The document discusses how marketing plans are now irrelevant due to the COVID-19 pandemic. It notes that events have been cancelled, field marketing disrupted, and customers are distracted. This has put businesses in a 100% dependency on digital channels for leads and customers. However, simply streaming through digital channels without guiding the digital buyer journey can lead prospects down many overwhelmed paths. The document advocates taking back control by adapting to customers' current needs, guiding them through a curated digital buyer journey with content, and owning the time to launch new initiatives.

1. RANDY FRISCH
CMO, & Cofounder
@randyfrisch

2. Your Marketing
Plans are Now
Irrelevant:
Adapting to what the buyer needs
during COVID-19

3. I’VE LOST CONTROL
COVID-19 IS UNIMAGINABLE

4. WE’VE LOST CONTROL
COVID-19
● Events have been cancelled
● No one at work to answer calls, direct mail
● Customer visits not welcome
● Field-Marketing disruption
● Everyone is distracted

5. DISTRACTION

6. EVENT-LESS

7. WFH

8. THE DIGITAL
VACUUM
THE CURRENT STATE OF OUR WORLD
HAS PUT US INTO A SHORT TERM
100% DEPENDENCY ON A DIGITAL
BUYER JOURNEY
LEADS
CUSTOMERS
DIGITAL
CHANNEL

9. PROBLEM:
A DIGITAL VACUUM
CAN HAVE MANY
PATHS

10. WE HAVE SO MANY
OPTIONS

11. AN OVERWHELMING
BUYER JOURNEY

12. Hello Prospect,
PLEASE JOIN US:
TACO TACO TACO
NEW YORK, NEW YORK
Hello Prospect,
Here’s the details for our upcoming zoom call to talk
about how your team can use us!
zoom.com/12345
Hello Prospect,
We have an amazing agenda for you at our big event
Click here to register.
WE’VE (TEMPORARILY) LOST THESE F2F CHANNELS
EVENTS CALLS DINNERS
OUR
CHANNEL
OUR
DESTINATION

13. TAKING CONTROL
A SHIFT IN CHANNELS

14. The Guide for Everyone The Guide for Everyone The Guide for Everyone The Guide for Everyone The Guide for Everyone The Guide for Everyone
WE STILL STREAM THROUGH DIGITAL CHANNELS
ADS / SEM EMAIL CHAT SEARCH SOCIAL SALES
BUT IGNORE THE DIGITAL DESTINATION
The Ultimate Guide to Developing Winning Software
Products
Read Now
The Ultimate Guide to Developing Winning
Software Products
yoursite.com
Insight into creating engaging blog-posts that convert.
Interviews with top bloggers and ...
Hello Prospect,
I thought you might want to read our latest article - The
Ultimate Guide to Developing Winning Software Products.
Hi – I’ve got content for you. Let’s
connect
Chat

15. MOVE BUYERS THROUGH THE JOURNEY
Marketing Email
SEM Display Ad Sales Email
Nurture Email
Direct Mail
YourContent
Experience
A B

16. EVERY CHANNEL INCREASES CAC
SEM Display Ad
Marketing Email
Sales Email
Nurture Email
Direct Mail
YourContent
Experience
$ $ $ $
$ $
A B

17. CONTENT EXPERIENCE
ACCELERATES THE JOURNEY
YourContent
Experience
Channel 1
$
Channel 2
$
Channel 3
$
A B

18. TAKE BACK CONTROL
1. Adapt to your customer
2. Guide the digital buyer journey
3. Own your time to launch

19. TAKE BACK CONTROL
1. Adapt to your customer

20. @uberflip
Being there for
customers now
will help us later
= Fewer Gates

21. Own the Virtual
Experience
Resilience 2020 Mantra:
No sales,
no promotion,
be together

22. @uberflip
Provide free
courseware or
software
Empower customers
with what they need
now.

23. We’re all
adapting
differently
Make sure your site
is relevant to every
visitor

24. TAKE BACK CONTROL
2. Guide the digital buyer journey

25. @uberflip
From
spray & pray
to
care & guidance
Customer Retention is key

26. @uberflip
Shifting
Channels:
Out: Reduced Digital Spend
In: on-Demand, Live, Chat,
LinkedIn, Social, Invite Focus
Debated: Facebook

27. @uberflip
Control the
experience in a
walled garden
“Come for the webinar stay for
the content” Jacqui @ SAI

28. TAKE BACK CONTROL
3. Own your time to launch

29. @uberflip
Increase output
with reduced
resources
Being nimble kept
team motivated

30. Know the topics
your customers
will want and
tweak in time of
crisis

31. Feed the Org
with Content
All teams (Demand, Product,
Field Marketing, Sales) are
looking for the Right
Experience right now

32. TAKE BACK CONTROL
1. Adapt to your customer
2. Guide the digital buyer journey
3. Own your time to launch

33. ADAPT YOUR PLAN@ randyfrisch
Thank You
uberflip.com/personalization