buyers journey session march 6
TRANSCRIPT
1© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Christine CrandellMarch 6, 2012
Embrace Your
“Buyers’ Journey”
2© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
About Us…
We help companies
accelerate growth.
• Deep, proven strategy expertise to achieve outcomes.
• Proprietary methodology drives Social Business transformation.
• 20 years in business
• Increased client revenues & efficiency by 75%
• Practical advice, tools, and training to sustain success.
3© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
3%
70% of buy cycle is complete before Sales is engaged
Forrester 2011
of sales interactions are considered worthwhile by prospects
Forrester 2011
50%of sales teams achieve quotaDemandCon 2011
The World Changed…
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Buying is social, self-directed, trust-based & transparent
Harder and harder to ‘reach’ buying teams
Experience disruptions result in disengagement
There are no “Customers”, only “Buyers”
‘Lifetime Experience’ is a key decider
Buyers are in full control
New Rules
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Buyers‘ Social Framework
Buyer
Purchase
Enable Engage
The Buyers’ Social
Framework is a
methodology to
enable, engage and
establish enduring,
profitable relationships
with customers.
6© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
E
EEvaluate
Validate
Purchase
Delivery
Nurture
Value
ExpandEvangelize
Search
Define
Buyers’ Social
Framework
7© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
E
E
Evaluate
Validate
Purchase
Delivery
Nurture
Value
ExpandEvangelize
Search
Define
Buyers’ Social
Framework
Disrupters:
• 1st DisrupterMarketing to Sales• 2nd
DisrupterSales to Service/Support• 3rd DisrupterChurn from unmet expectations
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Discover the Invisible
Mother of all Interviews
Longitudinal Data Analysis
Craft Experience
Match Assets to “Action”
Build Presence at “Identify”
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Identify
Action Taken
Destination
Learned
Conversation
Discover the Invisible
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Industry Association
Blogs
Social Community
Industry Analyst
Webinar
White Paper
Media Site
OnlineDemo
Somebody’sUncle
Where Do They Go?
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Cu
stom
er CareM
arke
tin
g
E
EBuyers’ Social
Framework
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Co
nta
cts
Leads
Opportunities
“Cu
stom
ers”
Operationalize the Framework
12© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Buyers’Social
Framework
Define
Mar
ketin
g
Co
nta
cts/
Lea
ds
Mar
keti
ng
Stage: DefineBeing aware of a problem and commited to addressing it
Where: Trade publications, social groups, Q&A sites
What: Educate on issues, pain points and best practicies
How: Research, studies, case studies, content creation and syndication
Call to action: Download content
What to measure:Downloads, returned visitors, followers, fans, traffic from referral, referring keywords
13© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Buyers’Social
FrameworkSearchMar
keti
ng
Co
nta
cts/
Lea
ds
Mar
keti
ng
Stage: SearchUnderstand how peers solved the problem
Where: Trade publications, search engines, blogs, referrals, social media, relevant market places
What: Create awareness, share best practices and case examples on how peers addressed the problem and position your company as an industry expert
How: SEO, case studies, referral program, videos, and webinars
Call to action: Read the case study, watch the video, register for the webinar
What to measure:Views, visits to landing pages, referring keywords, impressions, and referring sites
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The Sellers‘ Compass ™
E
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Cont
acts
Lead
sOpportunities
“Customers”
Sellers Compass™
Customer CareM
arke
ting
© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017
The Sellers Compass™is our methodology to enable, engage and establish enduring, profitable relationships with their prospects and customers.
15© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Buyers’Social
Framework
Evaluate
Mar
ketin
g
Co
nta
cts/
Lea
ds
Mar
keti
ng
Stage: EvaluateSelect approach, evaluate alternatives and short-list
Where: SEO & PPC, website, relevant marketplaces, 3rd party sites, partner
What: Demonstrate how your product can provide the ideal outcome
How: Case studies, demo, videos, public validation, customer testimonials
Call to action: Personalized demos, try & buy
What to measure:Number of demo requests, views of demos, partner site inquires, visits from market place, visits from referring keywords and campaigns
16© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Buyers’Social
Framework
Validate
Mar
ketin
g
Sales
Co
nta
cts/
Lea
ds
MQ
L‘s
Opportunities
Mar
keti
ng
Stage: ValidateContact vendors and validate selection
Where: Website, peer social pages, your public profiles, industry analysts, bloggers, ppers
What: Validate that your product does deliver the outcomes and delivers claims you made
How: Free trial, ROI calculator, case studies, customer testimonials
Call to action: Start your free trial, free sample, customer references
What to measure:Free trials signups, lead source, visit referal type, conversion pages, referring keywords, referring campaign
17© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
Why Do This?
• Accelerate sales by 3 to 5 times
• Reduce cost of sales by 30+%
• Viral word-of-mouth evangelism
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4 Steps to Faster Growth …1. Know where your
customers go and with whom they talk
2. Align to how customers buy
3. ‘Close’ faster by helping buyers validate decisions.
4. Deliver the experience customers want
19© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017
+1.415.309.7017
Blog: www.christinecrandell.com
Forbes Blog: blogs.forbes.com/christinecrandell
Twitter: @chriscrandell
Questions?