1. Define your new audience profiles.
We’re not big on overdone, complex persona development (we’ve seen many persona projects collecting dust), but having a sound mental picture of your new audiences is always a good idea. At a minimum, understand the major problems they must solve and the things that keep them up at night. Building this audience foundation gives you a North Star to guide messaging and channel selection for future campaigns. This work can be incorporated into training materials and playbooks that focus selling efforts.
Below is a generic audience profile for a technology executive to illustrate one approach. Don’t overwork this. Just make sure you identify their biggest responsibilities in the context of your offering so you can create relevant connections with your marketing.
TECHNOLOGY EXECUTIVE PROFILE
Problems to Solve
Everything must work together: host systems, automation controls, other third-party systems
Protecting proprietary customer and operational data is becoming more difficult in connected, cloud-enabled environments
Operations grow. New functions need to snap in, without clunky customizations and interruptions. It would be nice to see what the future looks like before we invest. System availability and maintenance requirements are important to minimize downtime.
- Technology as a means to enabling business models
- Aligning technology to changing customer requirements
- Lockstep support of critical business functions
- New trends, tools and processes for modernizing infrastructure
- Efficient deployment of human and financial capital
- Difficulty integrating into
- Existing IT infrastructure
- System and data security concerns
- Introduction of new potential failure points
- Perceived threats to system stability
- Unclear upgrade paths
- Inability to adapt and scale future business needs
- Unsupportable, inflexible or proprietary