|By Ardath Albee||
|February 9, 2013 07:08 PM EST||
Many of the projects I do for companies start with buyer personas. After all, it's a logical place to start as it's next to impossible to develop a content strategy without a keen understanding of the people involved in buying complex B2B product offerings. But I'm noticing a trend I hadn't foreseen.
Marketers are keeping buyer personas in the closet. Yep, it's true.
I talk with a lot of marketers who insist they have buyer personas and some who have no clue that they do, but find them lurking in a file somewhere once they start looking. In the latter case, it's usually because a past marketer had them created.
What's curious to me is that the personas aren't being used. At all. I even had one marketer admit to me that she had no idea what to do with them, but she'd checked the box since she'd heard all the gurus telling her she needed them.
That's a plain disservice, in my opinion.
But here's the real kicker. In nearly every case, once I saw the personas in question, I understood why they were in the closet. They were simply unusable in a B2B complex sale situation.
A perfect example of this is found in a blog post by Vince Giorgi that I've been thinking about since I read it. In the post, Confessions of a Buyer Persona Skeptic, he writes:
"Ever worked through a persona exercise and found your team spending inordinate amounts of time arguing over whether to name the primary persona Jane or Joanne? Have you seen examples of buyer personas and wondered how somebody decided Jim owns the Jack Russell terrier, but Jasmine has the three cats and two kids (or was it two cats, three kids)? I have this nagging sense that, when personas do get developed, many end up being more suitable as backstory for an actor preparing for a movie role than as firm footings on which to base strategy and creative work."
Which is my point about unsuitable personas in a nutshell.
Let me ask you this: When you develop content for a buyer of a complex B2B solution, how would the knowledge that your buyer had a Jack Russell terrier apply?
Don't strain yourself, it doesn't.
What does apply are insights to the worklife, objectives, orientation and obstacles your buyer faces that could be addressed by whatever you sell. I don't care if he lives in a tent, a sprawling rambler in the suburbs, or a cramped apartment in the city. That's not going to influence how he builds consensus with his team to buy cloud storage, beef up his network to enable mobility or decide to virtualize his company's call center.
The problem with personas is that people don't understand what to do with them, so they create them based on their interpretation of getting to know someone and what you might learn about them as you become acquainted on a personal basis. They may look pretty once completed, but they are utterly useless as a tool to inform content strategy.
For personas to become useful tools, they must be based on interviews gathered from salespeople, customer service interactions and the buyers (customers) themselves.
And not just any kind of interview will do. The conversations must be focused on what the buyer is trying to achieve.
- What's important to them and what's driving the change?
- What's impeding or speeding their need to change?
- How do they go about change?
- What do they need to know to embrace change?
- Who do they turn to for advice or information?
- What's the value they visualize once they make a decision?
- Who do they have to sell change to in order to get it?
- What could cause the need for this change to lose priority?
In essence, personas must help us identify how we can help buyers manage and expedite change. That's really what buying is all about.
If we build personas in this way, then they become instrumental in the development of our content strategies and marketing programs. But there's another bonus to be had from the intentional development of buyer personas as a tool.
They're useful to customer service, to salespeople, to lines of business, to product development and R&D. And, if you involve them in the process, they'll have an investment in helping to apply them to the business in ways that count.
As Vince questioned in his post:
"Is 'personas' one of the buzzwords we toss around to feel and sound like cutting-edge marketers? Or are we cutting to the chase, doing the good and hard work, and making the investments of time and resources necessary to research, refine and buy into meaningful, actionable buyer personas?"
Very good questions, indeed.
Are your personas in the closet? Or are they front and center driving your content strategy and customer-facing business processes?
[session] Dark Art of Container Monitoring By @Sysdig | @DevOpsSummit #DevOps #Docker #Containers #Microservices
Containers are revolutionizing the way we deploy and maintain our infrastructures, but monitoring and troubleshooting in a containerized environment can still be painful and impractical. Understanding even basic resource usage is difficult – let alone tracking network connections or malicious activity. In his session at DevOps Summit, Gianluca Borello, Sr. Software Engineer at Sysdig, will cover the current state of the art for container monitoring and visibility, including pros / cons and liv...
Jul. 4, 2015 11:45 PM EDT Reads: 1,180
In his session at 16th Cloud Expo, Simone Brunozzi, VP and Chief Technologist of Cloud Services at VMware, reviewed the changes that the cloud computing industry has gone through over the last five years and shared insights into what the next five will bring. He also chronicled the challenges enterprise companies are facing as they move to the public cloud. He delved into the "Hybrid Cloud" space and explained why every CIO should consider ‘hybrid cloud' as part of their future strategy to achie...
Jul. 4, 2015 07:00 PM EDT Reads: 1,211
DevOps Summit, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development...
Jul. 4, 2015 06:45 PM EDT Reads: 1,266
"A lot of the enterprises that have been using our systems for many years are reaching out to the cloud - the public cloud, the private cloud and hybrid," stated Reuven Harrison, CTO and Co-Founder of Tufin, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 4, 2015 06:30 PM EDT Reads: 1,076
The time is ripe for high speed resilient software defined storage solutions with unlimited scalability. ISS has been working with the leading open source projects and developed a commercial high performance solution that is able to grow forever without performance limitations. In his session at Cloud Expo, Alex Gorbachev, President of Intelligent Systems Services Inc., shared foundation principles of Ceph architecture, as well as the design to deliver this storage to traditional SAN storage co...
Jul. 4, 2015 05:15 PM EDT Reads: 2,240
The last decade was about virtual machines, but the next one is about containers. Containers enable a service to run on any host at any time. Traditional tools are starting to show cracks because they were not designed for this level of application portability. Now is the time to look at new ways to deploy and manage applications at scale. In his session at @DevOpsSummit, Brian “Redbeard” Harrington, a principal architect at CoreOS, will examine how CoreOS helps teams run in production. Attende...
Jul. 4, 2015 05:15 PM EDT Reads: 953
[slides] IoT Middleware for a Faster Time to Market By @robomq | @ThingsExpo #IoT #M2M #InternetOfThings
Internet of Things (IoT) will be a hybrid ecosystem of diverse devices and sensors collaborating with operational and enterprise systems to create the next big application. In their session at @ThingsExpo, Bramh Gupta, founder and CEO of robomq.io, and Fred Yatzeck, principal architect leading product development at robomq.io, discussed how choosing the right middleware and integration strategy from the get-go will enable IoT solution developers to adapt and grow with the industry, while at th...
Jul. 4, 2015 04:30 PM EDT Reads: 2,291
In the midst of the widespread popularity and adoption of cloud computing, it seems like everything is being offered “as a Service” these days: Infrastructure? Check. Platform? You bet. Software? Absolutely. Toaster? It’s only a matter of time. With service providers positioning vastly differing offerings under a generic “cloud” umbrella, it’s all too easy to get confused about what’s actually being offered. In his session at 16th Cloud Expo, Kevin Hazard, Director of Digital Content for SoftL...
Jul. 4, 2015 04:00 PM EDT Reads: 2,424
Live Webinar with 451 Research Analyst Peter Christy. Join us on Wednesday July 22, 2015, at 10 am PT / 1 pm ET In a world where users are on the Internet and the applications are in the cloud, how do you maintain your historic SLA with your users? Peter Christy, Research Director, Networks at 451 Research, will discuss this new network paradigm, one in which there is no LAN and no WAN, and discuss what users and network administrators gain and give up when migrating to the agile world of clo...
Jul. 4, 2015 02:00 PM EDT Reads: 1,135
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises ar...
Jul. 4, 2015 02:00 PM EDT Reads: 1,053
SYS-CON Events announced today that Harbinger Systems will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Harbinger Systems is a global company providing software technology services. Since 1990, Harbinger has developed a strong customer base worldwide. Its customers include software product companies ranging from hi-tech start-ups in Silicon Valley to leading product companies in the US a...
Jul. 4, 2015 02:00 PM EDT Reads: 1,921
Agile, which started in the development organization, has gradually expanded into other areas downstream - namely IT and Operations. Teams – then teams of teams – have streamlined processes, improved feedback loops and driven a much faster pace into IT departments which have had profound effects on the entire organization. In his session at DevOps Summit, Anders Wallgren, Chief Technology Officer of Electric Cloud, will discuss how DevOps and Continuous Delivery have emerged to help connect dev...
Jul. 4, 2015 01:30 PM EDT Reads: 1,354
"We help to transform an organization and their operations and make them more efficient, more agile, and more nimble to move into the cloud or to move between cloud providers and create an agnostic tool set," noted Jeremy Steinert, DevOps Services Practice Lead at WSM International, in this SYS-CON.tv interview at @DevOpsSummit, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 4, 2015 01:00 PM EDT Reads: 983
SYS-CON Events announced today that Secure Infrastructure & Services will exhibit at SYS-CON's 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Secure Infrastructure & Services (SIAS) is a managed services provider of cloud computing solutions for the IBM Power Systems market. The company helps mid-market firms built on IBM hardware platforms to deploy new levels of reliable and cost-effective computing and hig...
Jul. 4, 2015 01:00 PM EDT Reads: 1,263
"AgilData is the next generation of dbShards. It just adds a whole bunch more functionality to improve the developer experience," noted Dan Lynn, CEO of AgilData, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 4, 2015 12:45 PM EDT Reads: 1,087
"We have a tagline - "Power in the API Economy." What that means is everything that is built in applications and connected applications is done through APIs," explained Roberto Medrano, Executive Vice President at Akana, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 4, 2015 12:30 PM EDT Reads: 1,360
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
Jul. 4, 2015 12:30 PM EDT Reads: 1,127
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the ...
Jul. 4, 2015 12:15 PM EDT Reads: 1,101
"What Dyn is able to do with our Internet performance and our Internet intelligence is give companies visibility into what is actually going on in that cloud," noted Corey Hamilton, Product Marketing Manager at Dyn, in this SYS-CON.tv interview at 16th Cloud Expo, held June 9-11, 2015, at the Javits Center in New York City.
Jul. 4, 2015 12:00 PM EDT Reads: 1,103
The basic integration architecture, as defined by ESBs, hasn’t changed for more than a decade. Most cloud integration providers still rely on an ESB architecture and their proprietary connectors. As a result, enterprise integration projects suffer from constraints of availability and reliability of these connectors that are not re-usable across other integration vendors. However, the rapid adoption of APIs and almost ubiquitous availability of APIs amongst most SaaS and Cloud applications are ra...
Jul. 4, 2015 12:00 PM EDT Reads: 1,050