6. The Buying Journey & Engagement Psychology
BIAS
0%
Trigger Event
15%
Historic Triage
65%
Triage
100%
Sales Order
Marketing = Teach Sales = Disrupt & Teach
Primacy
Getting Found Convert & Lead Nurture Closing
Events
Social
Media
Tribal Content
Premature Cognitive Commitment
Confirmation Recency
PCC
Confirmation
Primacy
Recency
Give & Get
7. Partner Case Study – www.websan.com
• 3 marketing people
• 1 sales person
• 4 people focused on video content
• Transforming the business from on premise to cloud
• Deal size 2-100 users
• Focus on 2 industries
• Microsoft products NAV, GP, CRM, O365
• Emotional website
• Focus on the teaching and disruptive element in
marketing and sales
• No demos
40-50 inbound
marketing leads per
month (raise their
hand)
14% of the leads are
triaged to sales
12% of the leads
convert to customers
Win rate is 90%
13. Persona/Content Alignment
E m o t i o n a l E n g a g e m e n t
What: IT/End User - features
product specifications, webcasts, whitepapers,
product comparisons, calculators
(<10 pages, 60 minutes)
How: Managers - business process/departmental focus
case studies, product videos
(<5 pages, 15 minutes)
Why: Leadership – results oriented ($ and risk)
Analyst reports, Infographics, Videos (testimonials, impacts)
(1 page, 2 minutes)
14. Lead Nurture Program .. Building the paths
Are your revenue threatended by the
loss of a strategic customer (video)
5 steps of how not to lose a customer
(infographic)
Stop worrying! Get the details of how
to keep your customers
(pdf) .. The give & get ..
Learn from companies like you how to
improve customer loyalty
(invite to webinar)
Webinar reminder email
Webinar 2nd reminder email
Thank you for participating (email)
Triage to
Sales
New
Nurture
Parth –
Related
Topics
Webinar
15. Your Website – Your date!
• Your front gate to your
company
• 8 seconds to establish a
premature cognitive
commitment
• Emotional hook to stay
memorable
21. Digital Marketing Automation
• ProServ/Manufacturing Focus
• Inbound motion
• SEO/SEM maturity
• Website visitor tracking/heat maps
• Lead scoring
• Constant content development
• 80% of sales process is on-line
• 3:1 marketing to sales ratio
Marketing Driven Customer Acquisition
Notes de l'éditeur
Choose one of the title slides (slide 2 or 3)
QUESTIONS
Purpose
Review the fundamental shifts in customer buying behaviors that are leading prospects and customers to look for new solution sets.
Key Points
Today’s prospects are self-educating and well-informed.
Partners are finding it increasingly difficult to differentiate themselves.
Prospects are looking for more turn-key solutions that deliver immediate business value; which is why so many are embracing cloud solution sets.
Narrative
Prospects are far more educated when they enter the buying experience than they ever have been in the past. If they have reached out to you (which is highly likely given that they will find you long before you find them) they are aware of the obvious; which is the solutions and services that you offer.
Prospects want and reward simplicity
Emotional – Fear, Greed, Curiosity
Purpose: Review NetSuite's typical nurture rhythm to demonstrate emotional messaging.
Key Points:
NetSuite seldom references their solutions, instead focuses primarily on business value.
Content is role (persona) and industry specific.
Narrative
As one of Microsoft’s primary cloud competitors, NetSuite drives a very effective and focused nurture rhythm. This specific rhythm was sent after registering for a webinar and completing fields on a form: name, e-mail address, industry (professional services) role (finance) and company size (<50 employees). Walk the participants through the first 6-10 nurture assets calling out how each of the assets aligns well with the information I provided in the online form.
Also call out the frequency of the nurture assets; which are sent out about once every two to three weeks (on average 1.5/month.
