The document discusses how the modern customer journey has adapted to the digital age. It notes that search engine queries number in the billions daily and the average buyer visits over 18 websites before making a purchase decision. Over 80% of buyers use the internet for research and over 50% of purchase decisions are made before first contact with a company. It also discusses how search engines, social networks, and review sites have replaced companies as the main sources of information for buyers. The modern sales funnel is described as beginning with content marketing to build awareness, followed by search engine optimization, social media, and pay-per-click ads to guide buyers through research and consideration. Remarketing targets those who don't immediately convert, and quick follow up after

1. MODERN CUSTOMER JOURNEY
ADAPTING TO THE DIGITAL AGE
1
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2. Source: statista.com 2014
32,723,278SEARCH ENGINE QUERIES/ DAY
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3. Source: statista.com 2014
11,362SEARCHES WERE PERFORMED IN THE TIME IT TOOK
TO READ THIS
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4. 4
What EFFECT has the INTERNET
Had on MODERN
marketing mindset?
ENTER THE MODERN ERA

5. Source: statista.com 2014
18.2THE AVERAGE NUMBER OF WEBSITES A
BUYER WILL VISIT BEFORE MAKING A
DECISION
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(10.4 IN 2011)

6. Source: statista.com 2014
82PERCENT OF BUYERS USE THE INTERNET
FOR RESEARCHING PURCHASE
DECISIONS
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7. HARVARD BUSINESS REVIEW
PERCENT
OF THE PURCHASE DECISION
IS MADE BEFOREFIRST CONTACT
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8. TRADITIONAL SALES PROCESS
STIMULUS FIRST MOMENT OF
TRUTH
SECOND MOMENT
OF TRUTH
PROCTOR & GAMBLE
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9. “NO LONGER are companies and their sales people the
informational GATE KEEPERS that must be sought out for help
-Ardath Albee, author of “eMarketing Strategies for the Complex Sale”
“
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10. INFORMATIONAL GATEKEEPERS ARE NOW REPRESENTED BY
SEARCH ENGINES
SOCIAL NETWORKS
PERCEPTIONS OF RELEVANCE
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11. ZERO MOMENT OF TRUTH
GOOGLE 2001
SEARCH ENGINES
MULTI-MEDIA
ASK NETWORK & REVIEW SITES
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In 2011, Google introduced the
Zero Moment of Truth (ZMOT)
which describes a revolution in the
way consumers search for
information online and make
decisions about brands. Search
and ZMOT have continued to grow
in importance, and as consumers’
behavior evolves, so must the
ways brands engage them.

12. MODERN SALES PROCESS
STIMULUS ZMOT
FIRST MOMENT
OF TRUTH
SECOND MOMENT
OF TRUTH
GOOGLE 2001
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13. ZMOT IS HERE TO STAY
By 2019 local search query volume is estimated to reach
204.2 billion searches. That’s nearly a 40% improvement.
Statista.com
projection of the local search query volume in the United States from 2014 to 2019, sorted by platform.
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14. 14
ZMOT | how has it IMPACTED
MODERN marketing STRATEGY?
ZERO MOMENT OF TRUTH

15. AXIOMADVISING
HOW DO YOU
BUYERS
BEFORE
FIRST CONTACT
TO SHORTLIST
BUSINESS

16. IT’S EASIER THAN
IT SOUNDS…
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17. LEVERAGE ONLINE MARKETING CHANNELS
TO GUIDE PROSPECTS THROUGH THEIR
DECISION MAKING PROCESS
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18. 18
4 fundamental ONLINE
MARKETINGchannels
Build a solid foundation
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19. SOCIAL MARKETINGSMM SMM is a form of internet marketing which seeks to achieve branding
and marketing communication goals through the participation in
various social media networks. Social Media is a shorter top level term
that describes the space overall, and covers the activities around social
interaction, content, videos, images and audio exposure.
… WHAT IS IT…
AND WHY DOES IT WORK?
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20. SEARCH ENGINE OPTIMIZATION
SEO The process of better aligning a company’s website with a search engine’s algorithm with the intent
of producing significant improvement of your site SERP (search engine results page) rankings to
drive traffic to your website.
COMPANIES RANKING HIGH ON SERPS FOR THEIR PRODUCTS OR SERVICES REAP THE FINANCIAL
REWARDS OF THE WEBSITE TRAFFIC CAN BE COUNTED IN $100,000S OF DOLLARS IN MONTHLY
REVENUE.
… WHAT IS IT…
…AND WHY DOES IT WORK?
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21. PAY-PER-CLICK ADVERTISINGPPC PPC is an online advertising format that allows advertisers to display ads for their goods or
services when buyers enter search queries that are relevant to their business It’s called
“pay-per-click” because advertisers are only charged when a buyer clicks on their ad.
Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers
lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting
impactful revenue generating opportunities for which their direct competitors’ become
benefactors.
… WHAT IS IT…
…AND WHY DOES IT WORK?
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22. REMARKETINGPPC Remarketing is a clever way to connect with visitors to your website who may not
have made an immediate purchase or enquiry. It allows you to position targeted
ads in front of a defined audience that had previously visited your website - as
they browse elsewhere around the internet.
… WHAT IS IT…
AND WHY DOES IT WORK?
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BANNER AD

23. 23
The MODERN Inbound
SALESFunnel
THE GAME HAS CHANGED
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24. o Content is king & Distribution is Queen when it comes to generating
brandawareness.
o having engaging and informative content is key to B2B inbound marketing
success. The topics and type of content should be based on solving industry
issues.
o Targeted distrobution of the content through Social media, email marketing
and/or offline strategies is essential to driving awareness and guiding buyers
down the conversion funnel
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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25. Social media & SEO gets your product or service in front of business buyers.
Ultimately guiding them into the conversion funnel.
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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26. Relevant users that do not convert are lost opportunities. PPC &
Remarketing is the next step after the initial Social Media
program is in place.
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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27. Now that relevant users are coming in as a result of Social Media
strategies, you’ll need to maximize the opportunities for users to convert.
Especially since users on B2B sites rarely convert on the first visit.
Any design or content changes to the site should also be A/B tested
before being made permanent.
It’s important to make design changes to a website to conform to user
behavior changes
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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28. Calling a lead within minutes of it coming in significantly increases your
chances of closing compared to waiting 3 days
Time % Increase
1 minute 391
2 minute 120
3 minutes 98
30 minutes 62
1 hour 36
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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29. ADVOCACY
When a decision makers get exactly
what they want… They’re happy…
And what happy decision makers
do?….Recommend you to
Colleagues!
Stimulus:Awareness
ZMOT: Research
ZMOT: Consideration
ZMOT: Conversion
FMOT: Contact & Purchase
SMOT: EXPERIENCE
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30. THANKYOU!
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