Marketing automation: preparing qualitative B2B leads for sales
Posted: Mon Dec 23, 2024 4:05 am
This is where a mistake often made lies, namely wanting to be too specific or too generalistic in the representation of the personas. A “66-year-old factory worker with an MBO diploma in Electrical Engineering, who likes to tinker with his motorcycles in his spare time to ride around on them”, sounds a lot more human than “a baby boomer who works in a factory”. The level of detail of the first description intersects with the scalability. There will be enough colleagues of this persona who do not have that exact combination of characteristics. The 'baby boomer' is scalable, but not specific enough to, for example, tailor distinctive marketing campaigns to.
Buyer Persona Model
Here too, the model must be flexible. To make that possible, we work with a model that maps interchangeable attributes of the personas at different levels.
1. Functional Attributes
The functional attributes are logically oriented towards functions. What is his/her job title or where in the organizational chart is that person? Mapping this out well helps you to maintain a clean database and set up subsequent projects.
For example, knowing a job title can help you guatemala phone number organize your database. Someone with the title HR Manager can do practically the same thing as someone with the title People and Education Manager. If you can generalize this, you can take this into account. Now this is an example based on just 1 label, but you can imagine that you can use a combination of properties and/or labels for this.
The actual role that someone has is of course also important. For example, I often see that an HR Manager in one organization is responsible for HR policy and managing an entire team, while in another organization someone can have the same title, but does nothing more than HR administration. This is further explored under the ' Emotive Attributes '.
2. Emotive Attributes
This set of attributes is about the person and his/her (daily) activities. This could be that you show what is being struggled with. For example, “dealing with a legal department” is a frequently heard challenge. It could also be that you delve deeper into the person. For example: HR Managers are more often women with a clear and accessible way of communicating. Multiple descriptions are of course possible in parallel. For example, I see more experienced HR Managers who have rolled into a position and younger HR Managers who have consciously chosen a career in that direction and have also received a suitable (higher) education for it. Just to be complete, these are just examples. So if they can come across as a bit simplistic or do not represent reality as you see it, that may be correct. Just proving a point here .
Buyer Persona Model
Here too, the model must be flexible. To make that possible, we work with a model that maps interchangeable attributes of the personas at different levels.
1. Functional Attributes
The functional attributes are logically oriented towards functions. What is his/her job title or where in the organizational chart is that person? Mapping this out well helps you to maintain a clean database and set up subsequent projects.
For example, knowing a job title can help you guatemala phone number organize your database. Someone with the title HR Manager can do practically the same thing as someone with the title People and Education Manager. If you can generalize this, you can take this into account. Now this is an example based on just 1 label, but you can imagine that you can use a combination of properties and/or labels for this.
The actual role that someone has is of course also important. For example, I often see that an HR Manager in one organization is responsible for HR policy and managing an entire team, while in another organization someone can have the same title, but does nothing more than HR administration. This is further explored under the ' Emotive Attributes '.
2. Emotive Attributes
This set of attributes is about the person and his/her (daily) activities. This could be that you show what is being struggled with. For example, “dealing with a legal department” is a frequently heard challenge. It could also be that you delve deeper into the person. For example: HR Managers are more often women with a clear and accessible way of communicating. Multiple descriptions are of course possible in parallel. For example, I see more experienced HR Managers who have rolled into a position and younger HR Managers who have consciously chosen a career in that direction and have also received a suitable (higher) education for it. Just to be complete, these are just examples. So if they can come across as a bit simplistic or do not represent reality as you see it, that may be correct. Just proving a point here .