persona-based marketing for ideal success

McIntosh on persona marketingby M. H. “Mac” McIntosh, CBC

Persona-based marketing is part Hollywood and part business analytics. Construct a fictional customer–based on real-life data and intelligence–and then use that character as the touchstone for promotion and selling decisions
Mac McIntosh, The Sales and Marketing expert

Introducing our cast

Meet Joe, He’s the VP of sales of a down-sizing technology company. Joe is in his early 40s, sports a new iPhone and gets up early to work in a 4-6 mile run while he trains for long-distance races. He prefers to wear turtlenecks and high-priced jeans, donning a suit only when he has to. Joe drives a late model SUV with a booster seat in the back seat for his three-year-old son. He’s harried, and worries about the headcount of his sales force. He wants to leverage web services to increase his team’s results and reach a related vertical market, but doesn’t know where to start.Readmore

3 thoughts on “persona-based marketing for ideal success

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  2. We love your thinking Mac! We have long been believers in persona-based marketing. What we found was “Increased Relevance = Increased Conversion.

    This last year we took it a step further with our patent pending Semantic Marketing technology. Essentially, we give our clients the ability to detect the arrival of a Web visitor that matches a particular persona or market segment immediately upon arrival.

    So, a person like Joe or Sunita would be detected and welcomed with meaningful content. We might have asked Sunita’s browser if she had visited iVillage or other websites focused on women and their careers. If our company offers a CRM application, we may have asked her browser if she had visited SalesForce.com, PipelineDeals.com or 37 Signal’s Highrise website. Now, we know who we’re competing with to win her business. We can even tell if she has registered for a trial! When we combine this with language preference, location, time, day, search keywords used, etc., we can get pretty darn close to detecting people just like her and presenting them with product comparisons, making sure the 30-day trial on the first page she visits or whatever else makes sense.

    Our oldest implementation launched in August 2007. The extreme relevance of the content has resulted in a 41% increase in time on site, a 30% decrease in bounce rate and a 26% increase in conversion.

    If this persona stuff makes sense to you – you’ll love what we’re doing with it – http://www.semanticator.com.

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