Content & Habits: She reads business management books and operations journals. Not deep into tech forums, but will read executive summaries or attend executive briefings where cost and ops efficiency is discussed. Possibly gets information from her direct reports (CIO or CFO). Buying Behavior: Chloe might not initiate hiring RTC, but shell be a key influencer or approver, ensuring it aligns with bigger operational goals. If CFO or CIO propose RTC, shell scrutinize but likely approve if convinced it supports lean operations. These personas illustrate the diverse perspectives in the buying committee for RTCs services. CFO Carl cares about financial ROI and risk; CIO Olivia about practicality and no harm to IT performance; Procurement Pete about empowerment and data in negotiations; COO Chloe about overall operations impact. A successful marketing and sales approach will address each personas specific needs: - For Carl: emphasize guaranteed ROI, low risk, credible references. - For Olivia: emphasize technical depth, partnership approach, and freeing up funds for innovation rather than just cuts. - For Pete: emphasize proprietary benchmarks and collaborative style that makes him look good, plus tools to save his time. - For Chloe: emphasize cross-functional benefits, keeping things running smoothly, and contributing to lean operations. By leveraging neuromarketing insights: - Trust : Testimonials and case studies for Carl and Olivia build trust. - Authority : Demonstrating deep vendor knowledge appeals to Pete (he respects expert authority in that domain). - Loss Aversion : You are losing $X every month statements hit Carl and possibly Chloe. - Fear of missing out (FOMO) : For Olivia, maybe noting competitors are optimizing costs and redirecting to innovation (implying if she doesnt, she falls behind). - Reciprocity : Offering a free initial assessment or benchmark for Pete triggers they provided value upfront, Ill consider them helpful with all, actually. - Personalization : Tailored messaging CFOs messaging around financial strategy, CIOs around enabling innovation within cost constraints, etc. Now, lets map the journey for these personas. 4.3 Customer Journey Mapping The B2B buyers journey for RTCs services typically involves multiple stages, each with specific information needs, preferred channels, and conversion triggers. Below is a mapping of the customer journey through Awareness Consideration Evaluation Decision Post-Purchase/Retention , noting what each stage looks like for our target personas and how to engage them: Awareness Stage: Buyer Mindset: They recognize a problem or opportunity. For example, CFO Carl realizes IT costs are climbing faster than revenue, or CIO Olivia hears peers talk about FinOps success, or Procurement Pete faces an overwhelming renewal where he feels under-prepared. They might not yet know a specific solution or firm; they just know we need to do something about these IT costs or at least can we do better? At this stage, the focus is on educating about the problem and solution possibilities . Preferred Channels: Online Search: They may search keywords like IT cost optimization strategies, reducing software license costs, etc. 35. 36. 39