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Video 10 - Online B2B Buyer Personas. George Szanto IBMS Semester 6b Fall 2013. Topics Discussed. Introduction to online B2B and B2C personas Using personas to generate a Buyer Synopsis Example of using an online tool to generate an online persona . Learning Objectives. - PowerPoint PPT Presentation
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Video 10 - Online B2B Buyer Personas
George SzantoIBMS Semester 6b Fall 2013
Topics Discussed
• Introduction to online B2B and B2C personas• Using personas to generate a Buyer
Synopsis• Example of using an online tool to generate
an online persona
Learning Objectives• Understand online personas, especially B2B
prospects
• Ability to create an online persona for a typical business customer for a given online service or online product offering, or online value proposition
Persona Definition
• Def: is a representation of the goals and behavior of a set of hypothesized users and/or buyers of a product
• Archtype – thus not a real person; not a customer profile.
• Describes observed behavior patterns
5
Start With B2C Personas – “easy”
6
For each persona define preferences for:
Platforms (web, email, mobile)
Platform usage (hours) Content consumption: General site types & category-specific Social media - content creation & participation Search behaviour Trusted brands
www.dulux.co.uk
Typical B2B Personal Factors• Ambition - high,
medium, low• Personality – humorous;
aggressive, moody• Experience - new to job;
veteran; technophile• Attitudes - toward own
company and you: like, dislike; indifferent
• Self-image – confident; at ease; insecure; need to impress
• Risk Tolerance - high, medium, low
• Decision-making style - consistent; conservative; slow; quick
• Cognitive style - quick thinker; slow; interactive
• Job Responsibility - high, medium, low decision making responsibility
Now Let’s Practice Creating a B2B Persona
• Here is useful online tool for exploring and creating a typical buyer persona from the company:
MLT Creative in Georgia USA
MLT Persona Tool • For this “demonstration”, I assumed that I worked
for Atlas Copco selling air compressors for the food production industries.
Personas in a Typical Sale/Marketing Funnel
• The buying team (personas)
• Grader / Operator• Field Engineer• Maintenance Mechanic• Field Operations Manager• Excavator Fleet Manager• Construction/Civil Engineer• Purchasing Manager• Financial Director
We will look at this construction team in more detail in video lecture # 14 of this series
Create Buyer Synopsis
• Step 1: Determine what that persona needs to know to buy
• Step 2: Define what content (online media) different personas need for each step in the buying cycle
• Step 3: Select a Problem-to-solution scenario for specific personas
• Step 4: Assign what prospective personas need to know during various buying steps.
Thank You
• After this video, please take the online quiz to see if you master the concept of a B2B persona
• Next, please use the MLT Persona tool to generate a persona for your assigned case