Watch the full webinar here: https://www.rollworks.com/resources/webinar/advanced-persona-based-marketing/ “If you try to speak to everyone, you speak to no one.” The days of one-size-fits-all marketing are quickly coming to an end. In this class, we’ll show you how to break away from the cookie-cutter strategies of the past and connect with your customers using persona-based marketing. You’ll learn: How to define your top three customer personas How to personalize your ad messaging for better performance How to automatically customize your email outreach

1. Advanced Persona-Based
Marketing
How to use persona marketing to connect to your customers

2. Your lecturer for today’s class
Bogdan Zlatkov
Content Marketing Manager
Justin Keller
VP of Marketing

3. Today’s Agenda
3 Choosing content for them
1 Why do Persona Marketing?
2 Defining your personas
4 Delivering that content
5 Q&A

4. Why do Persona Marketing?

5. “” Do you understand the
people who make up your
target accounts?

6. “” 57% of sales and marketing
executives struggle to
understand their audience.

7. B2B Difference
The average B2B deal requires 6.8 people to sign off
before a deal is made.
- Corporate
Executive Board (CEB)

8. Companies Don’t Buy: People Do
People
Of
Committees
Of the
Influence
Of Sales and
Marketing

9. 97% of B2B buyers say their
decision is made before the
buying committee is even
formed.
Buyers (especially champions) are using content
and peers to justify emotions
66% of Champions cite
content and expertise as
their primary consideration
when buying.
*via B2B Marketing

10. B2B Difference
Need to reach the Decision Maker in
addition to the Influencers.

11. How to create different personas
Naming the decision makers, influencers, and approvers

12. Typical Persona Choices
Influencer
Purchaser
Decision MakerB2B
COMPANY
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13. Example - Head of Marketing
Persona Head of Marketing
Needs Aggregate view of marketing campaigns and influence on sales
Pains Disparate tech silos, difficulty in reporting on marketing ROI
Conflicts With CFO, over validating budget
With VP of Sales over marketing influence
Goals Prove marketing ROI, Influence XX of revenue
Desires To spend more time on brand development and team training

14. Example - Digital Marketing Manager
Persona Marketing Manager
Needs Easier campaign execution, transparency in reporting, more leads at
less cost
Pains Increasing goals but limited budget to execute. No time to learn and
evaluating vendors.
Conflicts With Sales team on lead follow up and head of marketing for marketing
budget
Goals Promotion and recognition for high performing campaigns
Desires Be known as on the cutting edge of MarTech

15. Example - Chief Revenue Officer
Persona CRO
Needs Drive quarter over quarter revenue
Pains Not knowing how much to budget for HR
Conflicts With President for headcount budget and marketing for “quality” leads
Goals Deals, deals, deals
Desires To hit quota, earn bonus, and eventually be CEO of his own company.

16. Customer Journey Mapping Canvas

17. Choosing Content for your Personas
How to organize multiple content streams

18. The Power of Authentic Relationships
96%of all respondents agree that developing authentic
relationships is very important to generate revenue.

19. A Stalled Relationship
20%of all respondents report being very confident
in how they move prospect relationships
forward at scale
Less than

20. Knowledge is Power
Just 15% of respondents
reported being very satisfied
with the level of information they
have on their target accounts
and prospects

21. The Elusive ABM Quadrant
● The most impactful things your marketing
teams can do aren’t scalable.
● We want to get as close to the bottom
right as possible.
● Content matrixes are a great shortcut to
get there.
Waste of
Time
How do
we get
here?
Automated
Campaigns
Non-
Scalable

22. The more data you have about your
committee, the richer the experience
you can provide.

23. Aligning Sales and Marketing Against Personas is Crucial
Alignment creates the impression of expertise
Aligning Content to Persona
● Recycled content is the best
kind of content
● Tailoring content or content
experiences creates magic
Aligning Content to Stage
● Understand all objections
and bottlenecks in the sales
process
● Develop content aimed
directly at those stages
● Enable that content through
workflows, if possible
Aligning Content to
Persona x Stage
● Right person + right time =
magic.
● Based on Sales Stage and
Persona / Role.

24. ● Start with a two-
dimensional content
matrix.
○ Persona x Industry
○ Industry x Funnel Position
○ Product Line x Acquisition
Source
How to Scale Personas and Content

25. Delivering your Content
Automating the Process

26. How to Scale Content and Personas
Then move to a three-dimensional
matrix
Identified Lead
Top Target
Demo
IT evaluation
Customer Lost Customer Won
Happy customer with results

27. Persona based ads
Generic

28. Persona based ads
Marketing Persona CMO PersonaSales Persona

29. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

30. ABM Program: Outbound Assist for All - in one slide
ConsiderationAttract LiveOnboardingProposal
CMO
Persona
Marketing
Manager
Persona
Sales
Persona
Generic

31. Closing the loop - measure and see impressions in SFDC

32. Measuring Committee Engagement with Relationships

33. “” Takeaways
● Your B2B sale depends on building a
relationship with lots of people
● Building that relationship means
providing each person the right content
● Start simple and adjust based on the
results you see

34. Q&A