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Designing design thinking driven operations
I blog about strategic and tactical service design and management.

Trying to explore how service design practices develop.

With a focus in developing strong conceptual work, supporting design decisions on research and enabling readers to create conversations with clients, colleagues and customers.

I also aim to support senior managers and professionals to reflect and improve their practices.
Curated by Fred Zimny
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Rescooped by Fred Zimny from Data driven marketing and customer experiences
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Marketing Is Personal - Emotion Beats Promotion By 2X | B2B Marketing Insider | #TheMarketingAutomationAlert

Marketing Is Personal - Emotion Beats Promotion By 2X | B2B Marketing Insider | #TheMarketingAutomationAlert | Designing design thinking driven operations | Scoop.it

Condensed...

 

From Promotion to Emotion. Here’s what you need to know:

  -- >86% of  B2B buyers  think that we are all selling basically the same stuff. Yep. That’s right. You’ve been commoditized.

  -- >Brands that can connect with their buyers on an emotional level will see 2 times more impact than  B2B Marketers who are still trying to sell business or functional value.

 

How To Make B2B Marketing Personal

According to the Corporate Executive Board, the best actions B2B marketers can take to make B2B Marketing personal:

  -- >Understand customer personal goals and emotions. B2B Marketers need to use open observation of customers to spot non-verbal or contextual cues that reveal underlying emotions.

  -- >Craft brand messages that convey personal value by using your customers’ natural language not your internal jargon. Keyword research is still a big part of the process to make sure you are seeing what terms will resonate with the larger market.

  -- >Drive action by reminding buyers that their current pains are worse than the pain of change.

  -- >Teach customers something new about their business needs then lead them to your differentiators.

 

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Via iNeoMarketing, Jean-Michel Franco
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iNeoMarketing's curator insight, November 19, 2013 3:22 PM

Go back to your personas, and speak to your personas through your communiques. Unless you're speaking to them on the phone or via conference, this is really the only way to get personal.

oconnorandkelly's curator insight, November 20, 2013 7:19 AM

#smarterbiz

Rescooped by Fred Zimny from Just Story It Biz Storytelling
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Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Designing design thinking driven operations | Scoop.it

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves.

Atlanticbt.com where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

 
Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use the.


Via Gregg Morris, Martin (Marty) Smith, Karen Dietz
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Karen Dietz's curator insight, April 4, 2013 8:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.


Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!


Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.


For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.


Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.


The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 


Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.


Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.


Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.


Thanks for finding and sharing this Marty and Gregg!


This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

malek's curator insight, April 4, 2013 4:16 PM

so true"t's rare to come upon an article focusing on character development"

Karen Dietz's comment, April 21, 2013 10:46 AM
So true Malek and Marty. Thanks for rescooping :)
Rescooped by Fred Zimny from Design Revolution
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Why Email Marketing Key to Web 3.0 Website Design

Why Email Marketing Key to Web 3.0 Website Design | Designing design thinking driven operations | Scoop.it

Website design is about to change about as much as something can change and email marketing is already half way there. Email marketers such as @Bronto move massive amounts of information in real time.

Welcome to the future.

The future of web design will happen in real time, be logic based and require a mountain of creative controlled by predictive analytics in real time. If that sounds like email marketers are sitting pretty you win a cookie.

Bronto became Cure Cancer Starter's (http://www.curecancerstarter.org) email marketing and marketing automation partner today (http://sco.lt/55jx1F ).  Bronto joins Atlantic BT and the Story of Cancer Foundation (501c3) in the Tech Cures Cancer Movement. 

This deck is about where web design is headed (at light speed) and why thinking like an email-marketer is a good idea. 

#TechCuresCancer @CureCancerStart



 


Via Martin (Marty) Smith
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Rim Riahi's curator insight, July 13, 2013 9:36 PM

Welcome to the future.

The future of web design will happen in real time, be logic based and require a mountain of creative controlled by predictive analytics in real time. If that sounds like email marketers are sitting pretty you win a cookie.

Martin (Marty) Smith's comment, July 15, 2013 9:23 AM
Dolly, disagree. The biggest myth is the significant difference between B2B and B2C marketing online, a myth you may believe. I've been an Ecom Director and now run marketing for an agency. The process of read the cookie, fire the creative is going to be very important for B2B websites for much the same reason as the tactic will be critical for B2C. MAD or Mutually Assured Destruction says if a competitor is firing more relevant information faster than your website they win. The logic discussed here applies equally well to B2B or B2C websites. The main difference is the conversion funnel. B2B conversion funnels are LONGER in time, but the advantage of wrapping a website around a visitor and then following with persona based email marketing is the key to web 3.0 no matter what side of the Rubicon your website resides upon (B2B or B2C). Feel free to support your statement with links or further posts, but your assertion hasn't been true to my B2C and now B2B experience. I still see read the cookie or behavior and fire the creative / content as one of the most valuable HTML5 and CSS3 advances. The fact few B2B relationship based sellers are there yet doesn't mean the tactic isn't beyond valuable.
Robin Martin's comment, July 15, 2013 12:28 PM
Thanks for sharing Marty!