is your digital journey winning customers' hearts and minds? | rick merten, permission |...

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Presented by

Rick Merten, Managing Director, Permission

Is your digital journey winning

customers hearts and minds?


What drives success?

1.  Define your target market 2.  Understanding the buyers journey 3.  Mapping the journey to your sales funnel 4.  Automating the process to conversion


Digital Engagement


The Market Has Changed

B2B decision making has changed

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Growth of social media and social

buying

Old models don’t work


From a Lead to a Customer

Forrester Research reported that buyers might be anywhere from 75% to 90% of the way through their buying journey, before they reach out to a vendor.

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From a Lead to a Customer Understand, Nurture, Convert

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Define Your Targets

Design the Buyer Journey

Define the channels/touch points

Build Valuable Content

Nurture Your Leads


Define Your Targets


Step 1: Define your targets

§ A profile of your ideal customer § Consider all buyers in the decision process. §  Usually 4-10 different people involved. §  What are their priorities/influences? § Consider demographics, behaviours,

motivations, challenges and pain points.

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Buyer Name:

Job Title

Job Description and Responsibilities

Primary goals or objectives

Challenges or pain points

Role in purchase decision

Marketing messages to target with 13


How it works

§  Ensure this is documented, saved in a key location and shared with the team


Map the Buyer’s Journey


The Buyer’s Journey

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Nurture through your funnel Use big-picture and industry-focused content; social media, advertising, sponsorships, PE and become aware of your company. Goal will be to turn anonymous visitors into known visitors by enticing them to interact with your campaigns. This will allow you to start tracking your website visitors and gain a clear picture of typical buyer behaviour.

Educate, help prospects evaluate buying criteria, white papers, eBooks, webinars, events, analyst reports, videos, reviews, checklists. Use the buyer behaviour you’ve gathered to target engaged prospects.

Demos, data sheets, trials, pricing, case studies, references, vendor comparisons, and implementation data. Your prospects are evaluating specific products and services and at this stage become willing to engage with sellers.

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Step 2: Map the Buyer’s Journey

§ Map your customers decision making process. § What will they think about when they research and then

purchase your product or service?

Buying Phase Disruption Discussion Research Deliberation Decision

Buyer Profile 1 action

Buyer Profile 2 action 18


Define Channels


§ Acquiring Prospects: Driving visitors to your site

Step 3: Define channels/touch points

§  Search – SEO and Paid §  Social – Content

§  Create ads, content and stories based on:

§  Your value proposition

§  Stages in the buying cycle

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How it works

Engage suspects using AdWords, social or email communica5ons sent to our inac5ve database

Drive suspects to our blog Drive blog ar5cle readers to resources

Resources are gated so we capture data

Define and send relevant lead

nurturing campaigns to prospects


Valuable Content


Step 4: Build Valuable Content

§ Once you understand a prospect’s profile/journey you can create high value content

§ Create and curate content § Focus on content your customers want and will read § Ensure your content can be used in various places and

devices

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Build Valuable Content

Buying Stage: Content for Profile Buyer 1 Content for Profile Buyer 2

Interest

Problem

Research

Criteria

Decision

Approval

§ Use a content matrix to define the content

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How it works


Step 5: Nurture your Leads

Marke5ng Automa5on § A proven process for § managing and opAmising the customer experience, §  idenAfying key aspects to measure,

§  improving conversion and increasing revenue

§ MarkeAng AutomaAon bridges the gap between lead generaAon and customer conversion

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Marketing Automation Benefits

1.  Reduce the reliance of cold calling 2.  Nurture leads and educate prospects through the sales

funnel 3.  Better understand and profile prospects to improve

conversion and reduce costs 4.  Segment your database to support targeted and tailored

communications 5.  Build a tighter relationship between sales and marketing

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Understand your buyers and their journey

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Step 1

Define targets

Step 2

Map the buyers journey

Step 3

Asses the channels

Step 4

Build content

Step 5

Nurture leads

Thank you and Questions

Rick Merten, Permission (02) 8024 5401

www.permission.com.au/resources