In B2B sales cycle, the decision to purchase a product has typically been in the hands of multiple people. Even though decisions are made lower in the organization than ever before, it's still relevant to understand that there are multiple people (with personas / job titles) influencing a sale. Some relevant roles to the sale include: economic buyer, end-user, technical buyer, and decision-maker. These roles can be one and the same person.
When to use this Playbook
If you have a complex sales process that needs to include multiple decision-makers and influencers from the buyer organization, use this Playbook to personalize content and highlight relevant content for each buyer role or persona.
How to personalize
Hero section / Top-of-the-fold
To catch the eye of the specific persona, personalize the heading and subheading of your hero section so that it includes something unique to the persona. Jargon is fine here because your targeting a specific role who knows the industry.
More specifically, highlight ROI to a visitor that is the economic buyer of your services. This can be the CFO or other management persona who is in charge of the budget.
The end-user cares about how the product works so personalize the hero section so that it highlights a relevant benefit and feature that separates you from competitors. For example, if you offer unique integrations that the end-user has to deal with, make sure to highlight those.
Use cases and references
Highlight use cases that specifically mention ROI or other economic impact if the visitor is the economic buyer.
The decision-maker persona might be more interested in understanding whether the product can scale along with the growth of the company. Here, personalize references to include customers that emphasize how the product was able to serve them from 10 employees to 1000 employees.
Pricing page
Make sure you add ROI estimates to the pricing page if the visitor is the economic buyer persona. You can add a calculator widget on the page or a link to a separate landing page with the calculator.
Other personas might not care about the price or the ROI as much, but an FAQ section on the page can be beneficial to influence the decision-maker and answer some questions he might have.
Data available
Behavior-based (inbound)
You can make assumptions about the job role of a visitor based on what pages they visit on your website. If you have created pages for different buyer types, use "URL visited" to segment your audience. After the user visits that page, their experience is personalized based on that so you can create more seamless experiences from landing page to homepage.
CRM based (outbound)
Hubspot has an inbuilt property for personas for each contact in the CRM. Those contact properties can be used to create a segment for each persona.
You can also import a list of contacts from Linkedin using a tool like PhantomBuster and then send a personalized link to each person in an outreach campaign where your landing page is personalized by the contact job title.
