1. Video 10 - Online B2B Buyer Personas George Szanto IBMS Semester 6b Fall 2015

2. Learning Objectives Understand online personas, especially B2B prospects Clarify the concept of B2B personas, as it is one of the most misunderstood concept in this class! Ability to create an online persona for a typical business customer for a given online service or online product offering, or online value proposition

3. Topics Discussed Introduction to online B2B personas Using personas to generate a Buyer Synopsis How to develop a B2B persona Examples of B2B personas

4. Why B2B Personas?

5. Persona Definition Persona is a representation of the goals and behavior of a set of hypothesized users and/or buyers of a product Archtype – thus not a real person; Describes observed behavior patterns

7. Personas & B2B Buying Teams The buying team (personas) Grader / Operator Field Engineer Maintenance Mechanic Field Operations Manager Excavator Fleet Manager Construction/Civil Engineer Purchasing Manager Financial Director We will look at this construction team in more detail in video lecture # 14 of this series

8. Develop Personas on roles and responsibilities – not titles

9. 9 Components of a Buyer Persona

10. Example: Coremedia Personas 4 different personas on front page

11. Example Coremedia Business Executive Omni Channel PersonalizationSocialE-Commerce Technical Executive Grow As You Go Open Standards Flexible Deployment Proven and Scalable Online Managers Usability First CollaborationVisual FlexibilityMulti-site Web Developers Grow As You Grow Open Standards Proven and Scalable Flexible Deployment

12. 12 Example B2B Persona

13. Another B2B Persona

14. Strategy Pitch Persona Requirements Develop 2 – 4 different personas for your case Perform modest research on your personas –Given the time limits, you are not expected to know everything about each persona –You are allowed to make some assumptions of behavior based on common sense

15. Next Steps What to Do With Your Personas? Step 1: Determine what that persona needs to know to buy, approve, or recommend your product/service Step 2: Select a Problem-to-solution scenario (buying journey) for specific personas Step 2: Define what content (online media) different personas need for each step in the buying journey Step 4: Map the content needs of the personas to the various buying steps.

16. Thank You Next, please use the MLT Persona tool to generate a persona for your assigned case Or, create personas yourself, using the posted references from this lecture