ABM Best Practices: Develop Persona Insights

Air cover  provides your team with awareness-building content — a palette of information to apply to potential customers after you identify buyer intent. But there’s a fuzzy piece to your approach. 

If you’re like most business owners, you paint your customer personas with a broad brush. We hate to break it to you but this slows your sales cycle and only gives your sales and marketing team a vague outline. How can you decide if a customer is a strong lead? You can start with something called Persona Insight.

Persona Insight taps into your existing data and adds precision to your research about potential buyers.

Key questions to ask when building personas include:  

  • What are his priorities?  
  • Does she have autonomy to make business decisions?
  • What types of information resources – tools, publications – does he use to help make a purchase decision?
  • What pain points does she face?  

Answers to these questions not only identify strong targets, but also help you personalize the messaging, product and service mix to best meet customer needs.

Building Buyer Personas

Buyer personas are one element of creating an ideal customer profile (ICP). An ICP reflects knowledge of who you currently sell to (as shown in your CRM data) and the industries or companies that are a good fit for your solution and whom you plan to target, enriched with details about buyer motivations, behaviors and pain points – the buyer persona.

A buyer persona is a mix of data and empathetic intelligence. Although idealized, the buyer persona is grounded in known characteristics about your current customers, adds in your team’s observations during customer engagement, and incorporates data you’ve gathered from your digital marketing efforts. How many buyer personas do you need? At least one, and maybe two or three, depending on your target market and their typical purchase decision-making process. But here’s a basic persona for your buyer, who we’ll call Alex.

You’ve identified preliminary characteristics of Alex’s digital habits including how he found your company and information he accessed. The sales team suggests the buying decision will be by committee and will heavily weigh service, price and expertise. And anecdotal information from the marketing team tells you that although Alex is a tech-savvy researcher, he values face-to-face interactions. He’s still a bit fuzzy — we don’t fully know why Alex will choose us over our competitors, but you’re getting a clearer image of how to personalize Alex’s experience with you.

But Wait, There’s More!

Recent industry research shows nearly six-in-10 B2B professionals remain frustrated with buyer personas based on traditional metrics. Deeper understanding is possible with a few additional dimensions:

  • Technographic information details the technological tools a customer or organization relies on to conduct business. This information tells you how they spend tech budgets, their level of expertise, and their interest in characteristics like ease-of-use versus scale.
  • Buyer’s Journey explorations can remove biases filtering our perspective about customers. Reliable personas will reflect the customer’s journey as seen most often by your teams. The buyer’s journey should be verified by your teams (and your customers) and should include realistic assertions of the solutions you provide to customers.
  • Recent updates about your industry, company, offerings as well as any changes in technology or buying behaviors will keep your personas relevant.
  • Emotions and Motivations beyond the basic details will enhance your team’s understanding of the customer. Discuss topics such as the trigger points leading to the sale, how the customer feels about interacting with you, and what’s important for you to deliver during the sales process.

Persona Insights can be — and should be applied to every buyer at an account so you understand individual attitudes about the purchase decision and can tailor messages and content to address those perspectives.

Role of Persona Insight with ABM

With a clear picture of Alex’s demographics, technographics, buyer journey and motivations, you can put persona insights to work.

Your team begins to develop campaigns personalized to align with Alex’s behaviors and attitudes.  

Here are some tactics you’ll use to try to convert Alex:

1. A whitepaper showcasing your expertise

2. A landing page highlighting your latest project, and

3. An email announcing a recent award with customer testimonials about your performance.

Knowing Alex has a small group and needs affordable, easy-to-use solutions help your team identify the products to include. And since Alex has been accessing your information more frequently in the last few weeks, scheduling a 1:1 meeting soon to answer any questions can be part of the sales process.

These various elements and channels can be evaluated and optimized using experiments and multivariate analysis – allowing you to adjust Alex’s content for improved conversion rates. Yes, you’ll need to do more than a little research to get strong buyer personas.

But your efforts will change. Your broad brush transforms into a fine-tipped pen, allowing your team to see Alex (and other buyers) clearly, and proactively reach out with an understanding of his needs. Messaging and solutions are on-target.

And you’ll deliver an ROI high enough to afford more fine-tipped pens!  

Take the guesswork out of your content marketing efforts. Use a fine-tipped pen by getting started with Account-Based Marketing today.

6 Rules for Having a Smart Ad Campaign

If you work for an online company, you probably know something about online advertising and digital ad campaigns (unless you have been living under a rock, of course).  

You likely have a social media presence on Facebook, LinkedIn and run banner ads on Google Display Network or other programmatic ad networks. Read on for 6 rules to consider in order to develop smart ad campaigns that stand out from the crowd and drive conversions, pipeline, and ultimately revenue for your Sales team.

 

Rule #1 – Follow ad channel guidelines

Each ad channel has unique guidelines for banner ad sizes and formats. When developing ad creative, keep in mind the sizes and formats to which to you need to adhere, and adjust your creative accordingly. Here are a few examples:

Facebook

1200×628 jpg or png

 

LinkedIn

1200×628 jpg or png

 

Display Ads

300×250, 728×90, 300×600, 160×600, 468×60, 120×600 jpg, png or gif

 

For a comprehensive guide to ad size guidelines, check out this always-updated reference from Buffer.

 

Rule #2 – Include memorable ad copy

Most of your posts will be the standard 1200×628 image with a short description, but if you’re building a brand you should probably consider adding your logo and some brief, memorable ad copy to that image in case it gets re-posted since the biography can be edited. Less is more; keep the ad copy short enough so that it can be read in a few seconds as the viewer is scanning the page.

 

Rule #3 – Embrace design quality

Make your ads stand out with eye-catching design. Use high quality images that captivate your audience.

     

If you don’t have a designer in-house, considering hiring one, or at the very least use an online graphic creation tool like Canva, which provides resources to learn about good design, and includes many pre-built, eye-catching templates to use as a starting point.

         

Rule #4 – Be relevant to your audience

When developing creative for different combinations of offers and channels, ask yourself this: “Is what I’m saying in my ad truly the most relevant way I can let my target audience relate to my product?”

   

   

This is particularly important in account-based marketing scenarios, where relevance to contacts who match your ideal customer profile (ICP), i.e. the combination of industry, line-of-business, buyer persona, etc. that is the best match for your product or service, is key to maximizing engagement and conversion rates.

 

 

Rule #5 – Promote your persona

Don’t be afraid to define your brand with a persona that reflects the wants and needs of your target audience.

   

It will make your brand stand out and establish trust and loyalty with the right people. You’re marketing to people, and people trust brands who have personalities that fall into recognizable buckets, so give them what that want. Design your ads to reflect your brand’s persona. You can learn more about building a brand persona here.

 

Rule #6 – Test, test, test 

Testing is paramount in digital marketing today, because simple variations in ad design or copy can have a big impact on whether an ad draws clicks and conversions or not. Create sets of ads within one campaign and let them battle it out for ultimate ad campaign supremacy. Singular messages are best within one set – a campaign can have multiple sets that are somewhat different, but sets will test better against each other when they have minor differences. Less text is always best. Smaller ads should absolutely have less text. Keeping the style of the images similar will also help you better reflect on test results on ads. This means each set should use the same style of logo, font, and images.

       

Create multiple sets to test against one another. With a set – use the same logo, header / subtext, button, hero image and background. As you make your way to smaller ads that can’t fit all the elements – you should start editing down / cutting out elements to make the text readable.

 

Pro tip: Digital ad testing has traditionally been a manual, labor-intensive process. If you truly wish to optimize your ads for conversions and pipeline creation, consider working with a demand gen platform like Metadata that employs an AI Operator to massively scale your ad testing efforts.

 

Final thought

To get Facebook’s input of your ad’s quality, check out the Facebook image text check tool. It checks your image for extraneous text, and in fact, Facebook will not let you use an image until it has passed this check. Just don’t rely too heavily on it since results may vary on the font style, images and colors used. For example, an ad with a white button with black font on a black background will have better results than the same ad with a gray button with black font on a black background.

 

Have any other tips? Shoot me a note and let me know!