Persona Mapping and Buying Committee Setup

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julzjames
julzjames Posts: 16 6senser
edited March 18 in 6th Street

UPDATED: Here's a link to the playbook referenced below

Hey there! 👋

It’s Julz from the 6sense MOPs team here and today I wanted to pass along some information on how we do our persona mapping internally and also how we use personas. 

Understanding your personas and which personas make up the buying committee is the first step. Our personas are defined by who the audience is for our product, we call this group of personas the buying committee - and because our product is targeted at Sales and Marketing you can imagine most of our personas are heavily Sales and Marketing focused. 

We use our MAP (Marketo) to do the majority of the heavy lifting for us. I’m not going to go into a full how-to on this post, but our Persona Mapping Playbook will be available soon, and that will go into this step by step! But for now, here are a few of the key steps:

Build out a list of job title keywords - this should be a list of all similar keywords that job titles contain that might fit within the personas you are trying to build out.

Build out your segments and smart lists in Marketo (or MAP).  Once you have your full set of job title keywords you can start to build out persona lists within your MAP.  We use Marketo and use Marketo segments to create personas.

Once you have all of this information syncing to CRM you can build out buying committees for your accounts. A great place to start when defining your buying committees is looking at opportunities. For example, what are the most common job titles that sit as contact roles on your winning opportunities? Do those titles fit into similar categories? Are all of your decision makers on strategic closed won opps Chief Marketing Officers or Chief Financial Officers, or a combination of Director of sales and Directors of xxxx? 

We use personas and buying committees in a number of different ways, here are a few examples:

Persona mapping has allowed us to email and report at scale and feel confident that the right message is going to the right person at the right time. 

Let us know how you build out your personas.

Until next time....

Comments

  • Deanna Graves
    Deanna Graves Posts: 4 ✭✭

    Hi Julz, It's deanna Graves. Long time no see! I love seeing that you are at 6Sense now. Does 6Sense have a people coverage heatmap that shows gaps in the buying committee at target accounts? For example if an enterprise target account list is used in 6Sense, do Sales users have the ability to see which people are in salesforce and who is missing within this list?

  • julzjames
    julzjames Posts: 16 6senser

    Hey Deanna! Great to hear from you. Sorry for the delay. Yep, I'm here at 6sense!

    The 6sense visualforce page does have the Persona Map that tells you which contacts/personas each account has, and how engaged each persona is at that account, it can also tell you where you are missing contacts and you can acquire contacts directly from that page as well (if you have contact orchestration enabled). This is a really great way to visually see which personas are on the account, and if they are engaging with you.

    We have also set up buying teams internally to look for our own key personas, by segment, to confirm if we have those personas on the accounts, what activity is happening by persona and where the sales teams are putting their focus.

    I'd be happy to chat on a call to show you the persona map in more detail and our buying team set up if you'd like? I believe there is also a revcity post coming soon around our buying team sey up in more detail

    Thanks

    Julz

  • Deanna Graves
    Deanna Graves Posts: 4 ✭✭

    Thank you Julz! I think I'm looking for a persona map that is accessible to a segment of accounts. If I'm trying to initiate a large-scale effort to acquire people within a certain segment, I'm not sure how to identify the gaps of people across multiple accounts. For example, let's say we segment by Enterprise accounts with 6Sense Technology. I want something that indicates the personas we are missing at Enterprise accounts w/6sense so we can begin some account-based prospecting efforts with the SDR's that support these Outbound Enterprise Reps. Any suggestions?

  • julzjames
    julzjames Posts: 16 6senser

    It looks like the link has expired for the Persona Mapping Playbook!

    Here is a new link.

    Thanks

    Julz

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