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P. 37
BEST PRACTICES & STRATEGIES
cerned them, (4) What other initi- sonas you need. Your initial looking to achieve that could pro-
atives took precedence (if they reaction will likely be to create vide the headline theme for an
put their buying process on many buyer personas because entire campaign. Build out your
hold). Try to get them to remem- you have a lot of unique data. content framework, mapping
ber and explain how they felt and Just keep asking yourself if you stages of the customer journey
what they were thinking as they need a separate message for to what each persona is looking
moved through the buying cycle. each potential persona, or if the to hear, observe and learn at
same messaging will work and each step. Make this a clean-
5. Review the interview tran- address the different need. If sheet exercise rather than trying
scripts carefully. After (and there are completely separate to retrofit all your existing content
only after) you have eight to 12 expectations for the purchase into this new framework. Contin-
in-depth investigative interviews, and you need a unique messag- ue to use the personas to define
you’re ready to compile the re- ing approach, then you may well the perfect content they would
sults. To save time, consider need an additional persona. use to address their needs. Only
shipping off your recordings to a Don’t forget that it’s perfectly OK after you’ve done that exercise
professional transcription com- to end this exercise realizing you can you review existing assets to
pany to transform the audio re- only need one persona to have determine what modifications
cordings into printed documents. an effective marketing program. need to be made or how older
Then, go through each interview pieces can be used. Being
and begin highlighting key 8. Perform a content audit. You armed with comprehensive buyer
phrases or passages. You’ll want can perform this step earlier if personas will give you the de-
to capture key information such you prefer, but regardless of tailed insights you need to make
as: What triggered the buyer to timing, make sure to inventory campaign and content creation
begin a search for a new product all the content you have on hand so much easier — and it will res-
or solution? What were their de- at some point in the buyer per- onate beautifully with your pro-
cision criteria? What results or sona development process. Re- spective customers.
outcomes were they looking to view white papers, blogs, vide-
achieve? What other products or os, how-to guides, infographics 10.Migrate your persona messag-
vendors did they consider? Why and more, noting the date ing into sales enablement
did they eliminate or select launched and intended target tools. Once you’ve fleshed out
them? What where they feeling audience. If possible, report on some of your potential marketing
as they moved through the buy- which stage of the sales cycle content, look to incorporate this
ing process? What did they per- the content was consumed. new persona messaging into
ceive as risks with the project/ Once you have a clear under- your company’s sales enable-
product/decision? standing of the areas in which ment tools, if applicable. Some of
you have an abundance of ma- the persona findings will be help-
6. Distill key interview themes. terials, and where there might ful in the sales discovery process
Once you’ve marked up each be some gaps, you’ll be well or perfect for training your in-
interview, go back through and positioned to either update the bound call center. Other ele-
cut/paste the key findings you’ve old content or create new pieces ments will help your sales reps
highlighted into a spreadsheet, to match particular buyer per- address competitive threats.
grouping common themes and sonas. Take the time to think about what
answers from all your interviews. makes sense where, and make
When this is finished, you should 9. Translate interview findings sure these buyer persona in-
have three to five phases or as- into marketing messages and sights are formatted and migrat-
pects of the buying cycle fully content. If you’ve done the right ed into existing sales enable-
supported and documented us- job synthesizing your buyer per- ment processes and documents.
ing the buyers’ viewpoint, with sona interviews, and have ag-
six to 12 interview quotes for gregated and summarized the Once your buyer personas are es-
each phase. Either incorporate salient points the contacts tablished, marketing should be on
all your highlighted comments shared about their buying pro- the customer’s time frame, not the
into each aspect or put them into cess, you’ll be able to funnel this marketing department’s schedule.
an additional comment area for information directly into your That shift should help power a more
further consideration during the messaging and then to all of rewarding customer experience and
messaging exercise. your content plans. You might, an increase in revenue.◊
for example, glean some block-
7. Determine how many per- buster benefits prospects are Source: Silverpop
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
cerned them, (4) What other initi- sonas you need. Your initial looking to achieve that could pro-
atives took precedence (if they reaction will likely be to create vide the headline theme for an
put their buying process on many buyer personas because entire campaign. Build out your
hold). Try to get them to remem- you have a lot of unique data. content framework, mapping
ber and explain how they felt and Just keep asking yourself if you stages of the customer journey
what they were thinking as they need a separate message for to what each persona is looking
moved through the buying cycle. each potential persona, or if the to hear, observe and learn at
same messaging will work and each step. Make this a clean-
5. Review the interview tran- address the different need. If sheet exercise rather than trying
scripts carefully. After (and there are completely separate to retrofit all your existing content
only after) you have eight to 12 expectations for the purchase into this new framework. Contin-
in-depth investigative interviews, and you need a unique messag- ue to use the personas to define
you’re ready to compile the re- ing approach, then you may well the perfect content they would
sults. To save time, consider need an additional persona. use to address their needs. Only
shipping off your recordings to a Don’t forget that it’s perfectly OK after you’ve done that exercise
professional transcription com- to end this exercise realizing you can you review existing assets to
pany to transform the audio re- only need one persona to have determine what modifications
cordings into printed documents. an effective marketing program. need to be made or how older
Then, go through each interview pieces can be used. Being
and begin highlighting key 8. Perform a content audit. You armed with comprehensive buyer
phrases or passages. You’ll want can perform this step earlier if personas will give you the de-
to capture key information such you prefer, but regardless of tailed insights you need to make
as: What triggered the buyer to timing, make sure to inventory campaign and content creation
begin a search for a new product all the content you have on hand so much easier — and it will res-
or solution? What were their de- at some point in the buyer per- onate beautifully with your pro-
cision criteria? What results or sona development process. Re- spective customers.
outcomes were they looking to view white papers, blogs, vide-
achieve? What other products or os, how-to guides, infographics 10.Migrate your persona messag-
vendors did they consider? Why and more, noting the date ing into sales enablement
did they eliminate or select launched and intended target tools. Once you’ve fleshed out
them? What where they feeling audience. If possible, report on some of your potential marketing
as they moved through the buy- which stage of the sales cycle content, look to incorporate this
ing process? What did they per- the content was consumed. new persona messaging into
ceive as risks with the project/ Once you have a clear under- your company’s sales enable-
product/decision? standing of the areas in which ment tools, if applicable. Some of
you have an abundance of ma- the persona findings will be help-
6. Distill key interview themes. terials, and where there might ful in the sales discovery process
Once you’ve marked up each be some gaps, you’ll be well or perfect for training your in-
interview, go back through and positioned to either update the bound call center. Other ele-
cut/paste the key findings you’ve old content or create new pieces ments will help your sales reps
highlighted into a spreadsheet, to match particular buyer per- address competitive threats.
grouping common themes and sonas. Take the time to think about what
answers from all your interviews. makes sense where, and make
When this is finished, you should 9. Translate interview findings sure these buyer persona in-
have three to five phases or as- into marketing messages and sights are formatted and migrat-
pects of the buying cycle fully content. If you’ve done the right ed into existing sales enable-
supported and documented us- job synthesizing your buyer per- ment processes and documents.
ing the buyers’ viewpoint, with sona interviews, and have ag-
six to 12 interview quotes for gregated and summarized the Once your buyer personas are es-
each phase. Either incorporate salient points the contacts tablished, marketing should be on
all your highlighted comments shared about their buying pro- the customer’s time frame, not the
into each aspect or put them into cess, you’ll be able to funnel this marketing department’s schedule.
an additional comment area for information directly into your That shift should help power a more
further consideration during the messaging and then to all of rewarding customer experience and
messaging exercise. your content plans. You might, an increase in revenue.◊
for example, glean some block-
7. Determine how many per- buster benefits prospects are Source: Silverpop
M
MediaBUZZ Pte Ltd - Independant ePublisher for Asia ediaBUZZ Pte Ltd - Independant ePublisher for Asia
