Meet Bill, is the owner and operator of a growing number of manufacturing companies. The bill is 40 years old, wears glasses and tries his best to train in the early morning hours when he can squeeze. He prefers to wear golf shirts and khaki to create an action only if he has a. Bill drives a late-model SUV with a child seat in the back seat for his four-year-old daughter. Has harassed and concerns about the management of their growing businesses. He wants to increase the use of technologyoperational efficiency and balance of customer satisfaction, and the rising cost of doing business, but do not know where to begin.
Helen is his sales manager. She is 32, single, a competitive runner, and is part of rock 80 years. She drives a new BMW convertible. You fight with the administration a dozen manufacturers, many of the 10 to 15 years older than her. Helen wants to replace the company to invest in a CRM contact management, has long passed thebut wonders how she will convince Bill and CFO of the company to spend money.
Bill and Helen are not real people, but are examples of one of the most powerful tools you can use to better prospects and clients: individual-based marketing communications.
Persona-based marketing is part Hollywood characterization analysis and commercial side. It envisages the construction of a fictitious customer, based on actual data and results, then this character as the touchstonepromoting and selling decisions.
Persona-based marketing goes beyond mere demographics
Persona-based marketing describes who a prospect or customer is also answers to questions about their behavior, such as: what prevents the person, sleeping at night? How can spend your time? As you know, are on sale?
This approach can help, such as business-to-business marketing, with an image, a tangible living your best prospects or customers, and thenSculpting a marketing message that is relevant to their concerns and ask them to move and buy.
Going back to the Bill and Helen. Suppose you are a systems integrator in the middle and medium enterprises, as Bill. With what is known about the model as a representative of the typical entrepreneur, you can change some tactical marketing decisions.
Because Bill is pressed for time, it is likely that in a day, a seminar or a conference dinner in the eveninghad family responsibilities after work. But it would be 45 minutes, executive-level Web seminar to be interested, you could see from his office. Could also say yes to a breakfast briefing of Directors with their peers from other local large and medium enterprises.
The CEO of fiction can also help to take decisions on sensitive issues, such as a brochure or web site design guide. Because you know that the law is more than 40, and wears glasses, make sure that the font is large enough to read easily for him. Andbecause you know that you pushed for time, will break the most important statements points, that can scan quickly.
Helen, your customers alternatives sales manager, now respond to an offer intended to needs. She managed to convince his hands on half-days seminar on "The CEO and CFO must invest in CRM." It can also be a white paper on "How to use the vendor to get your new CRM system." Because she is young and refined taste,probably went to a course breakfast hot new bistro in town. It is also quite an ad or seminar invitation or other promotional material for about a modern and colorful.
Granted, Bill and Helen are composite characters, not real people. But he emphasized that to formulate and execute your messages, you can optimize your marketing. It can prevent your actions are too generic to be noticed. Performed correctly, yourPerson decision not to start "belief" and "what our customers and prospects are based think?
How to start?
1. Convening a group of employees who interact with your customers and prospects. Bring lunch and a whiteboard and ask them to help you get a sign for each of your target customers.
2. Begins with a description of the role of the customer in their company: CEO, CIO, CFO, COO, Sales Manager,Buyers, users and all other exercise an important influence.
3. It also describes the kind of society in which they work. The industry is? What is it? How up-to-date is it? Is there much competition?
4. Then you describe the person and their behavior: Please describe each character a name, title, age, and how he or she looks. How do you see her dress? What kind of car they drive? What was he in his spare time? What kind of school,have?
5. Delivering all the attributes that you must provide a full, round, one of which that person. Then turn to the problems of your character and goals.
6. I think not watching the calendar days of the person and what are their main concerns? What are the characteristics of the goods or services, would be very useful for solving problems of this person? He or she tries to roll up 20 databases into one is preparing for an IPO, in view of a new competitorJust enter the market?
7. Then, when formulating your marketing messages, think about how to resolve this prospect or customer, to implement this. He or she turns white papers or articles in magazines or websites? This would be the client or potential client to a spokesman for the Council invites a group of peers in the network? Let the characters guide the route, you can open with the information that can advance your potential customers for theirReview and procurement.
If you've never used persona-based marketing before, to try. Can be a good way to focus its business-to-business marketing messages and offers driving involves more and selling.
