536: Moving From Product Centricity to Persona Centricity w/ Nick Bhavsar

ABOUT THIS EPISODE

In this episode we talk to Nick Bhavsar, Senior VP of Marketing at GetSmartContent.

There's a ton of noise out there. Sohow do you get decision makers to pay attention to your brand start a podcastand invite your ideal clients to be guess on your show, learn more atsweetfish media dotcom, you're, listening to the BETAB growthshow a potcast dedicated to helping beeto be executives, achief explosivegrowth, whether you're looking for techniques and strategies or tools andresources. You've come to the right place, I'm James Carberry and I'mJonathan Green. Let's get into the show Blah Blah bahwolcome back to the bee tobe gross show. Today we are joined by Nick Basar. Nick is the Senior VicePresident of marketing at GETSMART content, nick walkind to the Shell.Thank you, Jo than I'm a huge fan of enjoyed listening to the potcast on myway, too long commute Fr for some time. You know. I really appreciate that Yethat you had mentioned that even before we we jumped on today's episode andit's it's just it's fantastic- that I think not only that our our content isis resonating with our listeners, but also that then we get to sort ofreengage our listeners on the show who are bringing their own unique, flavorand experttise to the program. So no it's it's kind of coming full circleand I love the fact that we get to do it today. We're actually go be talkingabout this idea of moving from a product centricity to personacentricity, for B to be marketers and I'm excited to dive into that topic.But before we get into that nick, maybe you can tell her listeners a littleabout what you and the gets more content teamor out to these days sure Ijoined Gitmak content. Let's see little over eleven months now was October lastyear and part of the appeal was. I was A or demand marketer in my career forquite some time and came across this struggle, really trying to engageprospects and provide the best relevant...

...contents. So they'd engage drive intopophonial interests and then move them throughout the funal actuallydrive to to opportunities, N and ultimatelyto revenue, and it's a constant challenge that you knowmarketers a e Ar fate and constantly trying to figure out h how EST engagethose prospects and Guesmar content has a really cool solution to help withthat problem- and I thought you know instead of just buying the solution,let me jump. ABARN ND help run the team from a marketing perspective and it'sbeen an amazing eleven months just coming up to it. Next month and realllook forward to Wer Hea, that's fantastic and you are certainlyoffering a a very valuable solution to a very real problem, and you know:you're you're, a senior vice president of marketing, a O K in a marketingbusiness, so you're bringing an additional layer of expertise. You sortof are able to put your money where your mouth is and execute on some ofthe strategies that were going to be talking about today. So again, you knowmoving from product centricity to persone ECCENTRICITY, especially for beto be markers kind of what is this idea? Whatever you be talking about today,yeah, so you know eally my career. I was a an engineer and I sort of movedover to the dark side of marketing in technical marketing and productmarketing and and when I did now, I noticed that one of the things thatthat companies were doing was they kil these really interesting solutions andand for a while, you know for me it was in the it space and they'd come up withthese interesting products and then they'd go tell the prock marketing teamin the advanage O team. Hey Go push push the stuff out right, go! Let folksknow about it. We've got this amazing. You know new solution, this widgitbettermouse trap type of thing and go tell a bunch of folks about it and getsome interests, and, and so we did- and we had some success with that. I thinkyou know a lot of margeers will resonee that res with a lot of marketers andthen we sort of you know faft Forwar, a few years later, we g t kind of gotinto the content side of things and...

...thinking about well what product orwhat problem ere we helping to solve. How does this actually help solve thatproblem and we started to pump out really good educational content? Andyou know that's that's, definitely a notch towards the customers a littlebit more, but now we start really thinking about personas n. The bestanalogy I can give you is that you know good sales. People do thisinstinctively right. They have the human intuition that when they talk toa person they they immediately diagnose and they figure out is this. Somebodythat's in my pipeline is. Is Somebody that's not? Is this somebody that'sjunior or is t? Is Somebody that's more senior? Is this somebody? That is thefirst time I've ever talked to Hem they've, never heard of us. They don'thave any idea about the product or solution space that we're in, and sotherefore I have to do some education and the core concept around the sort ofpersona approach. PERSO centricity is really trying to figure out a way tocodify that experience that good sales people do all the time when it comes tointeracting with prospects and the analogy's sort of taken. All the way tothe tream is when someone shows up westsite. Do you have that samemethdology to really think about that intuition? What is this person actuallyhere for- and I think all of us that are in the Beaty B space- know thisstance around how many bee prospects it takes actually in a deal and the notionthat we're taking is how do you codify that in a way that, when someone showsup to your website, you do recognize if they're junior erse a senior you dorecognize if they are in pipeline or not in Pipelane or for the account basemarketers out there if they're in an account that we're engaged with andwhat level were engaged with them on? And so that's the the core center ofthis sort of thesis is really understanding.The personas of WHO's coming to your website is really a critical part instarting that whole process so nec. I think, we've definitely touched thenupon this. This problem, you had sent me an email before the episode talkingabout that. Marketers cannot be truly successful if their prospects andcustomers tedecision makers, are...

...unknown or anonymous web visitors. Sowe've honed in on the problem, but I assume, of course, IC we've brought youon in the show: We're not going to be just om o the problem there's also asolution. What what? What do we do to solve this issue? Yeah so gets moreaccount in this core. You know provides a analytics and personalizationsolution for those marketers and the the real episete of our technology isis a poundraling platform that we call the three sixty percent of technologyand all it is. We take a bit of information from your website andredirect it to our software, and then it starts to deanonymizer, as we liketo say, identify that audience. So if you're looking an google analytics, youcan see how much traffic you've got. You know what conversion points thereare, but you don't really know who's coming to the website and so similar tohow a good nils person sort of breaks Tis down, we break it down and cadifywho's come to the website and how they're experiencing into five bigcategories. So the first one is what we call formographic. Is this an accountthat I've got on my CCOUTA'S MARKTING list? What Industries is this companyfrom or the person that's with this company? What industry are the in andthen the second one is much more about the individual demographic. So we'vegot some partnerships put some folks like Linton Whel. We can actually pullback Ou, linkon information and see. Are you with what role are you in? AreYou more junior person? Are You more senior person? The third characteristicis offsite in tent, so we've got a partnership Bombora. That's really cooland lets us see what type of content you've been consuming on other sites,including other media properties, using their really advanced intent,technology and start to get it. Are you looking, for example, forvirtualization solutions? The fourth attribute is bonsite behavior, and sothat starts to get it is this the first time you came to the side? Have youbeen on the site for ninety seconds, all kinds of attributes related to yourweb experience and your web behavior and then the final one is our marketingautomation attribute and essentially,...

...what that does lets us pull informationabout that prospect from your marketing automation directly itself. So for alot of folks that can be. Is this person in pipeline? Have theydownloaded a white paper? Have they viewed your last Webonar and see wetake all that information, all five of those different addata attributes, andthen we can first provide a report in terms of WHO's actually coming to yoursite based off of all those attributes and en the second part of that is westart to build a perconalization strategy that says: How do you engagethis person best and that's what we call that three sixty percent oetechnology is what are those individual personas and then how do you want toengage them with percilization campaigns and that that is a reallycool part, because now marketeris similar to how a good salesperson assoon as they meet this individual can adjust their marketing programsdepending on WHO's actually coming to the site so neck? Let's lets us dive inand a little bit more about this idea of person ocentricity, you know if youand your company have have homed in you've, captured this information. ' Eyou're really trying to personalize the the marketing approachbased on the persona and not just the th, the service or the product. Youknow w what are some things that are, our listeners can be doing. You know,whor are some things that they can take back to their team or some strategiesthat they can be thinking about or there are there. Some highlights a youknow. I've also got a note here. Talking about successful revenue,marketers and they're leverging personalization solutions to build live,detailed, personas based on you know, data attributes kind of what. What doesthis all look like? So a good example is, you know, need to be Mercanoronizes a lot of times. Well, we'll talk through. You know what is Youoniand so they'll say you know my business is at a scientist, then I sai great,but then I asked a ow many Lata Day as showed up your website last week and Iycan throw you t the sort of weite traffic information, but what theystruggle with is actually identifying how many day to Daens showed up to thewebsite versus CFO that had to approve...

...that for purchase verses. You know anIT person that has to be involved in that buying committee as well, andthat's what it really breaks down and so for us. We really believe you know,building that aow into a natiural Datapersona that says for us. We takeall five of those attributes and say: okay, let's build out what David Annactually is. Let's use these attributes from, for example, Lingtoln thatrepresent t their role. Let's pull these attributes from some of our otherdataparters on the phyrmographic side to say and their part of healthcareindustry businesses, and then we can say, and we we want to have thisexperience the first time they come to the website versus this experience whenthey come to the website for the second time, and so ultimately, you build allthat out into that digital persona. And then you start thinking about what arethe experiences you want to take them to, and so this could be things. Thisis where it's really cool, to be able to take the technologegy to thepersonalization side and say well, let me swap out the home page image withsomething. For example, that's health care solutions for data scientistslooking to use our latest. If we're an AI company, you know Aur computingpower, and so you start to be able to introduce a number of different tacticsas it relates to the strategy of engaging hat data scientists and theycan be all kinds of things you could redirect them to an industry page. Youcould do a fly in where you actually take them to an outcoming, webin orethat you have and that's only sort of introduced to that specific persono.You can dynamically change the graphics or text on the page, there's a numberof things that you Anto engage them, but ultimately the epiceter again comesback to that three. Sixty percent of erly understanding, who is it that I'mtrying to engage and how do I identify them when they come to the website?Yeah and- and there was there- was a point that we had made via email? UAbout recognizing the importance of engaging buyers in the active demandstage you know and and creating those...

...persoalization solutions to identify,hat Pircona Gide them to relevant content Ni. Are there any pieces ofadvice, then, in terms of you know whether whether it's starting to thinkabout how can I make this shift to persona centricity or if I'm alreadythinking about it, you know ways to implement strategy. Do you have anypieces of advice then, for listeners who are more interested in this concept?Yeah, it's interesting. You know we were in the crowd when terryflar witsearch decisions introduced the new tomand waterfall and it was really themost fun part of othat was I remember turning around and we took a great sortof a Beatobe Shelfi shot where we looked back at all the people that hadtheir phone tol Takeng a picture of the new waterfall and one of the thingsthat we saw. That was really interesting was the introduction ofboth the target and the active demand stages and specifically the deactivedemand stage. You know being people who are actively pursuing and looking atyour at solutions in the market and a lot of those folks are visiting yourwebsite and the old stats of ninety five percent of e people to visit awebsite never actually thought a form. That's describing that active stage. Icoudos toserious for starting to recognize that that's a critical stageand that's one of the ways that percalization can help significantly is,is being able to say of those ninety five percent of the folks that arecoming a website. How do you better engage them, so they do fill out ofform and engaged and in many cases they never will right so often times when Ispeak the clients, you know we'll ask them how many c Fos came to websitelast week and hey look around and theyre like. I know I should know this,but I have no way to be able to tell that 'cause. They don't fill out formsand that's often times the truth, but they're almost always. You know theclient that I'm speaking op directly here has you know over a seventy fivethousand dollar purchase. Point well see if I was going to be involved whenthey see and have to approve that purchase and I guarantee before theysign that purchase. They go to the website, now, they're not going to fillout a form, but if you knew that a c foas coming ther to the site, thenthat's a very different persona than...

...the day to Dan that we were talkingabout earlier. So I would argue that you probably want to take him to anongated asset where they can see the Rli and justification for purchasing.That's very different, and so those are the types of things that you know, aswe start to think through the active stage and and ultimately, what thatbuying committee looks like and again ctos serious for being able toarticulate this very well. I think they've advananced US past account tesmarging to a true sort of personecentric approach for demandwhich really articulates you know what each of the individuals in that buyinggroup actually need and again that the irony of this is when we talk tosalespeople about this. They they instinctively do this. They know if I'mtalking to the finance person, there's no way, I'm going to put my you know,free trial in front of this Erpceni yeah, so the phone part is markeers aresimply just you know in many cases here catching up the to the salesorganization. Yeah, that's fantastic! You know you hear more and more thelessons that I think sales can can learn from marketing. As you know, theystart to almost create on ow. Their own original field generated sales content,and this is this is a fun example of you know lesson that marketing can takeaway from something that sales has been doing for years. So Nick. I think thishas been some fantastic content. I know wher listeners are going to get a lotout of it and spee humor listener, as if any of them are interested inengaging you online. They want to know more about today's episode. They wantto know more about what gets mart contentis up to, what's the best wayfor them to go about doing that sure. Well. First, I want to thank you.Forgive us the opportunity we love talking to to marketers B, tobe,marketers and h. You guys have a great platform to be able to engage them m.You know the best way to reach us is our website. Ets Mart content, Ot com,you can reach me on twitter, it's Ni under score bober or on Lincton NICBOFSAR and I'd love to just chat with you and and just learn a little bit moreabout your challenges. You know. One of the ways that we like to engage withfolks is is basically to give them a...

...free audit of the actual audience.That's come in to their website and for a lot of businesses. Percialization isnot the right answer, but from any it is, and so, if it's something thatfolks are interested in we'd love to be able to help them out and give Hem thatfree audit for what percinalization could pestentially do and and identifytheir audience. That's fantastic, wenl, NEC thanks again, so an Lise we'retaking some time out of your schedule to joinas Ti. There was a pleasurehaving you on the shelf. Absolutely thank you. Gein T thene realy enjoyedit to ensure that you never miss anepisode of the B to B Grot show subscribe to the show in Itunes Weryour favorite podcast player. This guarantees that every episode will getdelivered directly to your device. If you'd like to connect with be to beexecutives from all over the world make sure to join our private facebookcommunity. There are some incredible conversations happening inside thisgroup to join visit B. TA B growth show tcom, slash FB. Thank you so much forlistening until next time.

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