Visualization – Life of a B-2 - B Decision Maker 

 Challenge and Selection : 

 In the B2B industry ( specially in Information Technology industry ) , there is minimalistic physical   intervention between the marketing employee of a vendor and the decision - making official of the   customer . It is often difficult for the former to understand the buying behavior , consumption trends and   pattern of influence of the latter . Further , the customer inputs which come from the on - ground teams   are quite adhoc and incomplete . 

 In this kind of scenario , creating a market facing collateral or content piece becomes challenging as the   creator is not well aware of the customer persona and how he consumes the content . This was a major   problem which many of our colleagues were facing in the marketing department . 

 The visualization tool was chosen to get an understanding of how a copywriter or agency official   understands the customer , their consumption pattern and how decision making happens . 

 Application : 

 It is good to learn something in theory , but the results are even better of it is applied in practice . Instead   of just making people think that they are working on a task , we thought to make them feel what their   target audience is like – the idea was to get them exposed to the life of a Decision maker . 

 The concerned team which constituted of 7 members was asked to consider themselves as a part of   decision making team in a customer organization . The first day was to get an understanding of the life of   a decision maker , and the second was to get reflections through group discussions and perspectives on   how the company ’s content and collaterals scored if they were a Decision maker . 

 Visualization of the current state – At a personal level ( digital and physical ): 

 Each individual was asked to read blogs , case studies , news portals , and see videos to get an   understanding of the current industry trends , life of a Decision maker and what kind of content was   being presented to them . Everyone was asked to make notes basis their observation and visualize how   they would have perceived their own created content and artefacts . 

 The second half of the day was to understand it in person . Every team member had 2 detailed discussion   sessions with a senior sales team member to understand one of their projects . The topics covered were   only two : Decision making process in the deal ( starting till end ) and detailed inputs on the role/ response   of the Decision makers at each stage and their observations . Basis the discussion , the team members   were asked to create images and notes which reflected on their understanding of the process and   inherent challenges at each step . 

 Insight : 

 The second day was for getting and discussing insights as a group . Each team member explained his   thought pattern , images they had drawn , notes they had made as per their visualization of the   personality of the decision maker , deal process and influencing triggers during that situation . 

 After the individual descriptions , there was a group discussion in which all the team members were   evaluating all the descriptions to bring out the common traits , educational backgrounds , challenges in   professional life , and thought process affiliations of the decision makers . 

 The results were stunning and refreshing . The people who were the primary producers of the finished   content and collaterals had for the first time experienced the life of their target audience . 

 There was a variety of aspects to the approach of every team member and that brought robustness to   the evaluation . The exercise helped in bringing out certain action points where the team was required to   do course correction and beefed up their morale for bringing out more impactful and targeted   messaging which was interesting , and insightful . 

 Approach : 

 One addition which could be done is to get one more layer of visualization and inputs by getting the   team members meet with some customer officials who are willing to help them understand their   challenges better . The base has already been created by this exercise and if more exposure could be   given to the team , it would certainly aid them in demystifying and understanding their challenges   through their own visualization and by applying their own mindset . After all , design thinking is a journey   and it should be enjoyable to the participant . 

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EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Visualization – Life of a B-2 - B Decision Maker 

 Challenge and Selection : 

 In the B2B industry ( specially in Information Technology industry ) , there is minimalistic physical   intervention between the marketing employee of a vendor and the decision - making official of the   customer . It is often difficult for the former to understand the buying behavior , consumption trends and   pattern of influence of the latter . Further , the customer inputs which come from the on - ground teams   are quite adhoc and incomplete . 

 In this kind of scenario , creating a market facing collateral or content piece becomes challenging as the   creator is not well aware of the customer persona and how he consumes the content . This was a major   problem which many of our colleagues were facing in the marketing department . 

 The visualization tool was chosen to get an understanding of how a copywriter or agency official   understands the customer , their consumption pattern and how decision making happens . 

 Application : 

 It is good to learn something in theory , but the results are even better of it is applied in practice . Instead   of just making people think that they are working on a task , we thought to make them feel what their   target audience is like – the idea was to get them exposed to the life of a Decision maker . 

 The concerned team which constituted of 7 members was asked to consider themselves as a part of   decision making team in a customer organization . The first day was to get an understanding of the life of   a decision maker , and the second was to get reflections through group discussions and perspectives on   how the company ’s content and collaterals scored if they were a Decision maker . 

 Visualization of the current state – At a personal level ( digital and physical ): 

 Each individual was asked to read blogs , case studies , news portals , and see videos to get an   understanding of the current industry trends , life of a Decision maker and what kind of content was   being presented to them . Everyone was asked to make notes basis their observation and visualize how   they would have perceived their own created content and artefacts . 

 The second half of the day was to understand it in person . Every team member had 2 detailed discussion   sessions with a senior sales team member to understand one of their projects . The topics covered were   only two : Decision making process in the deal ( starting till end ) and detailed inputs on the role/ response   of the Decision makers at each stage and their observations . Basis the discussion , the team members   were asked to create images and notes which reflected on their understanding of the process and   inherent challenges at each step . 

 Insight : 

 The second day was for getting and discussing insights as a group . Each team member explained his   thought pattern , images they had drawn , notes they had made as per their visualization of the   personality of the decision maker , deal process and influencing triggers during that situation . 

 After the individual descriptions , there was a group discussion in which all the team members were   evaluating all the descriptions to bring out the common traits , educational backgrounds , challenges in   professional life , and thought process affiliations of the decision makers . 

 The results were stunning and refreshing . The people who were the primary producers of the finished   content and collaterals had for the first time experienced the life of their target audience . 

 There was a variety of aspects to the approach of every team member and that brought robustness to   the evaluation . The exercise helped in bringing out certain action points where the team was required to   do course correction and beefed up their morale for bringing out more impactful and targeted   messaging which was interesting , and insightful . 

 Approach : 

 One addition which could be done is to get one more layer of visualization and inputs by getting the   team members meet with some customer officials who are willing to help them understand their   challenges better . The base has already been created by this exercise and if more exposure could be   given to the team , it would certainly aid them in demystifying and understanding their challenges   through their own visualization and by applying their own mindset . After all , design thinking is a journey   and it should be enjoyable to the participant . 

 ------------------------------------------------------------------------------------------------------------------------------------------
### Output: 