MOR
E
BETT
ER
FAST
ER
making
money the
old-
fashioned
way
SUS
AN
BAIE
R
JEFFERY ROLINC ON FLICKR
TOMMY IRONIC ON FLIC
vs.
RISTO KUULASMA ON
FLICKR
vs.
Poor Marketers
No List
Need Help
Customized Sales
Personal Touch
Skeptical
Love Automation
Sales Teams
Established Process
Love Tufts
Volunteer
Students & Faculty
Network
Socialize
Connect
Leaders
Share Expertise
Influence
Prefer Local
Relationship
Known Brands
Latest & Greatest
Buy Often
Research
Value
Replacement
Buy Online
EQUIPMENT SALES
SCOTTELLIOTTSMITHSON ON
FLICKR
WORK
WORK
WORK
SUSAN@AUDIENCEAU
DIT.COM
@SUSANBAIER
AUDIENCEAUDIT.COM
SUS
AN
BAIE
R
BOLO 2013 3P Track: Susan Baier
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BOLO 2013 3P Track: Susan Baier

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From BOLO 2013 3P Track presentation by Susan Baier. The 3P Track is exclusively for agency partners, presidents and principals. Attend BOLO 2014 October 19-21, 2014 in Scottsdale: www.boloconference.com

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  • I spent almost 30 years in marketing strategy
    Agency side and client side
  • 15 years ago, working at a big oil company
    Marketing a commodity - gas
  • But we discovered that it really wasn’t a commodity to most users.
    Some were fiercely devoted to a single brand and had a gas card.
    Some would purchase any in a tier of brands depending on most convenient at the time
    Some would drive substantially out of their way to save a few pennies - brand was not a factor, or even a negative
    Some would buy wherever was closest on the right when they needed gas
  • Difference is to stop thinking about WHAT people are doing, and start understanding WHY.
  • WHy does this matter to agencies?
    Why bother when we can sit around a table and decide personas based on demos?
    Demos don’t tell the story - require a leap. Keeping our fingers crossed.
    Understanding motivations with quantitative, statistically reliable data
  • Big data is awesome, but it’s hard
    Can’t always figure out what it says
    Smart data is manageable and helpful
  • Isn’t hard to imagine how you could speak to these people differently
  • 15 years ago, this work cost $250,000, took nearly a year
    Today, thanks to widespread internet access and power of computing, as little as $10k, 6 weeks
    Attitudinal segmentation
    Perfect tool for agencies
  • Agencies start thinking about attitudinal segments
    segmented site, email, social, promos, landing pages, events, etc.
    Clients more likely to believe with data behind recommendation
  • Known quantity, will work better
    Client tested segmented onboarding protocol - highest satisfaction ratings they’d ever seen, half the abandonment rate of unified onboarding
    Ongoing segmentation to drive relevant communication
    Panel
  • FASTER WORK
    No guessing, less time spent spinning wheels
    Lower costs
    Now it’s a profit driver vs. expense
    Get to success more quickly -- PPC, SEO, email subject lines, etc.
    Reduce test time
  • All possible without good data, BUT...
    Clients more likely to believe with good data
    You look smarter, you ARE smarter
    Within reach for even smaller agencies and clients
  • More, Better, Faster
  • Transcript of "BOLO 2013 3P Track: Susan Baier"

    1. 1. MOR E BETT ER FAST ER making money the old- fashioned way SUS AN BAIE R
    2. 2. JEFFERY ROLINC ON FLICKR
    3. 3. TOMMY IRONIC ON FLIC
    4. 4. vs.
    5. 5. RISTO KUULASMA ON FLICKR
    6. 6. vs.
    7. 7. Poor Marketers No List Need Help Customized Sales Personal Touch Skeptical Love Automation Sales Teams Established Process
    8. 8. Love Tufts Volunteer Students & Faculty Network Socialize Connect Leaders Share Expertise Influence
    9. 9. Prefer Local Relationship Known Brands Latest & Greatest Buy Often Research Value Replacement Buy Online EQUIPMENT SALES
    10. 10. SCOTTELLIOTTSMITHSON ON FLICKR
    11. 11. WORK
    12. 12. WORK
    13. 13. WORK
    14. 14. SUSAN@AUDIENCEAU DIT.COM @SUSANBAIER AUDIENCEAUDIT.COM SUS AN BAIE R
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