When it comes to B2B marketing, managing your customer personas across their relevant customer journeys is a trickier path to navigate, mostly because when it comes to B2B marketing we have more stakeholders and personas involved across a longer buying process.
We often get asked: "Can I manage multiple customer personas across different customer journeys? And if so, how?"
It's a frustrating problem that Cooperate can definitely help you to solve.
The simple answer here is yes, the Cooperate platform is designed specifically to help manage this challenge for B2B focused organisations.
Here is a 7-minute platform walkthrough that will step you through the different ways that you can manage multiple personas across their relevant customer journeys, or alternatively these different steps are outlined for you below in more detail.
Cooperate has helped many B2B brands get their arms around their customer journey's and we are always on hand to help. If you're needing help converting an existing journey into the Cooperate platform please reach out and one of our friendly team can help suggest the right structure and approach to best suit your organisation's needs. And if you're needing some help pulling your customer journey together, then you might like to look at registering for one of our regular customer journey mapping workshops or we can also offer customised mapping workshops onsite with your team.
Three ways to manage multiple personas across your Customer Journeys
There are a number of different ways you can manage your personas and your customer journeys in the Cooperate platform. Below are three examples of the most common use cases we see involving multiple customer personas and how they can be managed in relation to a customer journey.
1. Create a Customer Journey for each persona
This means that all of the customer journey stages, goals and customer actions, along with the related campaigns, tasks and pieces of content are all specifically linked for a particular persona. This approach allows a team to focus deeply on one particular customer persona, so is more relevant for a champion or product buyer type persona.
2. Create a Customer Journey for a specific brand or product
This means that each of the customer journey stages relates to the steps that that brand wants to occur across the entire buyer journey, regardless of which persona is involved. This approach is useful if you have multiple customer personas that use the same customer journey and share similar content.
3. Create a Customer Journey for 'hand-over' stakeholders
This is such a typical B2B frustration, where each stage in a customer journey involves a new stakeholder and customer persona (for example a handover from the champion to an executive buyer or global executive team). The approach here is really an expansion on option 2 where you focus the customer journey to the brand or product purchase path, overlaying the relevant personas at each journey stage, providing your team with a holistic overview of the complete journey and the relevant interactions of each customer persona and/or stakeholder.
The main thing to remember is that you can have multiple personas attached to multiple journeys, so in reality, you can slice and dice your customer journeys to best fit your customer personas and business objectives.
If you would like a more indepth overview of how this process works - check out our Help Centre.