Persona and industry vertical programs
Implementing personas in Enterprise B2B at Clarivate Analytics
“We needed to find a way to implement Personas as part of our transition from thinking about products to creating industry propositions, which are based on the Lifecycle of Innovation at our customers. The BPM process and platform enabled us to do this.”
Global Head of Marketing, Clarivate Analytics
Messaging and sales tools based on a persona view of customers
This multi-billion dollar business data supplier had developed a new market segmentation that included not just industry sectors but also buyer types e.g. Managing Director, Financial Director, Director of Operations.
The challenge was to put together the value propositions and messaging for the new segmentation and create the necessary supporting tools for telesales and field sales.
Vertical content and materials for financial services sectors
The European arm of this global telecommunications company already had a large number of financial services firms as customers but enjoyed relatively low share of wallet and saw the opportunity to penetrate the sector more deeply.
However, selling a wider range of products more successfully against the competition required a greater understanding of customer challenges in the very different sub-sectors within financial services.