formation content marketing & personas - extrait
TRANSCRIPT
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PERSONAS
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Créer des
PERSONA
de vos clients &
prospects cibles
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Méthode #1 : « Spray & Pray »
La méthode de l’arrosage publicitaire
non ciblé ne fonctionne plus.
Vos messages doivent être ciblés !
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SPRAY BIGGER + PRAY MORE ?Méthode #2
Rien ne sert d’augmenter la puissance
d’émission de vos messages s’ils ne
sont pas ciblés.
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ACCOUNT BASED MARKETING = TARGETING SPECIFIC ACCOUNTS ONE BY ONEMéthode #3
…mais le ciblage demande du temps, des
efforts, donc une grande équipe de
commerciaux B2B ?
Ce n’est possible que pour les comptes
clés stratégiques.
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TARGET BUYER PERSONAS + AUTOMATION = TARGETING « AT SCALE »Méthode #4
L’automatisation du marketing
couplée à vos personas permettra de
« cibler en masse » vos messages de
prospection ou de fidélisation.
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Une Introduction aux PersonasB2B1
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?Les “Buyer Personas” sont des représentations de vos clients idéaux.Ils sont basés sur de vraies données d’achat & de comportement, avec l’ajout d’un profil psychologique sur leurs motivations, leursbesoins (pain points) et leur histoire type.
Persona
C’est quoi ?
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Commentcréer vos Personas ?
L’étude de vos clients et de vos prospects (à l’aide de sondages & interviews) permet de définir les profils du consommateur idéal (ou du consommateur problématique). Toutes les données qualitatives & quantitatives permettront de dépeindre le profil du client idéal, de leursaspirations, et comment votre solution répond à leur recherche.
?
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Toute l’entreprise doit mémoriserles Personas !
Après avoir fait votre recherche, votre persona est bien profilée.
Il faut communiquer ce savoir à toute votre entreprise, afin de
s’adapter à ce profil. Le service commercial & marketing doivent
savoir précisement à “qui” ils s’adressent, afin d’entrer en phase
avec ses besoins.
?
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Chez Amazon,
Jeff Bezos
garde un siège vide
à chaque réunion pour
laisser « le client » s’exprimer.
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Comment décrire vos PersonasB2B2
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Construisons votre premier Persona
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Société ABCDescription des Clients Types
Le 20 Avril 2016
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Nom de votre PersonaFOND :• Description du rôle / métier type• Information sur l’entreprise type• Information annexe (Education, Loisirs..)
DEMOGRAPHIE :• Sexe• Tranche d’ages• Revenus moyens (du foyer)• Localisation urbaine (ville, campagne, ..?)
IDENTIFICATEURS :• Mots clés• Manières
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Nom de votre PersonaOBJECTIFS :
• Objectif professionnel principal
• Objectif professionnel secondaire
CHALLENGES:
• 1er challenge pour le satisfaire (succès)
• 2ème clé pour son succès
COMMENT L’AIDONS NOUS ?
• Comment répondons-nous à ses challenges
• Comment l’aider à atteindre ses objectifs
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Nom de votre PersonaVERBATIMS :
• Incluez des verbatim entendusdurant vos interviews, qui caractérisent vos personas, afinde permettre à vos équipes de mieux s’identifier à lui en tantque personne.
OBJECTIONS FREQUENTES :
• Identifiez les objections les + fréquentes de votre persona lors du processus d’achat/vente.
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Nom de votre PersonaMESSAGES MARKETING :
• Comment décrire votre solution spécifiquement en tenant compte des caractéristiques de cepersona ?
PITCH D’ASCENCEURS :
• Rendez votre argumentairesuffisemment simple pour qu’il soit compris en 30 secondes par toute personnecorrespondant au persona, et par vos employés.
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Votreentreprisea plusieurs PERSONAS
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Exemple de Persona3Laura
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Voici Laura !BACKGROUND:• Head of Human Resources• Worked at the same company for 10 years;
worked her way up from HR Associate• Married with 2 children (10 and 8)
DEMOGRAPHICS:• Skews female• Age 30-45• Dual HH Income: $140,000• Suburban
IDENTIFIERS:• Calm demeanor• Probably has an assistant screening calls• Asks to receive collateral mailed/printed
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GOALS:• Keep employees happy and
turnover low• Support legal and finance teams
CHALLENGES:• Getting everything done with a
small staff• Rolling out changes to the entire
company
HOW WE HELP:• Make it easy to manage all
employee data in one place• Integrate with legal and finance
teams’ systems
Voici Laura !
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Voici Laura !REAL QUOTES:• “It’s been difficult getting company-wide
adoption of new technologies in the past.”
• “I don’t have time to train new employees on a million different databases and platforms.”
• “I’ve had to deal with so many painful integrations with other departments’ databases and software.”
COMMON OBJECTIONS:• I’m worried I’ll lose data transitioning to
a new system.• I don’t want to have to train the entire
company on how to use a new system.
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Voici Laura !MARKETING MESSAGING:
• Integrated HR Database Management
ELEVATOR PITCH:
• We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.
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idéalesPersona
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Examples :
- Professionals who are too advanced
for your product or service
- Students who are only engaging with
your content for research/knowledge
- Potential customers who are just too
expensive to acquire (because of a low
average sale price, their propensity to
churn, or their unlikeliness to purchase
again from your company.)
négativesPersona
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Les Persona ne sont PAS…
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Les persona ne sont pas…
Des personnes spécifiques
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TARGET MARKETS.
Les persona ne sont pas…
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Les Persona SONT…
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…des comportements
souvent rencontrés
Les Persona SONT…
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…des objectifs, des rêves, des
peines partagées (pain points).
Les Persona SONT…
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Des informations biographiques & démographiques
précises
Les Persona SONT…
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EntrepriseCentrée
sur leClient
PERSONA
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Dans une entreprise « customer centric », TOUT ce que fait votre entreprise doit être pensé en fonction de vos PERSONAS.
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A chaque Persona un discours adapté !
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PERSONAS & CONTENT
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QUESTIONNAIRES
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QUESTIONS
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Persona Detail Questions to Ask
Role What is your job role/role in life? Your title? How is your job/role measured?What is a typical day? What skills are required?What knowledge and tools do you use? Who do you report to? Who reports to you?
Company/Organization What industry or industries does your company work/is your role in? What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?
Questionnaires
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Company/Organization What industry or industries does your company work/is your role in?What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Detail Questions to AskRole What is your job role/role in life? Your title? How is your job/role measured?
What is a typical day? What skills are required?What knowledge and tools do you use? Who do you report to? Who reports to you?
Questionnaires
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Ceci est un EXTRAIT de ma formation sur la
préparation à l’automatisation du marketing et
la transformation digitale de l’
Jean-Philippe Cunniet
Formations Marketing & Technologies
Mobile: 06 21 47 34 37
Email: [email protected]