For many years, marketers have used the framework of the "sales funnel". But, in the today's business environment, the traditional sales funnel has become obsolete. Customer journeys are increasingly complex for marketers to understand and vary dramatically by industry, by company, by function and by individual. The traditional funnel is actually more like a cocktail shaker. The customer gets dumped in, swirls around in information for a period of time and then gets poured out. For marketers, this creates both challenges and opportunities that will be discussed during this session.
9. Source: 2009 J. D. Power & Associates Web Site Performance Study
Three months
from purchase:
2.3
Five months
from purchase:
2.0
During the month
of purchase:
3.5
How many cars do you consider
while shopping?
#DMA14 @jeffperkins8
11. A Tale of 3 Buyers
Customer #2
Entrepreneur starting a
new business
• Visited PGi.com.
• Talked to a rep 12 times
over 3 months.
• Eventually did a trial.
• Signed up for 1 license.
Customer #1
VP of a mid size
company
• Signed up online for a free
trial.
• A week later downloaded
an eBook.
• A week later called a rep
to sign up for 5 licenses.
Customer #3
Mid-level manager of
a small company
• Visited PGi.com.
• Did an online chat with
a rep.
• Signed a 10 license deal
the same day.
#DMA14 @jeffperkins8
12. Real buyers are not “personas”. They bring their own
style and sensibilities to the purchase process.
#DMA14 @jeffperkins8
15. You Want the Truth?
Every customer journey
has a beginning and an
end.
But what customers do
during the “middle” is
often complicated and
unpredictable.
#DMA14 @jeffperkins8
18. 4 keys to success in the “Cocktail Shaker”
1. Rethink your digital presence
2. Engage online
3. Enable a chose your own adventure journey for
your customers
4. Be Responsive
#DMA14 @jeffperkins8
19. 4 keys to success in the “Cocktail Shaker”
1. Rethink your digital presence
2. Engage online
3. Enable a chose your own adventure journey for
your customers
4. Be Responsive
#DMA14 @jeffperkins8
27. 4 keys to success in the “Cocktail Shaker”
1. Rethink your digital presence
2. Engage online
3. Enable a chose your own adventure journey for
your customers
4. Be Responsive
#DMA14 @jeffperkins8
30. 80% of your online visitors will watch a
video, while only 20% will actually read
content in its entirety.
People are 64% more likely to buy a
product after watching a video.
http://www.digitalsherpa.com/blog/25-amazing-video-marketing-statistics/
#DMA14 @jeffperkins8
39. 4 keys to success in the “Cocktail Shaker”
1. Rethink your digital presence
2. Engage online
3. Enable a chose your own adventure journey for
your customers
4. Be Responsive
#DMA14 @jeffperkins8
49. 4 keys to success in the “Cocktail Shaker”
1. Rethink your digital presence
2. Engage online
3. Enable a chose your own adventure journey for
your customers
4. Be Responsive
#DMA14 @jeffperkins8
50. If you follow up with web leads within 5 minutes,
you’re 9 times more likely to convert them.
Source: InsideSales.com
#DMA14 @jeffperkins8
51. 1. Rethink your digital
presence
2. Engage online
3. Enable a chose your
own adventure
journey for your
customers
4. Be Responsive
#DMA14 @jeffperkins8