PROJECT 1 Buyer Personas, Buyer Journeys, and Content Strategy

PROJECT I

Buyer Personas, Buyer Journeys, and Content Strategy

LeadFabric started this first project by conducting several workshop sessions with Irdeto’s Sales and Marketing teams from both Healthcare and Gaming.

During these workshops LeadFabric interviewed the different teams and later synthesized and documented all the gathered information.

The insights from the interviews were then used to develop three (3) buyer personas and one (1) buyer journey for each sector, which additionally helped Irdeto to later review and refine their content strategy.

With LeadFabric’s guidance and frameworks, Irdeto conducted content audits for both their Healthcare and Gaming sectors.

Content audits helped the teams evaluate and ultimately address whether their content strategy effectively aligned with their buyers’ needs and preferences.

After just a few weeks, each sector was able to identify which pieces of content were relevant at the different stages (i.e., Awareness Stage, Consideration Stage, Decision Stage) of their buyers’ journeys, as well as what and where the content gaps were.

Once all the content had been reviewed and mapped to the most appropriate buyer journey stage, it was clear that Irdeto now had a more solid foundation to build the Lead Management process upon in their Marketing Automation Platform (MAP), Pardot.

We knew we had to develop our buyer personas and customer journeys, as we wanted ensure we fully understood how to best target our audience when planning our marketing campaigns.

While we were able to come up with creative messages to drive conversions, LeadFabric helped us to build robust profiles of our buyers, including their psychological and motivational influences.

Our marketing efforts now have a clear direction and are supported by documented evidence.

Nick Masius – Digital Marketing Manager at Irdeto