bdo connections...author: microsoft accelerated selling methodology author: microsoft industry...
TRANSCRIPT
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BDO ConnectionsMarketing is the New Sales: Engaging the (Anonymous) Digital Buyer
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Mark Stuyt
About Mark:
Founder – Chief Engagement Officer
25 year sales professional (CA, Pivotal CRM, PeopleSoft,
SAP)
Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM
Partners: Europe, North America, Asia
Author: Microsoft Accelerated Selling Methodology
Author: Microsoft Industry Acceleration Content
Mark’s contact info:
(604) 617-8522
Website
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What Will You Learn?
Buyer 2.0
Emotional Engagement
Digital Engagement
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Changing Buyer BehaviourB u y e r 2 . 0
Self Educating
Wants to be in Control
External Validation
Immediate Gratification
Fear Consciousness
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HISTORICAL PROOFRESEARCH
Changing Engagement PointB u y e r 2 . 0
or
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Triage
Sales Engagement
Nurture Marketing
Lead
TriageB u y e r 2 . 0
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Outbound to InboundB u y e r 2 . 0
Get Found Convert PromoteNurture
Industry Focus
Thought Leadership
SEO, SEM, Social
Digital Engagement
Calls-to-Action
High Value Offers
Build Relevance
Remain in Conscience
CRM/Automation
Frictionless Sales
Hand-Off
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Emotional Engagement
10
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Emotional Buying CycleE m o t i o n a l E n g a g e m e n t
Need or
Irritation
Pain
Trigger Event
Urgency
Desire
Research
Hope
Evaluation
Analysis
Doubt
Decision
Anxiety
Doubt
Fear
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EconomyRegulatory Change
Suppliers
CompetitionCustomers Behavior
Declining RevenueMargin Pressure
Limited Differentiation
Industry Drivers &
Market ForcesMeasurable Impacts
Industry Drivers & Market ForcesE m o t i o n a l E n g a g e m e n t
EXTERNAL pressures that FORCE organizations to invest in new business systems!
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Trigger EventE m o t i o n a l E n g a g e m e n t
Always comes as a surprise
Illuminates business challenges
Highly emotional
Cannot be ignored
Aligned with:• Growth
• Risk
• $ (profitability/cost)
• Control
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E m o t i o n a l E n g a g e m e n t
The ROOT CAUSE/SOURCE of the Trigger Event
Inventory ManagementScheduling
BillingMerchandisingLoyalty Mgmt.
Mobile, EDI, POS Integration
Business Challenge or
Business ProcessKey Requirement
Business Challenges & Key Requirements
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E m o t i o n a l E n g a g e m e n t
Features
Requirement
IT
Team Workspaces
Compliance Reporting
Dashboards –
KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records
Management
Cloud
EDI
Subscription
Licensing
Text
HOW
Function
Business Process
Management
Project
Collaboration
Project Management
Budgeting &
Forecasting
Time & Expense,
Billing
Scheduling
Estimating
Inventory Control
Talent Mgmt
Subcontractor Mgmt
Equipment Mgmt.
RFI/Bid/Proposal
Mgmt.
Billing
Text/Video
WHY
(Trigger Event)
Metric
Business Challenge
Leadership
GrowthM&A
Large or complex new
project
FearLost a key customer
Project write-off
Utilization <70%
RiskCompliance penalty
Litigation
ControlBad decision
Dialogue/Video
WHATMarket Forces &
Industry Drivers
Economic:
All major private sectors
showing growth
Regulatory:
Rapidly changing
building/zoning codes
Suppliers:
Unpredictable pricing
and supply
Competitive:
M&A - larger,
specialized competitors
Customer:
Risk resistant buyers
(fixed fee
projects/penalties)
Customer’s Customer
Demand for sustainable
buildings
Impacts
Economic:Growing backlog
Larger projects
Regulatory:Certification requirement
sustainable building
practices
SuppliersProject delays
Lower project
profitability
Competitive:Increasing lost bids
Declining margins (BMR)
Customer:Increasing litigation, legal
costs & settlements
Increase in “rework”
Customer’s CustomerIncreasing labour costs
Declining utilization
Emotional Messaging Framework
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E m o t i o n a l E n g a g e m e n t
Features
Requirement
IT
Team Workspaces
Compliance Reporting
Dashboards –
KPIs/Reporting
Jobsite Mobility
Mobile Time Capture
Web Services
BMI Integration
Records
Management
Cloud
EDI
Subscription
Licensing
Text
HOW
Function
Business Process
Management
Project
Collaboration
Project Management
Budgeting &
Forecasting
Time & Expense,
Billing
Scheduling
Estimating
Inventory Control
Talent Mgmt
Subcontractor Mgmt
Equipment Mgmt.
RFI/Bid/Proposal
Mgmt.
Billing
Text/Video
WHY
(Trigger Event)
Metric
Business Challenge
Leadership
GrowthM&A
Large or complex new
project
FearLost a key customer
Project write-off
Utilization <70%
RiskCompliance penalty
Litigation
ControlBad decision
Dialogue/Video
WHATMarket Forces &
Industry Drivers
Economic:
All major private
sectors showing growth
Regulatory:
Rapidly changing
building/zoning codes
Suppliers:
Unpredictable pricing
and supply
Competitive:
M&A - larger,
specialized competitors
Customer:
Risk resistant buyers
(fixed fee
projects/penalties)
Customer’s Customer
Demand for sustainable
buildings
Impacts
Economic:Growing backlog
Larger projects
Regulatory:Certification requirement
sustainable building
practices
SuppliersProject delays
Lower project profitability
Competitive:Increasing lost bids
Declining margins (BMR)
Customer:Increasing litigation, legal
costs & settlements
Increase in “rework”
Customer’s CustomerIncreasing labour costs
Declining utilization
Product
Innovation
R&D/IP
Marketing
Messaging &
Assets
Sales
Engagement &
Assets
Emotional Messaging Framework
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Online Images & LanguageE m o t i o n a l E n g a g e m e n t
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Persona DevelopmentE m o t i o n a l E n g a g e m e n t
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Personal/Content AlignmentE m o t i o n a l E n g a g e m e n t
What: IT/End User - featuresproduct specifications, webcasts, whitepapers,
product comparisons, calculators
(<10 pages, 60 minutes)
How: Managers - business process/departmental focuscase studies, product videos
(<5 pages, 15 minutes)
Why: Leadership – results oriented ($ and risk)Analyst reports, Infographics, Videos (testimonials, impacts)
(1 page, 2 minutes)
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Content CalendarE m o t i o n a l E n g a g e m e n t
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
VALUE EXCHANGE AND ACTION ENGAGEMENT
TRUST AND CREDIBILITY
PROOF OF CLAIMS
SIMPLICITY VS COMPLEXITY
CURIOSITY AND NOVELTY
VISUAL STIMULATION
EMOTIONAL ENGAGEMENT TRIGGERS
PERSONA ENGAGEMENT
TRIBAL CONNECTION
71-100% - Taking action to increase this element is a preference based on your marketing goals.
36-70% - Taking action to increase this element is a priority based on your marketing goals.
0-35% - Taking action to increase this element is critical based on your marketing goals.
Emotional Website Audit SummaryE m o t i o n a l E n g a g e m e n t
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Tribal EngagementE m o t i o n a l E n g a g e m e n t
Elements Score/10
Immediate Tribal Identification 3
Tribal Specific Images 4
Inclusive Tribal Language 3
Tribal Pain Empathy 2
Undeniably a Trusted Member of
the Tribe5
Demonstrated Tribal Leadership 3
Tribal Co-Creation 6
Your score
37%
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Digital Engagement
25
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Digital Engagement FiltersD i g i t a l E n g a g e m e n t
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Social EngagementD i g i t a l E n g a g e m e n t
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Tribal EngagementD i g i t a l E n g a g e m e n t
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Visual EngagementD i g i t a l E n g a g e m e n t
70% of the population is primarily visual
Brains are WIRED to follow faces
Unconsciously drawn to the human face
Moving pictures evoke emotions.
25% of brain activity is involved in visual processing
70% of the body’s sense receptors are in the eyes
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Visual Superiority EffectD i g i t a l E n g a g e m e n t
What is the cloud? Where is the cloud? Are we in the cloud now? These
are all questions you've probably heard or even asked yourself. The
term "cloud computing" is everywhere.
In the simplest terms, cloud computing means storing and accessing
data and programs over the Internet instead of on your computer's
hard drive. The cloud is just a metaphor for the Internet. It goes back to
the days of flowcharts and presentations that would depict the gigantic
server-farm infrastructure of the Internet as nothing but a puffy, white
cumulonimbus cloud, accepting connections and doling out
information as it floats.
What cloud computing is not about is your hard drive. When you store
data on or run programs from the hard drive, that's called local storage
and computing. Everything you need is physically close to you, which
means accessing your data is fast and easy for that one computer or
others on the local network. Working off your hard drive is how the
computer industry functioned for decades; some would argue it's still
superior to cloud computing, for reasons I'll explain shortly.
The cloud is also not about having a dedicated network attached
storage (NAS) hardware or server in residence. Storing data on a home
or office network does not count as utilizing the cloud. (However, some
NAS will let you remotely access things over the Internet.
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Visual ContrastD i g i t a l E n g a g e m e n t
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Visual EngagementD i g i t a l E n g a g e m e n t
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Verbal EngagementD i g i t a l E n g a g e m e n t
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
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Verbal EngagementD i g i t a l E n g a g e m e n t
Greater productivity
Improve customer satisfaction
Better visibility
Scalable
Manageable
Reliable
Powerful
Easy to use
Dynamic
Business software
World leader
Market leader
Best-in-class
Best-of breed
Cost effective
End-to-end solution
Increase revenues
Reduce costs
Competitive
advantage
Mission critical
Award winning
Value add
Best
Unique
Great
Innovative
Exclusive
Business solutions
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Emotional EngagementD i g i t a l E n g a g e m e n t
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Emotional EngagementD i g i t a l E n g a g e m e n t
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Novelty & CuriosityD i g i t a l E n g a g e m e n t
Brains are drawn to novelty
Brains crave what is new
Novelty stimulates Attention & Emotion
Things that are new stimulate reward circuits
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Emotional ImagesD i g i t a l E n g a g e m e n t
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Key TakeawaysD i g i t a l E n g a g e m e n t
Outbound to inbound shift
Marketing is the new Sales
Develop emotional messaging
Engage digitally
Understand the “buying brain”
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