3. Inbound Marketing Intro
Understanding Buyer Personas
How To Research Buyer Personas
2
3
5
Today’s Agenda
1
Building Your Content Blueprint
6 The Buyers Journey
9. They like to educate themselves
rather than speak with a sales person
60% of the sales
cycle is over – before
a buyer talks to your
salesperson.
Corporate Executive Board: bit.ly/zub217
37. Semi- fictional representations of your ideal
customer based on real data and some select
educated speculation about customer
demographics, behavior patterns, motivations, and
goals.
What is a Buyer Persona?
38. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
50. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
51. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
52. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
53. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
54. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
55. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
56. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
57. Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role? Your title?
How is your job 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 What industry or industries does your company work?
What is the size of your company (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?
61. 1
2
3
4
How to interview your current
customers
Best option is to set up in-person
meetings
Set up focus group-based interviews
Use GoToMeeting, Join.Me, or other web-
based conferencing tool
Telephone interviews
70. Talk to sales The biggest
problem our
prospects have
is…
71. 1
2
3
4
5
Sample questions to ask Sales about
Buyer Personas:
What are prospects’ or customers’ biggest
objections?
What are the common goals people have or
problems they’re trying to solve?
Do you find it’s more effective to contact them
by phone, email, etc..
Have you noticed if a particular demographic
makes better customers
Anything else!
76. All great Content
Marketing plans start with
getting people bought into
your vision. You need a
really great pitch.
77. 1. Give an overview of your key challenges. Use just the
right amount of data. Don’t over complicate things.
78. 2. Show how solving those key challenges will have a
real impact on business metrics. Cost and Revenue.
79. 2. Show how solving these key challenges will have a
real impact on business metrics. Cost and Revenue.Know the metrics
your boss really
cares about
http://bit.ly/1k3cqDC
80. 3. Give high level details on the strategy that will solve
all key challenges. Remember your audience.
81. 4. Create a sense of urgency if possible. Competitor
envy can be a strong motivator.
82. 5. Know the trends in the market. Include key stats in
your presentation to back up your points.
“B2B companies with blogs generate 67% more leads per
month on average than non-blogging firms” - source (
http://bit.ly/1h79fpQ)
"Inbound marketing delivers 54% more leads in the 2013
marketing funnel than outbound sources" - source (
http://bit.ly/1h7bcT0)
"The average amount of marketing budget spent on B2B
content marketing is 33%, up from 26% in 2011" - source (
http://bit.ly/1bIc6Wv)
84. MARKETING MARY
• Professional marketer (VP, Director, Manager)
• Mid-sized company (25-200 employees)
• Small marketing team (1-5 people)
• BComm (BU), MBA (Babson)
• 42, Married, 2 Kids (10 and 6)
Goals:
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges:
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
Loves HubSpot because:
• Easy to use tools that make her life easier
• Learn inbound marketing best practices
• Easier reporting to sales and CEO
85. Make use of tools to help you brainstorm what content is
right for your buyer personas.
• Google Keyword Planner
• Google Analytics
• Google Suggest
• UberSuggest
• HubSpot Keyword Tool
• Google Trends
• Bottlenose
• SocialCrawlytics
• SEOGadget’s Content
Ideas Generator
• Quora
• HubSpot Social Inbox
98. Map those content ideas across your funnel to make
sure you have the right content for each stage.
Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer
personas in the awareness stage?
What content ideas are a good fit for your buyer
personas in the evaluation stage?
135. THE POSSIBLE EYEBALLS YOU CAN
GENERATE.
Content
Distribution
Channels
Available
Audience
Engagement
(CTR)
Engaged
Audience
Blog
10,000
6%
3000
Email
10,000
3%
300
Facebook
8000
2.5%
200
TwiDer
1000
0.5%
5
