Date post: | 12-Apr-2017 |
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Marketing |
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2 x Your BusinessComan Fullard
#ContinuumLabs
@ComanFullard
Senior Digital Strategist
Do you have to work 2 x hard?
Tactics without Strategy
Conversion FunnelProspect
Lead
QualifiedLead
Negotiator
Customer
Engager
Multiple customer touchpoints
Multiple internal stakeholders
Effort must be coordinated
Conversion Sequences
14% improvement at each conversion point gives:
2 x Business
+14%
+14%
+14%
+14%
+14%
+14%
+14%
+30%
+48%
+69%
+93%
+119%
Work 2 x Smart
The Continuum Continuum
Campaign
Delivery
Strategy DesignDefine
the Message
Optimise the
Experience
Construct the
medium
Promote to
Convert
Discovery
Segmentation
Value Proposition
Strategy Creation
UX Discovery
UX Design
UX Testing
UI Design
Build
QA Release
Keyword Research
Content Marketing
SEOSocial Media
PPC, etc.
Customer
Articulate Your Strategy
To whom are you selling?Value proposition?
Your message?What channels?
Value Proposition Spectrum
12
3
4
43
2
1
12
43
PrimaryValueProp
Persona 2Pe
rson
a 3Persona 1
ABC
Primary Value PropQuestion: Why should your ideal prospect buy from you rather than some one else?
Prospect LevelQuestion: Why should Persona 1 buy from you rather than your competitors?Product LevelQuestion: Why should Persona 1 buy this product rather than any other product?Process LevelConversion steps associated with this product for persona 1
How many models of the
customer do you have?
1? 5? 12? More?
Personas DriveProspect
Lead
QualifiedLead
Negotiator
Customer
Engager
PPCSocial Media
Channel SelectionContent Generation
Automated Qualification
Personalised Content DeliveryLead Gathering Activities
Email CampaignsOffers
Upselling
Cross-selling
Benefits of Buyer Personas
1. MLT Creative2. Ibid3. Hubspot4. Ibid5. Ibid6. ITSMA7. Ibid
Email-5 x open rate1
2 x click-through rate2 18 x more revenue than “broadcast” emails3
Ads - Behaviourally targeted ads are 2 x as effective4
Web -2 x to 5 x times as effective5
Buyers 48% more likely to consider solutions with personalized marketing6
Competitive - Only 44% of B2B marketers using them7
€
Build the Buyer PersonaWho?
BackgroundDemographicsIdentifiers
What?GoalsChallengesWhat can you do to help?
Why?In their wordsCommon Objections
How?Marketing MessageElevator Pitch
Getting Started
Customer Goals
Pains
Gains
Be Recognised for leadership
Deliver Shareholder
Value
Be a Force for Positive Change
Drive GrowthBe Recognised for Insights
Change internal &
external status quo
Created GrowthMade Savings
Drove Efficiencies
Share-price Growth
Achieved Market
Penetration Gains
My personal take-home
grew … keeping score
My Decisions had positive
impact
I delivered a major initiative
on a global stage
I had the foresight to make that
happen
Information Overload
Many unknowns –
find the important
facts
Delegate the Search - but do I get the
“right” shortlist
No Time Fear of making the wrong decision
Complex Decision – what is the
bottom line?
Its a long process- who will help me navigate it?
Value personal relationships but who can I trust to help?
How can I pick one
over another?
Value Proposition1. Who are the target entities for this value proposition?
2. What is this value proposition’s time horizon?
3. What do we want these target entities to do?
4. What compelling alternative(s) do these entities have?
5. What resulting experiences (including price) will they derive vs. their alternative(s), if they do as we propose? • Resulting experiences must be specific, actionable, comparative
• Many winning VP’s are trade-offs: some experiences are inferior
Value Proposition Framework
OfferingProducts& Services
Pain Relievers
Gain Creators
This approach is …
Simple Actionable
Measureableand usually overlooked
Small improvements along conversion funnel = big business impact
Strategic Coordination
Shared model of your customersArticulated value proposition
Coman FullardSenior Digital Strategist
Continuumwww.wearecontinuum.com
@ComanFullard#ContinuumLabs