Case Study

03

Implementing personas in Enterprise B2B

Company

  • Thomson Reuters IP & Science
  • Comprehensive intellectual property and scientific information, decision support tools and services
  • Serving governments, academia, publishers, corporations and law firms

Business challenge

IP & Science had introduced a new, holistic way to think about customers and their business activities. The next step was to drill down to the different personas (decision makers, influencers and product users) served by the Business in each customer segment. Challenges included devising the right segmentation and persona framework, getting engagement across the Business, and developing informative and engaging content to power marketing and sales campaigns to drive new revenues.

Solution

Framework and data repository

Expert consultants from BPM worked with key stakeholders across IP & Science to develop a customer segmentation and persona framework for the Business.

The BPM Messaging Workbench™ platform was used to create a custom persona data repository and data capture screens.

Team engagement

The BPM Proposition Mapping™ approach brought teams together from product management, sales and marketing using a structured methodology and workshop sessions. Stakeholders saw their input being captured in the Messaging Workbench™ as sessions proceeded – facilitating engagement and alignment.

Content for go-to-market campaigns

The project created a searchable database of insights into markets, customers and personas mapped to product value propositions and points of differentiation. The content is used to power sales tools and go-to-market campaigns.

Benefits delivered

  1. Drives customer-centric thinking across marketing and sales teams
  2. Supports sharing of customer insights across offices and functions
  3. Delivers insights and sales tools to power new sales

Create
Messaging
and Content