging for Recruiter exhibitors The
Recruiter
Is clustering International exhibitors together engaging?The
International
The Wrap Up
Make YOUR research unboring
CreativityWhat outside categories could you look to?
Watch and improve
What response do you see? What validates? How can you improve?
Work with what you’ve got
What data, company knowledge, and partnerships can you leverage?
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