Untapped secrets of persona drive marketing

The Untapped Secrets of
Persona-driven Marketing
Why marketers must become “buyer aware”

Mike Gospe
KickStart Alliance
www.kickstartall.com
http://marketinghighground.wordpress.com

Agenda

1. The Shifting Marketing
Ecosystem

2. Defining the “Persona”

3. Search, Messaging &
The Information
Journey

4. The Evolving Integrated
Marketing Plan
http://marketinghighground.wordpress.com 2012 © KickStart Alliance

What’s changed?

• People
• Technology
http://marketinghighground.wordpress.com • Expectations
2012 © KickStart Alliance

The new world is subscription based

Today’s businesses need to earn their
customers every day
SaaS
IaaS
PaaS


Today’s marketing ecosystem has changed

From “Caveat Emptor”

to “Cave emptorum”

Control of the marketing ecosystem is an illusion.

A company that cannot fully
empathize with its customers
can never be market driven.
Empathy
. . . requires having a better, broader
view of the customer and the market.
For that, we need a higher vantage
point.


The quest for relevance


Question: who are we targeting?

“We want CIOs of the
global 5000!”

“We have 81 markets
comprised of 9 segments,
each with 9 sub-
segments!”

Traditional market
segmentation is not enough

All CIOs CIOs of enterprise
companies only

The
The CIOs in global financial
Sweet
Sweet services companies who
Spot
Spot have more than 10,000
employees and are
growing at twice the
market rate.

But market segments don’t buy products. People do.

Build a Persona

A persona is a personalized extension
of the bull’s eye.

The
The
Sweet
Sweet
Spot
Spot


A persona answers these
questions
 Who are they?
• Name, age, gender
• Title/responsibilities
• Role in the purchase process
• Attitude
• Reputation
 Where do they work?
• Ideal company profile
 Why are they a good target?
• Values
• Fears
• Pet peeves
• Information sources

Empathizing with a persona
produces insights

The Skeptical The Corporate
The Globetrotter
Futurist Radical

These executives share responsibility but have different values and interests!

What are they trying to do?

Illustrate customer use cases that focus
on the experience, not the product
• What problem do they have?
• How do they respond
• “Day in the life” scenarios
• What steps, actions do they take
• How are they addressing the problem today with
out your solution?


Search needs to be part of
the persona

• 70%
• F500 invisible
• $51M/day on
• 88,792 keywords
• 21% in top 100

Search language is one of the most informative parts of the
persona-building exercise
http://marketinghighground.wordpress.com Source: Conductor Study. March 11, 2009. 2012 © KickStart Alliance
http://searchengineland.com/fortune-500-still-largely-invisible-in-natural-search-study-says-16888

What’s our story? Messaging &
Content Marketing
Strategy

Because nobody likes
to be sold to,
messaging must have
relevance.
Messaging must tell a
story.


What do all of these books
have in common?


What makes a good story?

1. Something happens to upset
the status quo, creating
dramatic tension and
provoking an emotional
response
2. Our hero works to restore
balance
3. Ultimately he or she prevails
4. Life returns to normal or
better than normal


What makes a good business story? Messaging &
Content Marketing
Strategy

1. Engage the persona with a
problem or opportunity they
care about
2. Offer some thought
leadership on how the hero
can restore balance
3. Tell how and why your
solution will help them
prevail
4. Highlight the value and
rewards they’ll receive from
using your products or Tell the customer
services
use case story


The Message Box: Target Persona
a tool for telling your story


Books Cost Too Much Messaging &
Content Marketing
Strategy

Books cost too much.
•The price of books has gone up
30% in five years. People expect
•Prices are so high that people books at a
Now you don’t have to buy fewer books than they want. reasonable price.
pay retail price for the
books you want. • Books should be priced
affordably.
•Your money goes a lot
further with us.
Discount •The books you want
•Buying books has never Books Online should always be
available –from the
been more convenient. classics to new releases.
We're open 24 x 7 and we’re
just a mouse-click away. Our customers like buying books
online.
•At Amazon.com, we have all your favorite books.
•You can “browse” through our stock of books
online.
• In addition to books, we have audio books and a
complete library of CDs and DVDs.

The persona captures the Messaging &
Content Marketing
information journey Strategy


Now that we know the persona,
how do we best engage them?

6 Questions to Designing a Marketing Blueprint
1. Who is the target persona?
2. How do they want to be communicated with?
3. What information are they looking for, and what
offers do they want/expect from us?
4. After they respond to the first activity and offer,
what happens next? And what happens after that?
5. What happens if they don’t respond?
6. How will our activities and offers drive sales?


Top 5 issues with non-
persona-based strategies

• Language written with your agenda, not the customers
• “Me, me, me!” messaging & lack of value proposition
• Weak or non-existent calls to action
• Information held hostage behind overly intrusive
registration forms

The goal of engagement is conversion!


Where to start

1. Develop the Persona
2. Express your customers’ problems using their words
3. Be relevant
4. Focus on the relationship
5. Analyze results


Persona-driven marketing will lead you to
the Marketing High Ground

 : that special place where you understand the
(noun)

market so well that you become acknowledged and
valued internally as the customers’ advocate.


Questions


Socialize the output & align your organization

Persona
To better understand and empathize with the target audience

Message Box
To better communicate your value and relevance of your use
cases to the persona

Engage these best practices
Evangelize their use
Encourage others to participate

Thank you!

Mike Gospe
KickStart Alliance
www.kickstartall.com

Positioning mikeg@kickstartall.com

Lead Generation
Join me on LinkedIn: mikegospe
Sales Readiness Follow me on Twitter: mikegospe

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