With most prospects completing the majority of their B2B purchasing research online, they will likely find you long before you find them; which means their 1st, 2nd and often 3rd interaction with your organization will be digital in nature, not human. If you understand how to engage their emotions, they will consume your content and share their contact information. But if you don’t, they’ll move on to the next website and your future customer will be lost forever. With sales professionals effectively removed from much of the buying cycle, marketing is now ultimately responsible for prospect engagement, education and bias creation. Unfortunately, traditional outbound marketing techniques no longer produce the short-term lead volume they once did…….so what do you do? This workshop focuses on the strategic shifts and tactical adjustments that Marketing must execute to engage, influence and bias an increasingly educated and elusive buying community. Topics include: • Reimagining the customer acquisition process • Tribal messaging - creating high-impact emotional content • Creating industry/vertical oriented emotional messaging • Improving digital engagement - converting reluctant online visitors • Selecting images that engage emotions • Leveraging reciprocity – Developing conversion tactics that work • And more Mark Stuyt Neural Impact BDO Connections 2016 |

1. BDO Connections
Marketing is the New Sales:
Engaging the (Anonymous)
Digital Buyer

2. Mark Stuyt
About Mark:
 Founder – Chief Engagement Officer
 25 year sales professional (CA, Pivotal CRM, PeopleSoft,
SAP)
 Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM
Partners: Europe, North America, Asia
 Author: Microsoft Accelerated Selling Methodology
 Author: Microsoft Industry Acceleration Content
Mark’s contact info:
LinkedIn
(604) 617-8522
Website

3. What Will You Learn?
Buyer 2.0
Emotional Engagement
Digital Engagement

4. Changing Buyer Behaviour
B u y e r 2 . 0
Self Educating
Wants to be in Control
External Validation
Immediate Gratification
Fear Consciousness

5. HISTORICAL PROOFRESEARCH
Changing Engagement Point
B u y e r 2 . 0
or

6. Triage
Sales Engagement
Nurture Marketing
Lead
Triage
B u y e r 2 . 0

7. Outbound to Inbound
B u y e r 2 . 0
Get Found Convert PromoteNurture
Industry Focus
Thought Leadership
SEO, SEM, Social
Digital Engagement
Calls-to-Action
High Value Offers
Build Relevance
Remain in Conscience
CRM/Automation
Frictionless Sales
Hand-Off

8. Emotional Engagement
10

9. Emotional Buying Cycle
E m o t i o n a l E n g a g e m e n t
Need or
Irritation
Pain
Trigger Event
Urgency
Desire
Research
Hope
Evaluation
Analysis
Doubt
Decision
Anxiety
Doubt
Fear

10. Economy
Regulatory Change
Suppliers
Competition
Customers
Behavior
Declining Revenue
Margin Pressure
Limited Differentiation
Industry Drivers &
Market Forces
Measurable Impacts
Industry Drivers & Market Forces
E m o t i o n a l E n g a g e m e n t
EXTERNAL pressures that FORCE organizations
to invest in new business systems!

11. Trigger Event
E m o t i o n a l E n g a g e m e n t
Always comes as a surprise
Illuminates business challenges
Highly emotional
Cannot be ignored
Aligned with:
• Growth
• Risk
• $ (profitability/cost)
• Control

12. E m o t i o n a l E n g a g e m e n t
The ROOT CAUSE/SOURCE of the Trigger Event
Inventory
Management
Scheduling
Billing
Merchandising
Loyalty Mgmt.
Mobile, EDI, POS Integration
Business Challenge or
Business Process
Key Requirement
Business Challenges & Key Requirements

13. E m o t i o n a l E n g a g e m e n t
Features
Requirement
IT
Team Workspaces
Compliance Reporting
Dashboards –
KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records
Management
Cloud
EDI
Subscription
Licensing
Text
HOW
Function
Business Process
Management
Project
Collaboration
Project Management
Budgeting &
Forecasting
Time & Expense,
Billing
Scheduling
Estimating
Inventory Control
Talent Mgmt
Subcontractor Mgmt
Equipment Mgmt.
RFI/Bid/Proposal
Mgmt.
Billing
Text/Video
WHY
(Trigger Event)
Metric
Business Challenge
Leadership
Growth
M&A
Large or complex new
project
Fear
Lost a key customer
Project write-off
Utilization <70%
Risk
Compliance penalty
Litigation
Control
Bad decision
Dialogue/Video
WHAT
Market Forces &
Industry Drivers
Economic:
All major private sectors
showing growth
Regulatory:
Rapidly changing
building/zoning codes
Suppliers:
Unpredictable pricing
and supply
Competitive:
M&A - larger,
specialized competitors
Customer:
Risk resistant buyers
(fixed fee
projects/penalties)
Customer’s Customer
Demand for sustainable
buildings
Impacts
Economic:
Growing backlog
Larger projects
Regulatory:
Certification requirement
sustainable building
practices
Suppliers
Project delays
Lower project
profitability
Competitive:
Increasing lost bids
Declining margins (BMR)
Customer:
Increasing litigation, legal
costs & settlements
Increase in “rework”
Customer’s Customer
Increasing labour costs
Declining utilization
Emotional Messaging Framework

14. E m o t i o n a l E n g a g e m e n t
Features
Requirement
IT
Team Workspaces
Compliance Reporting
Dashboards –
KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records
Management
Cloud
EDI
Subscription
Licensing
Text
HOW
Function
Business Process
Management
Project
Collaboration
Project Management
Budgeting &
Forecasting
Time & Expense,
Billing
Scheduling
Estimating
Inventory Control
Talent Mgmt
Subcontractor Mgmt
Equipment Mgmt.
RFI/Bid/Proposal
Mgmt.
Billing
Text/Video
WHY
(Trigger Event)
Metric
Business Challenge
Leadership
Growth
M&A
Large or complex new
project
Fear
Lost a key customer
Project write-off
Utilization <70%
Risk
Compliance penalty
Litigation
Control
Bad decision
Dialogue/Video
WHAT
Market Forces &
Industry Drivers
Economic:
All major private
sectors showing growth
Regulatory:
Rapidly changing
building/zoning codes
Suppliers:
Unpredictable pricing
and supply
Competitive:
M&A - larger,
specialized competitors
Customer:
Risk resistant buyers
(fixed fee
projects/penalties)
Customer’s Customer
Demand for sustainable
buildings
Impacts
Economic:
Growing backlog
Larger projects
Regulatory:
Certification requirement
sustainable building
practices
Suppliers
Project delays
Lower project profitability
Competitive:
Increasing lost bids
Declining margins (BMR)
Customer:
Increasing litigation, legal
costs & settlements
Increase in “rework”
Customer’s Customer
Increasing labour costs
Declining utilization
Product
Innovation
R&D/IP
Marketing
Messaging &
Assets
Sales
Engagement &
Assets
Emotional Messaging Framework

15. Online Images & Language
E m o t i o n a l E n g a g e m e n t

16. Persona Development
E m o t i o n a l E n g a g e m e n t

17. Personal/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)

18. Content Calendar
E m o t i o n a l E n g a g e m e n t

19. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
VALUE EXCHANGE AND ACTION ENGAGEMENT
TRUST AND CREDIBILITY
PROOF OF CLAIMS
SIMPLICITY VS COMPLEXITY
CURIOSITY AND NOVELTY
VISUAL STIMULATION
EMOTIONAL ENGAGEMENT TRIGGERS
PERSONA ENGAGEMENT
TRIBAL CONNECTION
71-100% - Taking action to increase this element is a preference based on your marketing goals.
36-70% - Taking action to increase this element is a priority based on your marketing goals.
0-35% - Taking action to increase this element is critical based on your marketing goals.
Emotional Website Audit Summary
E m o t i o n a l E n g a g e m e n t

20. Tribal Engagement
E m o t i o n a l E n g a g e m e n t
Elements Score/10
Immediate Tribal Identification 3
Tribal Specific Images 4
Inclusive Tribal Language 3
Tribal Pain Empathy 2
Undeniably a Trusted Member of
the Tribe
5
Demonstrated Tribal Leadership 3
Tribal Co-Creation 6
Your score
37%

21. Digital Engagement
25

22. Digital Engagement Filters
D i g i t a l E n g a g e m e n t

23. Social Engagement
D i g i t a l E n g a g e m e n t

24. Tribal Engagement
D i g i t a l E n g a g e m e n t

25. Visual Engagement
D i g i t a l E n g a g e m e n t
70% of the population is
primarily visual
Brains are WIRED to follow
faces
Unconsciously drawn to the
human face
Moving pictures evoke
emotions.
25% of brain activity is involved
in visual processing
70% of the body’s sense
receptors are in the eyes

26. Visual Superiority Effect
D i g i t a l E n g a g e m e n t
What is the cloud? Where is the cloud? Are we in the cloud now? These
are all questions you've probably heard or even asked yourself. The
term "cloud computing" is everywhere.
In the simplest terms, cloud computing means storing and accessing
data and programs over the Internet instead of on your computer's
hard drive. The cloud is just a metaphor for the Internet. It goes back to
the days of flowcharts and presentations that would depict the gigantic
server-farm infrastructure of the Internet as nothing but a puffy, white
cumulonimbus cloud, accepting connections and doling out
information as it floats.
What cloud computing is not about is your hard drive. When you store
data on or run programs from the hard drive, that's called local storage
and computing. Everything you need is physically close to you, which
means accessing your data is fast and easy for that one computer or
others on the local network. Working off your hard drive is how the
computer industry functioned for decades; some would argue it's still
superior to cloud computing, for reasons I'll explain shortly.
The cloud is also not about having a dedicated network attached
storage (NAS) hardware or server in residence. Storing data on a home
or office network does not count as utilizing the cloud. (However, some
NAS will let you remotely access things over the Internet.

27. Visual Contrast
D i g i t a l E n g a g e m e n t

28. Visual Engagement
D i g i t a l E n g a g e m e n t

29. Verbal Engagement
D i g i t a l E n g a g e m e n t
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions

30. Verbal Engagement
D i g i t a l E n g a g e m e n t
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions

31. Emotional Engagement
D i g i t a l E n g a g e m e n t

32. Emotional Engagement
D i g i t a l E n g a g e m e n t

33. Novelty & Curiosity
D i g i t a l E n g a g e m e n t
Brains are drawn to novelty
Brains crave what is new
Novelty stimulates Attention &
Emotion
Things that are new stimulate
reward circuits

34. Emotional Images
D i g i t a l E n g a g e m e n t

35. Key Takeaways
D i g i t a l E n g a g e m e n t
Outbound to inbound shift
Marketing is the new Sales
Develop emotional messaging
Engage digitally
Understand the “buying brain”
42