Buyer Persona Management
03-06-2017 10:33 - last edited on 03-15-2017 07:03 by roisinkirby
I have a pretty simple persona/nurture program in place. I identify personas for new leads based on role/title (from a form) and then assign a persona. Based on the persona, the lead is assigned to a persona-specific workflow (HR, Finance, IT, etc.) that sends content specific to how that persona would use our product. Pretty simple.
We are now also targeting based on industry and I want to provide content that's both role and industry specific. For instance, I want to develop a workflow for Finance in Pharmaceuticals. I figure I have three options:
- Keep the Finnce persona/workflow as it is but use dynamic content in the email (e.g. If persona = Finance and Industry = Pharmaceuticals show X content instead of default Finance content).
- Create a new persona/workflow entirely for Finance Pro in Pharma.
- Add an If/Then to the Finance workflow that separates out Pharma leads into their own nurture path.
There are probably a few more options, but those were the options I came up with. Has anyone else tried to do something like this? What was your solution? What were the pros/cons?