This task in­cludes two parts:

• De­f­i­n­i­tion of the Per­sonas to be ad­dress­es
• Re­search and list­ing of the con­tacts with­in your tar­get ac­counts

The au­di­ence you are go­ing to tar­get in your mar­ket­ing cam­paigns have com­mon spe­cial char­ac­ter­is­tics and per­son­al prop­er­ties.  E.g. re­spon­si­bil­i­ties, de­ci­sion cri­te­ria or per­ceived bar­ri­ers.  By group­ing all those in­sights to­geth­er, you will de­vel­op you buy­er per­sonas.

Re­search will be per­formed with tools such as Raink­ing, LinkedIn. Cre­ate a map of Buy­ing Cen­ters which will be com­pat­i­ble with the fields used in your CRM.

Situation

The de­ci­sion mak­ing with­in buy­ing cen­ters is of­ten shared by be­tween 5 or more mem­bers. The fi­nal de­ci­sion is in­flu­enced by each member’s in­di­vid­ual cus­tomer ex­pe­ri­ence dur­ing their cus­tomer jour­ney.

Activities

Your mar­ket­ing strat­e­gy will be fo­cus­ing on the right set of per­sonas with­in your tar­get ac­counts and en­gage them through qual­i­ty, rel­e­vant and adapt­ed con­tent.