Conversational Marketing Master Class - Jason Feller, Salted Stone
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Marketing to an Audience of One – understanding the future of buyer behavior. Communication these days is instant and its interactive — friends make plans faster, families stay closer, and businesses provide answers instantly. Customers expect conversations to happen how, when, and where they want. Across whatever platform a customer wants to communicate with your brand on - phone, text, Facebook Messenger, email, Slack, and more. Forget about B2B and B2C buyers – it’s all about B2H (Business To Human) and a demand for a personal, fast and relevant user experience at every touch point in their buyer journey. In this session, Tony demonstrates how creative strategy, user experience and real-time data combine to deliver a sales and marketing experience prospects and customers love. Be prepared to discover: • The Marketing Funnel is dead – long live the Flywheel! • How consumers really buy and how to effectively engage them across four key stages • How SMarketing is driving a unified sales and marketing team, and where chatbots fit in • A single marketing offer that delivered a greater than 40% conversion rate and saw monthly leads triple (an increase of 150%) • How to build your tech-stack to automate the whole thing!
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Conversational Marketing Master Class - Jason Feller, Salted Stone
- 1. Jason Feller LEAD STRATEGIST, SALTED STONE SAN FRANCISCO ~ MAY 23 – 24, 2019 | DIGIMARCONSILICONVALLEY.COM #DigiMarConSiliconValley Conversational Marketing Master Class MASTERCLASS
- 2. DigiMarCon | May 2019 Conversational Growth Strategy M A S T E R C L A S S @SaltedStone | saltedstone.com
- 4. 4 Slow Bumpy Expensive T H E O L D M O D E L Full Service Open 9-5 Buy First
- 5. 5 Fast Flat Free T H E N E W M O D E L Self Service Open 24/7 Try First
- 6. 6
- 7. 7 A brand is what people say about you when you are not around. D E L I V E R I N G T H E E X P E R I E N C E @SaltedStone | saltedstone.c
- 9. Buyer Persona F O U N D A T I O N Personas act to help those developing strategies to attract, internalise and relate to these ideal customers as real humans. Having a deep understanding of the buyer persona any business activity that relates to customer acquisition or retention. 9
- 10. Why Mary loves this company: • She can learn Inbound Marketing • Provides easy to use tools that make her life easier • It’s easier to create reports for sales and the CEO 10 Buyer Persona F O U N D A T I O N Background Demographic, gender, age, income, job, career path, location Key identifiers Demeanor, communication preferences Goals Primary goal, secondary goal Challenges Primary challenges, secondary challenges Common Objections Why wouldn't they buy your product or service? Specific problems our business solves What we can do to help our person reach their goal? Process for buying The steps involved to buy your product or service Marketing message How do you describe your solution in 1-2 sentences? PERSONA PROFILE Marketing Manager 25 - 2000 Employees MARY MARKETER
- 11. 11 F O U N D A T I O N WHISPERED SOFTLY SPOKEN CONVERSATIONAL LOUD IN YOUR FACE CHILLED RELAXED SWITCHED ON EFFERVESCENT MANIC ONE ON ONE INNER CIRCLE CUSTOMERS & FRIENDS BROAD COMMUNITY UNIVERSAL SAFE CONVENTIONAL SPORADIC UNEXPECTEDNESS UNCONVENTIONAL POLARISING Brand Voice @SaltedStone | saltedstone.com
- 12. Today’s buyer knows what they want and when they want it
- 13. 13 Buyer Journey F O U N D A T I O N @SaltedStone | saltedstone.com
- 16. 16 Buyer Journey T O D A Y ’ S N O N L I N E A R @SaltedStone | saltedstone.com
- 17. 17 Funnel v Flywheel R E M O V E T H E F R I C T I O N @SaltedStone | saltedstone.com
- 18. 18
- 19. @jatgilbert | #Inboundpartnerday | @HubSpot
- 20. @jatgilbert | #Inboundpartnerday | @HubSpot Chat has emerged as the center of the mobile universe @tonyeades | #Getungagged | @BrandManagerSyd @SaltedStone | saltedstone.com
- 21. @jatgilbert | #Inboundpartnerday | @HubSpot Source: Companies, Apptopia, TechCrunch, BI Intelligence estimates, 2017 Messaging app surpasses social network Global monthly active users for the top 4 messaging apps and social networks, in millions @tonyeades | #Getungagged | @BrandManagerSyd
- 25. 25 >40% conversion rate on the Online Sleep Assessment landing page (industry average 4%) The lead generation form built on HubSpot, saw monthly leads triple (an increase of 150%) 25% of these leads went on to be customers who purchased a home sleep test CONVERSION INCREASED LEADS CUSTOMERS >40 % 150% 25% Performance R E S M E D S L E E P A S S E S S M E N T 10% GO ON TO PURCHASE LONG-TERM SLEEP THERAPY AND TREATMENT @SaltedStone | saltedstone.com
- 27. 27
- 28. 28 Omni-Channel F R I T I C I O N L E S S E X P E R I E N C E
- 29. 29 Every. Single. Time D E L I V E R I N G T H E E X P E R I E N C E The right message At the right time To the right person With the right information On the right channel @SaltedStone | saltedstone.com
- 30. 30 Craft the narrative first. Build the bot second. D E L I V E R I N G T H E E X P E R I E N C E @SaltedStone | saltedstone.com
- 31. 31 The least “technologically enabled” members of the team often have the most impact in the development of the conversational design @SaltedStone | saltedstone.com
- 32. 32 TIME TO LIVE (TTL) SHARED KNOWLEDGE S.C.O.P.E Bot Considerations B U I L D I N G T H E E X P E R I E N C E @SaltedStone | saltedstone.com
- 42. 42
- 43. 43 In 2011 there were 150 companies in the marketing technology Landscape D E L I V E R I N G T H E E X P E R I E N C E @SaltedStone | saltedstone.com
- 45. 45 A Customer Centric Approach D I G I T A L M A R K E T I N G T R E N D S @SaltedStone | saltedstone.com
- 46. Ride Details Lyft fare (1.51mi, 6m 20 s) US$5.80 Visa *7965 US$5.80 Thanks for riding with Rodrigo! August 30 , 20 18 at 9:0 3 AM This and every ride is carbon neutral 46 Brand Experience A T R U E S T O R Y
- 47. 47 Thursday, 30 August 2018 12:32:51 pm Pacific Daylight Time Subject: [Ly ] Re: Follow-up from Ly Date: Thursday, 30 August 2018 9:26:15 am Pacific Daylight Time From: Ly <support@ly -new.zendesk.com> To: Tony Eades <tony@saltedstone.com> ##- Please type your reply above this line - ## Your request (125467014) has been updated. To add additional comments, reply to this email. Passenger help bot (Lyft) Aug 30, 9:26 AM PDT Tony, Thanks for using our passenger help bot to let us know about your recent ride issue. We take every ride with Lyft seriously, and any ride that doesn’t meet our standards is carefully reviewed. A member of our customer support team will email you once we start the review process. Thank you for your patience, Lyft This email is a service from Lyft. Delivered by Zendesk [5LVLYL-36L7] @SaltedStone | saltedstone.com
- 48. 48 Thursday, 30 August 2018 12:31:45 pm Pacific Daylight Time Subject: [Ly ] Re: Follow-up from Ly Date: Thursday, 30 August 2018 9:31:47 am Pacific Daylight Time From: Ly <support@ly -new.zendesk.com> To: Tony Eades <tony@saltedstone.com> ##- Please type your reply above this line - ## Your request (125467014) has been updated. To add additional comments, reply to this email. Janea (Lyft) Aug 30, 9:31 AM PDT Hi Tony, We appreciate your time and eff ort in reaching out to us about your promo. It looks like your promotional credit should have applied. As courtesy, I've gone ahead and refunded the full amount of $5.80, which will return to your account within 5- 7 business days. Welcome to Lyft, Tony! ☺We are happy to have you as part of the community. Stay safe and have a great day ahead. If there is anything else that Lyft can help you with, please do not hesitate to email us back. All the best, - - Janea Lyft Support Representative Help Center Ask Lyft on Twitter! Thursday, 30 August 2018 12:32:06 pm Pacific Daylight Time Subject: [Ly ] Re: Follow-up from Ly Date: Thursday, 30 August 2018 9:46:47 am Pacific Daylight Time From: Ly <support@ly -new.zendesk.com> To: Tony Eades <tony@saltedstone.com> ##- Please type your reply above this line - ## Your request (125467014) has been updated. To add additional comments, reply to this email. Tony Eades Aug 30, 9:46 AM PDT Thank you @Lyft … I love your service! Cheers Tony T O N Y EA D ES C S O | C E O ( A P A C ) (02) 8824 7880 saltedstone.com Want to schedule a meeting? Here's my calendar with my availability. This email is a service from Lyft. Delivered by Zendesk [5LVLYL-36L7] @SaltedStone | saltedstone.com
- 49. Thursday, 30 August 2018 12:32:24 pm Pacific Daylight Time Subject: [Ly ] Re: Follow-up from Ly Date: Thursday, 30 August 2018 10:25:50 am Pacific Daylight Time From: Ly <support@ly -new.zendesk.com> To: Tony Eades <tony@saltedstone.com> ##- Please type your reply above this line - ## Your request (125467014) has been updated. To add additional comments, reply to this email. Janea (Lyft) Aug 30, 10:25 AM PDT Hi Tony, You are very much welcome and it's been my pleasure to assist you. I am more than happy to hear that you are having a great experience with us, and we'd love to continuously give you more of that! ☺ We value and appreciate your continued support. Stay safe and have a great day ahead, Tony. ☺ If there is anything else that Lyft can help you with, please do not hesitate to email us back. All the best, - - Janea Lyft Support Representative Help Center Ask Lyft on Twitter! This email is a service from Lyft. Delivered by Zendesk [5LVLYL-36L7] 49 @SaltedStone | saltedstone.com
- 50. 50 Brand Choice M O V I N G I N T O 2 0 2 0 @SaltedStone | saltedstone.com