san diego ama content marketing series 1: personas

#SDAOMLearn. Connect. Excel.#SDAMA


Content Series #1:Personas & Content Marketing

Jacques PavlenyiSr. Portfolio Manager,

Program Software Director—Social Collaboration, IBM

Sandra PiccilloSr. Marketing Manager,Mitchell International


2016 Content Marketing Series

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o Today: Personas & Content

o Mar 2: Development & Sourcing

o Mar 15:Distribution

o Apr 7-8:Content Bootcamp


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Brand Personas

Jacques PavlenyiSr. Portfolio Manager & Program Software Director—Social Collaboration

IBM@mediamutt

#SDAOMLearn. Connect. Excel.• 20

IBM uses data-driven buyer profiles to create cohorts-centered campaigns

1. Marketing

Business Plan

Identify business

challenges and

appropriate buyers

2. Buyer Role Library

Understand your buyer,

and place them in the

context of a specific

company exhibiting

observable behavior

3. Cohort

Prioritization and

Content Roadmap

Understand the buyer

journey and their path

to proficiency,

prioritize in cohorts,

and map messages

and offers

4. Campaign Map

Align buyer actions

with content

(assets) and

activities that target

each stage of the

journey

5. Execute

Launch or refresh

tactics, test,

measure, refine


Why?• Anticipate how buyers behave

• More quickly progress their journey

• Improve conversion rates

• Unify marketing and sales data

• Improve content strategy

What?• A representative of each buyer role

that behaves in the same manner

• Easy-to-use format

How?• Consistent and data-driven

• Research-based: primary,

secondary, anecdotal

Buyer Profiles: converting market understanding into buyer understanding


• Titles: what titles does he use in

real life?

• Bio: who is he? Where does he

come from? What does he hope to

accomplish?

• Thought Process: is he more

operational? Strategic?

• Worktime Spent: how does he

spend his average day?

• Personal Motivations: what drives

him?

• Challenges: what keeps him up at

night?

• Responsibilities: what is he held

accountable for?

• Evaluated on: KPIs

Rich buyer profiles: Overview


Internal Relationships• Reports to/Manages: where does he

sit in the formal chain of command?

• Influenced by: who has an impact on

his decisions?

Vendor Relationships• Purchase Authority: how much

discretionary spending power does he

have?

• Independence: how much can he

make the purchase decision on his

own?

• Vendor Relationship: how favorably

or unfavorably does he perceive YOU?

• Competitor Relationship: how

favorably or unfavorably does he

perceive your competition?

Rich buyer profiles: Ecosystem


For each stage of their

journey through the buying

cycle, what are their…

• Hurdles: What’s the thing that’s

keeping them from moving forward?

• Formats: In order of importance

(High, Medium, Low), what are the

preferred content types they want to

consume information to get them

over that hurdle?

• Channels: In order of importance,

what are the preferred channels they

will participate in to consume content

and overcome hurdles?

Rich buyer profiles: Information Preferences


• Social Networking – what are his

preferred social networks?

• Learning: Relevant education,

certification, and professional bodies

• Events: Key events he pays

attention to or attends

• Communication Preferences: does

he prefer face-to-face meetings?

Digital conversations?

• Preferred Learning Styles:

Reading? Workshops? Formal

classrooms?

• External Influencers: industry

analysts, magazines, blogs

Rich buyer profiles: Learning and Networking


Primary Research

• Keywords: Google

• Preferred channels and

learning styles: Social

Media Listening, Events,

web and digital metrics,

heatmaps

• Surveys

• Focus Groups

• User Experience

Workshops

• Competitive observation

Build your personas from a variety of data sources

Secondary Research

• Buyer behavior: e-

consultancy, e-marketer,

BMA (B2B) AMA (B2C),

Forrester, AdAge, ANA

• Demographic trends: Pew

Research, Gallup, IBM

Talent Insights

• Shifts in buyer roles,

ecosystems, vendor

sentiment: Vertical

industry analyst reports


• White paper

• Case study

• Data sheet

• Infographic, slideshare

• Blog

• Trial

• Webinar

• Assessment

• Financial Incentive

• Freemium

• Feature Update

• Training

• Education

• Usage-based discount

• Tools Downloads

• Certification Offers

• Training Offers

• Tool Downloads

Learn

Narrative

Examples

Buyer Stage

Desired

Action(s)

Discover

• Review

• Refer

• Use

• Upgrade

• Extend

AdvocateAdopt

DiscoverBuyer is not aware that they have a problem or

that they need a solution.

LearnBuyer is actively trying to solve a problem and is

engaging with increasingly detailed

content.

TryBuyer Is committed to a limited set of potential

vendors and needs very specific information to determine whether the

various products are a fit

BuyBuyer would like to

purchase YOUR product

AdoptBuyer Is implementing the newly purchased product and wants to quickly see value from the purchase.

AdvocateBuyer sas been able to

show real value from the product and is eager to

share their success.

BuyTry

• Respond

• Sign Up

• Purchase

• Click

• Read

• View

Content Roadmap: Convert buyer personas into a story and journey

• Quality responses

• Response conversions

• Trial downloads and

sign-ups

• Net Promoter Score

• Ratings and reviews

• Likes, posts, tweets,

referrals

• Reference volunteers

Measured

by

• Downloads

• Video views

• Click-throughs

• Service upgrades

• Renewals

• Users added


IBM predictive analytics solution targeting a university Provost

AdvocateAdopt

Narrative:

A College or

University

Provost

should

believe that:

Discover BuyTryLearn

Student

attrition is a

top concern

facing colleges

and

universities

today.

20% of

students leave

during year 1.

This costs

colleges and

universities

over $16B a

year.

Creating

personalized

retention plans

for each of your

students will

help you reduce

attrition rates.

Reduced

attrition rates

will improve

your reputation

and increase

your revenues.

Our solution

can help you

understand

why students

are leaving,

and predict

which students

are at most risk

for leaving.

This will allow

you to

intervene and

fix the issues

that are

causing the

students to

leave, which

will help

reduce attrition

rates.

We can help

you build

follow-on

predictive

models using

up real time

data streams to

keep insights

flowing in real

time.

This enables

you to react

more quickly to

intervene with

at-risk

students.

We can help

you share your

success story

via a keynote

address at the

next Chief

Academic

Officer summit.

We will also

help you build

a case study to

highlight your

success with

peers.

We have done

this for eight

other colleges

and universities.

They have

realized a 30%

reduction in

attrition.

Sample Narrative


1. Team up in groups of 3-4

2. Choose 1 person to be the

target buyer, 1-2 to be

interviewers, 1 to scribe

3. Interview the target buyer to

determine their hurdles (at

each stage of their journey)

4. Hints: • Buyer: be yourself!

• Interviewers: listen for clues to other

parts of their personas

And…GO!

Exercise: persona interview (5 minutes)


Content forBrand Personas

Sandra PiccilloSr. Marketing ManagerMitchell International

@spiccillo


Personas in Action


Customer Experience Journey


Content Development


Samantha Gordon is the Managing Editor of Brafton.com.

Content Goals


Content Types

Website

Marketing collateral

Sales enablement

Email

Press Releases

Contributed articles

Custom publications

Webinars

Videos

Social Media

Infographics

Whitepapers

Case Studies

Presentation Slide Shows

E-books


Content Types by Buying Journey

o Awareness Website

Social Media/Blogs

Thought

Leadership/PR

Industry Tradeshows

Videos

o Consideration Website

Whitepapers

Presentations/Slide

Shows

Thought Leadership

Conferences/Events

Case Studies

Ebooks

Infographics


Content Types by Buying Journey

o Purchase Contracts

Implementation

Guides

Welcome/User

Guides

o Retain Training Courses

Thought Leadership

Whitepapers

Website

Social Media/Blogs

Events

Case Studies

Infographics

Videos


Customer Buyer Journey

Awareness Consideration Purchase Retain

VP Claims

Claims Manager

Claims Adjuster

WEBSITE, SOCIAL MEDIA/BLOGS,

THOUGHT LEADERSHIP/PR, INDUSTRY

TRADESHOWS, VIDEOS

WEBSITE, WHITEPAPERS,

PRESENTATIONS/SLIDE SHOWS,

THOUGHT LEADERSHIP,

CONFERENCES/EVENTS, CASE

STUDIES, EBOOK, INFOGRAPHICS

CONTRACTS,

IMPLEMENTATION GUIDES

THOUGHT LEADERSHIP,

WHITEPAPERS, WEBSITE, SOCIAL

MEDIA/BLOGS, EVENTS, CASE

STUDIES, INFOGRAPHICS, VIDEOS



TRADESHOWS, VIDEOS

WEBSITE, WHITEPAPERS,

PRESENTATIONS/SLIDE SHOWS,

THOUGHT LEADERSHIP,

CONFERENCES/EVENTS, CASE

STUDIES, EBOOK, INFOGRAPHICS

IMPLEMENTATION GUIDES,

WELCOME/USER GUIDES

TRAINING COURSES, THOUGHT

LEADERSHIP, WHITEPAPERS,


EVENTS, CASE STUDIES,

INFOGRAPHICS, VIDEOS



TRADESHOWS, VIDEOS

WEBSITE, THOUGHT LEADERSHIP,

INFOGRAPHICS WELCOME/USER GUIDES

TRAINING COURSES, THOUGHT

LEADERSHIP, WEBSITE, SOCIAL

MEDIA/BLOGS, INFOGRAPHICS,

VIDEOS


• What else can I say about our products and

services that we haven’t already said?

• What’s new?

Content Challenges


• Break into smaller parts

• Sentences for twitter

• Paragraphs for Facebook / LinkedIn / Blog posts

• Reformat

• Animate

• Calculate

• Quantify

• Aggregate

• Redesign

• Create an infographic / word cloud

• Develop custom landing page – email campaigns

Leveraging Content


Customer Response

“…- this newsletter is a terrific resource. Thanks

for including me in the distribution.”

Rob

Claim Department


http://www.mitchell.com/icd10/?utm_campaign=ACS-Value Prop ICD-10 Infographic&utm_medium=email&utm_source=Eloqua

http://www.mitchell.com/icd10/?utm_campaign=ACS-Value Prop ICD-10 Infographic&utm_medium=email&utm_source=Eloqua

http://www.mitchell.com/icd10/index.asp

http://www.mitchell.com/icd10/index.asp


http://www.mitchell.com/emarketing/acs/grow-with-mitchell.asp?utm_campaign=ACS-Value Prop Media Wrap Up Video email&utm_medium=email&utm_source=Eloqua

http://www.mitchell.com/emarketing/acs/grow-with-mitchell.asp?utm_campaign=ACS-Value Prop Media Wrap Up Video email&utm_medium=email&utm_source=Eloqua


http://www.mitchell.com/product-updates/index.asp

http://www.mitchell.com/product-updates/index.asp


Connect and Manage

• Create Matrix Chart

• Align content with Personas, Customer Experience Map and Sales Funnel/Buying Journey

• Involve multiple functional areas – great ideas can come from anywhere

• Multiple exposure to content provides message reinforcement

• Brainstorm new ideas and test – have fun!


2016 Content Marketing Series

sdama.org/events

o Today: Personas & Content

o Mar 2: Development & Sourcing

o Mar 15:Distribution

o Apr 7-8:Content Bootcamp

#SDAOMLearn. Connect. Excel.#SDAMAsdama.org/eventsThank You, Sponsor:

Early-BirdEndsSoon

March 10, 2016

#SDAOMLearn. Connect. Excel.#SDAMAsdama.org/cause

Thank You, Conference Sponsors:

MembersSave$140

#SDAOMLearn. Connect. Excel.sdama.org

Get Involved!