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#ufx2016
Pat spenner
The Problem with Personalization in B2B
© 2015 CEB. All rights reserved#ChallengerCustomer #ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
The (Unhappy) Reality
Median MQL Conversion Rate3%
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Personalization Conventional Wisdom
1. Identify key customer decision makers and stakeholders
2. Build personas that capture their demographic profile, goals, pain points, motivations, fears, etc.
3. Use personas to guide more relevant content creation and delivery
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Serves to Reason…
• Persona-informed (i.e., personalized) content à higher engagement
• Higher customer engagement à better lead quality
• Better lead quality à higher conversion rates, higher quality deals
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%53%
31%
1 2 3 4 5 6+Size of Buying Team
60%Purchase
Likelihood
60%
Bigger Groups, Fewer Purchases
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%53%
31%
1 2 3 4 5 6+Size of Buying Team
60%Purchase
Likelihood
60%
5.4Average Buying
Group Size
Bigger Groups, Fewer Purchases
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
n = 3,000.
0%
50%
100%
81%
55%53%
31%
1 2 3 4 5 6+Size of Buying Team
60%Purchase
Likelihood
60%
6.8Average Buying
Group Size
Bigger Groups, Fewer Purchases
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Stakeholder 1: CIO
Engagement Angle: Minimal work-flow disruption
Positioning: Seamless integration with legacy systems
Stakeholder “Closed”
Stakeholder 2: Financial Analyst
Engagement Angle: Cost savings
Positioning: Write-off of existing platform
Stakeholder “Closed”
Stakeholder 3: Marketer
Engagement Angle: Deeper customer segmentation
Positioning: Develop effective segmentation targeting strategies
Stakeholder “Closed”
1. Accessing Individuals2.
Clo
sing
Indi
vidu
als
Track Them All down, Win Them All Over
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
0%
8%
(8%)
4%
(4%)
Cha
nge
in L
ikel
ihoo
d of
Mak
ing
a H
igh-
Qua
lity
Sale
Access to Stakeholders
Evaluating Purchase
Positioning Offering on Value to an Individual
Stakeholder
Surprising Findings
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Stakeholder 1Mental Model
GoalPrioritiesMetricsMeans
Stakeholder 2 Mental Model
GoalPrioritiesMetricsMeans
Stakeholder 3Mental Model
GoalPrioritiesMetricsMeans
The Lowest Common Denominator
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
57%
Customer Due Diligence Begins
Customer Purchase Decision
Customer Engages Sales Reps
Delayed Engagement
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
57%
Customer Due Diligence Begins
Customer Purchase Decision
Customer Engages Sales Reps
Peak Conflict
Peak Conflict
37%
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Revisiting Conventional Wisdom
• Persona-informed (i.e., personalized) content à higher engagement
• Higher customer engagement à better lead quality
• Better lead quality à higher conversion rates, higher quality deals
Individual engagement is not the same as collective consensus
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
What Now?Stakeholder 1Mental Model
GoalPrioritiesMetricsMeans
Stakeholder 2 Mental Model
GoalPrioritiesMetricsMeans
Stakeholder 3Mental Model
GoalPrioritiesMetricsMeans
Make this blue triangle bigger, earlier
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
The Teacher The BlockerThe ClimberThe Guide
The Go-Getter The FriendThe Skeptic
Seven Types of Customer Stakeholders
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Mobilizer™ Customers Get the Deal Done
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Mobilizer Defies Title/Role/Function
#ufx2016
Senior Decision Maker Distribution by Stakeholder Type
© 2015 CEB. All rights reserved#ChallengerCustomer
Mobilizer Dog WhistleGeneral Information
Accepted Information
Thought Leadership
Insight
Commercial Insight
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Xerox Commercial Insight Example
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
Which One Calls to a Mobilizer?
#ufx2016
White Paper:
How Cartridge Free Printing is Reducing Waste
in Modern School Districts
© 2015 CEB. All rights reserved#ChallengerCustomerSource: Skillsoft; CEB analysis.
Skillsoft’s toolkit provides guidance on how to navigate internal change and purchase
processes
Equip Mobilizers to Create Consensus
#ufx2016
© 2015 CEB. All rights reserved#ChallengerCustomer
CEB Marketing Solutions
■ Create Commercial Insights■ Map customer consensus buying behavior and verifiers■ Create Challenger/consensus-building marketing programs and sales enablement
Learn more: www.ChallengerCustomer.com
Challenger™ and Mobilizer™ are trademarks or service marks of CEB Inc. These marks may be registered marks® in various countries. CEB Inc. claims all rights to control their use for goods and services within their field. Inquiries concerning these trademarks and service marks should be directed to [email protected].
CEB Marketing Solutions provides arms & legs execution support to:
CEB’s Execution Partners
#ufx2016