- Gather Insight
Data Mining
Market Research
- Target Markets
- Internal and External
- Factor Profilesl
- Relative Targeting
- Understand Buyers
- Persona Profiles
- Buyers Journey Mapping
- Plan Campaigns
- Messaging Strategy
- Offer Strategy
- Tactics and Touch Strategy
- Information Collection Strategy
- Choose Function
- Build Reputation ("Seeding")
- Create Demand
- Enable Sales
- Accelerate Pipeline
- Nurture Leads
- Optimize Tactics
- Interactive
- Direct
- Teleservices
- Develop Creative
- Data Mining
- Market Research
- Create Content
- Thought Leadership
- Interactive Experiences
- Calculators and Sales Tools
- Leverage Data
- Affinity List Sourcing
- Data Quality Improvement
- Data Mining & Analytics
- Launch System
- SmartStart
- SmartXchange
- Manage Process
- Contact Management
- Lead Management
- Campaign Management
- Marketing Measurement
You just can’t lug a buyer through a sales cycle anymore. They
move at their own pace, empowered by their own dynamics, which
change constantly. So not only do you need to tap into the
ever-changing minds of your key players, you need to plot their
likely trajectory and influence through buying cycles, which are
adapted to suit your industry situation. Only this way can marketing, and especially, sales, have the greatest impact (providing information when needed; tapping into resources to satisfy various players;creating different types of value; and building trust). Let LIFT help you understand today’s buyers.
Persona Profiles
After working with LIFT to identify your active target markets, it is important to uncover who the key “players” are in each phase of the target market buying cycle, and the specific roles they play. There are five typical players, and it is common for groups to enter and leave regularly, and to play multiple roles depending on the type of product or service being sold. The most difficult persona profile to identify is the “influencer.” According to SiriusDecisions best practice, the influencer is:
“Sources that are internal or external to an organization that play an advisory role at the key junctures in the buying cycle. ‘Formal influencers’ include entities such as buying/steering committees; ‘informal influencers’ could be a colleague or friend.”
Of course, identifying the players is a major support to sales and marketing. You’ll know who to target, with the right kind of messaging, programs and specific collateral at the right time in the buyer cycle phases, especially after LIFT conducts Buyer Journey Mapping on each player.
Buyer Journey Mapping
Using best practice expertise, LIFT will plot out the areas in a typical buying cycle where the five key persona profiles hold the most sway or pose the greatest challenge to converting a lead into a sales close. Using the above example of an “influencer,” we know that they tend to hold the most persuasive powers during the buying cycle phase called “Committing to a Solution” (when an organization chooses a fundamental direction it will take to solve a problem) and the “Justifying the Decision” phase (as vendors of choice emerges).
Features & Benefits
- Identify highly profitable markets and buyer personas
- Determine markets you should be in and those you shouldn’t
- Leverage buyer pain-points, motivations and influencers to increase sales
Mapping these players across the typical buying cycle provides invaluable knowledge to enable sales and marketing to identify patterns and trends in how the players interact to eventually reach a decision. With LIFT’s support, decisions can be made about who and how to target certain players, the type of decision process involved, how to deploy resources when and where, and how to engage the sales force with pushing the leads through to a close.
Buyer Persona example - CXO