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Directions EMEA 2016
- 4. Buyer 2.0 Self-educating Anonymous research Highly informed Industry orientation Allergic to sales Proximity is irrelevant Will find you before you find them! Risk averse Accelerated time to value
- 6. The Buying Journey & Engagement Psychology BIAS 0% Trigger Event 15% Historic Triage 65% Triage 100% Sales Order Marketing = Teach Sales = Disrupt & Teach Primacy Getting Found Convert & Lead Nurture Closing Events Social Media Tribal Content Premature Cognitive Commitment Confirmation Recency PCC Confirmation Primacy Recency Give & Get
- 7. Partner Case Study – www.websan.com • 3 marketing people • 1 sales person • 4 people focused on video content • Transforming the business from on premise to cloud • Deal size 2-100 users • Focus on 2 industries • Microsoft products NAV, GP, CRM, O365 • Emotional website • Focus on the teaching and disruptive element in marketing and sales • No demos 40-50 inbound marketing leads per month (raise their hand) 14% of the leads are triaged to sales 12% of the leads convert to customers Win rate is 90%
- 8. Building inbound marketing engine
- 9. The Inbound Marketing Engine
- 10. Primary Emotions
- 11. Digital Engagement Filters D i g i t a l E n g a g e m e n t
- 13. Persona/Content Alignment E m o t i o n a l E n g a g e m e n t What: IT/End User - features product specifications, webcasts, whitepapers, product comparisons, calculators (<10 pages, 60 minutes) How: Managers - business process/departmental focus case studies, product videos (<5 pages, 15 minutes) Why: Leadership – results oriented ($ and risk) Analyst reports, Infographics, Videos (testimonials, impacts) (1 page, 2 minutes)
- 14. Lead Nurture Program .. Building the paths Are your revenue threatended by the loss of a strategic customer (video) 5 steps of how not to lose a customer (infographic) Stop worrying! Get the details of how to keep your customers (pdf) .. The give & get .. Learn from companies like you how to improve customer loyalty (invite to webinar) Webinar reminder email Webinar 2nd reminder email Thank you for participating (email) Triage to Sales New Nurture Parth – Related Topics Webinar
- 15. Your Website – Your date! • Your front gate to your company • 8 seconds to establish a premature cognitive commitment • Emotional hook to stay memorable
- 16. Websan – A best practice example
- 17. Step #1 - Engage
- 18. Step #2 - Educate Content Overview 1-2 minutes YouTube 5 – 15 minutes Assessment OD Demos Control Free Demo/Trial Chat Credibility Industry IP
- 19. Step #3 – Comfort & Trust Content • University: 1 – 4 hours • Thought Leadership Control • Quote/estimate builder • No term Credibility • Client Video Testimonial • Industry Recognition
- 20. Step #4 - Convert
- 21. Digital Marketing Automation • ProServ/Manufacturing Focus • Inbound motion • SEO/SEM maturity • Website visitor tracking/heat maps • Lead scoring • Constant content development • 80% of sales process is on-line • 3:1 marketing to sales ratio Marketing Driven Customer Acquisition
Editor's Notes
- Choose one of the title slides (slide 2 or 3)
- QUESTIONS
- Purpose Review the fundamental shifts in customer buying behaviors that are leading prospects and customers to look for new solution sets. Key Points Today’s prospects are self-educating and well-informed. Partners are finding it increasingly difficult to differentiate themselves. Prospects are looking for more turn-key solutions that deliver immediate business value; which is why so many are embracing cloud solution sets. Narrative Prospects are far more educated when they enter the buying experience than they ever have been in the past. If they have reached out to you (which is highly likely given that they will find you long before you find them) they are aware of the obvious; which is the solutions and services that you offer. Prospects want and reward simplicity
- Emotional – Fear, Greed, Curiosity
- Purpose: Review NetSuite's typical nurture rhythm to demonstrate emotional messaging. Key Points: NetSuite seldom references their solutions, instead focuses primarily on business value. Content is role (persona) and industry specific. Narrative As one of Microsoft’s primary cloud competitors, NetSuite drives a very effective and focused nurture rhythm. This specific rhythm was sent after registering for a webinar and completing fields on a form: name, e-mail address, industry (professional services) role (finance) and company size (<50 employees). Walk the participants through the first 6-10 nurture assets calling out how each of the assets aligns well with the information I provided in the online form. Also call out the frequency of the nurture assets; which are sent out about once every two to three weeks (on average 1.5/month.