This document discusses using persuasive scenario planning to improve lead generation. It advocates creating detailed narratives for different persona segments to understand their unique needs, motivations and goals. These scenarios help align marketing, sales and product strategies and ensure all teams are working towards the same conversions. Tracking conversion rates for each scenario can reveal what approaches are most effective. The document argues scenario planning improves communication, execution, testing and profits by making implicit assumptions explicit and providing varied tests of different approaches.

1. MORE EFFECTIVE LEAD GENERATION USING
PERSUASIVE SCENARIO PLANNING
March 18, 2014
Presented by:
Jeffrey Eisenberg
Eisenberg Brothers & Associates
@JeffreyGroks
jeffrey@bryaneisenberg.com

2. Two decades of CRO

6. Simple, and NOT for Beginners

7. WHO GETS TO MAKE
BUSINESS DECISIONS?
The answer shouldn’t surprise you

10. • Strategic (policies) –
business model goals, persona
modeling, scenario narratives, KPIs
• Tactical (procedures) –
prioritization, content, copy, media
, coding, campaign development
• Operational (execution) –
tools, implementation, testing, mea
surement
“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
– Sun Tzu

11. Babble
• Executives
• Finance
• Organization
• HIPPO
• Sales
• Leads & Opportunities
• Closed won/ lost
• Marketing
• Brand
• Experience
• Product
• Designers
• Creative
• Developers
• Requirements

12. Persuasive systems
You create the system your visitor must navigate. People don't cause
defects, systems do.” - W. Edwards Deming

13. Empathy represses analytic thought, & vice versa
"You want the CEO of a company to be
highly analytical in order to run a
company efficiently, otherwise it will go
out of business…"
- Anthony Jack, an assistant professor of
cognitive science at Case Western
Reserve and lead author of the new
study. "Empathetic and analytic thinking
are, at least to some extent, mutually
exclusive in the brain.” (2012)

14. We tell stories to connect…

15. We distribute reports to inform…

16. It’s a journey, NOT a destination
Conversion rate is a
measure of your ability to
persuade visitors to take
the action you want them
to take.
It's a reflection of your
effectiveness and
customer satisfaction. For
you to achieve your
goals, visitors must first
achieve theirs.
- Bryan Eisenberg, 2001

17. Will you drown in average?
Each segment that was brought in by
an individual marketing effort has
different, sometimes intersecting,
occasionally opposing scenarios
(persuasion paths) based on their
needs, motivation, knowledge, and/or
purchase preferences.

18. Measure conversions intelligently
 Overall conversion rate: Total number of actions considered
conversion divided by total number of visits.
 Scenario conversion rate: Total number of visitors starting a specific
scenario divided by total number who complete it.
 Linear
 Non-linear
 Conversion over time: There are several measures that reveal a
site's effectiveness in generating conversions over time.

19. The Conversion Trinity

20. Always an audience of one

21. Segments, sub-segments & more
• Interests
• Demographics
• Psychographics
• Source
• Behavior
• Interaction
• Buying stage
• Economic value
• Social
• Johari model
• Compexogram

22. Decisions…
Computer Human & computer Humans

23. Empathically-different segments

24. Aggregate beats average!
The only thing average about
most users is that they bail out in
droves, happily abandoning
businesses that do not speak to
them, understand their needs or
provide value.
To intentionally design personas
for individual variation is not an
exercise in audience
segmentation; it’s a strategy for
selling as face-to-face as you
can in a faceless medium.

25. Personas are composites

26. Achieving their goals and ours
Constructing a great narrative:
• Angle of Approach. What causes the
persona to realize they have a
need/problem/opportunity? How do
they describe that need/solution?
• Alternative Options. What options
does the persona identify to try to fill
that need/problem/opportunity?
• Driving Points. How does the persona
learn about the company/product as
an option? This can include prior
knowledge of the company/product
or word of mouth.

27. • Stage of the Buying Process. Where is the
persona in the buying process? What are
the obstacles to progress?
• Buying Process/Needs. What questions is
the persona asking? What are the personas
needs, motivations and objections? What
are the competitive comparisons?
• Selling Process/Presentation. How you
address the needs, motivations, objections
and competitive comparisons? What does
the company know that the customer does
not know, but needs to? What questions
should the persona be asking?
• Conversion Goal. What does the persona
want to accomplish? What does the
company want to accomplish?

28. Persuasive? It’s not all or nothing

29. Add robust narratives to briefs

30. The value of scenario planning
• Improves communications
• Everyone gets the big picture
and the details
• Improves execution
• Explicit communication instead
of implicit instructions
• Improves testing
• Better variations to test. And if
variations fail look to plan
assumptions
• Makes more money
• Improved conversions are
worth the investment of time
up front

31. Thank you for your attention…
Jeffrey Eisenberg
@JeffreyGroks
(347)469-1090
jeffrey@bryaneisenberg.com
http://www.BryanEisenberg.com