Stop eating cactus and use persona in b2b. You need company canvas
I am a product artist and have drawn many different people. This tool does not work in b2b
Instead of Persona, I draw Company Canvas.
This framework I will succeed after analyzing the difference between potential clients and clients in the market. Those who get to the point of purchasing and are simply interested. Using this framework, I was able to better visualize and segment clients for my very specific market. I think it can help you too.
Disclaimer: I am developing edtech for b2b in information security. Here, clients cannot be divided into gradations based on monetary metrics. We need to dig deeper. Examples in the post will include information security and local specifics. For example, as fines for violating regulations.
The template looks like this:
How to fill it out
Name. Just like “Name” in Persona, the template needs to be designated by a name. You can go to “LLC” or “IP”. And the industry should be indicated if your product has relevant specifics. A bank needs software for processing, but almost everyone needs 1C.
Process maturity. Can be compared with the “age” of a person. In this paragraph, I describe what level of processes my product is suitable for. In information security, there are clients for whom antivirus is quite a “sufficient” solution, and there are clients with several departments to ensure continuity of processes from an information security point of view and their own department of analysts. This is a completely different client maturity. It is important to note that “maturity” should only be described for those processes with which your product interacts.
I describe useful frameworks for b2b in blog
Process people. This is where you can estimate the number of employees who will be affected by the product. Decision makers, champions, end users, decision makers.
In one product channel I saw the idea that new software would be bought for more “expensive” and rare employees than for ordinary employees. It is easier for a team leader to set his own conditions for the employer in terms of software than for an ordinary HR person. Therefore, you can describe in which sector your champions live.
Company hacks. Here I am looking for information on the subject of the product. If we talk about information security, how often does a company’s data leak? If we’re talking about logistics, does the company have any lawsuits regarding deliveries that were not completed on time? Not only the fakap itself is important, but also the reaction to it in the media. Is the company trying to drown out the problem or figure it out and improve.
Company achievements. What the company itself has done in the area of interest. If we talk about information security, then you can listen to the achievements of companies at conferences or check press releases. Maybe the company has new partnerships and ambitious plans for 202X. Such news is not easy to collect, but you can analyze the “plan” and “fact” of 2-3 years ago.
How the regulator interferes with business. What laws or standards have been passed that have created restrictions on business. You can only analyze in your product area. Another information security standard from the Central Bank will make the bank sad.
How the regulator helps business. What laws or standards were passed that created business opportunities. From the example above, the new information security standard will potentially bring money to the integrator.
How the company makes money. Needed to understand the nature of business. It would be great if you can figure out which dengue-generating areas. For this item, you can view reports for investors.
How he loses/spends. Needed to understand the nature of spending. You can lose (spend) on an inflated staff, unoptimized processes, licenses, fines, and even ineffective PR. This is not easy to find out. But when you have been in your b2b business for a long time, the idea of spending on the market takes shape. You can also collect information for vacancies, court cases, analyze fines, carefully chat with colleagues in chats, and show your imagination in other ways.
Instead of a conclusion:
This framework gave me a better understanding of the clients I work with. And divide customers into segments for further use in CJM. I agree that it is complicated, and as far as practice shows, colleagues in b2b in general rarely use frameworks. But he helped me.
