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MODERN CUSTOMER JOURNEY

ADAPTING TO THE DIGITAL AGE

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Source: statista.com 2014

32,723,278

SEARCH ENGINE QUERIES/ DAY

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Source: statista.com 2014

11,362

SEARCHES WERE PERFORMED IN THE TIME IT

TOOK TO READ THIS

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What EFFECT has the INTERNET Had on MODERN

marketing mindset?

ENTER THE MODERN ERA

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)

Source: statista.com 2014

82PERCENT OF BUYERS USE THE INTERNET FOR RESEARCHING

PURCHASE DECISIONS

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HARVARD BUSINESS REVIEW

60PERCENT OF THE PURCHASE DECISION

IS MADE BEFORE FIRST CONTACT

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TRADITIONAL SALES PROCESS

STIMULUS FIRST MOMENT OF TRUTH

SECOND MOMENT OF TRUTH

PROCTOR & GAMBLE

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“

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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INFORMATIONAL GATEKEEPERS ARE NOW

REPRESENTED BY

SEARCH ENGINES

SOCIAL NETWORKS

PERCEPTIONS OF RELEVANCE

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ZERO MOMENT OF TRUTH

GOOGLE 2001

SEARCH ENGINES

MULTI-MEDIA

ASK NETWORK & REVIEW SITES

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ING 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.

MODERN SALES PROCESS

STIMULUS

ZMOT

FIRST MOMEN

T OF TRUTH

SECOND MOMENT OF TRUTH

GOOGLE 2001

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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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ZMOT | how has it IMPACTED MODERN marketing STRATEGY ?

ZERO MOMENT OF TRUTH

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HOW DO YOU

INFLUENCE BUYERS

BEFORE FIRST CONTACT

TO SHORTLIST BUSINESS

IT’S EASIER THAN IT

SOUNDS…

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LEVERAGE ONLINE MARKETING CHANNELS TO GUIDE PROSPECTS THROUGH THEIR

DECISION MAKING PROCESS

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4 fundamental ONLINE

MARKETING channels

Build a solid foundation

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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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SEARCH ENGINE OPTIMIZATIONSEO 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?

AXIOM ADVISING

PAY-PER-CLICK ADVERTISING

PPC 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?

AXIOM ADVISING

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

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The MODERN Inbound

SALES Funnel

THE NEW MARKETING MINDSET

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MODERN INBOUND SALES FUNNEL

THE JOURNEY

User behavior and customer purchase journeys are more complex today than they've ever been before.

Modern consumers – especially those purchasing high-consideration or B2B products – look across a variety of media and conduct a lot of searches. Google reports that the average B2B researcher does 12 searches before they engage on a specific brand's site. They are seeking reinforcement and comfort not just from the information about the product, but also from the opinions of other customers.

… THE NEW MARKETING MINDSET

AXIOM ADVISING

BEHAVIORAL TARGETINGo 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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SEARCH ENGINE MARKETINGSocial 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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SEARCH ENGINE MARKETING CONT.

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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CONVERSION OPTIMIZATION

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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Acquisition Optimization

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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ADVOCACYWhen 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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