understanding the buying process
DESCRIPTION
How Marketing's role has changed in today's buying process.TRANSCRIPT
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Marketing’s Evolving Role How marketing’s role has changed in today’s buying process
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Marketing’s Role in the Buying Process Has Expanded
Marketing delivered eyeballs and sales
would qualify, inform, and convert them
Today marketing has more responsibility--sales gets
involved later in the process when leads are already qualified & sales ready
Marketing will continue to cover more and more of the entire buying
process
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Why Has Marketing’s Role Changed?
• Customers are well-informed: Factual, objective information is infinitely available –
• Opinions and testimonials are easy to obtain - Facebook, Twitter, blogs, review websites
• Information overload: People are so overloaded with marketing, they tune it out
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Marketing’s Shift in the Buying Process
Awareness of the need for
change How can I
address this need for change? Decision to
change
Marketing Responsibilities
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Marketing is no longer about awareness: it’s about capturing interest
• Information overload • Attention spans are miniscule—and
getting shorter (average: 9 seconds) • To differentiate your message, move from
logic to fascination
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Fascination jumpstarts the buying process and helps
bypass objections
Marketing’s Expanded Role
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7 Triggers to Capture Interest Power – Take command
Fidelity – Stay on the Line Passion – Invoke emotion
Subaru – Love Campaign
Mystique – Arouse curiosity Apple “Lost iPhone” “leak”
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7 Triggers to Capture Interest Prestige – Earn Respect
BMW – Ultimate Driving Machine
Alarm – Change Urgency Allstate – Mayhem Campaign
Rebellion – Change the Game
Only Vegas
Trust – Build Loyalty IBM – Smarter Planet
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Making it Happen • Know your audience (use personas to
identify the people in the buying process) – what triggers best fit their personas?
• Create content that appeals to those key fascination triggers
• These triggers aren’t just about messaging—they are about what your company represents to your customer
• Build trust and add value through your product, content, and interactions