Consumer behaviors have changed drastically in the last several years. You should know; you’re likely an online consumer yourself. So you know that reaching the modern buyer can be a daunting, seemingly impossible, proposition. But it doesn’t have to be that way.
Join Mathew Sweezey, Marketing Evangelist for Salesforce.com and author of Marketing Automation for Dummies, as he provides an overview of modern customer engagement and shows you how to execute on an engagement strategy that drives lasting results.
During this webinar, you’ll learn:
- How the modern consumer makes buying decisions
- Lead nurturing best practices to increase lead flow
- Social media tactics and strategies that get results
- How to value and get buy-in for your efforts
Mathew is the head of thought leadership for B2B marketing at Salesforce.com. A consummate writer, he authors a column for Clickz.com on marketing automation, has been featured in publications such as Marketing Automation Times, DemandGen Report, Marketing Sherpa, ZDNet, and is the author of Marketing Automation for Dummies. Mathew speaks more than 50 times per year around the world at events such as Conversion Conference, Dreamforce, SugarCon, and to companies including Microsoft, Investec, NetJets, and Restaurants.com, to name a few.
2. MARKETING
HEAD OF B2B MARKETING THOUGHT LEADERSHIP FOR SALESFORCE.COM
AUTHOR OF:
MARKETING AUTOMATIONFOR DUMMIES – 2014
M AT H E W “ S W E E Z E Y ” = @ M S W E E Z E Y
15. UNMANAGEABLE BY A SINGLE DEPARTMENT
24/7 MARKETING
EXPERIENCE IS KEY
INCREASED DIGITAL ENGAGEMENT
PROBLEMS FACING MARKETERS
RESEARCH DONE BY @msweezey
21. EFFECT OF BAD EXPERIENCE
1/4Of buyers say if they are disappointed with your content
They will never read content from you again
RESEARCH DONE BY @msweezey
24. IS Unsustainable
24/7The only way to be sustainable and create net positive interactions
Is to have a marketing mindset in your organization
@msweezey
36. HERE ARE THE DEETS
HOW TO BE RELEVANT
I surveyed 400 B2B Buyers
TIP: READ “THE FUTURE OF 1 to 1, by PEPPERS AND RODGERS
37. ESCAPE
WHY DO YOU ENGAGE
LEARN
RESEARCH
People wanting to escape will lean on self discover and social
channels. They are looking to escape their work, life, job, and take
a short break. No barring on sales readiness.
People wanting to research will dedicate time to search,
learn, and solve. They are looking for content to help them
solve for a problem. Shows sales readiness
People wanting to learn are looking on ways to do their job better. This
can also take place during an escape. May be an early sign of sales
readiness if they move to research.
38. HOW DO YOU ENGAGE
Daily content consumption. Usually is Learn, and
Escape. Happens across all media channels.
How we engage with Research content.
39. 77% want staged content
Because Google allows for a consumer to find
highly relevant and specific information, they
require it to fit ONLY what they are looking for at
the time.
40. CONSUMERS RETURN TO
GOOGLE 2-3 TIMES TO
RESEARCH A B2B PURCHASE
THEIR SEARCH TERMS
CHANGE EACH TIME AS WELL
41. It’s ability to teach: 42% of people say the ability of
a piece of content to teach them something is a significant factor
affecting it’s authenticity
The tone: 42% of people say the tone of a piece has a
significant affect on their view of it being authentic
The look/presentation: 44% of people say the
look/presentation of a piece of content has a significant affect on
their view of it being authentic.
HOW YOU SAY IT COUNTS
44. GOOD EXAMPLEHOW SELF DISCOVERY IS HELPING INTEL
PAID FOR BY
INTEL BUT
PUBLISHED BY
MASHABLE
45. What is helpful will depend on
the channel you are using. For
Facebook a consumer wants to
escape. This content to the left
is “helpful” because it allows
me to further my interest in
discovering new things. So it is
helpful to me in this regard.
REMEMBER
46. BAD EXAMPLEBOTH PAID – BUT ONE HAS HIGHER CONVERSION & ENGAGEMENT
YOU ARE MORE
LIKELY TO SURVIVE
A PLANE CRASH
THAN CLICK THESE
47. CONCLUSIONS
• EXPERIENCE IS THE MODERN FOCUS
• MINDSET IS HOW YOU MANAGE
• STAGES ARE HOW YOU EXECUTE
• SOCIAL MEANS “Self Discovery”
48. QUESTIONS
• WHAT IS A GRIT?
• WHAT BEER DO YOU BREW?
• WHAT’S YOUR ASTROLOGICAL SIGN?
• LENGTH OF TIME TO RUN A
CAMPAIGN?
ALSO REACH ME AT @MSWEEZEY