The Power of Pull Marketing


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Pull marketing is the science of demand generation—of attracting interest in products and services that leads to sales. It means getting customers to seek out your product or service through an active, exploratory process. Pull marketing allows us to harness the power of influence, attraction and engineered serendipity. It enables us to achieve sales goals in less time, for fewer dollars, and with greater impact than ever before possible.

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The Power of Pull Marketing

  1. 1. Power of Pull Marketing The New Science of Demand Generation
  2. 2. 2 Contents • What is Pull Marketing? • Pulls vs. Push • Pull Marketing Concepts • Our Approach • Questions
  3. 3. 3 “The future is already here; it’s just not very evenly distributed.” William Gibson
  4. 4. 4 WHAT IS ? PULL Marketing
  5. 5. 5 Pull Marketing • The science of attracting interest in products and services that leads to sales • Means getting customers to seek out your product or service through an active, exploratory process  • Allows us to harness the power of influence, attraction and engineered serendipity • Enables us to achieve sales goals in less time, for fewer dollars, & with greater impact than ever before possible The science of demand generation
  6. 6. 6 Push Marketing Traditional mass marketing, interruption-driven approaches • Refers to many traditional and mass marketing approaches • Activities that take your product or service directly to customers, such as product displays and direct sales • Includes traditional advertising and direct mailing approaches • Often interrupts consumers and is increasingly ignored
  7. 7. 7 Pull vs. Push Traditional, pull-based approaches are declining in effectiveness Push MarketingPull Marketing ‣ Emphasis is on YOU ‣ Metaphor is the megaphone ‣ Mass advertising ‣ Demographic ‣ Point-in-time blasts ‣ Intuitive-based decisions ‣ Emphasis is on THEM ‣ Metaphor is the telephone ‣ 1 to 1 targeting ‣ Behavioral ‣ Continuous relationships ‣ Fact-based decisions
  8. 8. 8 Success Stories Pull marketing success stories grow daily • Promoting savvy, engaging content that connects with certain customer segments in just the right way, fueling their interest in a brand and it’s products and services. • Strengthening customer relationships by providing content that builds trust and establishes thought leadership—as well as demonstrating a keen interest in the customer’s interests. (What’s the most common attribute of interesting brands? They’re interested in you.) • Understanding the buying cycle of each customer segment through lead management, lead scoring and lead nurturing.
  9. 9. 9 The Message The message is clear • Consumers’ collective message to marketers is clear. • They want interaction that is timely, relevant and convenient. • This matters a great deal. • It’s not unusual to see response rates that are ten times higher for these types of offers compared to offers that are sent through direct marketing. Timely Relevant Convenient 1 2 3
  10. 10. 10 No Interruptions, Please Consumers will no longer respond to interruptions ! • According to Mike Volpe, Chief Marketing Officer of HubSpot: • 86 percent of consumers skip television ads; • 91 percent unsubscribe; and • 200 million say “do not call.”
  11. 11. 11 Critical Concepts Focus on driving return on relationships (RoR) List Lead
 Relationship A List is not a Lead. Lists may be purchased, but individuals on lists may or may not be leads. A Lead is not a Relationship. Leads must be cultivated into relationships. A Relationship is much more likely to respond. Relationships are the key to increasing purchases.
  12. 12. 12 Content is Key "In the middle of difficulty lies opportunity" “68% of CMOs say they are shifting budget from traditional advertising to content marketing” Custom Content Council 2012 Significanlty Increase Increase Remain the Same Decrease Unsure
  13. 13. 13 Pull Marketing Build Trust Generate Leads Nurture Leads Score Leads Develop trust by providing information that will help the customer make the right decision Compelling, relevant content drives interest and captures leads through forms As a relationship develops, strong content will nurture the lead by educating and informing Leads are scored based on how an individual interacts with the content; preferences are captured Pull marketing focuses on better leads and relationships
  14. 14. 14 Why Pull Marketing Pull marketing is highly effective • Potential customers are difficult to reach, highly skeptical and you need to earn their trust • Focuses on how customer research and buy versus selling to them • 95% of qualified prospects are doing research and not yet ready to engage, let alone purchase • Hones the unique value proposition which in turn becomes the key messaging in both paid and earned promotion • Two-way conversation provides an opportunity to respond and/or listen to customer needs • Customers actively search and your content will appear in results for highly personalized searches
  15. 15. 15 Keys to Success There are several keys to success with pull marketing • Time and money – It’s not quick or cheap • Traditional branding and self-serving content is out. Your brand must be likable and there needs to be personality • Inbound and outbound tactics must be aligned and coordinated • You must have good, engaging content: solid offers with benefits that are unique to customers • The key to earning trust is to add value in a clear, relevant and helpful manner.
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  17. 17. 17 Contact Me ! @DaveBirckhead