Digital Marketing Stories Web Presence Management

Creating Expert Buyer Personas – John Fernandez of Jibe

John Fernandez is the Senior Director of Analytics and Operations at Jibe, a recruitment marketing platform that makes hiring easier for both job applicants and recruiters. At C3 (Conductor’s digital marketing conference in NYC this October 8-9), John will lead a session on creating buyer personas and buyer journeys that get your customers’ attention. 

You champion creating buyer personas and unifying user experience across channels. Why are these so critical to marketers’ success right now?

Digital marketing is at a very delicate juncture right now, I feel. On the one hand, it has never been more important to the success of every business, on the other hand, forces are placing digital marketers at the center of a massive nuclear arms race.

Digital marketers are expected to be at the front lines for all the terms C-level executives are being introduced to, terms they hadn’t heard of just a couple of years ago, whether it is “big data” or “content marketing” or “social” or “Panda & Penguin” or “mobile & tablet” or “marketing automation.” These executives are being bombarded with topic after topic that they need the digital marketers to respond to, have a strategy in place, and execute successfully on.

Digital marketers are expected to be at the front lines for all the terms C-level executives are being introduced to, terms they hadn’t heard of just a couple of years ago, whether it is “big data” or “content marketing” or “social” or “Panda & Penguin” or “mobile & tablet” or “marketing automation.”

Of course, most digital organizations now have all these things to worry about, but nowhere near the additional resources they need to execute well.

The trend I think we should be focusing on right now is a result of this issue, and its fragmentation – of systems, analytics, and most importantly, user experience.

Consumers, whether individual customers or businesses, don’t care about what device they are using, or what part of your internal systems they are in when they want to interact with you.

When they are on an Android Phone or an iPad or a Chromebook or a Macbook Air or a desktop PC, they expect the same experience whether through the website, a mobile app, Facebook, LinkedIn, Twitter, Instagram, or the e-mail communications they’re getting from a marketing automation system, sales CRM, or customer support portals.

This fragmentation is creating a very inconsistent, and frustrating experience. Those organizations which can maintain a unified message and experience will have an enormous advantage over those that can’t.

Consumers don’t care about what device they are using, or what part of your internal systems they are in when they want to interact with you… they expect the same experience whether through the website, a mobile app, Facebook, LinkedIn, Twitter, Instagram… This fragmentation is creating a very inconsistent, and frustrating experience.

You’re speaking at C3 about creating buyer personas and buyer journeys. Why is this so crucial for marketers to learn?

At C3, I’m speaking on a panel called “Using Personas and Buyers’ Journeys to Get Your Buyer’s Attention” about the critical need for creating buyer personas and adapting them for web presence management, and how it is the cornerstone for developing targeted content and designing your digital marketing activities.

I’ve found that organizations are challenged – they’re creating buyer personas that are often too light, or even non-existent, and they are critical for understanding content and digital media strategy.

I think there’s some very successful places to grow the way we think about personas and how it impacts digital marketing – these shouldn’t only be product marketing, marketing communications and sales tools, they should be top of mind in all aspects of digital marketing, from creating targeted content, to building the site itself to attracting and converting traffic from those personas. You really can’t create any content that you expect to resonate with your personas without a deep understanding of who your personas are and how they move throughout the sales cycle.

You really can’t create any content that you expect to resonate with your personas without a deep understanding of who your personas are and how they move throughout the sales cycle.

Customer Stories: Jibe, John Fernandez from Conductor on Vimeo.

We’re thrilled you’ll be at C3! Why are you coming to the conference?

I’m going to C3 simply because it’s the one place where the attendees are actually top practitioners. In a world where there are thousands of conferences full of “experts” who are just glorified consultants, C3 brings together the real people on the front lines who are really contributing to amazing organizations and dealing with the really important challenges of today.

C3 brings together the real people on the front lines who are really contributing to amazing organizations and dealing with the really important challenges of today.

The amazing growth of C3 over the past 3 years and coming up on 4 is just incredible – I remember speaking at C3 in 2012 and it was stunning to see 300 folks under one roof – now we’re going to be over 3 times that. So exciting!

Are there any resources that you’d recommend for marketers who are creating buyer personas?

There’s a great deal of helpful resources out there for creating buyer personas with a view to digital marketing:

Don’t miss out on the C3 2014 and its phenomenal community! Watch the video and see more of what you’ll learn at C3.

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