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{
"id": "sme_th_local",
"name": "Thai SME & Local Business",
"industry": "Local",
"pain_points": [
"Low organic traffic",
"Limited local visibility",
"Unclear analytics"
],
"goals": [
"Rank on Google & appear in AI answers",
"Increase local calls & visits",
"Track conversions"
],
"ideal_channels": [
"SEO",
"Local SEO",
"AI Search/AEO",
"Google Business Profile"
],
"buying_committee": [
{
"role": "Owner",
"responsibility": "Sets business goals, approves marketing spend, signs off on vendor selection.",
"decision_power": "Final",
"kpis": ["Revenue", "Leads/Calls", "Cost efficiency"]
},
{
"role": "Marketing Manager",
"responsibility": "Evaluates SEO proposals, coordinates implementation, tracks performance.",
"decision_power": "Shared",
"kpis": ["Organic traffic", "Local pack visibility", "CTR", "Conversions"]
}
],
"budget_range_thb": "50,000–250,000 / month"
},
{
"id": "ecommerce_growth",
"name": "E-commerce companies",
"industry": "E-commerce",
"pain_points": [
"Thin product content",
"Duplicate categories",
"Slow site"
],
"goals": [
"Grow non-brand revenue",
"Improve product/category rankings",
"Enhance CRO"
],
"ideal_channels": [
"Technical SEO",
"Content & IA",
"Schema",
"CRO",
"Ads (optional)"
],
"buying_committee": [
{
"role": "Head of E-commerce",
"responsibility": "Owns site P&L, prioritizes roadmap, evaluates SEO/CRO ROI.",
"decision_power": "Lead",
"kpis": ["Non-brand revenue", "AOV", "Conversion rate", "Page speed"]
},
{
"role": "CMO",
"responsibility": "Approves strategy and budget, aligns SEO with brand and growth targets.",
"decision_power": "Final",
"kpis": ["Marketing ROI", "Customer acquisition cost", "Share of search"]
},
{
"role": "SEO Manager (optional)",
"responsibility": "Oversees day-to-day SEO tasks, technical fixes, content optimization.",
"decision_power": "Contributor",
"kpis": ["Indexed pages", "Rankings", "Click-through rate", "Core Web Vitals"]
}
],
"budget_range_thb": "100,000–500,000 / month"
},
{
"id": "b2b_saas",
"name": "B2B & SaaS",
"industry": "B2B/SaaS",
"pain_points": [
"Long sales cycle",
"Lack of entity authority",
"Low AI mentions"
],
"goals": [
"Topical authority",
"Qualified demo leads",
"Be cited by LLMs"
],
"ideal_channels": [
"AEO/AI Search",
"Content clusters",
"Schema (FAQ, HowTo)",
"Digital PR"
],
"buying_committee": [
{
"role": "Founder/CEO",
"responsibility": "Sets growth targets and approves strategic vendors for demand generation.",
"decision_power": "Final (early stage) / Shared (growth stage)",
"kpis": ["Pipeline growth", "MQL→SQL rate", "Revenue"]
},
{
"role": "Demand Gen Lead",
"responsibility": "Owns lead-gen programs, aligns SEO/AEO with paid and lifecycle.",
"decision_power": "Lead",
"kpis": ["MQLs", "CPL", "Demo requests", "Organic-assisted pipeline"]
},
{
"role": "Product Marketing",
"responsibility": "Ensures messaging, positioning, and entity vocabulary align with content.",
"decision_power": "Contributor",
"kpis": ["Content adoption", "Positioning consistency", "Win rate support"]
}
],
"budget_range_thb": "120,000–600,000 / month"
},
{
"id": "enterprise_multiloc",
"name": "Enterprise & Multi-location",
"industry": "Enterprise/Multi-location",
"pain_points": [
"Fragmented tracking",
"Inconsistent NAP",
"Complex CMS"
],
"goals": [
"Local pack dominance",
"Centralized reporting",
"Core Web Vitals compliance"
],
"ideal_channels": [
"Local SEO at scale",
"Schema automation",
"Internal linking",
"CRO"
],
"buying_committee": [
{
"role": "Head of Digital",
"responsibility": "Owns digital roadmap, selects platforms and vendors, ensures cross-team alignment.",
"decision_power": "Lead",
"kpis": ["Organic sessions", "Local impressions", "Page speed", "Uptime"]
},
{
"role": "SEO Lead",
"responsibility": "Defines technical and content SEO standards, manages execution across locations.",
"decision_power": "Shared",
"kpis": ["Indexed coverage", "CWV pass rate", "Rankings by market", "Internal link health"]
},
{
"role": "Analytics Manager",
"responsibility": "Owns tagging, dashboards, and attribution for SEO & AI visibility.",
"decision_power": "Contributor",
"kpis": ["Data completeness", "Attribution accuracy", "Reporting latency"]
}
],
"budget_range_thb": "250,000–1,200,000 / month"
}
]
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