The 3C's: Connect, Cultivate, Convert

Copyright © 2013 by IQ Agency
CONNECT,CULTIVATE,CONVERT
A Model for the New Marketing

TABLEOFCONTENTS
2
ANewModel
Connect
Cultivate
Convert
1
2
3
4
02
04
16
24

Copyright © 2015 by IQ Agency 3
ANEWMODEL

STEPONE:GETNOTICED

Getting noticed has always
been the job of advertising, but
it’s the most costly marketing
you will do, so make every
penny count.

THENEWMARKETING
Piece by piece the internet has
changed everything about
buying and selling

• In the past advertising was
used to get awareness,
make the pitch and deliver
qualified buyers
• Now you can do most of it
more effectively in digital
channels
• So advertising doesn't have
to carry the value
proposition anymore
• Its job is to drive people to
digital channels
DRIVETODIGITAL

Copyright © 2015 by IQ Agency 9 * McKinsey & Co
THEJOURNEY
Forget the funnel.
The consumer journey to
purchase is very different
now.

CONSUMERDECISIONJOURNEY
10
DREAM DO
ENJOY
* McKinsey & Co

MAPTHEJOURNEY• The Consumer Decision
Journey tells you which
“Connect” tactics are best
• Plot the Consumer Decision
Journey for each target
audience segment
• Identify the key touch points,
then decide where and how
you should engage.
• The Consumer Decision
Journey is your guide
throughout the customer
lifecycle.
* McKinsey & Co

GETTINGATTENTION
Consumers are more demanding
and ads alone are not enough
anymore.

PAIDMEDIA*
• Traditional media develops
brand, but is less directly
responsive
• Digital media connects the
viewer immediately with a
click
• Search captures already
active prospects and
should be at the top of the
list
• Use the Consumer
Decision Journey** to
select tactics * banner ads, TV, radio, print 
**Copyright McKinsey & Co.

OWNEDMEDIA*
• SEO drives search on owned
site, mobile and social
• Social is highest influence
and trust in purchase
research
• Brand Ambassadors spread
awareness
* brand website, blog, Facebook and other
owned social sites

EARNEDMEDIA*
• Earned is not only press -
Social is also earned since
consumers really own it
• Transparency earns trust,
trust earns reputation
• More likely to create viral
and Word Of Mouth
* press, social mentions on non-owned social
sites

STEPTWO:
TURNAWARENESSINTO
BRANDPREFERENCE

Most people are not ready to buy,
they need to be cultivated.
If a brand waits until the buyer is
ready it’s too late. If preference is
created, conversion is easier
when the time comes.

BRANDSARENOTINCHARGE
Consumers are the boss so the
only way to win is to super serve
them.

EXCHANGEVALUE
• Relationship/Dialogue is
the result of value
exchange
• Exchange content for
consumer information
• Use that information to
make your brand more
personally relevant
• Personal relevance = value
• Content only works if the
target consumer considers
it valuable

CAPTURE&LEARN
• Accumulated consumer data
enables more relevant,
personalized marketing
• A CRM* program gets
smarter about consumers
over time
• A CRM database is a critical
marketing asset
• Content driven permission
email is the heart of a CRM
program
* Customer Relationship Marketing
21

POWERTOTHEPEOPLE
Social communities empower
the individual with knowledge
and influence

ENABLETRUST
• Social marketing cultivates
brand preference
• Compelling content
influences social
communities
• User Generated Content
(UGC) is more trusted
• Responsive customer service
in social is a prerequisite for
a trusted brand

STEPTHREE:
CLOSETHEDEAL

Convert prospects into
qualified leads and deliver to
sales. Convert customers into
brand ambassadors.

SALESMACHINES
The next best thing to a great
salesperson is a great digital
experience

FOCUSYOURWEBSITES
ONCONVERSION
• You have the most control
of your pitch on your
brand websites and your
social sites.
• It’s where you can make
your most compelling case

THREEPRIMARY
SITEMISSIONS
• Shepherd prospects through
the value proposition and
deliver leads to sales
• Capture prospects who don’t
buy into your CRM program
and Marketing Automation
• Quickly siphon off all other
constituencies to an
appropriate experience

MARKETINGAUTOMATION
• Marketing Automation
cultivates individual
relationships with prospects
• It tracks activity at the
individual level on your
website, blog, email etc.
• Each event adds to the
profile of the prospect
• Supports attribution

MAKECONVERTS
Give your customers reasons to
be happy and then ways to
spread the joy

BRANDAMBASSADORS
• Brand Ambassadors spread
their enthusiasm and create
new prospects and
customers
• Enable, equip and motivate
these ambassadors to
spread their opinions
• Make it easy for them to
share User Generated
Content on your sites and in
social networks

CONTENTISKING
...Queen and the entire
court. Brands are in the
content business like it or
not.

THENEWCURRENCY
• Content is the currency of
digital channels
• Includes video, apps, tools,
games, contests, articles
etc.
• Content is part of every
stage: Connect, Cultivate
and Convert
• Invest in a content strategy

STRONGCONTENT
EQUALSSTRONGBRAND
• Brands must constantly
publish new content to stay
fresh and top-of-mind
• Content must be engaging,
informative and entertaining
– often at the same time
• Content must differentiate the
brand
• Consumers expect high quality
content
• Content is a big challenge

DATARULES
But the value is in deciphering
what the data means

THEHUMANANALYST
• Metrics are the fuel that
powers the system
• Analytics are the
interpretation of metrics by
analysts
• Analysts find the story in the
data
• Analytics enable consumer/
product insights,
optimization
• Better attribution & ROI

THEDASHBOARD
• Combining data and analytics
from multiple sources into a
dashboard gives you a
holistic view
• A dashboard gives planning
and strategy a long view
• Integrating analytics reveals
hidden trends and insights

THANKYOU
For more information contact:
Zevi Solomon
direct: 678.449.2008
zevi.solomon@iqagency.com www.iqagency.com

The 3C's: Connect, Cultivate, Convert

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