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Demand Gen Peer Group: Using Personas to Create Demand with New Buyers
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8/20/2015
When: 8/20/2015
7:30 - 9:30 AM
Where: SiriusDecisions
1000 Winter Street
Waltham, MA
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Demand Generation Professionals Peer Group:
Using Personas to Create Demand with New Buyers



For large and small b-to-b organizations, the outlook for growth in the coming year is very positive. For many, this growth will be achieved by selling to new buyers. Whether or not an organization chooses to target new buyers in its shift from product to solution or its cross-selling strategy, a thorough understanding of the target audience is critical for creating demand. Unfortunately, our research shows that more than 60 percent of b-to-b organizations admit that lack of buyer insight is a major barrier to achieving growth.

Participants will discuss best practices with their peers, focusing on the following issues:

  • What are the attributes of a b-to-b buyer persona; how can this knowledge be applied to improve messaging and content strategies?

  • How do best-in-class companies connect persona insight to campaign planning and create demand creation programs that yield better results?

  • How can marketing use personas for Web conversion optimization to improve lead quality; what are the key considerations?

  • How can search and inbound data analytics be used to test, validate and iterate persona knowledge to drive solution innovation?

  • What are best practices for leveraging personas in sales and partner enablement plans?

ABOUT THE HOST:

                                 Matthew Paperstian, Service Director at SiriusDecisions,  is a dynamic marketing and sales professional with more than 21 years of experience. He joined the SiriusDecisions team in April 2011 and comes with a broad spectrum of b-to-b expertise, managing teams to drive regional, national and global marketing for large software firms as well as early-stage companies. His experience includes developing, managing and executing multi-touch, multi-trigger, inbound and outbound campaigns for enterprise sales, OEM, channel, services and training teams to a broad range of audiences. He also has experience managing analyst and public relations, inbound marketing, search engine marketing and telemarketing teams, both internal and external.  

 

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