I’m going to go through a quick case example that we came up with. And it’s something that a lot of people are probably familiar with. That’s a CRMs (customer relationship management software). There’s a lot of them out there. There’s the big boys in the space, like Salesforce. There’s smaller guys, new entrants, someone along the lines of Hubspot. A lot of people are going and creating these CRMs. 

This blog post is part of Your Definitive Guide to Lead Generation blog series.

So I’m going to take two different personas. One persona we’re going to call Sales Guy Sam. Sales Guy Sam is about 45 years old, makes about 150,000 dollars a year, resides in beautiful San Diego. He is very concerned with the sales process, becoming more efficient, and at the end of the day- closing more sales. Making more money. That’s Sam’s number one concern. How can he do that? We’ll we need to address that.  

Then there’s Olive over here. Olive is the VP of Operations at Sam’s company. Olive is what we would consider a sales persona. While Olive is very in-tune with all the moving parts of the business, she is more concerned with things along the lines of pricing, and how the technology or the new CRM integrates with technologies that they have. Their challenges and educational journeys are going to be different depending on if they are a sales or a marketing persona. So you can see here how we might be targeting these individuals differently. 

Now, part of this process was we really wanted to put into context how personas related to the buyer’s journey. As a result you see a funnel down here. It’s very similar to this A, C, D funnel structure. Awareness. Consideration. Decision. And we created theoretical assets that we could then build and utilize in order to then communicate and hopefully move Sam through that funnel. 

Again, this is the context of Customer Relationship Management (CRM) software. It’s something that were trying to sell to Sam initially. Because we know that Sam is that researcher- he has that pain point. I want to sell more. I want to be more efficient. And maybe some technology could help get me there.

So the first asset that we create in order to attune or align with Sam would be an ebook on “How to Create an Inbound Sales Process”. We know that the buyer’s journey is shifting, we know that a lot of the people are doing a lot of the research up front (maybe even 75% of the way there before they talk to somebody). So we want to basically say, “Hey Sam, how are you utilizing this new inbound sales process? Here’s a quick ebook that walks you through the steps to do so.”

Moving into the Consideration Stage, Sam would then consume the initial ebook, and then he wants something more to consider his different options. How does he consider or differentiate between something like Salesforce and Hubspot. How does he make that decision? 

 

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Well we do so with an industry product guide. And what that industry product guide does is initially it sets the stage. You don’t want to be too salesy initially. You want to summarize what your objectives or goals are as part of this guide. A lot of times what well do is introduce different options, and then well create somewhat of a graphical comparison chart. Or give you the ability to clearly see what the difference in features and characteristics and everything else.

People a lot of times they’ve already done the research, they just want to see that reinforced and see that laid out in an easy to understand format.

Finally, because were talking about a piece of technology here, what would work well as bottom of the funnel offer? Bottom of the funnel offers are different for industry. If it’s a consumer product good, maybe its something like a coupon, 10% off that offer. That’s a really good offer for a consumer product good. But as we know, we’re in the business to business (B2B) space, talking about customer relationship management (CRM) software. Basically, the two main offers that typically come up in this case are a demo or a trial.

Now what’s the difference between a demo and a trial?

A demo is usually more of a guided demonstration, whereas, a trial is more of a hands-on (I’m getting dirty) and actually utilizing the software independently. So how do we decide for Sam, whether a demo or a trial would be a good offer to have?

We’ll basically here I selected a trial because I know that Sam is a very type A personality. I know that he is going to want to try things on his own. And he’s going to want to get his hands on the software, because, typically we know salespeople can be very skeptical of other sales opportunities. So we want to make sure that we get Sam’s hands on the software and he’s utilizing it. It’s not very complex either. A demonstration of the software would be necessary if Sam isn’t very familiar with or doesn’t understand too well. But because we have engaged with CRMs in the past as Sam the Sales Guy, it’s probably not too much of a jump.

I hope you’ve enjoyed todays talk. We’ve gone through the full process:

What is a buyer persona?

Why are they important?

How do we think of them in the context of the funnel, especially a campaign funnel?

Appreciate you guys tuning in - see you next time! And, don't forget to register for our May 2019 webinar, where we'll teach you how to create buyer personas for your target audience, to acquire more new, and retain old, customers.

 

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