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Video 10 - Online B2B Buyer Personas

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.

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Video 10 - Online B2B Buyer Personas

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  1. Video 10 - Online B2B Buyer Personas George Szanto IBMS Semester 6b Fall 2013

  2. 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

  3. Learning Objectives • Understand online personas, especially B2B prospects • Abilitytocreatean online persona for a typical business customer for a given online service or online product offering, or online valueproposition

  4. 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

  7. 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

  8. 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 Copcoselling air compressors for the food production industries.

  9. 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

  10. 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.

  11. Thank You • Afterthis video, please take the online quiz toseeifyou master the concept of a B2B persona • Next, pleaseuse the MLT Persona tool togenerate a persona foryourassigned case

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