marketing today becomes sales tomorrow
DESCRIPTION
Starting conversations with strangers - tomorrow's customers - is the role of Marketing. Helping customers answer 2 critical questions: 1) Why change? and 2) Why us? is the role of Marketing. Guiding customers through the Buyer's Journey from selection to purchase to usage to recommendation is the role of marketing. If Marketing is doing all this what is Sales going to be doing? In the age of digital disruption everything changes. MarketingTRANSCRIPT
The world has changed?
Problemthe
Moving to tomorrow’s battlefield
“Today’s customers are online
explorers, seeking out online ratings,
peer reviews, videos and in-depth
product details as they move through
the buying decision process.”
Tomorrow’s battlefield?
Today’s battlefield is here
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Tomorrow’s battlefield is here
Tomorrow’s winner is here
Solutionthe
What is your Marketing Strategy?
Customer Adoption
is the New ROI
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What is your Customer
Adoption strategy?
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Get it right
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Get it wrong
Marketing Mindset Shift: B2B -> B2C1
Channel Strategy -> Customer Touchpoint Strategy2
Sales & Marketing -> Weapons of Mass Adoption3
OLD THINKING
NEW TECHNOLOGY
FAIL
X
=
Future focused
Think outside the boxTarget early adopters
Early Adopter Market Mainstream Market
DANGER - CHASM!
Technology Adoption Curve
TIME
Create capacityto service demand
Technology Vendors Channel Partners
Build the buzz!!!!
Build sales channels
• Distributors• Retailers• Resellers• VARs• Service Providers• System Integrators• Consulting Partners
Technology Innovators2%
Visionaries14%
Pragmatists34%
Conservatives34%
Sceptics16%
Create a tipping point
Influencer/Adopter Programs
Demand Generation
Influence Generation: Capture the hearts and minds of Tech savvy early adopters, opinion
leaders and influencers
Channel readiness & activation
GTM Strategy & Business Plan
PER
CEN
TAG
E O
F P
OP
ULA
TIO
N
AB
erentf
difthink
Change your thinking
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The hard way
AND Thinking
The Buying Process
Search
Find
Qualify
Try
Buy
Use
Manage
Up-Sell
Support
Refer
The Buyer’s Journey
Audience 2
Create a tipping point
Marketing Mindset Shift: B2B -> B2C1
Channel Strategy -> Customer Touchpoint Strategy2
Sales & Marketing -> Weapons of Mass Adoption3
Build a better mouse trap
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Capture their imaginations
Clarity of vision
Sales Channel Strategy
Customer Touchpoint Mapping
source: adapted from socialmarketingforum
Dig
ita
l
To
uc
hp
oin
ts
Ph
ysic
al
To
uc
hp
oin
ts
Marketing Mindset Shift: B2B -> B2C1
Channel Strategy -> Customer Touchpoint Strategy2
Sales & Marketing -> Weapons of Mass Adoption3
Demand Generation
The power of influence
Help Customers to Solve for Why?
source: www.corporatevisions.com
Educate
Inspire
source: www.corporatevisions.com
Marketing is Sales Tomorrow
1. A mobile device is an extension of the owner’s personality
and personal identity
2. Target early adopters/opinion leaders to create an “unpaid
sales force” of fans, influencers and recommenders
3. Design and deliver a superior End2End Customer
Experience. Align all your marketing actions with customer
touch points along the Buyer’s Journey from creating buzz
to adoption to recommendation.
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Get it right
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David R Ednie
President & CEO
SalesChannel Europe
Ph: +33 676 60 09 25 (FRA)
Email: [email protected]
Website: www.saleschannel-europe.com