David, in his post, Persona-focused Web site leads to 4x conversions for RightNow Technologies offers a case study that addresses a core issue that I have often dealt with in positioning exercises: In a complex sales cycle with multiple players involved, how do you position your product with one message?
I have come to the conclusion that you don’t. You use a messaging matrix, and you deliver the right message to the right person at the right time.
David talks about a Web site design exercise that uses buyer personas to customize and personalize this process of delivering the right message to the right person.
Creating a site based on buyer personas gets you away from an egotistical site based on your products and services (which nobody really cares about, after all). What people do care about are themselves and answers to their problems, which is why buyer personas are so critical for marketing success.
Read on; this is a very interesting post and one that especially relevant for technology marketeers tackling the issue of multiple decision makers in a sales cycle.
This segment is a part in the series : Blogosphere on Positioning