Inbound Lead Generation
YOUR PATH IS YOUR
SUPERPOWER!
Karen Talavera, Synchronicity Marketing
November 13, 2013

Women’s S...
Meet Karen Talavera
•

Nationally-known email marketing expert, speaker, educator,
coach and consultant

•

The DMA’s prem...
Your Power Lies in Your Paths


What do I mean by a “path”?



Three kinds of paths
1.

Consideration Path – the decisio...
All Successful Sales and Marketing
Depends On Knowing:
1

• What triggers the consideration process (what sparks
interest ...
The 4 Types of Consideration Paths




Do you know which
purchase consideration
path your customers take
– or that your
...
Quick Path


Low decision time



Low price/investment



Little or no comparison-shopping



No need to be approved o...
Winding Path


Low-to-medium price/investment



Medium time investment



Often involves comparison-shopping



Requi...
Long Path


Medium-to-high price/investment



High time investment or time-to-complete



Requires comparison-shopping...
Long & Winding Path


High price



High time investment or time-to-complete







Definite comparison, detail revie...
Product Path


After initial purchase, what logically comes next?
Entry Product

Other Product
Family Member

Related
Pro...
Product Path Example #1


Cupcakes
Chocolate
Cupcake

Strawberry
Cupcake

Combo Pack
(Volume Discouts)

Monthly/Annual
Gi...
Product Path Example #2


Nutrition Coaching
Initial Health
Assessment

Vitamins/Supplements

Custom Diet Plan

Webinar/E...
Every Product Path Should Have








A “problem/solution” sequence
Price escalation
Commitment escalation
Value t...
Progression Path


You’re not just taking people on a marketing and
product journey, you’re taking them on a relationship...
Map Your Progression Path

Entry-Level Product/Service

Intermediate
Product/Service

Premium
Product/Service

• Low price...
Interested in More?
Synchronicity
Marketing
offers noobligation
complimentary
Marketing
Breakthrough
Sessions to
qualified...
THANK YOU! QUESTIONS?
Site & Blog
www.SynchronicityMarketing.com
Email:

karen@SynchronicityMarketing.com

Facebook: www.f...
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Inbound Marketing: Your Path is Your Power!

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What's the point of generating leads from inbound marketing to your destination if you haven't mapped your ideal client's journey? Understanding your prospect's "consideration path" is the hidden secret to crafting lead nurturing that converts. But the journey doesn't stop there; you also need to define a customer progression plan and product path after conversion.

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Inbound Marketing: Your Path is Your Power!

  1. 1. Inbound Lead Generation YOUR PATH IS YOUR SUPERPOWER! Karen Talavera, Synchronicity Marketing November 13, 2013 Women’s Success Summit VIII
  2. 2. Meet Karen Talavera • Nationally-known email marketing expert, speaker, educator, coach and consultant • The DMA’s premiere email marketing instructor since 1999 • Member Email Experience Council (EEC), Florida DMA, Solo-Entrepreneur, Only Influencers • Top 100 Women in Ecommerce 2012 by WE magazine • President of – Founded in 2003 – Digital Marketing Training, Coaching & Consulting – Based in south Florida serving clients worldwide
  3. 3. Your Power Lies in Your Paths  What do I mean by a “path”?  Three kinds of paths 1. Consideration Path – the decision-making journey your prospect takes toward becoming a customer 2. Product Path – the intentional sequence and logical order of products/services to offer 3. Progression Path – the acceleration and relationshipbuilding journey you invite your customers to take with you
  4. 4. All Successful Sales and Marketing Depends On Knowing: 1 • What triggers the consideration process (what sparks interest or need)? 2 • The type of consideration path your product/service fits into 3 4 • What encourages people down the path? • What discourages, stalls or stops them on the path?
  5. 5. The 4 Types of Consideration Paths   Do you know which purchase consideration path your customers take – or that your product/service requires? Craft your marketing to accelerate, enable, or streamline the consideration/buying process along one of these four types of paths Quick Winding Long & Winding Long
  6. 6. Quick Path  Low decision time  Low price/investment  Little or no comparison-shopping  No need to be approved or qualified  Universal or broad market appeal  Minimal consensus-building  Often a commodity  Examples: Song, book, subscription, food item, office item, restaurant reservation
  7. 7. Winding Path  Low-to-medium price/investment  Medium time investment  Often involves comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  May need approval or qualification  Broad market appeal  Some consensus-building  Examples: Cell phone, computer, television, business trip, conference/event, insurance, jewelry
  8. 8. Long Path  Medium-to-high price/investment  High time investment or time-to-complete  Requires comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  Often involves approval or qualification  Often consensus-building  Examples: Mortgage, car, financial investment, consulting, weight loss, coaching, many business services
  9. 9. Long & Winding Path  High price  High time investment or time-to-complete    Definite comparison, detail review and research Usually involves approval or qualification Often involves changing circumstances, dependencies or shifts in direction of decision  Examples: Home remodel, long-term business services, annual coaching or mentoring programs, real-estate investing, injury recovery, etc.
  10. 10. Product Path  After initial purchase, what logically comes next? Entry Product Other Product Family Member Related Product/Service Related Product/Service Other Product Family Member Next Level Product/Service Highest Level Product/Service
  11. 11. Product Path Example #1  Cupcakes Chocolate Cupcake Strawberry Cupcake Combo Pack (Volume Discouts) Monthly/Annual Gift Pack Cupcake Monthly Subscription Frequency Program (Reward Loyalty) Corporate Gift Program
  12. 12. Product Path Example #2  Nutrition Coaching Initial Health Assessment Vitamins/Supplements Custom Diet Plan Webinar/Education Program Progress Monitoring Service 90-Day Weight Loss Coaching Program 6 Month Optimal Wellness Program
  13. 13. Every Product Path Should Have        A “problem/solution” sequence Price escalation Commitment escalation Value that increases as price/investment increases Value that increases proportionately greater than price Rewards for long-term loyalty and repeat business Referral opportunities
  14. 14. Progression Path  You’re not just taking people on a marketing and product journey, you’re taking them on a relationship journey Like Know ? Trust
  15. 15. Map Your Progression Path Entry-Level Product/Service Intermediate Product/Service Premium Product/Service • Low price, involvement, personal contact, value • Higher price, involvement, personal contact, service level • Highest price, involvement, 1:1 contact, service level
  16. 16. Interested in More? Synchronicity Marketing offers noobligation complimentary Marketing Breakthrough Sessions to qualified businesses Call or click to schedule yours  What can a free Marketing Breakthrough Session do for you?   Uncover the NUMBER ONE thing stopping you, your company or your marketing from getting the results you really want   Create a sense of CLARITY around the marketing you’d really like to have, the results you’d like it to deliver, and the digital channels right for your business Identify the most powerful actions that will move you toward ACHIEVEMENT of the digital marketing goals you desire Call 1-561-967-9665 or visit http://synchronicitymarketing.com/breakthroughsession-request to schedule yours
  17. 17. THANK YOU! QUESTIONS? Site & Blog www.SynchronicityMarketing.com Email: karen@SynchronicityMarketing.com Facebook: www.facebook.com/SynchronicityMarketing LinkedIn: www.linkedin.com/in/KarenTalavera Twitter: @SyncMarketing Phone: 561.967.9665 Women’s Success Summit VIII
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