Embrace       Your  “Buyers’ Journey”            Christine Crandell                         March 6, 2012© 2011 NBS Consul...
About Us…             We help companies             accelerate growth.• Deep, proven strategy expertise to  achieve outcom...
The World Changed…70%                                 of buy cycle is complete before                                     ...
New Rules      There are no      “Customers”,      only “Buyers”      Buyers are in      full control                     ...
Buyers„ Social Framework                                                            The Buyers‟ Social                    ...
Purchase                                          Validate                       Delivery                                 ...
Purchase                          Validate                       Delivery              Evaluate                 Buyers’   ...
Discover the Invisible                                                                          Build                     ...
Discover the Invisible                Identify                                       Destination                          ...
Where Do They Go?                    Industry                    Association     LinkedIn Social    Industry              ...
Operationalize the Framework                                                                 Opportunities                ...
Stage: Define                                                                              Being aware of a problem and   ...
Stage: Search                                                                        Understand how peers solved the      ...
The Sellers‘ Compass ™                                        Opportunities                                              S...
Stage: Evaluate                                                                               Select approach, evaluate al...
Opportunities                       Stage: Validate                                                          Sales        ...
Why Do This?• Accelerate sales by 3  to 5 times• Reduce cost of sales  by 30+%• Viral word-of-mouth  evangelism© 2011 NBS ...
4 Steps to Faster Growth 1.         …          Know where your          customers go and with          whom they talk 2. A...
Questions?            Christine.crandell@newbizs.com            +1.415.309.7017            Blog: www.christinecrandell.com...
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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

    1. 1. Embrace Your “Buyers’ Journey” Christine Crandell March 6, 2012© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 1
    2. 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. 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. 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. 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. 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. 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. 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. 9. Discover the Invisible Identify Destination Conversation Learned Action Taken© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 9
    10. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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
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