CMOs and product marketers face an increasingly high hurdle to engage with their prospective buyers. Other than traditional online and offline marketing channels, they must provide their end-of-the-line sales resources with the right message based on each individual buyer’s personalized needs; a task that many sales and marketing organizations have had considerable difficulty with.
With over 25+ years executing best-in-class sales engagement and marketing programs, we know specific buying personas must get implemented in a scalable way through marketing campaigns and sales motions. Activating buyer personas begins with establishing messaging architectures that capture both shifting needs and multiple buyer-sets all the while connecting top-line strategy to bottom-line field execution. There are three steps to building a persona-based architecture:
- SOURCE Messaging intelligence for the product line
- BUILD Product specific messaging architecture
- PERSONALIZE Actionable messaging tailored by persona, industry, region
Download the framework for a 10 step checklist to creating actionable personas for incremental revenue growth.