how just 5 buying insights ensure engagement with your content

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How Just 5 Buying Insights Ensure Engagement With Your Content

Adele Revella, President @buyerpersona


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How Just 5 Buying Insights

Ensure Engagement With Your Content

Adele Revella, President

Twitter @buyerpersona

5 ©2013 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.

What buyers say about marketing content

Your website isn’t helpful … it has the

same information as your competitors’ and

doesn’t answer my questions.

There is nothing to help me determine if

you can meet the needs that I have

identified.

This decision is NOT about price or features.

We’ll go with the company that we

believe we can trust.


This is a buyer profile, not a

buyer persona

By asking the right questions …

Priority Initiative What triggers their search Who initiates this search, plus why some buyers are not looking

SO YOU KNOW BUYERS WILL TELL YOU

Success Definition What they expect as a result of this purchase

Which benefits matter most and how they describe that outcome

Perceived Barriers Why this buyer wouldn’t make this decision

What you need to say and do to eliminate key buyer concerns

Decision Criteria Which capabilities this buyer evaluates

When you need to focus on features and how to avoid fluff

Buyers Journey What they do to examine options and choose

Which buyer is most critical when and how you need to reach them


Probe for insight. The buyer’s first answer

is the one you already know.


You need to hear the buyer’s story

Take me back to the day when you first started looking for a ________ solution.

What happened?

“ ,,

That need had to have been there for awhile.

What happened to make this a priority?

“

,,

PROBE


This is a conversation

So what did you do first to identify your options?

“ ,,

You mentioned that you visited several

websites. What questions did you find

answered there?

“

,,

PROBE


How many buyer personas will ensure that your marketing is persuasive?

Insights inform segmentation


What is most unique about our solution … and most important to this buyer?

Insights inform the core value proposition


Buying Stage Topics to Address

Awareness and Research • Priority Initiative • Success Factors • Perceived Barriers

Assess and Evaluate • Perceived Barriers • Decision Criteria

Insights inform the topics for marketing content, timed for phases in the Buyer’s Journey.


Think about the ROI on being the buyer expert marketer who knows …

• Which buyers will be receptive to our new strategy and why. For those who are not receptive, why not.

• Why some buyers prefer X competitor, while others understand our value.

• The role that each of the potential targets in the buyer’s organization plays, which are most likely to choose us, and why.


www.buyerpersona.com

Free ebooks and blog


Facebook.com/buyerpersona

[email protected]

Pre-recorded and private workshops to train marketers to build

buyer personas and messaging


Q&A

How Just 5 Buying Insights

Ensure Engagement With Your Content

Adele Revella, President



Next Steps

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