1. Embrace
Your
“Buyers’ Journey”
Christine Crandell
March 6, 2012
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 1

2. About Us…
We help companies
accelerate growth.
• Deep, proven strategy expertise to
achieve outcomes.
• Proprietary methodology drives
Social Business transformation.
• 20 years in business
• Increased client revenues &
efficiency by 75%
• Practical advice, tools, and training
to sustain success.
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 2

3. The World Changed…
70% of buy cycle is complete before
Sales is engaged
Forrester 2011
of sales teams achieve quota
DemandCon 2011
50%
of sales interactions are considered
3% worthwhile by prospects
Forrester 2011
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 3

4. New Rules
There are no
“Customers”,
only “Buyers”
Buyers are in
full control
Buying is social, self-directed, trust-based & transparent
„Lifetime
Harder and harder to „reach‟ buying teams
Experience‟ is
a key decider Experience disruptions result in disengagement
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 4

5. Buyers„ Social Framework
The Buyers‟ Social
Purchase Framework is a
methodology to
enable, engage and
Buyer
establish
Enable Engage
enduring, profitable
relationships with
customers.
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 5

6. Purchase
Validate Delivery
Evaluate Buyers’ Nurture
Social
Search Framework Value
Define Expand
Evangelize
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 6

7. Purchase
Validate Delivery
Evaluate Buyers’ Nurture
Disrupters:
Social • 1st Disrupter
Search Framework Value Marketing to Sales
• 2nd Disrupter
Sales to
Define Expand Service/Support
Evangelize • 3rd Disrupter
Churn from unmet
expectations
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 7

8. Discover the Invisible
Build
Match Presence
Assets to at
Craft “Action” “Identify”
Experience
Longitudinal
Data
Analysis
Mother of
all
Interviews
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 8

9. Discover the Invisible
Identify
Destination
Conversation
Learned
Action Taken
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 9

10. Where Do They Go?
Industry
Association LinkedIn Social Industry
Community
Analyst
Webinar Somebody‟s
Uncle
White Paper
Media Site
Blogs
Online
Demo
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 10

11. Operationalize the Framework
Opportunities
Sales
Purchase
Validate Deliver
Customer Care
“Customers”
Evaluate
Buyers‟ Nurture
Marketing
Contacts
Social
Search
Framework Value
Define Expand
Evangelize
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 11

12. Stage: Define
Being aware of a problem and
commited to addressing it
Where: Trade publications, social
groups, Q&A sites
Contacts/Leads
What: Educate on issues, pain points
Marketing
and best practicies
Marketing
Buyers‟
Social How: Research, studies, case
Framework studies, content creation and
syndication
Define Call to action: Download content
What to measure:
Downloads, returned
visitors, followers, fans, traffic from
referral, referring keywords
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 12

13. Stage: Search
Understand how peers solved the
problem
Where: Trade publications, search
engines, blogs, referrals, social
media, relevant market places
What: Create awareness, share best
Contacts/Leads
practices and case examples on how
Marketing
peers addressed the problem and
Marketing
Buyers’ position your company as an industry
Social expert
Search Framework
How: SEO, case studies, referral
program, videos, and webinars
Call to action: Read the case
study, watch the video, register for the
webinar
What to measure:
Views, visits to landing pages, referring
keywords, impressions, and referring
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 13
sites

14. The Sellers‘ Compass ™
Opportunities
Sales
Purchase
Validate Deliver
The Sellers Compass™
is our methodology to
Customer Care
Evaluate Nurture
“Customers”
enable, engage and establish
Marketing
Contacts
Sellers enduring, profitable
Compass™ relationships with their
Search Value
prospects and customers.
Define Expand
Evangelize
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 14
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

15. Stage: Evaluate
Select approach, evaluate alternatives
and short-list
Where: SEO & PPC, website, relevant
marketplaces, 3rd party sites, partner
What: Demonstrate how your product
Contacts/Leads
can provide the ideal outcome
Marketing
Evaluate
Marketing
Buyers‟
Social How: Case studies, demo, videos, public
validation, customer testimonials
Framework
Call to action: Personalized demos, try
& buy
What to measure:
Number of demo requests, views of
demos, partner site inquires, visits from
market place, visits from referring
keywords and campaigns
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 15

16. Opportunities Stage: Validate
Sales Contact vendors and validate selection
Where: Website, peer social
pages, your public profiles, industry
analysts, bloggers, ppers
Validate
Contacts/Leads
What: Validate that your product does
Marketing
deliver the outcomes and delivers
Marketing
Buyers‟ claims you made
Social
Framework How: Free trial, ROI calculator, case
studies, customer testimonials
Call to action: Start your free
trial, free sample, customer references
What to measure:
Free trials signups, lead source, visit
referal type, conversion pages, referring
keywords, referring campaign
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 16

17. Why Do This?
• Accelerate sales by 3
to 5 times
• Reduce cost of sales
by 30+%
• Viral word-of-mouth
evangelism
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 17

18. 4 Steps to Faster Growth
1. …
Know where your
customers go and with
whom they talk
2. Align to how customers
buy
3. „Close‟ faster by helping
buyers validate decisions.
4. Deliver the experience
customers want
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 18

19. Questions?
Christine.crandell@newbizs.com
+1.415.309.7017
Blog: www.christinecrandell.com
Forbes Blog: blogs.forbes.com/christinecrandell
Twitter: @chriscrandell
© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 19