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Buyer Persona Modelling

for

Interactive B2B Marketing and Influencer

Marketing

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Introducing

The Robotic Salesman

which can help you

Find Tell Sell

Introduction

B2C vs B2B marketing

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The difference between B2C and B2B marketing

is one of

targeting

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If the product is a B2C product

Customer Customer Customer

Accountant

B2C – A large segment of the world is aProspective Buyer

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If the product is a B2B product

Not a customer Not a customer Customer

Accountant

B2B – People in Specific Roles in Firms areProspective Buyers

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A description of a prospective B2B buyer is calledthe B2B Buyer Persona

Not a customer Not a customer Customer

Accountant

If the product is a B2B product

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Buyer Persona Modeling inInteractive Marketing Automationor Social Sales Automation Systems

B2B Buyer Modeling allows the automation system to

1. Build lists of people who fit a B2B persona (prospects)

Once the lists are built, the systems can:2. Identify email and social channels for communication3. Score and prioritize the prospects to interact with4. Obtain social context for interacting and connecting5. Identify key influencers of prospects’ buying decisions

Use Case 1: Lead Lists

B2B Lead Lists

Lists of Prospective Buyers

1. Used to be built by hand2. It could take up to a day to manually add 20 people to the list3. They can be purchased from firms that sell them

The Lists can now be built by robotic crawlers using a B2B

buyer persona model

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B2B Buyer Persona ModelBuyer Persona 1 – Buyer of digital marketing software

1. Job role: CMO2. Keywords: marketing, digital marketing, #smm3. Seniority: AVP or higher4. Location: Any5. Vertical: Any

An Example

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Another B2B Buyer Persona Model

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Social Media can assist List Building

• Social media sources like LinkedIn and databases like Crunchbase provide structured data on prospects.

• Sources like Twitter can be mined using unstructured data extraction tools to identify prospects who match a B2B buyer persona.

• Graph cues such as who follows whom and intentional clues such as what a prospect asks about can reveal interest and intent.

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Social Media for List Building

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Results:B2B Prospect List Culled from Twitter

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Web Information Extraction for List BuildingModern AI tools can search the world wide web

much like a human would.

Use Case 2: Building Brand Awareness and an

Audience for Content Marketing through

Interaction

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The AI can come up withInteraction Recommendations

Interactions Build Awareness

Interactions Get You An Audience

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Interactive Marketing is Importantfor SMEs because:

Content marketing can be ineffective if your

competitors can produce more content than you and if your social media

outlets have no audience

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Image from WikipediaImage from Wikipedia

Where Your Content Marketing Doesn’t Work Great

Your content Your competitor’s content

YouYour competitor

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Where Your Content Marketing Doesn’t Work Great

Your followers Your competitor’s followers

YouYour competitor

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You can’t bootstrap an audience for content marketing using content marketing if the probability of your content being found is way too small.

But you can bootstrap an audience using interactive marketing no matter how

weak your position is.

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Interactive marketing can also help you generate

awareness!

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Image from Wikipedia

Content Marketing ROIBudget is $1010 eyeballs

Cost Per Prospect Awareness = $10

Cost Per Awareness = $1Prospects = 1

ROI Comparison

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Interactive Marketing ROIBudget is $10 1 hour’s salary

Cost Per Prospect Awareness = $1

Cost Per Awareness = $1Prospects = 10

Interactions = 100

ROI Comparison

10 times better! On target all 10 times!

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B2B Interactive Marketing OutcomesAwareness

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B2B Interactive Marketing OutcomesAudience

Use Case 3: Lead Scoring

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Examples of Leads at the Moment of PurchaseFound using Intention Analysis

Use Case 4: Influencers

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B2B Influencer Analysis ExampleWhere do marketers get their information?

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B2B Influencer Analysis ExampleHow do marketers and CMOs compare?

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