2. 2
Buyers are individuals who have different
ways of approaching a purchase decision
The sales funnel is no longer vertical……
and certainly not linear!
Why?
Real buyers are not “personas”. They bring
their own style & sensibilities to the
purchase process.
Buyers are 70% of the way through the purchase
process before they engage a sales rep.
The Sales
“Cocktail
Shaker”?
This 70% of the process can be marketing’s big
revenue opportunity!
3. 3
Engaging content needs to be plugged at
various touch points
Content should not be a strategy,
instead it should be a solution to a
problem…
4. 4
For both existing & new customers
engagement is key…
Existing
Customers
Identify cross-sell &
up-sell opportunities
Articulate Need,
Pain Areas,
Timing,
To Qualify Leads
New
Acquisitions
via
via
5. 5
CX & PA have been found to be effective
means of engaging
The Customer Experience (CX) Program for existing customers aims
to engage with key customers as partners in product innovation &
enhancement.
The conversations are designed to:
Stay in touch
Map their needs with future enhancements in offerings
Improve brand loyalty
Design events
…..And of course to identify opportunities to up-sell into these accounts
The Product Advisor approach is an effective tool to engage with
potential customers and qualify prospects.
The conversations are designed to:
Reach out & promote the brand
Identify where they stand in the overall tech-maturity grid, existing
infrastructure & problems
Point them towards solutions that are appropriate for the near term
…..And of course to identify the potential to buy
6. 6
Engaging content needs to be plugged at
various touch points
We need to
decide upon
our strategy by
defining our
initial area of
intervention….
…and leverage
existing
content like
podcasts,
infographics,
videos, product
trials
PA
CX
7. 7
Besides content & design both CX & PA
are quite similar in terms of logistics
Both approaches are white-labeled, are non-intrusive, have a
comparatively low carbon footprint, and help you remain hardwired
to your stakeholders
Both use dynamic web forms that have a much higher
engagement & stickiness as compared to static pages & content.
Research indicates that dynamic web forms have a 38% higher
conversion rate
Both can be launched via email blasts, pop-ups in microsites,
web sites, boom-box ads in third party web sites and online
publications, plug-ins in social media or a combination of all these
The
underlying
idea in both
initiatives is
to minimize
the
incidence of
sales
chasing
half-baked
leads,
and/or
engaging in
premature
demos.
8. 8
Our ECFM solutions require no additional
resources from our clients…
Broadly this is what is involved…
Ideate on strategy, identify collateral & existing content
Ideate on the campaigns & conversations content
Design & web enable campaign & conversation
Deploy campaign & conversation
Social media plan
Email blasts & reminders
Manage responses
Identify & Report Qualified Leads
Customer Acquisition (B2C)
Additionally we can also help in
Identifying touch-points
Media Planning & Online Ads
Design a microsite
Telecalling Support
…to ultimately get to
your sales funnel
9. 9
…conversations in social media and virtual
space should be 1-on-1
Dynamic web pages can deliver interactive conversations between
people across cultures & geographies; in their preferred language,
space & time…
http://www.cvent.com/d/rcq7cc/3B
To experience the power of online conversations try these links -
http://sgiz.mobi/s3/Manage-Stress-by-Managing-Radiation
http://sgiz.mobi/s3/PMP
http://sgiz.mobi/s3/Lead-Management
10. 10
Our ECFM solutions deliver engaging
campaigns & conversations
Our cloud solutions manage end-to-
end logistics of engagements with
discreet communities & stakeholders
ECFM
(Online & CATI)
Market Surveys
(B2B & B2C)
Lead Gen &
Lead Nurturing
Online Education
& Testing
Online
Publishing
ePromotions & Customer
Advocacy
Activity
Reporting/Monitoring
Activities can be
supported with
Analytics and
Real-Time
Reporting.
Our data using
export values can
be used by third-
party tools and
legacy systems.
11. 11
Look forward to keeping this conversation
going…
You can visit us at….
www.accessmedia-ap.com
or
