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Happy Marketer Blog

Buyer Personas - The Primer to Designing Customer Journeys

Posted by Nikhita Joshi on Aug 14, 2018 5:34:41 PM
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In a world where individuality and personalisation is celebrated, understanding your buyer personas and creating journeys to suit their needs is highly important.

How-to-Define-Buyer-Personas-for-Account-Based-Marketing-feature

This is reflected in the demand for Marketing Automation and Lifecycle Marketing services our potential clients at Happy Marketer are looking for. Hence, we do spend a fair amount of time to keep ourselves updated with the latest and get hands on with the tools so as to better advise our clients to make the right Customer Experience (CX) investments.

One such instance is that recently, Happy Marketer got the chance to participate in a three day workshop at Oracle Singapore to better understand what the Oracle Marketing Cloud has to offer. Since the focus was on their CX tools, the three days heavily revolved around Responsys and Eloqua.

From several experienced instructors (who were once avid users of these tools) to hands-on training sessions which included a chance to play around with some of the new features on these tools, Oracle Singapore made this a very interactive experience given the amount of content that was needed to be covered.

To start with, here is a quick summary on both the tools:

Responsys, primarily for companies that are B2C oriented, has large scalability which makes it highly suitable for eCommerce platforms. It enables cross-channel marketing allowing Push Notifications, SMS Notifications and Email Marketing.

Eloqua, primarily for companies that are B2B oriented, can achieve personalised nurturing for purchases that might have a longer decision-making process. In addition, for some special use cases this tool is highly suited for B2C companies wherein the decision-making process requires nurturing to convert a lead into a sale.

Our friends, Krishan Kant, Ambarish Nagarajan, Brij Trivedi and Kunal Patel, at Oracle covered a vast amount of content over the three-day workshop. From which, there are a few aspects that really stood out to me. The most important lesson I learnt was that understanding your brand’s buyer persona(s) is the KEY to utilising these platforms at their optimal levels [and you’ll see why and how below].

Mapping Moments to Journeys

If you understand your buyer personas well, you can actually note down the most important moments in your buyer’s journey and design a path for them, which they can resonate with.

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How you may ask?

Through utilising programs or campaign canvases in both these tools, they help to map out triggers and actions which will help you better understand your customers. Moreover, you can conduct multivariate testing to further personalise their journeys to understand what works well with every unique lead.

 

Your potential customers will no longer just be a part of the crowd with stereotyped likes and dislikes. Instead, they will be classified as unique individuals based on their behavioural patterns and into segments. You’ll have details about every single customer, isn’t that cool?

Personally, I’m going to make it a point to put myself in the shoes of all the personas that we help define or are already pre-established so that I can capture the smallest details. Details are what matter!

As the steps to creating these journeys can get intricate, it’s always important to know your customers well. So we help our clients conduct a thorough study of their existing customer base while carrying out stakeholder interviews paired with quantitative research in order to identify their potential customers – buyer personas. This in turn helps to map out targeted journeys on tools such as Responsys and Eloqua.

How did your lead score?

Segmenting your potential customers is one thing, but what if you could score your leads based on factors that you deem are the most important in the path of converting a lead into a customer? The buyer persona research helps to identify most common factors of the customers that converted.

Eloqua’s Lead Scoring Model tool allows you to set rules under the profile of a certain type which can be related to age, gender, job title etc while giving them a weightage from 1% to 100%. It also allows you to weigh the different types of engagement with your method of communication from 1% to 100%.

OverallScoreGrid

Eloqua then produces scores based on the model above, with the profile fit on one axis and engagement on the second axis. Contacts that fall under A1 or B1 have the highest potential to convert. Eloqua actually helps you find the sweet spot between engagement and your “perfect” kind of profile.

Key lesson?

You need to be able to think of buyer personas both qualitatively and quantitatively.

With a detailed understanding of the true scope of this feature, we can help our client’s differentiate from their generic, to qualified to highly qualified leads by putting in relevant scoring models based on the requirements of the business and product - specifically by knowing their buyer personas!

This workshop has further helped me acknowledge the larger extent of how powerful Buyer Personas are and how they aid us when using the tools. Not only do they primarily define what we do in marketing, but they also help in creating a good journey or answering the needs and questions a customer might have. After the three eventful days, I am definitely excited to put this new learnt knowledge into action and help both our existing and potential clients to help them make their CX investment decisions.

Topics: buyer personas, customer journeys, customer experience, marketing automation, lifecycle marketing, oracle, Responsys, Eloqua, b2b companies, b2c companies, lead score, cx investments, oracle marketing cloud

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