Marketing’s Evolving RoleHow marketing’s role has changed intoday’s buying process
Marketing’s Role in the Buying Process Has Expanded Today marketing has more Marketing willMarketing delivered responsibility--sales gets continue to cover eyeballs and sales involved later in the process more and more ofwould qualify, inform, when leads are already the entire buying and convert them qualified & sales ready process
Why Has Marketing’s Role Changed?• Customers are well-informed: Factual, objective information is infinitely available –• Opinions and testimonials are easy to obtain - Facebook, Twitter, blogs, review websites• Information overload: People are so overloaded with marketing, they tune it out
Marketing’s Shift in the Buying Process Marketing ResponsibilitiesAwareness of the need for change How can I address this need for Decision to change? change
Marketing is no longer aboutawareness: it’s about capturing interest• Information overload• Attention spans are miniscule—and getting shorter (average: 9 seconds)• To differentiate your message, move from logic to fascination
Marketing’s Expanded Role Fascination jumpstarts the buying process and helps bypass objections
7 Triggers to Capture InterestPower – Take command Fidelity – Stay on the Line Passion – Invoke emotion Subaru – Love CampaignMystique – Arouse curiosity Apple “Lost iPhone” “leak”
7 Triggers to Capture InterestPrestige – Earn Respect BMW – Ultimate Driving Machine Alarm – Change Urgency Allstate – Mayhem CampaignRebellion – Change the Game Only Vegas Trust – Build Loyalty IBM – Smarter Planet
Making it Happen• Know your audience (use personas to identify the people in the buying process) – what triggers best fit their personas?• Create content that appeals to those key fascination triggers• These triggers aren’t just about messaging —they are about what your company represents to your customer• Build trust and add value through your product, content, and interactions
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