Guest Blogger: Chris Parente, StoryTech Consulting
If you want to successfully market a product or service, you need to understand everything you can about who your targeted decision-makers are and what they care about. A way to increase your understanding is the development of marketing personas.
Per Wikipedia, “a persona in user-design and marketing is a fictional character created to represent a user type that might use a site, brand, or product in a similar way.” The definition goes on to say that “in most cases, personas are synthesized from data collected from interviews with users.” The “garbage in, garbage out” rule applies – personas are only as good as the research used to create them.
Recently I attended the Federal IT (FIT) Persona Study – A Deeper Look into Your Federal Customer. It was a virtual event put on by Market Connections with support from their marketing partners the Professional Services Council and Government Marketing University. Market Connections has been doing B2B and B2G research for over 20 years, providing actionable intelligence to support marketing and business outreach strategies. They are probably best known in B2G circles for their annual analysis of the media consumption habits of government decision-makers, a must read for government marketers.
Market Connections interviewed over 300 federal IT decision-makers, both inside and outside the beltway. There were also additional in-depth interviews with key federal personnel to round out multiple personas detailing personal and professional preferences. Spoiler alert – there is no single federal IT persona that covers all decision-makers.
As part of the overview presentation, two of the ten available federal personas were shared with registered attendees, a program manager working for the Veterans Administration out of Texas, and an IT specialist in D.C. working for the Department of Health and Human Services. These are valuable for government marketers, whether as a foundation to build upon or as a “sanity check” to compare to their own federal personas.
Some overall results that caught my eye:
- What inspires them – The top two responses were feeling they are making an important contribution and doing their part for the mission.
- Top professional challenges – Nearly half cited slow bureaucracy, followed by one-third stating needing to do more with less budget.
- Who they have confidence in for technical decisions – Two-thirds trust their team members, however, ONLY 16 PERCENT trust contractors/vendors! Caveat emptor indeed!
Within the two federal personas shared, key differences were seen, for example their motivation to learn about IT:
- The IT specialist valued being viewed as the internal expert.
- The program manager felt technology changes quickly.
In addition, differences were found in how they preferred to learn, communicate, and gather information; challenges they faced in their roles; what they sought most from vendors they worked with; among others.
After the survey presentation there was a panel discussion moderated by Aaron Heffron, president of Market Connections. The panelists were Christina Morrison, Federal Solutions Director at the cybersecurity provider Proofpoint and Tom Nagle, Managing Partner at the management and marketing consultancy Statler Nagle LLC.
Christina talked about using personas during her time at HP, and how people naturally want to buy from people they like. She made the point that personas are important no matter the size of your budget, and that they fit perfectly into an account-based marketing (ABM) approach that unites sales and marketing objectives.
Tom cautioned marketers against thinking that buying decisions are entirely rational. He told the audience that personas were an effective way to “market to the whole human.” He also said that personas support framing your messaging as storytelling, which is a prerequisite for success. (Amen Tom!)
The presentation and video of the results readout can be purchased here. Early in July Market Connections will release their federal persona bundles developed from the research. These will cover additional decision-makers and influencers in IT purchasing from the CIO to the procurement professional at both defense and civilian agencies.
Understanding your target market is a never-ending process. Personas based on quality market research help immensely.
Chris Parente is the founder of StoryTech Consulting LLC. He has over 20 years of experience in IT communications, working for organizations such as the Cellular Telecommunications Internet Association (CTIA), Advertising.com and VeriSign. From 2005 to 2014 he served as Managing Director and Partner at Strategic Communications Group. StoryTech Consulting has helped clients such as VMware, FireEye, Leidos, Ruckus Networks and Government Executive Media Group meet their content marketing objectives. For more information visit https://storytechconsulting.com/
Sales and BD Teams
In part one of our blog series “How Contractors Can Use Federal Personas for the Win,” we shared the importance of getting internal team buy-in from leadership to marketing to sales. In addition to ways federal marketers can benefit from the use of personas, we noted the importance of collaboration between the marketing teams and the sales and BD teams to get the most out of federal personas.
Federal personas can, and should, be living documents that are tweaked by newly gathered information. Sales teams can add key insights from their day-to-day frontline experience, as part of persona building. It is important to note, however, that federal personas are not actual individuals, but archetypes of the players around the “decision-making table”. While sales teams can contribute to confirming or challenging the notions of personas, it is important to do so based on facts, rather than assumptions. Exceptions to the persona will always exist.
How Can Federal Sales Teams Benefit from Persona Building?
Sales teams should use federal personas to ensure customer-centric conversations. By focusing on more than just specific agency needs, federal sales professionals can better connect with individuals even before their first conversations. Well-constructed federal personas can provide personal backgrounds that make those first conversations easier and more familiar.
A federal persona can help guide you well before your first contact. Should you reach out to your contact via email, or are they more likely to prefer to meet you for a coffee and in-person discussion? Actual results may vary, but the predilections outlined in a well-constructed persona can give you a jump start and increase your odds.
When the conversation begins, seeding the discussion with known challenges and issues can speed up your due diligence and accelerate the process. Senior executives may have very different challenges than an end-user. Laying out those challenges before they have a chance to mention them builds a certain level of trust between you and the client. Now, as a trusted advisor, you can move the conversation forward to how you and your company can offer support and solutions to those challenges.
Sales team leaders should consider using federal personas when developing sales tools for their teams. Unique, segment specific playbooks and sales guides can allow those new to the market to hit the ground running as well as provide new insights for the long-timers on the team. Used as part of regular sales trainings, these shared tools can be enhanced with use cases from team members at regular sales meetings.
Ultimately, the use of federal personas may either challenge existing assumptions about your customer or confirm what you already see in your established relationships. Either way, the dialogue that comes about can make for a more dynamic discussion with the client, a good introduction to new sales members, and a reminder to those in the field that what has been considered true may not always be.
Learn More about Federal Personas:
Purchase the overview report and corresponding video readout:
FIT Personas will be available for purchase soon and will be found on the same page as the overview report.
Our latest blog post “Beyond the C-level Suite” emphasized the importance of marketing to both federal IT decision-makers and influencers at agencies in different ways. Detailed personas for each federal influencer, from senior executive to procurement staff to end user can crystalize your approach and give you guidance as to the unique personal and professional challenges that can influence how and why they make decisions. In part one of this series, we’ll focus on how marketing teams can use federal personas to guide their strategy.
Originating in the consumer market, personas used for B2G will differ in their area of emphasis and approach. While B2C companies focus exclusively on their target customer, B2G marketers must blend the influences of the agency culture with the preferences and habits of the individual. To date, most B2G marketers have focused heavily on the unique aspects of agency culture and processes. We believe that on top of this marketing strategy, it is important to understand the personal motivators and opinions of specific decision-makers and influencers within the agency that is purchasing your product or service.
If you have already made the investment in creating unique federal customer personas, the journey has just begun. There are several next steps to get the best out of your efforts.
Share, Share, Share!
Federal personas are only effective if you are sharing them across your company, from leadership to marketing and communication teams to sales teams. Educate up and down your organization to consider how each persona plays a part in decision-making. To ensure all teams are considering personas in their sales and marketing efforts, post your personas in visible locations and discuss them frequently in cross-team meetings to incorporate the individual natures of each decision-maker into your company culture.
For Marketing Teams:
Plan your content to be rooted in the agency mission but tailored for specific individuals. This includes adjusting for topic, tone, depth and distribution. You would not market the same way to an executive as you would to an end-user. Their priorities, backgrounds and values may be different. Some may value being viewed as an expert in their jobs, while others value the security that their job provides them.
Furthermore, a tech-savvy end-user, may prefer to watch a video or webinar to learn more about new technologies while a program manager or senior executive may prefer to read about new trends and technologies in a white paper. What is their preference for learning mediums? How do they prefer to receive information?
In addition to the learning style differences, key influencers and decision-makers may prefer different ways to access information. Across the board, marketers understand the importance of SEO, but are you considering other channels for marketing to different federal personas? While one individual may prefer to directly go to a vendor website or video, others may prefer to get information from associations, industry publications or events.
In addition to preferences, use tools like the Federal Media & Marketing Study to understand what publications and websites they’re going to already in order to focus your media and advertising efforts there.
Learn More About Federal Personas:
Purchase the overview report and corresponding video readout:
The FIT Personas bundles will be available for purchase soon and will be found on the same page as the overview report.