Building A Segmentation Strategy & Communicating With Buyer Profiles In Relevant Ways

#B2BContentEvent

Content Connection Points

Building a Segmentation Strategy & Communicating with Buyer Profiles

Ruth P. Stevens [email protected]

@RuthPStevens

B B

Conference

#B2BContentEvent

2

What is a customer segment? A group with similar wants and needs. –  Dis$nct from other segments (different segments have different needs)

–  Homogeneous within the segment (common needs)

–  Responds similarly to market s>mulus –  Stable enough to market to –  Ac$onable. Can be reached by communica>ons and distribu>on channels

–  Substan$al enough to be profitable

#B2BContentEvent

3

Why segment? •  Efficient use of limited resources. – Choose the most profitable groups to target

•  Develop effec>ve marke>ng strategies. – Speak to customer needs in a relevant way

•  Monitor success and re-‐segment as needed. – Con>nuous improvement

#B2BContentEvent

The segmenta>on process 1.  Iden>fying segments within the target

audience. 2.  Selec>ng target segments. 3.  Crea>ng product mix and communica>ons

mix for each target segment. •  Posi$oning products to serve the segment •  Profiling segment to develop impacNul messaging

4

#B2BContentEvent

Segmenta>on variables for B-‐to-‐B from Bonoma, Shapiro, “How to Segment Industrial Markets, HBR

•  Demographics –  industry, company size, customer loca>on

•  Opera>ng variables –  company technology, product/brand use status, customer capabili>es

•  Purchasing approaches –  purchasing func>on, buyer-‐seller rela>onships, purchasing policies, purchasing criteria

•  Situa>onal factors –  urgency of order, product applica>on, size of order

•  Buyers’ personal characteris>cs –  character, approach

#B2BContentEvent

Defining your target customers for prospec>ng

Characterize your target, by key variables: –  Industry – Company size –  Job >tle/func>on – Other (but make sure it’s ac#onable).

April 26, 2012 6

#B2BContentEvent

Understand the needs of your target Sources of insight: •  Talk to sales people and customer service staff •  Primary research –  Online –  Focus groups or one-‐on-‐one interviews –  Surveys

•  Advisory board

April 26, 2012 7

NEEDS: Examples •  Solve a problem •  Gain recogni>on •  Save >me, money •  Increase produc>vity

#B2BContentEvent

Create “personas” •  Persona: A fic>onal character represen>ng a target segment. –  Aka “profile.”

•  Useful in cracing relevant messaging and mo>va>onal offers.

April 26, 2012 8

Meet Joe. He's owner and CEO of a growing, mid-‐sized stock brokerage company. Joe is a gregarious guy, married, with two children. His wife works, so there’s always more to get done in the day than they can handle. Joe wears a suit to the office, but is actually more comfortable in casual clothes. He drives a roomy 4-‐door. In the downturn, his company took quite a hit, so he’s looking for ways to get back on track and run the business more efficiently, using technology.

#B2BContentEvent

Tech influencer persona

April 26, 2012 9

Meet Stan. He's database administrator at a large manufacturing company in suburban Illinois. Stan is single, and lives in a rental apartment with his two dogs. On weekends, he favors day hiking and watching his favorite sports teams on Internet television. He’s a gadget-‐lover, and early adopter of consumer electronics. He never wears a suit to the office. He drives a late-‐model SUV. Stan appreciates how people in his company are always asking him for tech advice. His company understands the value of technology in gaining a compe##ve manufacturing edge.

#B2BContentEvent

Talking their language

Tech buyer Easy to install. No downtime. End-users won’t complain. I can look like a hero. “Spend less.”

Business buyer

Easy to use. Will save us time and money. Help me get the job done. I can look smart. “Sell more.”

#B2BContentEvent

Example: Relevant messaging Tech buyer Business buyer

#B2BContentEvent

Strategic applica>ons of content by marke>ng objec>ve

1.  Thought leadership 2.  Lead genera>on 3.  Rela>onship management

#B2BContentEvent Case study in thought leadership

Maddock Douglas in conversa>on

#B2BContentEvent

Blog is promoted by Twiier

#B2BContentEvent Case study in lead genera>on Box targets mid-‐market business managers

#B2BContentEvent

Case study in rela>onship management

HP delivers dynamic newsleier content

Results: •  18% overall traffic •  Open rate + 300% •  CTR +600%

#B2BContentEvent

Thank you

[email protected]

@RuthPStevens Visit MaximizingLeadGenera>on.com for a free sample chapter.

#B2BContentEvent

Buyers rely on content more than ever

Source: Eccolo Media 2011 B2B Technology Collateral Survey

“Very” or “extremely” influen>al over final purchase decision.

#B2BContentEvent

19