Zhivago fusion conf-day2keynote

ROADMAP TO REVENUE:
SELLING MORE BY FOCUSING
ON WHAT CUSTOMERS WANT

KRISTIN ZHIVAGO
REVENUE COACH!

FUSION RECAP
KRISTIN ZHIVAGO – DAY 1 – WHAT CUSTOMERS WANT
§  Current customers will teach you how to sell to new
customers
§  If you interview them the right way at the right time, YOU
can change your organization – YOU can make it more
customer-centric
§  Customers are ignoring marketing and sales and creating
their own Customer Communities
§  Buying process has changed; marketing/sales haven’t
§  Anyone who doesn’t catch up fast will be beaten by
competitors who get it

#Fusionmex May 2, 2012 Antwerp, @KristinZhivago
2

FUSION RECAP
KRISTIN ZHIVAGO – DAY 2 – ROADMAP TO REVENUE
§  Marketing is broken. Sales was sort of broken, now it’s also really broken.
§  Customers are learning from each other, self-creating their own
recommendation communities, making marketing and sales irrelevant.
§  Marketing COULD be relevant, COULD be powerful – ONLY if marketers
personally know customers.
§  Roadmap to Revenue Method: Discover, Debate, Deploy
§  Interview 5 – 10 customers (of each type) on the phone
§  Record/transcribe/anonymize – leaders must read
§  Analyze/Summarize/Recommend
§  Brainstorming/Planning Meeting – Decide, from Customer’s perspective
§  Deploy – revenue will go up; marketing will be relevant again

§  Shift from customer predator to customer protector
§  WIN

3

FUSION RECAP
JIM LENSKOLD – DAY 1 – MEASURE CAMPAIGN VALUE
§  Companies that measure are more successful
§  Look for ways to measure – it’s there.
§  Look at the big picture, and long-term
§  What to measure, how to measure, when to measure, how to
assess, how to improve
Marketing plan > Path to Purchase > Incremental Sales;
Expense > ROI < Profits

4

FUSION RECAP
JIM LENSKOLD – DAY 2 - LEAD MGT, MEASUREMENT, ROI
§  Resource page – Lenskold.com/Fusion
§  Understand path to purchase – greater role in education/
engagement; use content as a differentiator > increase
conversion rates, increase vale per sale. Use educational
post-sales to increase retention/loyalty/advocacy
§  Align marketing to financial outcomes – run ROI scenarios,
tie back to strategy
§  Prioritize for high-impact measurements
§  Look at the marketing activity, correlate back to
incremental sales
§  Start collecting marketing data now

5

FUSION RECAP
BRYAN EISENBERG – DAY 1 – THINK DIFFERENTLY: STEVE JOBS
§  Apple stores = $4500 per square foot, BestBuy = $400
§  Brands: Zappos = humanistic; Apple = spontaneous; Google =
deliberate; Amazon = competitive
§  What are you doing to make your customer the hero?
§  Help your customers help you
§  Go for perfect; tap the experts; be ruthless; shun focus groups;
never stop studying; simplify; keep your secrets; keep teams
small; use more carrot than stick; prototype to the extreme

6

FUSION RECAP
BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM
§  Pay-per-click ads:
§  Words matter. Freshness matters. Always be testing.
§  Highlight benefits, not features
§  Presence of keywords
§  Call to action
§  Insert specifics
§  Risk mitigation / special offers
§  Experiment with the display URL
§  Formatting /ordering of key elements
§  Synonyms wtihin the ad
§  Capitalization
§  Outrageous (but relevant) imagery
§  (Look up Conversion Trinity)

7

FUSION RECAP
BRYAN EISENBERG - DAY 2 – VOICE OF CUSTOMER, WOM
§  Landing pages:
§  Use actual words you used in the ad – can really raise conversion rates
§  Show them options that are truly relevant to the ad
§  Use badges top help people figure out what to do, emphasize a benefit
§  Show a specific benefit based on their location (no tax, international, etc.)
§  Test little things, any of which can significantly raise conversion rates
§  Make it a landing session
§  Look at conversion per impression
§  Use statements that mitigate the risk in your testing

8

FUSION RECAP
LEE ODDEN – DAY 1 – DIGITAL MARKETING INTEGRATION
§  People asking others for recommendations, then going to Google for
validation
§  Tremendous amount of content being posted by customers
§  Basic SEO – keyword glossary, categories, SEO audit. Keywords in your
content.
§  “Anything that can be searched on can be optimized; anything that can be
found can be shared.”
§  What’s missing from classic SEO is customers. Optimize for their
experience. Understand why they buy.
§  Content creators – make them responsible for socializing their content
§  Social media task force
§  Always be optimizing

9

FUSION RECAP
LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT
§  Must know customers, specifically – care about; how they discover content;
formats, etc.
§  2nd-fastest SaaS vendor via optimized content, blogging, 700% increase in
revenue
§  Content marketing – it’s not great until it’s discovered, consumed, and
shared – if you have great content, set it free
§  Optimize for attraction, engagement, inspiration/experience
§  Align brand and customer needs
§  Monitor, refine, repeat
§  Buying cycle; Keywords; Social Topics; Content Type = Customer &
Content Optimization
§  Know how you’re going to re-use the the articles
§  Search engines don’t buy, people do

1 0

FUSION RECAP
LEE ODDEN – DAY 2 – CUSTOMER-CENTRIC CONTENT MKT
§  Identify topic/story
§  Research search and social keywords
§  Create an optimized social content campaign
§  Provide SEM, SMO guidelines to social teams
§  Promote via social channels, build links
§  Monitor social references, search traffic, and KPIs
§  Benchmark and dashboard reporting
§  SEO for video is not just about phrases, it’s about engagement (views,
comments, ratings)
§  Use comparison tables to legitimately optimize for your competitors’ brand
names
§  Use dedicated web pages for geo regions, models, etc.

1 1

FUSION RECAP
JAMIE NOTTER – DAY 1 – PEOPLE-CENTRIC ORGANIZATION
§  Social media is not a fad
§  Organizations need to change for social media to work
§  Management has been doing the same thing over and over
and expecting a different result. FAILING.
§  Social media = answer. Create, share, learn. SUCCEEDING.
§  Human principles: Open, generative, courageous,
trustworthy
§  Decentralize: Who decides, speaks, acts

1 2

FUSION RECAP
JAMIE NOTTER – DAY 2 – CHANGING ORG FROM INSIDE OUT
§  Behavior > Process > Culture
§  Social media hurdles – can be overcome, to change organizations
§  Organizations not collaborative
§  Silo wars
§  Some command and control is good
§  Create lateral collaborative networks – to discuss social media
§  Look for small ways to build trust – with some limits, and go from
there
§  Innovation requires diversity
§  Management must have clarity to change; make sure you address
emotions in your pitch; shape the path (facilitate)

1 3

The Customer Community

1 4

My autistic brother Michael demonstrates
what unconditional love looks like

http://www.youtube.com/watch?v=IkL24SsrjhY

This is what customers want from us
1 5

Michael teaches: Empathy and communication

1 6

Michael teaches: Protection

1 7

What’s the problem?
•  Marketing is broken
•  Sales was sort of working
•  Now it’s broken, too
•  Customers don’t need us anymore

What’s the answer?
Marketers = become the customer
advocate, protector, authority

1 8

How to become the customer
advocate, protector, &
authority in your company

1 9

The Roadmap Method
You can reverse-engineer
your current sales,
to create new sales in quantity.

Your current customers will teach you
how to sell to new customers,
if you ask them the right questions
in the right way, then act on what they say.
You can stop guessing.
You can stop arguing.
You can start selling more.

2 0

Why current customers?
•  Have personally experienced your sales process, website,
product, and services

•  Know what others think about you

•  Know what your competition says about you

•  Have a vested interest in your success

•  Can tell you what will make you more successful

If someone called you about something you bought,
wouldn’t you have plenty to say?

2 1

The Roadmap to Revenue
Discover Debate Deploy
Stop trying to Resolve the Map out their
“sell” and differences buying process so
“market.” between what you can support it
they want and at every step.
Interview,
what you sell; how
create reports, Build an Action
they buy vs. how
summarize, Plan.
you sell; and what
analyze,
you promise vs. Stay on the
recommend.
what they want Road.
delivered.

2 2

Discover
§  Interview current customers,
by phone

§  Ask open-ended questions

§  Record and transcribe the
conversations

§  Anonymize their responses
and break them into
categories in a report

§  Analyze, summarize, and
recommend

2 3

What should you ask them?
§  How do you feel about our product/service?
§  What was your buying process?
§  Are our prices fair?
§  What is your biggest problem/challenge?
§  What trends do you see in your/our market?
§  If you were the CEO of our company tomorrow, what
would you fix?
§  What did you type into Google when you first started
searching? How would you refine?
§  Anything I should have asked?

2 4

What will you learn?
§  Why they bought
§  How they bought, including who was involved
§  What their concerns and questions were
§  How you satisfied those concerns/answered their questions
§  What they now tell others
§  What they typed into Google – FIRST (not what is in your web
logs)
§  Trends and challenges (your opportunities)
§  Weaknesses of competitors
§  What you should be saying and where you should be saying it
§  What is broken, what should be fixed

2 5

2 6

The Roadmap to Revenue
Interview,
what you sell; how
they buy vs. how
summarize, Plan.
you sell; and what
analyze,
recommend.
delivered.

2 7

Analysis/Summary of the interviews

§  Identify the main themes – they always emerge by the 7th
phone call
§  Identify their Critical Characteristic
§  Identify the promise they want you to keep

§  Create a Conversation Report and an Executive Summary/
Recommendations Report
§  Use the data in a Brainstorming & Planning Meeting

2 8

The Roadmap To Revenue
Interview,
what you sell; how
they buy vs. how
summarize, Plan.
you sell; and what
analyze,
recommend.
delivered.

2 9

Debate
§  Discuss the barriers to the sale – and how to remove them
§  Use the data to build the promise you will keep (your brand).
You have five tools for keeping your promise:
§  Product/Service
§  Passion
§  Policies
§  People
§  Processes
§  Create copy that is relevant and specific
§  Agree on what you will be doing/saying and where you will
be saying it

3 0

The Roadmap To Revenue
Interview,
what you sell; how
they buy vs. how
summarize, Plan.
you sell; and what
analyze,
recommend.
delivered.

3 1

Building a Buying Process Map
Example of an Intense Scrutiny Buying Process Map

Ask
Involve Involve Test Sign Get
Stage See it ?????
Others Sales Drive Contract Married
?????

Who’s
Involved

Their
questions

Answers that
satisfy them

Tools &
channels

3 2

The Buying Process Scrutiny Spectrum

Light See it Buy it
Scrutiny

Medium Ask Buy it
See it
Scrutiny ????

Ask
Heavy Involve Involve Test Sign
See it ???
Scrutiny Others Sales Drive Contract
???

Ask
Intense Involve Involve Test Sign Get
See it ?????
Scrutiny Others Sales Drive Contract Married
?????

The goal is to become “order takers”
3 3

The Action Plan
•  What you will promote and how you will promote it
•  What you will fix in the background
•  Assign projects to get this done:
•  Owners
•  Timelines
•  Steps
•  Measurement
•  Build a Marketing Machine
•  MAP IT OUT
•  DO IT / MANAGE IT
•  IMPROVE IT

3 4

Amazing horse trainer Jean-Francois Pignon explains
the difference between predator and protector

http://www.youtube.com/watch?v=HBatY-u8Y34

Our customers want us to be protectors,
not predators

3 5

The Glorious Result
•  This is your moment in the history of business.

•  You now have the opportunity and you CAN have the
authority.

•  Marketing doesn’t have to hurt. You can WIN.

3 6

Thank You

Kristin Zhivago
Zhivago Management Partners, Inc.
401-423-2400
kristin@zhivago.com
Blog: RevenueJournal.com
Site: Zhivago.com
Twitter: @KristinZhivago
LinkedIn: KristinZhivago

Book: RoadmapToRevenue.com

Book
Excerpts:

Buying Process Map Guidance – Light, Medium, Heavy, and Intense RoadmapToRevenue.com/Resources

3 7

Zhivago fusion conf-day2keynote

Recommandé

Recommandé

Contenu connexe

Similaire à Zhivago fusion conf-day2keynote

Similaire à Zhivago fusion conf-day2keynote (20)

Dernier

Dernier (20)

Zhivago fusion conf-day2keynote