Buyer Legends - Jeffrey Eisenberg
 

Buyer Legends - Jeffrey Eisenberg

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Jeffrey Eisenberg, Author and Marketing Thought Leader, discusses the innovative business process called Buyer Legends and explains how to use storytelling techniques to map the critical paths a ...

Jeffrey Eisenberg, Author and Marketing Thought Leader, discusses the innovative business process called Buyer Legends and explains how to use storytelling techniques to map the critical paths a prospective buyer might follow on their journey to becoming a buyer.

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Buyer Legends - Jeffrey Eisenberg Buyer Legends - Jeffrey Eisenberg Presentation Transcript

  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Two decades of marketing optimization…
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Just one thing?
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Just One Thing
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Type to enter text Copywriting Testing & Experimentation Search Marketing Social Media Design & Layout Psychology, Human Behavior & Persuasion Marketing & Branding Sales Presentation Usability & User Experience Information Architecture Business & Web Analytics
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Why Buyer Legends? Improve communications! ! ! Improve execution! ! ! Improve testing! ! ! Make more money !
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks It’s simple, but it’s not easy. ! Warren Buffet “ “
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Simple, and NOT for beginners
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Who gets to make business decisions? ! The answer shouldn’t surprise you
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Persuasive systems You create the system your visitor must navigate. People don't cause defects, systems do. ! W. Edwards Deming “ “
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Babble Executives Finance Organization HIPPO ! Sales Leads & Opportunities Closed won/ lost Marketing Brand Experience Product Designers Creative Developers Requirements
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Bad for communications?
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Bad for communications?
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Empathy represses analytic thought, & vice versa You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business… “ “ Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks We distribute reports to inform…
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks We tell stories to connect…
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok Conversion is a journey, NOT a destination Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. ! It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. ! Bryan Eisenberg, ClickZ 2001 “ “
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Always an audience of one
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Segments, sub-segments & self selection Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Personas are composites
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok 99.6% 75.5% 89.3% Missed targets Bounced visits Failed to persuade A buyer’s journey is a scenario in your funnel
  • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer- centric company. Jeff Bezos
 CEO & President amazon.com 27 “
  • © 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it." ! I. Customer Centricity II. Continuous Optimization III. Culture of Innovation IV. Corporate Agility 28 “ Amazon’s four pillars of success
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Measure what you value Amazon.com’s four key inputs: I. Selection: 7x the category depth II. Price: 5 to 13% lower than top 5 competitors III. Availability: 20 inventory turns, most orders fulfilled by Zone 0-1shipping IV. Experience: 13% higher American Customer Satisfaction Index “ If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience.
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Buyer Legends & creative briefs
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Show me, don’t tell me!
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer. ! This process aligns strategy to brand story to the buyer’s actual experience on their customer journey. These easy-to-tell stories reveal the opportunities and gaps in the customer's experience in the current marketing & sales process. ! These legends communicate the brand's story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom. ! Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line. What is the Buyer Legends process?
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks 1. Who?  2. Their purpose & objective 3. The sequence of steps in their plan. 4. The rationale for their plan. 5. Key decisions 6. Emotional struggles 7. Anti-goals, the pre-mortem 8. Constraints and other considerations. 9. Reasonable alternatives? 10. How will you measure it? 10 essential elements of a good Buyer Legend
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks I. Perspective - 15 II. Pre-mortem - 10 III. Reverse chronology - 15 IV. Draft - 50 90 Minutes:
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks The benefits of Buyer Legends Improves communications! Everyone gets the big picture and the details! ! Improves execution! Direct communication instead of implied instructions! ! Improves testing! Better variations to test; and if variations fail look to assumptions! ! Makes more money ! Improved experiences increase conversions and are worth the investment of time up front
  • © 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks Thank you for your attention… http://www.BryanEisenberg.com Jeffrey Eisenberg jeffrey@bryaneisenberg.com @JeffreyGroks Phone (347)469-1090 http://www.BuyerLegends.com