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.

... to pay attention to your brand? Start a podcast and invite your ideal clients to be guests on your show. Learn more at sweet fish Mediacom. You're listening to the be to be growth show, a podcast dedicated to helping be to be executives achieve explosive growth. Whether you're looking for techniques and strategies or tools and resources, you've come to the right place. I'm James Carberry and I'm Jonathan Green. Let's get into the show. Welcome back to the BE TOB growth show. Today we are joined by Nick Bobs are. Nick is the Senior Vice President of marketing at get smart content. Nick, welcome to the show. Thank you, Jonathan. I'm a huge fan of enjoyed listen to the podcasts on my way too lung commute for for some time now. How you know, I really appreciate that you had that you had mentioned that even before we jumped on today's episode, and it's just it's fantastic that, I think not only that our content is resonating with our listeners, but also that then we get to sort of re engage our listeners on the show who are bringing their own unique flavor and expertise to the program so, you know, it's kind of coming full circle and I love the fact that we get to do it today. We're actually going to be talking about this idea of moving from product centricity to persona centricity for be to be marketers and I'm excited to dive into that topic. But before we get into that, nick, maybe you can tell our listeners a little about what you and the get smart content team are up to these days. Sure, I joined gets more content. Let's see, a little over eleven months now. Is October last year, and part of the appeal was I was a revenue for demand marketer in my career for quite some time and came across this struggle really trying to engage prospects and provide the best relevant content so they'd engage, drive in top of...

...funnel interest and then move them throughout the funnel and actually drive to to opportunities and ultimately to revenue. And it's a constant challenge that you know, marketers are faiths and constantly trying to figure out how to best engage those prospects and gets more content has a really cool solution to help with that problem and I thought, you know, instead of just buying the solution, let me jump up and help run the team from a marketing perspective. And it's been an amazing eleven months. Just coming up to it next month and we're looking forward. Where we're head that's fantastic and you are certainly offering a very valuable solution to a very real problem. And you know, you're you're a senior vice president of marketing at, you know, in a marketing business, so you're bringing an additional layer of expertise. You sort of are able to put your money where your mouth is and execute on some of the strategies that we're going to be talking about today. So again, you know, moving from product centricity to persona centricity, especially for be to be markers, nick kind of what is this idea? What are we to be talking about today? Yeah, so, you know, early in my career I was a an engineer and I sort of moved over to the dark side of marketing and technical marketing and product marketing and and when I did, you know, I noticed that one of the things that companies were doing was and they came out these really interesting solutions and for a while, you know, for me it was in the it space and it'd come up with these interesting products and then they'd go tell the product marketing team in the advantage team, hey, go, push, push the stuff out right, go let folks know about it. We've got this amazing, you know, new solution, this widget, better mousetrap type of thing, and go tell a bunch of folks about it and get some interests and and so we did. We had some success with that and I think, you know, a lot of markers will resonate. That'll resume with a lot of marketers. And then we sort of, you know, fast forward a few years later and we got kind of got into the content side of things and thinking about, well, what product or what problem were...

...we helping to solve? How does this actually help solve that problem? And we started to pump out really good educational content and you know, that's that's definitely a notch towards the customers a little bit more. But now we start really thinking about persona. Isn't the best analogy I can give you is that, you know, good sales people do this instinctly, right. They have the human intuition that when they talk to a person, they immediately diagnosed and they figure out, is this somebody that's in my pipeline, is is somebody that's not? Is this somebody that's junior, or is this somebody that's more senior? Is this somebody that is the first time I've ever talked to him? They've never heard of us, they don't have any idea about the product or solution space that we're in, and so therefore I have to do some education. And the core concept around the sort of persona approach or persona centricity is really trying to figure out a way to codify that experience that good sales people do all the time when it comes to interacting with prospects. And the analogy, sort of taken all the way to extreme, is when someone shows up website, do you have that same methodology to really think about that intuition? What is this person actually here for? And I think all of us that are in the BDB space know the stats around how many of you do we prospects it takes to actually land a deal, and the notion that we're taking is, how do you codify that in a way that when someone shows up to your website. You do recognize if their junior versus senior. You do recognize if they are in pipeline or not in pipeline, or if, for the account based marketers out there, if they're in an account that we're engaged with and what level we're engaged with them on. And so that's the core center of this sort of Jesus is really understanding the personas of WHO's coming to your website is really a critical part in starting that whole process. So, Nick, I think we've definitely touched then upon this this problem. You had sent me an email before the episode talking about that. Marketers cannot be truly successful if their prospects and customers, key decisionmakers, are unknown or anonymous...

...web visitors. So we've honed in on the problem, but I assume, of course, since we've brought you on in the show, we're not going to be just on the problem. There's also a solution. What a weight? What do we do to solve this issue? Yeah, so gets more content as core, you know, provides an analytics and personalization solution for those marketers. And the the real epicenter of our technology is is underlying platform that we call the three hundred and sixty persona technology and all it is is we take a bit of information from your website and redirect it to our software and then it starts to de anonymize or, as we like to say, identify that audience. So if you're looking in Google analytics, you can see how much traffic you've got, you know what conversion points are, but you don't really know who's coming to the website. And so similar to how a good stills person sort of breaks us down, we break it down and codify who's coming to the website and how they're experiencing into five big categories. So the first one is what we call firmographic. Is this an account that I've got on my account BAS marketing list? What Industries is this company from? Or the person that's with this company? What industry are then? And then the second one is much more about the individual demographic. So we've got some partnerships with some folks like Linkedin, when we can actually pull back her linked information and see are you with, what role are you in? Are you more junior person, are you more senior person? The third characteristic is offsite in ten. So we've got a partnership Bumbara, that's really cool. And let's 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, for virtualization solutions? The fourth attribute is on site behavior, and so that starts to get it. Is this the first time you came to the side, if you've been on the site for ninety seconds? All kinds of attributes related to your web experience and your web behavior. And then the final one is our marketing automation attribute, and essentially...

...what that does is it let's this pull information about that prospect from your marketing automation directly itself. So for a lot of folks that can be is this person in pipeline? Have they downloaded a white paper? Have they viewed your last Webinar? And so we take all that information, all five of those different data data attributes, and then we can first provide a report in terms of WHO's actually coming to your site based off of all those attributes. And then the second part of that is we start to build a personalization strategy that says, how do you engage this person invest and that's what we call that. Three hundred and sixty persona technology is what are those individual personas and then how do you want to engage them with personalization campaigns? And that, that Jo is a really cool part, because now marketers, similar to how a good salesperson, as soon as they meet this individual, can adjust their marketing programs depending on WHO's actually coming to the site. Yeah, so, Nick, let's let's let's dive in and a little bit more about this idea of persona centricity. You know, if you and your company have have honed in, you've captured this information, you're really trying to personalize the the marketing approach based on the persona and not just the the the service or the product. You know, what are some things that are our listeners can be doing? You know, what are some things that they can take back to their team or some strategies that they can be thinking about? Are there? Are there some highlights? So, you know, I've also got a note here talking about successful revenue marketers and they're leveraging personalization solutions to build live, detailed personas based on, you know, data, attribute. It's kind of what does this all look like? So a good example is, you know, and you to be murder. Recognized this a lot of times. Will we'll talk through, you know, what is your persona? And so they'll say, you know, my business, is it a scientists? And I say great, but then, as compny, it is showed up your website last week, and they can throw you to the sort of west side try information. But what they struggle with is actually identifying how many data dance showed up to...

...the website versus CFOs that had to approve thatfort purchase versus, you know, an it person that has to be involved in that buying committee as well. And that's where it really breaks down. And so for us we really believe, you know, building that out out into an actual data persona. That says for us we take all five of those attributes and say, okay, let's build out what data and actually is. Let's use these attributes from, for example, linkedin that represent their role. Let's pull these attributes from some of our other data partners on the firmographic side to say and they're a part of healthcare industry businesses. And then we can say, and we want them to have this experience the first time they come to the website versus this experience when they come to the website for the second time. And so ultimately you build all that out into that digital persona and then you start thinking about what are the experiences you want to take them to, and so this could be things. This is where it's really cool to be able to take the technology of you to the personalization side and say, well, let me swap out the home page image with something, for example, that's healthcare solutions for data scientists looking to use our latest if we're an AI company, you know are computing power, and so you start to be able to introduce a number of different tactics as it relates to the strategy of engaging that data scientists, and they can be all kinds of things. You could read direct them to an industry page. You could do a fly in where you actually take them to an upcoming Webinar that you have and that's only sort of introduced to that specific persona. You can dynamically change the graphics or text on the page. There's a number of things that you can to engage them. But ultimately the epicenter comes back to that three hundred and sixty persona really understanding who is it that I'm trying 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 about it recognizing the importance of engaging buyers in the active demand stage, you know, and creating those personalization solutions to identify that persona guide...

...them to relevant content. Nick. Are there any pieces of advice then, in terms of, you know, whether whether it's starting to think about how can I make this shift to persona centricity or, if I'm already thinking about it, you know, ways to implement strategy? Do you have any pieces of advice then, for our listeners who are who are interested in this concept? Yeah, it's interesting. You know, we were in the crowd when Terry Flayer, you would serious decisions introduce the new demand waterfall and it was really you know, the most fun part about that was, I remember turning around it. We took a great sort of a be to be selfie shot where we looked back at all the people that had their footes out taking a picture of the new waterfall, and one of the things that we saw, it was really interesting, was the introduction of both the target and the active demand stages and specifically the active demand stage, you know, being people who are actively pursuing and looking at your at solutions in the market, and a lot of those folks are visiting your website. And the old stats of ninety five percent of people to visit a website never actually fell out a form that's describing that active stage. Of Kudos to serious for starting to recognize that that's a critical stage and that's one of the ways that personalization can help significantly. Is is being able to say, of those ninety five percent of the folks that are coming to your website, how do you better engage them so they do fill out of form and engage, and in many cases they never will. Right. So oftentimes when I speak to clients, you know, will ask them how many cfos came to your website last week and they look around and they like, I know I should know this, but I have no way to be able to tell that because they don't fill out forms. And that's oftentimes the truth, but they're almost always, you know, the client that I'm speaking of directly here has, you know, over a seventy fivezero purchase point. We'll see if I was going to be involved. When they see and have to approve that purchase. And I guarantee before they sign that purchase they go to the website. Now, they're not going to fill out of form, but if you knew that a CEFO was coming there to the site, then that's a very different persona than the day to day and that...

...we were talking about earlier. So I would argue that you probably want to take him to a non gated asset where they can see the Roi and justification for purchasing. That's very different. And so those are the types of things that you know, as we start to think through the active stage and and ultimately what that buying committee looks like. And again, Kudos serious for being able to articulate this very well. I think they've advanced US passed account be smarting into a true sort of persona centric approach for demand which really articulates, you know, what each of the individuals in that buying group actually need. And again that the irony of this is when we talk to salespeople, but this they instinctually do this. They know if I'm talking to the finance person, there's no way I'm going to put my you know, free trial in front of this person. Right. Yeah, so this is the fun parts. Marketers are simply just, you know, in many cases here, catching up to the to the sales organization. Yeah, that's fantastic. I you know, you hear more and more the lessons that I think sales can can learn from marketing. As you know, they start to almost create, you know, their own original field generated sales content, and this is this is a fun example of, you know, a lesson that marketing can take away from something that sales has been doing for years. So, Nick, I think this has been some fantastic content. I know our listeners are going to get a lot out of it. And, speaking of our listeners, if any of them are interested in engaging you online, they want to know more about today's episode. They want to know more about what gets smart content is up to. What's the best way for them to go about doing that? Sure. Well, first I want to thank you for giving us the opportunity, with love, talking to the marketers be to be marketers, and you guys have a great platform to be able to engage them. You know, the best way to reach us is our website, gets mart contentcom. You can reach me on twitter. It's nick underscore. Bobs are or on Linkedin. Nick Bobs, are and I'd love to just chat with you and just learn a little bit more about your challenges. You know, one of the ways that we like to engage with folks is is basically to give them a...

...free audit of the actual audience that's coming to their website. And for a lot of businesses personalization is not the right answer, but from any it is, and so if it's something that folks are interested in, we'd love to be able to help them out and give them that free audit for what personalization could potentially do and identify their audience. That's fantastic, will nick. Thanks again so much. We're taking some time out of your schedule to join us today. It was a pleasure having you on the show. Yeah, absolutely, thank you again out and I really enjoyed it. To ensure that you never miss an episode of the B toob growth show, subscribe to the show in Itunes or your favorite podcast player. This guarantees that every episode will get delivered directly to your device. If you'd like to connect with be tob executives from all over the world, make sure to join our private facebook community. There are some incredible conversations happening inside this group. To Join, visit be tob growth showcom FB. Thank you so much for listening. Until next done.

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