Addressing buyer personas
Increase engagement with closely targeted messages
Technology solutions are purchased by committees, not individual buyers. The buying committee typically comprises people from IT, operations, finance, sales and marketing, and other departments. They all have their own interests, and some degree of indifference to the other guy’s interests. The idea behind Persona-Target Marketing Videos is to create video content that speaks directly and immediately to each buyer persona. People tend to abandon videos that don’t interest them in the first 30 seconds.
Persona videos typically comprise an overview plus several short videos. They can focus on a particular feature, use case, or underlying concept. Here are some examples.
Cisco Workload Automation Target Marketing Videos
Cisco needed to rebrand its Workload Automation solution (formerly Tidal Enterprise Scheduler) and update the messaging for new opportunities and applications in big data and cloud environments. In each case, the company wanted to emphasize two major benefits: 1) end-to-end coverage and 2) simplicity of the user interface, a major differentiator.
Axios Enterprise Service Management Persona Videos
A leading “Visionary” in the Gartner I.T. Service Management category, Axios is expanding the application of their popular assyst® platform to Enterprise Service Management. Their videos are designed to help IT champion the extension of the platform, and to help other departments understand how they can automate repetitive tasks and replace high-maintenance home-grown solutions with ITIL-compliant cloud solutions.
Five9 Contact Center Outsourcer Series
Five9, a leading supplier of cloud contact center management software, commissioned these videos to target companies known as “contact center outsourcers” — companies who operate contact centers for other companies. Many of these outsourcer firms specialize in certain industries (e.g., healthcare). Productivity and the ability to handle peaks and valleys of contact center activity are crucial. The videos position the benefits of Five9’s software and services for IT, operations, and sales. Scripts for these videos were based on personas developed by the Five9 marketing team.