How well do you really know your customer? B2B Persona Definition.

www.purestone.co.uk
Have your say @
iq.purestone.co.uk
21.04.2016
9.00 to 11.45
By James Smee
WI-FI: BFI_WIFI
PASS: bfi_wifi

www.purestone.co.uk
• Today there are 1,921 live jobs with ‘Customer Service’ in the job title within 30 mile radius of
London (Total Jobs)
• Today there are 11,378 live jobs with ‘Customer Experience’ in the job title 30 mile radius of London
(Total Jobs)
• 5 years ago we strategised and campaigned around telling customers about quality of product or
service
• This seems to have been trumped by providing the best ‘customer experience’
• By 2020 ‘customer experience’ will overtake price and product as the key brand differentiator
(Walker Report, The Future of B2B Customer Experience)
• 22% of B2B companies said the most exciting opportunity for 2016 was Customer Experience -
ahead of content marketing and mobile. (Econsultancy Digital Marketing Trends 2016)
• By 2018 more than 50% of B2B organisations will redirect their investments to customer
experience innovations (Gartner, 2015)

www.purestone.co.uk
• 42% said improve customer retention
• 33% said improve customer satisfaction
• 32% said increase up and cross selling
Genesys, Creating Better Customer Loyalty Report, October 2015

www.purestone.co.uk
A case of emulating the real world or
something entirely different?

4/25/2016 10www.purestone.co.uk
BLAZING A TRAIL TO THE C-SUITE.
Alex is a trailblazer. A representative of the new breed
of IT professional embedded in the middle management
of large Enterprises the country over. A late 20’s
millennial who’s grown up in an inspirational age of
commerce where the likes of Google and Apple have
shaped the world.
•
•
•
•
•
•

Start with existing assumptions / profiles / personas
• Qualitative:
• 1-2-1 customer interviews telephone based / in-person / focus groups / video
• Online surveys using either LinkedIn outreach programmes and profiling
• Internal research through stakeholder interviews
• Quantitative:
• Online panel research (prospective / impartial)
• Survey monkey style approach
• Richer survey experiences (ongoing value)
• Profiling Tools / approaches:
• Interactive surveys
• Profiling tools

On average a richer, more interactive survey experience will see a 37%
increase in completions.

www.purestone.co.uk

Keyword Avg. monthly searches
Home automation 5400
Smart home 2900
Assisted living 1600
Interest of things 12100
IOT 5400
Connected Home 720
Digital home 70
Smart energy solutions 70
High-tech homes 20
Competition: The number of advertisers bidding on
each keyword. You can see whether the competition for
a keyword idea is low, medium, or high. The higher the
competition, the more expensive bidding for the
keyword becomes.

When taking the entire Twitter community into account,
below is a word cloud of the key words within followers’
bios:
@DigitalTrends
@bryanwempen
@PinewoodStudios
@minimalhome
@GALLERY_PIECES, @eeportal_com, @Decorex_Intl
@thinktanklondon
@BowersWilkins
@Lutron, @GDLive_UK
@polkaudio
@whathifi
@CraftCentralUK
@Control4
@CrestronHQ
@designtosolve
@HoneywellSec

Authority
No. of Followers
(community size)
Increased by
(in the last 6 months)
Reach
(estimated impressions)
No. of
mentions
By no. of
users
7/10 6,588 844 6.7m 1,149 105
Twitter handle statistics:
Twitter engagement:
Within the last six months, 2% of the community has
engaged with the CEDIA EMEA Twitter channel. The main
form of engagement during this period has been re-
tweets, although regular mentions are at a very healthy
level.

Audience demographics:
The community of this handle is split 88% male and
12% female, with 49% from the UK, 20% from the
US, 3% Spain, 3% France, 2% Canada, 2% Italy, 1%
Mexico, 1% South Africa, 1% Netherlands and 1%
India.
In terms of consumer buying style, the majority of
the Twitter audience (56%) buys premium brands,
with 41% of the audience having an income over
$100K and 9% of the audience having a net worth of
$1m plus.

Recommendations:
Include more wider industry news/insights on
channel – retweeting and/or commenting on
relevant industry news and developments
authoritatively to demonstrate industry expertise
and build credibility within the wider connected
home industry and to broaden audience appeal
and follower base.
Include more media-rich posts for higher
engagement.
Greater focus on quality over quantity – post at
least four times per day, ensuring content is varied
and balanced.
Best time to tweet:

Buzz graph of keywords:
This shows a visual summary of the buzz
around particular keywords used frequently
in page posts. Association between different
keywords is represented by edges between
them, which can be bold, simple, or dashed
based on the strength of association.
Strongly related words, which frequently
appear together, have darker edge between
them.

Bio
Rob is a BIM (Building Information Modelling)
Manager with experience in the construction
sector as an ARB registered UK Architect.
He is a member of the AEC Committee and
Chair of the GRAPHISOFT ARCHICAD sub-
committee. Also a member of buildingSMART
UK Technical Group. A regular presenter at
BIM related events including BIM Show Live,
5D Conference, ARCHICON.
Twitter @bondbryanBIM 5,184 Followers
LinkedIn Rob Jackson 500+ Connections
Blog BIMblog.bondbryan.com
Location UK, Sheffield

Bio
Kirsty is working for Link2Media, publishing
high quality architectural magazines and
creative, effective online marketing solutions
for building product manufacturers.
Twitter @KirHammond 15.2K Followers
LinkedIn Kirsty Hammond 500+ Connections
Blog Architecture, Design & Innovation
Location UK, Surrey

• CRM data analysis
• Existing web analytics
• Career mapping

These are used in a multitude or scenarios:
• Inform content marketing & copywriting
• The basis for website predictive analytics and
dynamic user journeys
• Cheat sheets for internal or external sales teams and
also used in sales playbooks
• Continual visual reminder of ‘why we do what we do’

Pan-European persona definition for one
of Europe’s largest provider of IT Services
& Solutions.

How well do you really know your customer? B2B Persona Definition.

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How well do you really know your customer? B2B Persona Definition.