It’s All About Relevance

Customer Buying Cycle and Buyer PersonasThe foundation of a scalable and high performing demand generation system is relevance. Messages, channels and offers must be tuned to the various individuals in the buying cycle and the various stages within it. Demand Spring’s customer buying cycle and persona analysis services enable organizations to understand these critical elements and turn them into a demand generation plan that produces optimal results and ROI.

Customer Buying Cycle

Demand Spring leverages SiriusDecisions Customer Buying Cycle Framework to help clients fully understand how their customers buy their solutions. Here’s how:

  1. Perform a persona audit, mapping each to the various stages of the buying cycle, showing how they engage with the channels and offers within each stage.
  2. Identify the economic buyers, influencers, and decision makers on both the business and IT side — at every stage.
  3. Combine steps one and two with a detailed persona analysis to form a foundation to develop a strategic demand generation plan.
  4. Develop content and a pipeline creation and progression plans.

Buyer Personas

Many demand generation programs fail to deliver the required pipeline because they lack  relevance. Demand Spring helps customers develop finely tuned messages, channels and offer strategies to reflect the various personas and stages in the buying cycle. With your customer personas understood, Demand Spring provides demand generation plans that are truly relevant to the your key personas in the buying cycle. Here’s how:

  1. Uncover the persona’s role not only in the buying cycle but in their day-to-day job.
  2. Identify persona’s imperatives, challenges, and aspirations.
  3. Analyze the persona’s preferred content and information sources at each stage of the buying cycle to optimize your content and communication plan.