The Thought Bank Buyer Cycle Revolution 2010
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The Thought Bank Buyer Cycle Revolution 2010 Presentation Transcript

  • 1. The Thought Bank Thought Leadership that Pays Dividends www.TheThoughtBank.com Understanding The Buyer Cycle Revolution Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management A Strategic Roadmap
  • 2. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Buyers are revolting against traditional sales methods… _ …and it’s going to take more than just social media to engage & sell to them…
  • 3. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com It’s going to take a new way of selling… …a new way of engaging with buyers…
  • 4. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com It’s going to take the creation of an integrated B2B or B2C Buyer Cycle Selling Strategy
  • 5. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Traditional Sales Cycle selling VS. New Buyer Cycle Selling.. Old Model New Model Buyer engages sales early in the buying cycle (by necessity) Buyer engages seller late in the buying cycle Seller has control of information Buyer has more control of information earlier on in buying cycle Focus on convincing & persuading Focus on delivering objective information in a Permission- oriented manner that addresses buyer Focus on seller requirements for offers of needs and issues feature & benefits Seller engages earlier on with buyer thru use of thought leadership content relevant to market and buyer issues Repetitive touch points - contacting buyer randomly only to find out if buyer is ready to purchase Personalized Buyer cycle touch point engagement Main delivery channels: DM, email, ads -broadcast; print; Main delivery channels; online/social media platforms – online, events events, and all other traditional channels
  • 6. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com ..while overall business expectations remain the same The need to A focus on overall determine Marketing organizational revenue & Sales ROI - an growth/profitability, understanding of how particularly in a marketing programs recessionary climate contribute to the financial bottom line
  • 7. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com ..so how do you begin to leverage this new buyer cycle selling strategy for maximum bottom line results? Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management
  • 8. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Why is it essential to develop a Thought Leadership position? Prospective They exchange They do all Buyers spend information with that long a lot of time their peers on before they online, researching Social forums & platforms even consider talking – and it’s not just such as Twitter, LinkedIn, to a Sales Reps your website… Facebook, and a multitude of Blogs Part of the Buyer’s Cycle
  • 9. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Thought Leadership gets buyers’ attention EARLY in the • buyer cycle process…
  • 10. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com What are the critical elements of Thought Leadership? • Thought leadership centers on earning trust and credibility • This is earned through the delivery of unique, relevant and captivating content; information, insights and ideas • It positions you over time as an industry authority, resource and trusted advisor “Simple, great thought leadership means never having to ‘pitch’ or ’sell’ for business. You become a trusted advisor, counselor and partner, not just a vendor.” Gautam Ghosh - Accenture
  • 11. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Thought leadership evolves as markets evolve – It isn’t just about delivering white papers Market maturity Partnerships with other thought leaders sponsorships HIGH Business games - concepts Unique content development Events Community content development 3rd party research LOW White papers Content curation 1 Year 1 Year 2 Year 3 Year 4 Time Thought Leadership Content & Development Strategy over Time
  • 12. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Thought Leadership Marketing Tops B2B Marketers’ lists… "Traditional approaches to B2B marketing are losing their impact. Today, B2B marketers are turning towards thought leadership as a way to differentiate their products and services in an increasingly competitive market.“ - Survey, Economist Intelligence Unit, 2008
  • 13. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com …as among their top objectives over the next 3-5 years 56% of survey sample ranked 'positioning their company as a thought leader' as their top priority, second only to 'building new business.'
  • 14. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Follow with… Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management
  • 15. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com How can you use content marketing? • Content marketing helps companies to educate their prospective buyers while at the same time engaging with them during the evaluation process • By combining thought leadership with content marketing you can deliver the right information at the right time to buyers during the different stages of their buying process which allows you to engage with them early on and help move them forward in the purchase cycle • You want to inspire people and have them talk about your brand. Brand advocacy and driving peer recommendation is more critical now.
  • 16. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com eMarketer predicts that the number of US user-generated content creators will grow… Up from 83 million in 2008, More important, rising from 116 million in 2008, eMarketer estimates the number of UGC creators in 2013 the number of US Internet users consuming will grow to 115 million in 2013 some form of UGC will reach 155 million
  • 17. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com …survey results show - more branded content has been created than ever before… Marketers consider branded content more effective than other leading forms of advertising and marketing • More effective than TV advertising (70%) • More effective than direct mail (61%) • More effective than PR (57%) Total spending on branded content: over $1.8 million per company • Print publications (51%) • Internet media (27% • Video/audio (22%) –Study, Custom Publishing Council (CPC), 2009
  • 18. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Content: Create online business games that engage B2B buyers and generate qualified leads… Buying Stages Where Use of Online Games is Considered Relevant Evaluation-Implementation Scenarios = 60% Building A Business Case = 58% General Education = 55% Shortlist Creation = 43% Final Decisions = 36% Source Survey: IDG Connect 2010
  • 19. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Content should be optimized for SEO purposes – as inbound links will help elevate your ranking in the search engines… Source: TopRank Marketing
  • 20. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Deliver via… Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management
  • 21. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Deliver & market your content via ALL available channels, but increasingly focus on Social Media outreach – WHY? • There is a growing trend away from traditional advertising and media channels to user generated content • Prospects use social media channels more and more to do their research, and long before they are ready to engage with your sales force • Prospects and clients increasingly exchange information about you and your competitors’ services via these channels • Social media channels allow you to interact and engage directly with your audience – and it won’t be long before this engagement will be an expectation from your customers and prospects • Inbound marketing leads will come primarily from these sources
  • 22. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Branded content marketing programs using social media channels are on the rise
  • 23. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Word-of-mouth marketing can be done most effectively using social media channels…
  • 24. The Thought Bank www.TheThoughtBank.com Thought Leadership That Pays Dividends • Thought Leadership Content Distribution Model Social Corporate networks News Letter(s) Micro blogging Website or blogs portal Corporate Blog(s) video Doc sharing Photo sharing Conversion points podcasts communities widgets Book Source: The Thought Bank, LLC marking
  • 25. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Increase ROI with… Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management
  • 26. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Buyer Cycle Selling: Thought leadership content marketing allows for buyer-cycle touch points…
  • 27. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com … prospects enter the buying cycle long before they’re even on a vendor’s ‘radar screen’ Buyer Cycle Touch Points Online Visits Follows Visits market corporate Downloads Registers for Twitter feed website research blog white paper webinar/demo Thought leadership opportunity Contact data entered Vendor response
  • 28. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Focus on the Buyer Cycle vs. the Sales Cycle – WHY? It will give you a better understanding of: • How Customers & Prospects want to buy • Which information they need at various points in the buying cycle • You will be pro-active, and won’t be waiting to engage them only at the point of purchase – this will help move them forward faster in the buying cycle
  • 29. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com • So instead of focusing exclusively on how to meet sales quota.. Ready to sign the contract yet? Well… Uh oh, need to get out of here fast…
  • 30. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com …think of reaching sales objectives by meeting buyer needs • first… I believe this is the information you have been looking This is great! for… Wow, finally a company that gets me what I need, and isn’t bugging me with a ton of calls and emails before I’m ready to buy…
  • 31. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com • …entering the close phase with an educated buyer AND seller …here are the proposal …yes, this exactly fits our needs! options based on your You’ve really helped me feedback … with my research… …these guys have shown they know this market…
  • 32. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com How and to what degree will this impact the bottom line? • Lead Management: Integrating Lead Generation & Nurturing Programs into the Buyer Sales Cycle is a Critical Component – It allows for the identification, qualification, routing and nurturing of prospective leads with the appropriate follow up activity – Automated Lead tracking allows for visibility into / and engagement with prospects during the various stages of the buying cycle process – It will make clear what prospect interests are, which will enable you to deliver the right content at the right time in the buying cycle – Your company can then hand off qualified leads to the sales department at the right time, increasing the efficiency of sales
  • 33. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com 5 Key Points for Effectively Integrating Sales & Marketing Sales Agreement Incentives for Unified Marketing needs Agreement on What = Sales to Contact to include what = Database Sales in the Effective to provide Qualified marketing To avoid creation of Collateral Lead with reporting duplication Buyer on Lead Offers follow up Marketing
  • 34. The Thought Bank www.TheThoughtBank.com Thought Leadership That Pays Dividends Leverage Buyer Cycle Selling for maximum ROI… Thought Leadership Content Marketing Buyer Cycle Selling Lead Generation Social Media Channels & Management
  • 35. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Our Mission Helping companies become market leaders and corporate social citizens via thought leadership programs that leverage new trends We do this through the creation and distribution of thought leadership content that ties directly into lead management systems to grow sales and determine ROI
  • 36. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Who we are Natalie L. Wood Stephen Debruyn President SVP, Marketing Services PRACTICE AREAS: PRACTICE AREAS: Thought leadership development Strategy & marketing consulting Business trends: research & events Social media integration Content marketing Content distribution Sales strategies & lead Social media monitoring management
  • 37. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com Our solutions • Thought Leadership Strategy, Development & Execution • Content Creation and Marketing • Content Distribution using Social Media Channels • Integrated Lead Management – Lead Generation/Nurturing • Thought Leadership Events
  • 38. The Thought Bank Thought Leadership That Pays Dividends www.TheThoughtBank.com For more information on how your company can leverage Buyer Cycle Selling and develop a thought leadership marketing position that delivers bottom-line results, please contact us at: The Thought Bank, LLC Phone: 415.425.7124 Web: www.thethoughtbank.com Contact: Natalie L. Wood – President, email: natalie@thethoughtbank.com Stephen Debruyn – SVP, Marketing Services, email: stephen@thethoughtbank.com Thank You!