We began our relationship with Pega working on display advertising and LinkedIn banner ad campaigns, however we quickly identified the need for a persona driven marketing strategy. This would help to ensure the success of our programs. We partnered with Pega through our Digital Onboarding workshop to help define and refine their buyer personas.
Working from the buyer persona research that their marketing team had done, and leveraging the core steps of our Digital Onboarding Workshop, we were able to identify gaps and areas for improvement. With an organization of their size, they had 10+ different personas they were trying to target. Our goal with the Digital Onboarding workshop was too narrow this list down and hone in on just the key players who have the largest impact on their bottom line.
We created what we call a “Persona Matrix”, which helped the Pegasystems team clearly visualize the different overlaps existing within their current buyer personas. From there, we refined their personas down to a list of six which allowed for ease of adoption and understanding at an institutional level. With a persona template layered to highlight the aspects most important to their executive, marketing, and sales teams, we were able to get full team buy-in and develop a targeted strategy that would drive higher ROI and increase business sales.
The PegaSystems team is now able to use buyer personas to shape their marketing and customer engagement strategies. They can also succinctly and accurately disseminate this information throughout their organization to actionably leverage a persona driven strategy within a company with over 2500 employees.
Pegasystems (NASDAQ: PEGA) is a leading business process management (BPM) and customer relationship management (CRM) software and solutions provider. Based in Cambridge, MA, this software platform provider uses their custom software, Better Business Solutions, to unite customer engagement with the business processes providing agility and empowerment to businesses for revenue growth, increased operational efficiencies and acceleration in new market expansion.
Products & Services : Persona Development