Dgr sps16 the-mxgroup-finaldeck

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Personas, Journeys & Content Maps:
3 Keys to Filling Your 2017 Pipeline
with Quality Leads

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Demand Gen Report: @DG_Report
Andrew Gaffney: @agaffney
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Tim Cook: @MxGroup

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Featured Speakers
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Tim Cook
Vice President of Client
Services & Partner
The Mx Group
@MxGroup

Tim Cook
tcook@themxgroup.com | 630-230-2537
The Mx Group | TheMxGroup.com
B2B Digital & Demand Generation Agency© 2016 The Mx Group
How your customer
buys has changed.
Source: CEB

Tim Cook
How marketing
contributes to sales
has changed.
Source: SiriusDecisions

Tim Cook
Marketing
Technology
Source: chiefmartec.com

Tim Cook
More Segments +
More Frequency +
More Communication +
More Ways =

Tim Cook
Use the polling feature to respond.

Tim Cook
Buyer Personas
Buyer Journeys
Content Mapping

Tim Cook
Buyer Personas
Built from interviews with real buyers, a buyer persona
tells you what prospective customers are thinking and
doing as they weigh their options. The buyers’ words
reveal the attitudes, concerns and decision criteria you
need to address to win their business.

Tim Cook
Buyer Personas
Built from interviews with real buyers, a buyer persona
tells you what prospective customers are thinking and
doing as they weigh their options. The buyers’ words
reveal the attitudes, concerns and decision criteria
you need to address to win their business.

Tim Cook
So,
some more
about me …
So,
what do you
think about me?
Let’s get
engaged!

Tim Cook
Where will you get the biggest bang for your
marketing buck?
• Aligned with Sales targets & goals
• Sales readiness
• Marketing readiness
• Tactical readiness
Prioritizing Segments

Tim Cook
Prioritizing: Alignment & Discipline

SiriusDecisions empowers the
world’s leading marketing, product
and sales leaders to make better
decisions, execute with precision
and accelerate growth

Tim Cook
Defining Persona Segments

Tim Cook
• 5–10 1:1 interviews per meaningful persona segment
• Combination of Won, Lost and “Raw”
• Consider third-party interviewers: leads to candor
• Avoid the brand / product pitfall — this is buy cycle
insight
Getting Ready for Research

Tim Cook
Five Rings of Insight™

Tim Cook
• Priority Initiatives: What causes certain buyers to invest in solutions like yours, and what is
different about buyers who are satisfied with the status quo?
• Success Factors: What operational or personal results does your buyer persona expect to
achieve by purchasing this solution?
• Perceived Barriers: What concerns cause your buyer to believe that your solution or
company is not their best option?
• Buying Process: Sometimes known as the buyer’s journey, this insight reveals details about
the steps your buyer takes to evaluate their options and select one.
• Decision Criteria: Which aspects of the competing products, services, solutions or companies
does your buyer perceive as most critical, and what are their expectations for each?
Five Rings of Insight™

Tim Cook
• Companies who exceed lead and revenue goals are over twice as likely to formally document
personas. (Understanding B2B Buyers Benchmark Study, Cintell)
• 71% of companies who exceed revenue and lead goals have documented personas.
(Understanding B2B Buyers Benchmark Study, Cintell)
• Companies who exceed lead and revenue goals were 2.4 times as likely to use personas for
demand generation. (Understanding B2B Buyers Benchmark Study, Cintell)
• 8% of companies who exceed lead and revenue goals report segmenting their database by
persona. (Understanding B2B Buyers Benchmark Study, Cintell)
• Persona-based content increased customer engagement almost six-fold when targeting cold
leads (10% versus 58%). (DemandGen)
• Using Personas increases email open rate 2–5 times. (Forrester)
Why Do It?

Tim Cook
Buyer Journeys
The buyers’ journey is the process buyers
go through to become aware of, evaluate
and purchase a new product or service.

Tim Cook
I can tell
that you really
like me.
I ordered
for you!
I’ve already
decided what
our next date is.

Tim Cook
This is the Easy Part …

Tim Cook
• Shifting thinking from “sales cycle” to “buy cycle”
• Gaining insight on what people want, need and do in the buy cycle
• Ensuring content and marketing experiences really facilitate this
• What is your ability to deliver:
– Database for outbound?
– Drivers of inbound?
– Web site conversion paths?
– Marketing automation for trigger-based / automated? communications?
This is the Hard Part …

Tim Cook
And this is Even Harder.

Tim Cook
• Organize around your personas and align with buy-cycle insights.
• Start with where you touch the market: email, website, automation, telemarketing
• Think differently about touchpoints in the upper, middle and lower funnel
– An upper funnel conversion touchpoint is an offer of information or help with a low level of data
capture or commitment from the buyer
– A lower funnel conversion touchpoint provides an option for a buyer to tell you they want to
engage with Sales
• Not core to you? Consider a vendor to assist.
How to Get Started

Tim Cook
• By 2020, 80% of the buying process is expected to occur without any direct human-
to-human interaction. (Forrester)
• 50–90% of the buyer’s journey is complete before a buyer reaches out to Sales.
(Forrester)
• Today’s B2B buyer will find three pieces of content about a company for every one
piece that company’s marketing team can publish or Sales can deliver. (Forrester)
• A B2B prospect’s journey can last from three months to longer than a year. (Act-On)
• 67% of the buyer’s journey is now completed digitally. (SirusDecisions)
Why Do It?

Tim Cook
Content Maps
A content map is a cross-section of your personas
and the buyer’s journey, and the best way to assess
your content gaps and opportunities.

Tim Cook
So my last
relationship
ended REALLY
badly …
Want to talk
about politics?
Or religion?
So,
back to my
dissertation …

Tim Cook
Buyer
Education Solution Selection
Loosening of the
Status Quo
Committing to
Change
Exploring Possible
Solutions
Committing to a
Solution
Justifying the
Decision
Making the
Selection
Larry Leader
1.  From: Case Studies
2.  Transformer vs.
transformerless design
article
1.  Form: To Succeed
Control Your Speed
white paper
2.  Product Family Fact
Sheet
3.  Product Brochures
1.  Proposals with specs,
drawings, timeframes
2.  MTBF and availability
metrics
3.  Form: Reliable Tech. white
paper
1.  Form: Reduce Your
TCO white paper
2.  Customer Service &
technical support fact
sheet
1.  ROI analysis and
documentation
2.  Form: Energy Savings
Calc
3.  Form: Advanced Cell
Bypass white paper
1.  Warranty information
2.  Firm pricing with
critical spares parts and
delivery dates
3.  Commissioning and
service options list
Chris Consultant
Bypass white paper
2.  Product Family Fact
Sheet
3.  Product Brochures
1.  Proposals with specs,
drawings, timeframes
1.  Customer Service Video
2.  Form: Industry Experience
case studies
paper
1.  Form: Energy Savings
Calc
2.  Solidifying delivery
times
3.  Customer Service
agreements
documentation
1.  Warranty information
2.  Firm pricing with
critical spares parts and
delivery dates
3.  Commissioning and
service options list
Frank Finance 1.  N/A 1.  N/A
1.  Form: Energy Savings Calc
paper
Bypass white paper
2.  Form: Reduce Your
TCO white paper
documentation
1.  Firm pricing with spare
parts and delivery dates
Mike
Maintenance
1.  Customer Service
Metrics
2.  From: Case Studies
1.  Commissioning and service
options list
2.  Technical support Ap
1.  N/A 1.  N/A 1.  N/A
How to Get Started

Tim Cook
• 60–70% of B2B content goes unused.
• Lack of research into targeting the right audience and understanding
buyer needs and behavior cause a huge waste of resources.
• Waste ranges from:
– $0.2M annually in small companies
– $2.1M annually for mid-sized companies
– $3.3M annually for large companies (SiriusDecisions)
Why Do It?

Tim Cook
Personas +
Buyer Journeys +
Content Maps =

Tim Cook

© 2016 The Mx Group
Let’s continue
the conversation!
Contact The Mx Group:
877-504-7770
webinars@themxgroup.com
TheMxGroup.com

#SPS16
Q&A / Speakers
MODERATOR:
Andrew Gaffney
Editorial Director
Demand Gen Report
Tim Cook
Vice President of Client
Services & Partner
The Mx Group
@MxGroup

#SPS16
Thank You For Attending
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