ABCDEFGHIJKLMNOPQRSTUVWX
1
Download as an Excel file or save a copy to your Google Drive to Edit
2
BUYER STAGE & MINDSETDISCOVERYEDUCATIONEXPLORATIONREQUIREMENTSSELECTION
3
Ignorantly SymptomaticProblem InceptionExploring SolutionsExpanding the Buyer GroupNegotiating the Agreement
4
Targeted SegmentDescription
5
Financial ServicesSize, org structure, etc.
6
7
Targeted BuyerDemographicPsychographicPreferred Sources
8
Economic BuyerDemographics (age, gender, etc.), job title backgroundDescribe the typical approach to problem solving for the Buyer (example, typically non-technical, creative background in UX/Market Research or Ops background in Call Center)Where do they get professional information (e.g. blogs, research reports, etc.)
9
Target Example -
10
Related Example -
11
12
BUYER STAGE & MINDSETDISCOVERYEDUCATIONEXPLORATIONREQUIREMENTSSELECTION
13
Ignorantly SymptomaticProblem InceptionExploring SolutionsExpanding the Buyer GroupNegotiating the Agreement
14
MindsetI am exhibiting all the signs of having a problem and I'm feeling pain, but I am generally unaware of the problem and/or need help articulating the problemOh my, I have a problem and I now can describe the specific issues of my problem. Ignorance was bliss, this is painful!I start searching for potential solutions for my problem. Lots of things sound good on the surface and there are a million options, how can I start to narrow down the universe of options? Plus, all this research on software just created more questions!I think I've narrowed my choices down to my top 2-3, but now I need to get <information security>, <finance> and <legal> involved, which means I need to build a business case / internal proposal.
15
<Company> ObjectiveReveal and agitate the problem to create awareness, identify level of painDisplay empathy with the problem, focusing on the areas where the pain is most urgent and most extreme, then hint at the "promised land"Help the buyer in their exploration of alternative solutions, which is inevitable. Be a resourceHelp simplify the buying process by proactively providing what is needed for each constituent. Make it easy for me to build my business case.
16
Area of FocusCommon SymptomsProblem Statements/QuestionsQuestions That Need AnsweredWhat Does Each Group Need?
17
Statements/QuestionsStart with "jobs to be done" / user story:
In my current situation, I need help putting definition to a problem/opportunity related to <PROBLEM/OPPORTUNITY>, so I'm going to hire <SOURCE OF INFORMATION> to <EDUCATE ME / GIVE ME CONVERSATION FODDER / ETC>.
Start with "jobs to be done" / user story:
As a <ROLE>, I want to <ACCOMPLISH SOMETHING>, so that <OUTCOME>. I'm would love to hire a <CX ANALYTICS TOOL> that is capable of <X, Y and Z>
Start with "jobs to be done" / user story:
<X> is my most urgent issue, but I still need to figure out <Y and Z>. I'm going to:
• hire <X> to solve <X> and worry about the rest later
• explore solutions I could hire to solve <X> and see if they can also solve <Y and Z>
• bite the bullet and hire a solution that can solve <X, Y and Z>, even if it is costly in time and money
18
19
20
21
22
Target Example - Example Person
Title and link to profile on LinkedIn
Symptom statementsProblem definitionExploration process and frustrationsRequirements process
23
Sources of InformationInbound EmailEmailForrester (not Gartner)
24
Targeted Social / DisplaySearchG2 Crowd
25
Professional network (peers, LinkedIn)ReportsCase Studies (especially detailed)
26
Blog PostCritical evaluation of current tools/processPrevious experience/tools (fighting the last war)
27
Videos - DemoOne-Pagers/Sales SheetsTestimonials
28
Infographic Webinar Sample Dashboard Access (free account)
29
Whitepaper
30
31
<Company> Response (Value Props)Educate on why change, why nowEducate on why <Company>Educate on how <Company> is a fitFacilitate the requirements process
32
33
34
35
36
37
Ad-Level Value Props
38
39
40
41
42
43
44
45
46
47
48
<Company> Library of AssetsWhat do you have currently that speaks to this buyer at this stage? Will they see this as helpful to their needs?
49
50
51
52
53
54
Related Content & CTAs (have/need)VideoWebinarROI Calcualtor
55
BlogWhitepaper<Company> v. <competitor> pages
56
Calculate cost of missing trends/storiesDemo
57
Gartner reportSample interactive dashboard
58
59
60
Competitive Content & Value Props
61
Competitor 1
62
63
64
65
66
Competitor 2
67
68
69
70
71
72
<Company> current
73
74
75
76
77
78
79
80
81
82
83
84
85
86
87
88
89
90
91
92
93
94
95
96
97
98
99
100