“We had a great click and for us the co-operation was an educational experience. And seeing the appreciation with which our customers received this change, we can argue the logic of the decision.” How did you like working with SPOTONVISION? We had to merge two teams into one and we made use of the opportunity to restructure according to the buyer personas. “Even the marketing team has been reorganized around the buyer personas. This results in a new marketing approach, putting the customer first instead of our own organization.” What did this change mean for your marketing team? That means that our marketing messages must be tailored to meet the various buyers’ needs, knowledge level and information sources. Buyer teams are comprised of representatives from many departments: IT, Customer Services, Operations, Marketing – just to mention a few. Verint supports companies in making crucial decisions, based on complex information. “By now Verint knows that our customers follow a long and complicated buying process. We now know much better how to adapt our content marketing strategy to the various buyers in the countries.” What did you find difficult? It specifically gave us insights in the information sources that our buyers consult in the various countries. Executing cross-border interviews gave us a lot of new insights in the maturity of the markets. We looked at the UK, The Netherlands, Germany, France and Poland. In our markets we have to deal with various cultures and levels of maturity, so we needed to identify these differences. “In Europe there is no such thing as one buyer. Verint identified buyer personas for more than just one European country, was one persona not enough? Which problems they wish to have solved.This gave the analysis an extra dimension.
A challenging exercise because of the quantity of interviews across borders in 5 different languages. Verint invested in a buyer persona project with SPOTONVISION to discover exactly what these insights were. “Offering relevant information means having real insights into the buyer journey and the interests of all those involved in the process. With these insights a new foundation was created to develop a customized content marketing strategy. Otherwise our message may be irrelevant for him.” The first step towards ‘listening’ was made by SPOTONVISION creating buyer insights across 5 European countries. It’s about first listening and discovering which needs a customer has. “It’s not about continuously pushing what we do, how we can help, what we can solve. “We actually turned our marketing upside down,” says Marije Gould, Vice President Marketing EMEA for Verint Systems.
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