Researching the process a buyer goes through to make purchasing decision is critical to inbound marketing success. This presentation shows why, when and how to sell buyer persona services to your inbound and content marketing prospects and clients.

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CMB Partner Office Hours
How to sell buyer persona services
to inbound clients.
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Today’s Schedule
15 minutes: Topic Introduction
15 minutes: Open Discussion
Extra time: CMB Partner Questions

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Max Traylor
Director of Client Services
Innovative Marketing
Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor

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Your Hosts
Max Traylor Bob Traylor
Director of Client Services |
Innovative Marketing
Resources
President|
Do Not Call Protection
Stefan Surka
Business Development|
CMB

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What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and
service retainers.
Join the Conversation:
@CMBlueprint or +ContentMarketersBlueprint

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question:
How can I sell buyer persona services to my
clients?
www.contentmarketingblueprint.com

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First, what is a buyer
persona?

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What is a buyer persona?
Is not… superficial qualities
(37 year old male, lives with his
mom)
Is… a buying process
(Adele Revella’s “5 rings of
insight”)

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Buyer personas as a
service.

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Why is buyer persona insight
valuable?
 To deliver the right information at the
right time
 To attract leads that are already in a
purchasing process
 To convert leads to customers

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When does a company need
buyer persona work?
FIRST!
 Before they create a content
strategy
 Before they design a new
website
 Before they create any new
content

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How to tell when your
EXISTING CLIENT needs
buyer persona work
 Lots of leads, not a lot of customers
 Only creates content for ONE buyer
persona
 Creates content for too many buyer
personas

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Scope of work

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IMR’s Buyer Persona Service
 2-5 interviews with people that have gone through your
client’s sales process recently.
 Deliverable: Documentation of your findings
Available training: Buyer Persona Institute
(buyerpersona.com)

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Process and Timeline
Process
1. 30 minute meeting to request interviews
from client
2. Client/IMC schedules 20 minute
interviews
3. IMC conducts interviews
4. IMC creates buying process map
5. IMC presents map to client
6. Client can request modifications or more
detail
7. IMC will make necessary modifications
IMC time budget
 30 minute call: .5 hours
 5 (30 minute interviews): 2.5
hours
 Build document: 3 hours
 Presentation: 1 hour
 Modifications: .5 minutes
Total: 7.5 hours
Timeline: 10-15 business days

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Client commitment
Time commitment
 30 minute call
 1.5 hours to secure interviews
 1 hour presentation
 30 minutes to review buying
process document and give
feedback
Total: 3.5 hours
Pricing
7.5 IMC hours x $165/hour = $1,125
Price increases:
 Number of influencers
 Complicated sales process
 High value of customers
 Multiple buyer personas

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Downloads in today’s blog
Buyer persona package
 Overview of service (copy for proposal)
 Detailed process for delivering service
 Pricing guide
Sample buyer persona document & training course
 Sample 5 rings of insight (buyerpersona.com)

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What to do with your buyer
personas?
It is the foundation for other strategy services:
 Brand Messaging
 Website optimization plan
 Content Marketing Strategy (CMB)

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Next Session: Tuesday June 10th @ 3:00 PM
EST
“3 ways to get appointments with your sales leads”
Special Guest: Erica DelSignore |Sales Director
SalesBoston.com
Sign up at:
www.contentmarketingblueprint.com/2014-
webinars