Fort Belvoir, Virginia (DLA Headquarters Complex)
DLA is the host agency and complex at this location also includes the Defense Threat Reduction Agency, Defense Contracting Auditing Agency, and the Defense Technical Information Center. There are approximately 6,000 employees who work in the building to support the mission of the warfighter.
Susquehanna, Pennsylvania (Defense Distribution Center - DDCSP)
The Defense Distribution Center in Susquehanna, Pennsylvania (DDCSP) offers storage and distribution services, logistics planning, contingency operations, and transportation planning management services.
Build Customer / Buyer Personas
The final phase is building the customer / buyer personas, and then connecting them to either your existing marketing operations, or, outline strategies that will better communicate your offerings to your audience. The key to this phase is developing a “plan for action.”
We start the process through a combination of market and competitor research. Then we conduct a series of detailed interviews. Our interviews often include customers, prospects, and internal staff. We also may have conversations with people who have used competitor solutions.
From there, we examine your company’s offerings and sales results to understand how your business is performing, and gather all metrics you are using to measure success.
We will put together a preliminary set of findings to review before we finalize our analysis. Depending on your business, you could have 2 or 3 personas or you could have 15 or 20.
BACKGROUND ON THE PROCESS OF CREATING A CUSTOMER / BUYER PERSONA
When we build customer / buyer personas – we want to be as thorough as possible in our research and in our interviews.
We are going to look at market data, and a lot of information that is publicly available. However, there is going to be a lot of information that can only come from you – the client. So, it is important you are prepared for the work.
Here are basic things to prepare for when developing personas:
- We are going to ask for data from your sales database. Customer data, notes, buying histories, and more. This is very sensitive information. We recognize that. However, it is essential to understanding the current state of your company, and building out accurate personas.
- We are going to ask for a list of your competitors. This should not be difficult to provide. The more detailed the list – the better.
- Do you know about deals you have lost recently? Or companies that are using competitors? That information also will be helpful, because if we are able to connect with a representative from those companies – we can understand your deficiencies better and build better personas.
- We also will need a list of customers we can talk to – and your permission to contact them. We will review all questions / surveys with you before we present them to your customer. But we need to speak with them.
- Last, but not least, we are going to interview people on your sales, marketing, executive, product, and customer support teams. In some ways, they will all provide some much needed context that will go into your customer profile(s), but also, we will be able to spot inconsistencies in messaging and perception.
Social Web Tactics is a digital marketing and sales agency that has experience in business to government (B2G) marketing. Our team has worked with SMBs, Primes, and other government contractors with sales and marketing strategies. We are ready and able to help your company develop and execute a successful strategy that leads to business growth.
Contact us today to discuss your business needs: +1-703-362-1586
