They interweave these videos throughout their entire site. Personas development belongs at the beginning of the project, as personas can inform site functionality, help uncover gaps, or highlight new opportunities. A great example of a company who follows the 3 Easys is GAF. Consider what an architect using your products might need once the project is underway. You get to choose who goes into each list and who you remove. You can even add modules to the avatar as you see fit. It’s important to look at the full picture of their professional role, not just what they need from you. Give as much access to the resources architects need as possible. They don’t just need roofing materials. Be clear about where your product works best. Pick me!” Instead, content helps customers navigate the gray area between having a problem and being ready to buy a product to solve that problem. How to Get Architects to Spec Your Products7. Special thanks to Mark Mitchell from seethewhizard.com for his help and insight into writing this article. This is one of the most important aspects of the profile, so make sure you get it … That means they’re dealing directly with a client who is both responsible for determining if the project is successful or not and has little to no experience with the design/build world. But when you have insights into what your buyers think about doing business with you, including verbatim quotes from people who have recently made the decision to solve a similar problem, you have the knowledge you need to align your marketing decisions -- from positioning and messaging through content marketing and sales enablement – with your buyer’s expectations. How much do they already know about your company/products? 2. It may sound counter intuitive to come right out with your weaknesses, but saving an architect hours of research will instill goodwill with your company and help to keep you at the top of their mind for future projects where you will be a good fit. The chief technology officer (CTO) is one of the least understood and most broad of all C-suite positions.The role is often tasked with pursuing multiple abstract goals such as “ driving innovation,” “identifying emerging technologies ” or simply “managing IT operations.” Success and progress in these areas can be difficult to quantify, leaving the role inconsistently defined. Creativity. Offer architects downloadable materials labeled specifically for contractors. Personas are a marketing tool that take a deep look into who is specifying, why they are specifying and how your product or material solves a problem for them. Even though architects believe manufacturers are experts, that doesn’t mean they won’t have questions or concerns about your products. If you put something on your website or in your print communications, they generally believe that it’s true. This insight reveals details about who and what impacts your buyer as they evaluate their options and select one. When and how you follow-up with them after they request a sample is crucial. If you want to know more on How to Sell Architects you should check out his article that tells you exactly that. This region is now one of their biggest markets. While the basics of most buyer persona examples will be the same, there are small differences that can make a big impact. Is it provided by the Trade Show or can you use your own? Their content strategy turned me into a loyal customer.”. One of the best examples I’ve found of a manufacturer whose search is focused on helping visitors find what they are actually looking for is on Behr’s website. 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