phillip@neuralimpact.calci@microsoft.com

Buyer 2.0

Self-educating

Anonymous research

Highly informed

Industry orientation

Allergic to sales

Proximity is irrelevant

Will find you before you find them!

Risk averse

Accelerated time to value

5%Conscious

Logical

95%Unconscious

Intuitive

Decision Making is Nonconscious

The Buying Journey & Engagement Psychology

BIAS0%

Trigger Event

15%

Historic Triage

65%

Triage

100%

Sales Order

Marketing = Teach Sales = Disrupt & Teach

Primacy

Getting Found Convert & Lead Nurture Closing

Events

Social

Media

Tribal Content

Premature Cognitive Commitment

Confirmation Recency

PCC

Confirmation

Primacy

Recency

Give & Get

Partner Case Study – www.websan.com

• 3 marketing people

• 1 sales person

• 4 people focused on video content

• Transforming the business from on premise to cloud

• Deal size 2-100 users

• Focus on 2 industries

• Microsoft products NAV, GP, CRM, O365

• Emotional website

• Focus on the teaching and disruptive element in marketing and sales

• No demos

40-50 inbound

marketing leads per

month (raise their

hand)

14% of the leads are

triaged to sales

12% of the leads

convert to customers

Win rate is 90%

Building inbound marketing engine

The Inbound Marketing Engine

Primary Emotions

Digital Engagement FiltersD i g i t a l E n g a g e m e n t

Content = Credibility

Pain

vs.

Pleasure

Persona/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)

Lead Nurture Program .. Building the paths

Are your revenue threatended by the

loss of a strategic customer (video)

5 steps of how not to lose a customer

(infographic)

Stop worrying! Get the details of how

to keep your customers

(pdf) .. The give & get ..

Learn from companies like you how to

improve customer loyalty

(invite to webinar)

Webinar reminder email

Webinar 2nd reminder email

Thank you for participating (email)

Triage to

Sales

New

Nurture

Parth –

Related

Topics

Webinar

Your Website – Your date!

• Your front gate to yourcompany

• 8 seconds to establish a premature cognitivecommitment

• Emotional hook to staymemorable

Websan – A best practice example

Step #1 - Engage

Step #2 - Educate

ContentOverview 1-2 minutes

YouTube 5 – 15 minutes

Assessment

OD Demos

ControlFree Demo/Trial

Chat

CredibilityIndustry IP

Step #3 – Comfort & Trust

Content• University: 1 – 4 hours

• Thought Leadership

Control• Quote/estimate builder

• No term

Credibility• Client Video Testimonial

• Industry Recognition

Step #4 - Convert

Digital Marketing Automation• ProServ/Manufacturing Focus

• Inbound motion

• SEO/SEM maturity

• Website visitor tracking/heat maps

• Lead scoring

• Constant content development

• 80% of sales process is on-line

• 3:1 marketing to sales ratio

Marketing Driven Customer Acquisition