Have you seen the BBC hit show Orphan Black? It’s about a group of women who find out they’re clones. Played by the same actress, each clone character – a scientist, a soccer mom, a punk rock rebel, a corporate shark and others – manages to look radically different while sharing identical DNA.
It’s a good metaphor for marketing. On the one hand, we want to identify our best buyer’s DNA so we can keep replicating the leads with the biggest revenue potential. At the same time, we’re selling to real live people who work at a variety of companies, with different budgets and needs and distinct purchasing idiosyncrasies.
This leaves us with a tough challenge: we have to define the overarching personas that are the seed of every successful campaign while simultaneously collecting and incorporating leads’ individual behaviors and preferences. And in a digital world where buyers visit countless websites, maintain multiple social accounts and download a variety of content, standard demographics just won’t cut it anymore. Not when there’s so much meaningful sales and engagement data out there we can harness to stack the deck in our favor.
Marketers tend to think this is an overwhelming task. But the right tools do the heavy lifting for you – and the results can be tremendous. That’s why I held a panel on this very topic at Marketo Summit, in a session co-presented with LeadMD partner Vincent Yang from Everstring.
You can check out our presentation here, but first I want to talk to you about a few panel highlights on how you can clone both your best customers and your best sales interactions.
1. Get Precise With Your Personas
Maybe you groaned when you saw the word “persona.” Creating buyer personas can be a lot of work, and it’s not always the fun part of marketing. But there’s no denying that the revenue payload is incredible.
By understanding that Persona 1 is traditional and stubbornly clinging to familiar tools, while Persona 2 is more forward-thinking and open to exploring new ideas, you can map those traits to sales interactions. Instead of sending them a generic message, you’ll create nuanced and influential content – because you know when, why and how those customers make their all-important buying decisions.
2. Let data tell the story.
Let’s just admit it: we’re all biased. We think we know our customers like the back of our hands. Sometimes we do; sometimes we’re dead wrong. That’s where predictive data modeling comes into play and reveals that our hot lead is actually a tire-kicker, that the buyer with the unimpressive title is surprisingly just who we want.
Data helps define the traits of our best buyers, then helps us find more people who look like that. Online actions are translated into data, which in turn is translated into psychological insight. Our buyer picture inevitably takes on a new and more accurate shape.
3. Be a mad marketing scientist.
During our panel, we showed how LeadMD used Everstring’s data modeling software to develop a framework that illuminated four ideal buyers, as well as sales plays that built buyer trust and shortened the buying cycle. Here’s a snapshot of the data model in action.
Step 1: We defined the audience. We segmented positive and negative interactions that could indicate buyer purchase propensity; then we combined engagement signals with proper timing and built a model that identified ideal buyers and segmented them into personas.
Step 2: We created meaningful messaging. The predictive action model provided actionable insight, which determined the best messaging and interactions at strategic buying cycle stages.
Step 3: We created persona-based conversations. By combining score, intent, nurture topics and sales plays, we cloned the most effective sales interactions that aligned with the persona’s needs.
Step 4: We built trust by combining all of the above into a tailored and compelling conversation.
The result? Our intelligent interactions increased metrics like acquisition, conversion and wins by up to 30 percent. Don’t tell me that’s not impressive.
See, if there’s one mistake marketers tend to make in the age of Big Data, it’s thinking that information equals intelligence. It doesn’t. Interpreting information is intelligence. By using data tools, you can unlock the psychological dimension of your leads and get that sweet buyer insight you’ve always wanted.
Enjoy your clones.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.