Deciphering Your Prospects Digital Body Language
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Social media has fundamentally changed how prospects and customers engage with organizations of all sizes. Buyers embark on a journey that is self-directed, trust-based, and social where the experience of the relationship is as important to them as the product or service being purchased. Their Buyers Journey is a set of organizing principles for aligning company functions and roles to enable, engage and establish enduring relationships with buyers.
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Deciphering Your Prospects Digital Body Language
- 1. Capitalizing on Digital Body Language Christine Crandell January 10, 2012 10:00am PDT / 6:00pm BDT © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 1
- 2. About Us… Strategy Services that accelerate growth 20 years in business Increased client revenues & efficiency by 75% © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 2
- 3. What We Will Cover • The “Buyers‟ Journey” • Deciphering Prospect Digital Body Language • Accelerating Revenue Through Alignment • Q&A © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 3
- 4. The World Changed… © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 4
- 5. New Rules There are no “Customers”, only “Buyers” Buyers are in control Buying is social, self-directed, trust-based & transparent „Lifetime Harder and harder to „reach‟ buying teams Experience‟ is a key decider Experience disruptions result in disengagement © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 5
- 6. What is Buyers‟ Journey™? The Buyers‟ Journey™ is a methodology that companies use to enable, engage and establish enduring, profitable relationships with buyers. © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 6
- 7. Buyers„ Journey 1. Buyer Enablement 2 • Higher quality leads 2. Purchase Validation Buyer • Faster revenue Influence cycles Circle 3. Buyer Engagement 1 3 • Earlier & wider adoption © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 7
- 8. Buyer Enablement: • Problem Definition Validation Commitment to solving the problem • Solution Search Evaluation Understand how Peers Buyers’ solved the problem • Evaluation Solution Journey Select approach, evaluate Search alternatives and short-list • Validation Problem CONTACT vendors and Definition validate selection decision © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 8
- 9. Purchase Disrupters: • 1st Disrupter Handoff of from Marketing to Sales Buyers’ • 2nd Disrupter Handoff of ’customer’ Journey from Sales to Service/Support © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 9
- 10. Buyer Engagement: •Value Delivery Purchase Customer onboarding and Value Validation Delivery initial value • Nurture & Retain Nurture Consistent expected Evaluation & Retain experience • Value Streams Buyers’ Deliver expected value Solution Journey Value beyond solution ROI Streams Search • Expanded Adoption Expected experience and Problem Expanded value drives adoption Definition Adoption • Evangelism Evangelism Unprompted WOM of your value! © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 10
- 11. Purchase Value Validation Delivery Point of Churn – 3rd Disrupter: Nurture Evaluation & Retain • Unmet expectations that remaining after 90 days. Buyers • Churn or defection is highly probable regardless of any Solution Journey Value Search Streams action taken. Problem Expanded Definition Adoption Evangelism © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 11
- 12. Deciphering Digital Body Language Deep Longitudinal Craft Match Primary Data Buyers’ Assets Research Analysis Experience to ”Action” © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 12
- 13. Deciphering Digital Body Language Identify Destination Conversation Learned Action Taken © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 13
- 14. Deep Primary Research • Identify roles/personas to interview – Economic buyer, evaluators, influencer, end user, etc. – Existing customers, lost accounts, key target accounts • Conduct “Mother of all interviews” – Detailed interview of each step/action taken beginning with the „trigger event‟ – Best done in-person; not suitable for web survey – Key to success: build trust first and keep data confidential © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 14
- 15. Longitudinal Data Analysis Industry Association LinkedIn Social Industry Community Analyst Webinar Somebody‟s Uncle White Paper Media Site Blogs Online Demo © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 15
- 16. Aligning to Your Buyers„ Journey Opportunities Sales Purchase Value Validation Delivery Customer Care Nurture “Customers” Evaluation & Retain Marketing Contacts Buyers‟ Journey Value Solution Search Streams Problem Expanded Definition Adoption Evangelism © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 16
- 17. Matching Assets Stage: Solution Search Understand how peers solved the problem Where: Trade publications, search engines, blogs, referrals, social media, relevant market places What: Create awareness, share best Contacts/Leads practices and case examples on how peers Marketing addressed the problem and position your Marketing Buyers’ company as an industry expert Journey Solution How: SEO, case studies, referral program, Search videos, and webinars Call to action: Read the case study, watch the video, learn more, register for the webinar What to measure: Views, visits to landing pages, referring keywords, impressions, and referring sites © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 17
- 18. Why Do This? • Accelerate sales by 3 to 5 times • Reduce cost of sales by 30+% © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 18
- 19. Put It Into Action 1. Be where your customers are and deliver value 2. Develop a holistic plan for consistent lifetime experience 3. Align roles outward and blur internal functional lines 4. Empower all employees to engage with training, mentorship and incentives 5. Engage in all conversations, positive and negative, in public domain 6. Measure ROI and mitigate risks © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 19
- 20. Questions? Contact us for a 1 hour Complimentary Assessment Christine.crandell@newbizs.com +1.415.309.7017 Blog: www.christinecrandell.com Forbes Blog: blogs.forbes.com/christinecrandell Twitter: @chriscrandell © 2011 NBS Consulting Group, Inc. Tel: 415.309.7017 20
Notas do Editor
- Identify – what looking forDestination – where goConversation – who “talk” toAction Taken – what doLearned – what learnedAnd it starts all over again for each step in the Buyers Journey and for each Persona or role.
- Why the Buyer Enablement is important