Learn how to use storytelling techniques to build powerful account nurturing systems. Leverage age old techniques only master marketers use to lead people through to the new world of using your products instead of the old world and old products.
http://www.davidmeermanscott.com/hubfs/documents/Writing_With_Conflict.pdf
This sentence alone should jar you into reconsidering how you do content. It’s not about you.
Are your communications all about you and your firm’s fantasies or point of view? Is your product something people even want to do now?
Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
While we all know that Forrester’s Pipe model is “realistic” in terms of actual behaviors, buying teams to go through an “AIDA” process, but the human mind does not get persuaded this way.
Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
One metaphor is military boot camp – the yelling, early wake up, shock to the system training is to break down your Old Self and leave you Open to the Warrior Training and to motivate you to become part of the Team for those who graduate are a Special brotherhood.
This section summarizes the Commercial Insight and Challenger Customer from CEB’
If there’s a key insight for marketers and marketing ops, it is this summary. Not just about personas, but about what it is you lead people to.
https://www.cebglobal.com/marketing-communications/challenger-marketing.html
The book should be in two parts: The Challenger Customer Personas and then the Commercial Insight.
https://en.wikipedia.org/wiki/Ishikawa_diagram
http://www.slideshare.net/Dreamforce/the-challenger-customer
http://blogs.forrester.com/lori_wizdo/15-05-25-b2b_buyer_journey_mapping_basics
5 Whys Can work too.
It seems like it does in the logical A to B to C sense, but notice how AIDA assumes interruption marketing? How do we obtain Interest? Is it always about teasers? Is it always clear where the Decision is made vs. Action?
Both models work with the Challenger Customer Model. Keep in mind that the more you can align the Customer Insight process with the Hero’s Journey (they are nearly the same), the more likely you are to Frame Break and have the Opportunity to Teach.
Should you mark the Lifecycle Stages in this way?? Possibly! The more you can view life from your audience’s perspective, the more likely you are to follow the correct path as an organization, to act as the Hero’s Guide.
This is a framework to operationalize the movement of a lead to more personalized content based on Behaviors and Desired, Matched Traits.
This is a framework to operationalize the movement of a lead to more personalized content based on Behaviors and Desired, Matched Traits.