How to Stop Wasting Money on Traditional Marketing and Reach Your Buyers Directly
1. How to Stop Wasting
Money on Traditional
Marketing and ReachYour
Buyers Directly
United States Naval Academy Alumni Association
Hampton Roads Chapter
September 11, 2013
Tuesday, September 10, 2013
13. People can avoid your
marketing messages
Tuesday, September 10, 2013
14. People can research your
company or product without
contacting you
Tuesday, September 10, 2013
15. n = 1,460
Source: Corporate Executive Board
Now, buyers are at least 57% through buying
process before they FIRST contact the seller
Customer Due
Diligence
Begins
Customer’s First
Contact with
Supplier
Customer
Purchase
Decision
Through this period customers have largely
decided on their needs, leaving suppliers
to compete on price.
57% Complete
Tuesday, September 10, 2013
16. Now the buyer is in control
Tuesday, September 10, 2013
17. But, there is a silver lining
Tuesday, September 10, 2013
18. Marketing success now
has more to do with
the size of your brain...
...than the size of your wallet.
Tuesday, September 10, 2013
19. So what’s the secret
to marketing success today?
Tuesday, September 10, 2013
20. Think Like a Publisher
Tuesday, September 10, 2013
28. If you have more money than
brains, you should focus on
outbound marketing.
If you have more brains than
money, you should focus on
inbound marketing.
~Guy Kawasaki
Tuesday, September 10, 2013