Personas & Content Roadmaps

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Content Series #1:
Personas & Content Marketing
Jacques Pavlenyi
Sr. Portfolio Manager,
Program Software Director—
Social Collaboration, IBM
Sandra Piccillo
Sr. Marketing Manager,
Mitchell International

2016 Content Marketing Series
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o Today:
Personas & Content
o Mar 2:
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o Mar 15:
Distribution
o Apr 7-8:
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Brand Personas
Jacques Pavlenyi
Sr. Portfolio Manager & Program Software Director—Social Collaboration
IBM
@mediamutt

#SDAOMLearn. Connect. Excel.• 2
0
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
Discover
Buyer is not aware that
they have a problem or
that they need a solution.
Learn
Buyer is actively trying to
solve a problem and is
engaging with
increasingly detailed
content.
Try
Buyer Is committed to a
limited set of potential
vendors and needs very
specific information to
determine whether the
various products are a fit
Buy
Buyer would like to
purchase YOUR product
Adopt
Buyer Is implementing the
newly purchased product
and wants to quickly see
value from the purchase.
Advocate
Buyer 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 for
Brand Personas
Sandra Piccillo
Sr. Marketing Manager
Mitchell 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,SOCIALMEDIA/BLOGS,
THOUGHTLEADERSHIP/PR,INDUSTRY
TRADESHOWS,VIDEOS
WEBSITE,WHITEPAPERS,
PRESENTATIONS/SLIDESHOWS,
THOUGHTLEADERSHIP,
CONFERENCES/EVENTS,CASE
STUDIES,EBOOK,INFOGRAPHICS
CONTRACTS,
IMPLEMENTATIONGUIDES
THOUGHTLEADERSHIP,
WHITEPAPERS,WEBSITE,SOCIAL
MEDIA/BLOGS,EVENTS,CASE
STUDIES,INFOGRAPHICS,VIDEOS
TRADESHOWS,VIDEOS
WEBSITE,WHITEPAPERS,
PRESENTATIONS/SLIDESHOWS,
THOUGHTLEADERSHIP,
CONFERENCES/EVENTS,CASE
STUDIES,EBOOK,INFOGRAPHICS
IMPLEMENTATIONGUIDES,
WELCOME/USERGUIDES
TRAININGCOURSES,THOUGHT
LEADERSHIP,WHITEPAPERS,
EVENTS,CASESTUDIES,
INFOGRAPHICS,VIDEOS
TRADESHOWS,VIDEOS
WEBSITE,THOUGHTLEADERSHIP,
INFOGRAPHICS WELCOME/USERGUIDES
TRAININGCOURSES,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

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!

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