Buyers journey session march 6
 

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  • Identify – what looking forDestination – where goConversation – who “talk” toAction Taken – what doLearned – what learnedAnd it starts all over again for each step in the Buyers Journey and for each Persona or role.
  • Why the Buyer Enablement is important
  • Why the Buyer Enablement is important
  • Why the Buyer Enablement is important
  • Why the Buyer Enablement is important

Buyers journey session march 6 Presentation Transcript

  • 1. Embrace Your “Buyers’ Journey” Christine Crandell March 6, 2012© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 1
  • 2. About Us… We help companies accelerate growth.• Deep, proven strategy expertise to achieve outcomes.• Proprietary methodology drives Social Business transformation.• 20 years in business• Increased client revenues & efficiency by 75%• Practical advice, tools, and training to sustain success.© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 2
  • 3. The World Changed…70% of buy cycle is complete before Sales is engaged Forrester 2011 of sales teams achieve quota DemandCon 2011 50% of sales interactions are considered3% worthwhile by prospects Forrester 2011© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 3
  • 4. New Rules There are no “Customers”, only “Buyers” Buyers are in full control Buying is social, self-directed, trust-based & transparent „Lifetime Harder and harder to „reach‟ buying teams Experience‟ is a key decider Experience disruptions result in disengagement© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 4
  • 5. Buyers„ Social Framework The Buyers‟ Social Purchase Framework is a methodology to enable, engage and Buyer establish Enable Engage enduring, profitable relationships with customers.© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 5
  • 6. Purchase Validate Delivery Evaluate Buyers’ Nurture Social Search Framework Value Define Expand Evangelize© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 6
  • 7. Purchase Validate Delivery Evaluate Buyers’ Nurture Disrupters: Social • 1st Disrupter Search Framework Value Marketing to Sales • 2nd Disrupter Sales to Define Expand Service/Support Evangelize • 3rd Disrupter Churn from unmet expectations© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 7
  • 8. Discover the Invisible Build Match Presence Assets to at Craft “Action” “Identify” Experience Longitudinal Data Analysis Mother of all Interviews© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 8
  • 9. Discover the Invisible Identify Destination Conversation Learned Action Taken© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 9
  • 10. Where Do They Go? Industry Association LinkedIn Social Industry Community Analyst Webinar Somebody‟s Uncle White Paper Media Site Blogs Online Demo© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 10
  • 11. Operationalize the Framework Opportunities Sales Purchase Validate Deliver Customer Care “Customers” Evaluate Buyers‟ Nurture Marketing Contacts Social Search Framework Value Define Expand Evangelize© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 11
  • 12. Stage: Define Being aware of a problem and commited to addressing it Where: Trade publications, social groups, Q&A sites Contacts/Leads What: Educate on issues, pain points Marketing and best practicies Marketing Buyers‟ Social How: Research, studies, case Framework studies, content creation and syndication Define Call to action: Download content What to measure: Downloads, returned visitors, followers, fans, traffic from referral, referring keywords© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 12
  • 13. Stage: Search Understand how peers solved the problem Where: Trade publications, search engines, blogs, referrals, social media, relevant market places What: Create awareness, share best Contacts/Leads practices and case examples on how Marketing peers addressed the problem and Marketing Buyers’ position your company as an industry Social expert Search Framework How: SEO, case studies, referral program, videos, and webinars Call to action: Read the case study, watch the video, register for the webinar What to measure: Views, visits to landing pages, referring keywords, impressions, and referring© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 13 sites
  • 14. The Sellers‘ Compass ™ Opportunities Sales Purchase Validate Deliver The Sellers Compass™ is our methodology to Customer Care Evaluate Nurture “Customers” enable, engage and establish Marketing Contacts Sellers enduring, profitable Compass™ relationships with their Search Value prospects and customers. Define Expand Evangelize © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 14 © 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
  • 15. Stage: Evaluate Select approach, evaluate alternatives and short-list Where: SEO & PPC, website, relevant marketplaces, 3rd party sites, partner What: Demonstrate how your product Contacts/Leads can provide the ideal outcome Marketing Evaluate Marketing Buyers‟ Social How: Case studies, demo, videos, public validation, customer testimonials Framework Call to action: Personalized demos, try & buy What to measure: Number of demo requests, views of demos, partner site inquires, visits from market place, visits from referring keywords and campaigns© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 15
  • 16. Opportunities Stage: Validate Sales Contact vendors and validate selection Where: Website, peer social pages, your public profiles, industry analysts, bloggers, ppers Validate Contacts/Leads What: Validate that your product does Marketing deliver the outcomes and delivers Marketing Buyers‟ claims you made Social Framework How: Free trial, ROI calculator, case studies, customer testimonials Call to action: Start your free trial, free sample, customer references What to measure: Free trials signups, lead source, visit referal type, conversion pages, referring keywords, referring campaign© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 16
  • 17. Why Do This?• Accelerate sales by 3 to 5 times• Reduce cost of sales by 30+%• Viral word-of-mouth evangelism© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 17
  • 18. 4 Steps to Faster Growth 1. … Know where your customers go and with whom they talk 2. Align to how customers buy 3. „Close‟ faster by helping buyers validate decisions. 4. Deliver the experience customers want© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 18
  • 19. Questions? Christine.crandell@newbizs.com +1.415.309.7017 Blog: www.christinecrandell.com Forbes Blog: blogs.forbes.com/christinecrandell Twitter: @chriscrandell© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 19