Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

SME Topeka - Turning Leads into Advocates

724 views

Published on

The Marketing Hourglass - Turning Leads into Advocates. Presented on 9/13/2011 to the Sales and Marketing Executives of Topeka

Published in: Business, News & Politics
  • Be the first to comment

SME Topeka - Turning Leads into Advocates

  1. 1. The Marketing HourglassTurning Leads Into Advocates<br />Sales & Marketing Executives of Topeka<br />September 13, 2011<br />Prepared by Bill Brelsford<br />
  2. 2. The Duct Tape Marketing Brand<br /> Leading small business web site<br />Forbes favorite for small business and marketing<br /> Featured Intuit, AMEX, HP, AT&T, Sage Software, Dell, Business Week, New York Times, Entrepreneur magazine, AdAge<br /> Duct Tape Marketing Book<br /> Referral Engine Book<br />
  3. 3. Definition of Marketing<br />
  4. 4. So customers will<br />
  5. 5. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  6. 6. The Buying Pattern<br />
  7. 7. Timing Triggers<br />
  8. 8. Research Mode<br />
  9. 9. Know<br />GOOGLE = Online<br />ASK = Referral<br />KNEW YOU =<br />Advertising/Promo<br />READ/HEARD = PR<br />
  10. 10. Like<br />Something they:<br />READ<br />SEE<br />HEAR<br />FEEL<br />
  11. 11. = Minimize Risk<br />Proof Trial Products<br />Guarantees Low Cost<br />
  12. 12. Try<br />
  13. 13. Buy / Deliver<br />CROSS SELL & <br />UP SELL<br />+<br />NURTURE<br />=RAVING FANS!<br />
  14. 14. Filling the gaps<br />© Duct Tape Marketing – all rights reserved<br />
  15. 15. The Marketing Hourglass<br />© Duct Tape Marketing – all rights reserved<br />
  16. 16. Do you (really) need more leads?<br />Know<br />Like<br />Trust<br />Try<br />Buy<br />Repeat<br />Refer<br />
  17. 17. The Marketing Hourglass<br />More Expensive<br />Less Qualified<br />Less Expensive<br />More Qualified<br />© Duct Tape Marketing – all rights reserved<br />
  18. 18. Fewer, more qualified Leads<br />Know<br />Like<br />Trust<br />Try<br />Buy<br />Repeat<br />Refer<br />
  19. 19. Focusing on Customers and Referrals<br />Know<br />Like<br />Trust<br />Try<br />Buy<br />Repeat<br />Refer<br />
  20. 20. Action Steps<br />Understand your customers timing triggers<br />Conduct surveys and customer interviews<br />Identify gaps in your marketing hourglass<br />What do you need to fill the gaps?<br />Think about the shape of your hourglass<br />Free Signature Brand Audit <br />www.RebarBusinessBuilders.com<br />
  21. 21. For More Information<br />Bill Brelsford<br /> Rebar Business Builders<br />bill@rebarbusinessbuilders.com<br /> 913.962.9261<br />www.RebarBusinessBuilders.com<br /> Subscribe to The Business Builder newsletter<br /> Download free eBooks<br /> Subscribe to my blog<br /> Links to connect on social media<br />

×