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Inbound Lead Generation
YOUR PATH IS YOUR
SUPERPOWER!
Karen Talavera, Synchronicity Marketing
November 13, 2013

Women’s Success Summit VIII
Meet Karen Talavera
•

Nationally-known email marketing expert, speaker, educator,
coach and consultant

•

The DMA’s premiere email marketing instructor since 1999

•

Member Email Experience Council (EEC), Florida DMA,
Solo-Entrepreneur, Only Influencers

•

Top 100 Women in Ecommerce 2012 by WE magazine

•

President of

–

Founded in 2003

–

Digital Marketing Training, Coaching & Consulting

–

Based in south Florida serving clients worldwide
Your Power Lies in Your Paths


What do I mean by a “path”?



Three kinds of paths
1.

Consideration Path – the decision-making journey
your prospect takes toward becoming a customer

2.

Product Path – the intentional sequence and logical
order of products/services to offer

3.

Progression Path – the acceleration and relationshipbuilding journey you invite your customers to take with
you
All Successful Sales and Marketing
Depends On Knowing:
1

• What triggers the consideration process (what sparks
interest or need)?

2

• The type of consideration path your product/service fits
into

3

4

• What encourages people down the path?

• What discourages, stalls or stops them on the path?
The 4 Types of Consideration Paths




Do you know which
purchase consideration
path your customers take
– or that your
product/service requires?
Craft your marketing to
accelerate, enable, or
streamline the
consideration/buying
process along one of
these four types of paths

Quick

Winding

Long &
Winding

Long
Quick Path


Low decision time



Low price/investment



Little or no comparison-shopping



No need to be approved or qualified



Universal or broad market appeal



Minimal consensus-building



Often a commodity


Examples: Song, book, subscription, food
item, office item, restaurant reservation
Winding Path


Low-to-medium price/investment



Medium time investment



Often involves comparison-shopping



Requires review of details, specs, terms,
facts, figures, etc.



May need approval or qualification



Broad market appeal



Some consensus-building


Examples: Cell phone, computer, television,
business trip, conference/event, insurance,
jewelry
Long Path


Medium-to-high price/investment



High time investment or time-to-complete



Requires comparison-shopping



Requires review of details, specs, terms,
facts, figures, etc.



Often involves approval or qualification



Often consensus-building


Examples: Mortgage, car, financial
investment, consulting, weight loss, coaching,
many business services
Long & Winding Path


High price



High time investment or time-to-complete







Definite comparison, detail review and
research
Usually involves approval or qualification

Often involves changing circumstances,
dependencies or shifts in direction of
decision


Examples: Home remodel, long-term
business services, annual coaching or
mentoring programs, real-estate investing,
injury recovery, etc.
Product Path


After initial purchase, what logically comes next?
Entry Product

Other Product
Family Member

Related
Product/Service

Related
Product/Service

Other Product
Family Member

Next Level
Product/Service

Highest Level
Product/Service
Product Path Example #1


Cupcakes
Chocolate
Cupcake

Strawberry
Cupcake

Combo Pack
(Volume Discouts)

Monthly/Annual
Gift Pack

Cupcake
Monthly
Subscription

Frequency
Program
(Reward Loyalty)

Corporate Gift
Program
Product Path Example #2


Nutrition Coaching
Initial Health
Assessment

Vitamins/Supplements

Custom Diet Plan

Webinar/Education
Program

Progress Monitoring
Service

90-Day Weight Loss
Coaching Program

6 Month Optimal
Wellness Program
Every Product Path Should Have








A “problem/solution” sequence
Price escalation
Commitment escalation
Value that increases as price/investment increases
Value that increases proportionately greater than price
Rewards for long-term loyalty and repeat business
Referral opportunities
Progression Path


You’re not just taking people on a marketing and
product journey, you’re taking them on a relationship
journey

Like
Know
?

Trust
Map Your Progression Path

Entry-Level Product/Service

Intermediate
Product/Service

Premium
Product/Service

• Low price,
involvement,
personal
contact,
value
• Higher price,
involvement,
personal contact,
service level

• Highest price, involvement,
1:1 contact, service level
Interested in More?
Synchronicity
Marketing
offers noobligation
complimentary
Marketing
Breakthrough
Sessions to
qualified
businesses
Call or click to
schedule yours



What can a free Marketing Breakthrough Session do for
you?




Uncover the NUMBER ONE thing stopping you, your company
or your marketing from getting the results you really want





Create a sense of CLARITY around the marketing you’d
really like to have, the results you’d like it to deliver, and the
digital channels right for your business

Identify the most powerful actions that will move you toward
ACHIEVEMENT of the digital marketing goals you desire

Call 1-561-967-9665 or visit
http://synchronicitymarketing.com/breakthroughsession-request to schedule yours
THANK YOU! QUESTIONS?
Site & Blog
www.SynchronicityMarketing.com
Email:

karen@SynchronicityMarketing.com

Facebook: www.facebook.com/SynchronicityMarketing
LinkedIn:

www.linkedin.com/in/KarenTalavera

Twitter:

@SyncMarketing

Phone:

561.967.9665

Women’s Success Summit VIII

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Inbound Marketing: Your Path is Your Power!

  • 1. Inbound Lead Generation YOUR PATH IS YOUR SUPERPOWER! Karen Talavera, Synchronicity Marketing November 13, 2013 Women’s Success Summit VIII
  • 2. Meet Karen Talavera • Nationally-known email marketing expert, speaker, educator, coach and consultant • The DMA’s premiere email marketing instructor since 1999 • Member Email Experience Council (EEC), Florida DMA, Solo-Entrepreneur, Only Influencers • Top 100 Women in Ecommerce 2012 by WE magazine • President of – Founded in 2003 – Digital Marketing Training, Coaching & Consulting – Based in south Florida serving clients worldwide
  • 3. Your Power Lies in Your Paths  What do I mean by a “path”?  Three kinds of paths 1. Consideration Path – the decision-making journey your prospect takes toward becoming a customer 2. Product Path – the intentional sequence and logical order of products/services to offer 3. Progression Path – the acceleration and relationshipbuilding journey you invite your customers to take with you
  • 4. All Successful Sales and Marketing Depends On Knowing: 1 • What triggers the consideration process (what sparks interest or need)? 2 • The type of consideration path your product/service fits into 3 4 • What encourages people down the path? • What discourages, stalls or stops them on the path?
  • 5. The 4 Types of Consideration Paths   Do you know which purchase consideration path your customers take – or that your product/service requires? Craft your marketing to accelerate, enable, or streamline the consideration/buying process along one of these four types of paths Quick Winding Long & Winding Long
  • 6. Quick Path  Low decision time  Low price/investment  Little or no comparison-shopping  No need to be approved or qualified  Universal or broad market appeal  Minimal consensus-building  Often a commodity  Examples: Song, book, subscription, food item, office item, restaurant reservation
  • 7. Winding Path  Low-to-medium price/investment  Medium time investment  Often involves comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  May need approval or qualification  Broad market appeal  Some consensus-building  Examples: Cell phone, computer, television, business trip, conference/event, insurance, jewelry
  • 8. Long Path  Medium-to-high price/investment  High time investment or time-to-complete  Requires comparison-shopping  Requires review of details, specs, terms, facts, figures, etc.  Often involves approval or qualification  Often consensus-building  Examples: Mortgage, car, financial investment, consulting, weight loss, coaching, many business services
  • 9. Long & Winding Path  High price  High time investment or time-to-complete    Definite comparison, detail review and research Usually involves approval or qualification Often involves changing circumstances, dependencies or shifts in direction of decision  Examples: Home remodel, long-term business services, annual coaching or mentoring programs, real-estate investing, injury recovery, etc.
  • 10. Product Path  After initial purchase, what logically comes next? Entry Product Other Product Family Member Related Product/Service Related Product/Service Other Product Family Member Next Level Product/Service Highest Level Product/Service
  • 11. Product Path Example #1  Cupcakes Chocolate Cupcake Strawberry Cupcake Combo Pack (Volume Discouts) Monthly/Annual Gift Pack Cupcake Monthly Subscription Frequency Program (Reward Loyalty) Corporate Gift Program
  • 12. Product Path Example #2  Nutrition Coaching Initial Health Assessment Vitamins/Supplements Custom Diet Plan Webinar/Education Program Progress Monitoring Service 90-Day Weight Loss Coaching Program 6 Month Optimal Wellness Program
  • 13. Every Product Path Should Have        A “problem/solution” sequence Price escalation Commitment escalation Value that increases as price/investment increases Value that increases proportionately greater than price Rewards for long-term loyalty and repeat business Referral opportunities
  • 14. Progression Path  You’re not just taking people on a marketing and product journey, you’re taking them on a relationship journey Like Know ? Trust
  • 15. Map Your Progression Path Entry-Level Product/Service Intermediate Product/Service Premium Product/Service • Low price, involvement, personal contact, value • Higher price, involvement, personal contact, service level • Highest price, involvement, 1:1 contact, service level
  • 16. Interested in More? Synchronicity Marketing offers noobligation complimentary Marketing Breakthrough Sessions to qualified businesses Call or click to schedule yours  What can a free Marketing Breakthrough Session do for you?   Uncover the NUMBER ONE thing stopping you, your company or your marketing from getting the results you really want   Create a sense of CLARITY around the marketing you’d really like to have, the results you’d like it to deliver, and the digital channels right for your business Identify the most powerful actions that will move you toward ACHIEVEMENT of the digital marketing goals you desire Call 1-561-967-9665 or visit http://synchronicitymarketing.com/breakthroughsession-request to schedule yours
  • 17. THANK YOU! QUESTIONS? Site & Blog www.SynchronicityMarketing.com Email: karen@SynchronicityMarketing.com Facebook: www.facebook.com/SynchronicityMarketing LinkedIn: www.linkedin.com/in/KarenTalavera Twitter: @SyncMarketing Phone: 561.967.9665 Women’s Success Summit VIII