Gears and Grease: How Customers Really Buy
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The document discusses how performance marketing and brand marketing both contribute to customer purchasing decisions. It argues that: 1) Performance marketing is commonly seen as "top of the funnel" but should facilitate the entire customer decision journey, while brand marketing is thought of only in terms of awareness and loyalty, not as factors that help customers buy more and faster. 2) Performance marketing yields revenue, margin, and cash flow by being the "buying mechanism," while brand marketing acts as the "grease on the gears" enabling that mechanism. 3) Awareness, confidence, and trust are the key customer psychographics that drive purchasing, rather than the vendor-centric view of awareness, consideration, preference, and purchase
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Gears and Grease: How Customers Really Buy
- 1. Gears and Grease How Customers Really Buy Mark Stouse #SXSW
- 3. A False Choice NoChoice at All Performance Brand Seen as a material contributor to the financial statement Seen as an ethereal creator of asset value on the balance sheet
- 4. A False Choice The Funnel PERFORMANCE• Performance marketing is commonly understood to be a “top of the funnel” set of investments and impacts, but should be a mechanism that facilitates the customer decision journey • Brand marketing is thought of in terms of awareness and loyalty, but not fully appreciated as the key factors that help customers buy more and buy faster. BRAND
- 6. A Better Understanding Gears and Grease • Performance marketing is a buying mechanism that yields revenue, margin and cash flow • Brand marketing is the grease on the gears of that mechanism
- 7. AWARENESS PURCHASE PREFERENCE CONSIDERATION A Better Understanding A Vendor’s Perspective Awareness → Consideration → Preference → Purchase is a vendor- centric perspective of a customer purchase process. ACPP is about the what and the how, not the why. And the why is everything.
- 8. A Better Understanding A Customer’s Perspective Awareness → Confidence → Trust are the three customer psychographics that drive the buying process As the cost and risk of a decision increase, confidence and trust become the absolute arbiters of the customer’s decision. AWARENESS CONFIDENCE TRUST
- 9. Nirvana
- 10. Nirvana Real Integration REVENUE MARGIN CASH FLOW MORE DEALS BIGGER DEALS AWARENESS CONFIDENCE TRUST PAID AND OWNED INDEPENDENT FASTER DEALS
- 11. Nirvana Flip Sides of the Same Coin Performance Marketing Brand Marketing Helps sales sell more product to more customers, faster and more profitably, than sales could achieve by themselves Helps more customers buy more product, faster and at a higher price, than they would do otherwise
- 12. ThankYou.
Editor's Notes
- CMO/CCO, now analytics software CEO Business bias, then function Worked on the business impact question for 12-13 years Collaboration with 600+ F500 CxOs for more than a decade Proof is a fully democratized business impact analytics platform with five major use cases: marketing, communications, HR, CSR, and IT change management. There are no “soft factors” – only those not well instrumented Combination of client work, large surveys and CxO interviews.
- CMO/CCO, now analytics software CEO Business bias, then function Worked on the business impact question for 12-13 years Collaboration with 600+ F500 CxOs for more than a decade Proof is a fully democratized business impact analytics platform with five major use cases: marketing, communications, HR, CSR, and IT change management. There are no “soft factors” – only those not well instrumented Combination of client work, large surveys and CxO interviews.
- CMO/CCO, now analytics software CEO Business bias, then function Worked on the business impact question for 12-13 years Collaboration with 600+ F500 CxOs for more than a decade Proof is a fully democratized business impact analytics platform with five major use cases: marketing, communications, HR, CSR, and IT change management. There are no “soft factors” – only those not well instrumented Combination of client work, large surveys and CxO interviews.
- CMO/CCO, now analytics software CEO Business bias, then function Worked on the business impact question for 12-13 years Collaboration with 600+ F500 CxOs for more than a decade Proof is a fully democratized business impact analytics platform with five major use cases: marketing, communications, HR, CSR, and IT change management. There are no “soft factors” – only those not well instrumented Combination of client work, large surveys and CxO interviews.