Blind SpotMarketingMilko Harald Urs Digital Festival (Digital Shift)

Nurture –Sales Funnel (Trap) – Sales Aquarium – Shadow Funnel –Your input

Nurture = Customer Hounding

Last Chance Buy now

Blablabla blabla bla,

Bla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla. Really Last Chance

Buy now!Blablabla blabla bla!

Bla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla.Really, Last Chance

Really Buy now!!!Blablabla blabla bla!!!

Bla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla.

Purchase

Evaluation

Intent

Consideration

Interest

Hound through Sales Funnel

Awareness

Purchase

Evaluation

Intent

Consideration

Interest

Sales Funnel – «Dante’s Inferno»

Awareness

Push Customer from Lead

To Qualified Lead To Opportunity

To Closed

Purchase

Evaluation

Intent

Consideration

Interest

Marketing’s work

Awareness

Purchase

Evaluation

Intent

Consideration

Interest

Sales Funnel – Customer in theory

Awareness

Demand Generation (Push) Inbound Marketing (Pull)

Retargeting

Conversion Rate to Cold Lead or directly to Hot/Warm Lead

Cold Lead Nurturing

Conversion Rate to Hot/Warm Lead

Hot/Warm Lead Qualification / Oppty Follow up (TS / Sales Rep)

Conversion Rate to close a sale

$

2-3% Reach EOF

Purchase

Evaluation

Intent

Consideration

Interest

Sales Funnel – What really happens

Awareness

2-3% Reach EOF

Purchase

Evaluation

Intent

Consideration

Interest

Sales Funnel – What really…really…

Awareness

Sales Funnel – RisksAwareness

Interest

Evaluation

Consideration

Intent

Purchase

STOP!Purchase delayed Purchase

stopped

Not interested

Sales Funnel – RisksAwareness

Interest

Evaluation

Consideration

Intent

Purchase

Forcing prospects down your funnel may harm your longterm customer

relationship potential.

Sales Funnel – RisksAwareness

Interest

Evaluation

Consideration

Intent

Purchase

Forcing prospects down your funnel may harm your longterm customer

relationship potential.

Sales Funnel – Risks

Interest

Awareness PR, Print, Affiliate Mkt

SEMEmailOutbound callOutbound callOutbound call

limitations of push channels

Purchase

Evaluation

IntentConsideration

Interest

Better: A Net in a Sales Aquarium

Awareness

Push & Pull Across Stages / Non-Timed / Exit Allowed

Me

Donald Duck unmonitored@freemailer.com

+41441111111 yahoo.com Abbreviation

Purchase

Evaluation

IntentConsideration

Interest

Ariadne is your friend – guide it

Awareness

Targeting / Low Barrier Transitions / Multi-Channel

Purchase

Evaluation

IntentConsideration

Interest

Guide into both directions – or out

Awareness

Timed & Non-Timed / Transparency / Exit Options

Let's discuss a case – Tyre Trader• B2C & B2B business model • Multi-brand product portfolio • Budget to high performance products • Challenges • Low margin • Low share of new business • Limited eCommerce offering • Low success of email centric marketing

Tyre Trader – Awareness / InterestHow to identify new prospects and generate

awareness & interest?

Tyre Trader – Consideration / IntentHow to identify interested prospects and make

them consider & intend to buy?

Tyre Trader – Evaluation / PurchaseHow to identify prospects with buying intention

and make them evaluate and buy now?

Purchase

Evaluation

IntentConsideration

Interest

Orchestrate

Awareness

New Audiences

RetargetingSEA

SEOSEO

SEO

SEO

SEO

SEA

SEA

m, öä-,

Purchase

Evaluation

IntentConsideration

Interest

Tracking & Targeting is key

Awareness

• Lists • Cookies • IP address

• Form Management

• Lists (buy/rent/generate) • 3rd party cookies & service providers

• Demographic targeting • Behavioral targeting

• Lists (buy/rent/generate) • 3rd party cookies & service providers

• Demographic targeting • Behavioral targeting

• Lists (buy/rent/generate) • 3rd party cookies & service providers

• Demographic targeting • Behavioral targeting

• Lists (buy/rent/generate) • 3rd party cookies & service providers

• Demographic targeting • Behavioral targeting

Digital Marketing Without Tracking & Targeting

Everything is a blind spot

m, öä-,

Purchase

Evaluation

IntentConsideration

Interest

Technologies

Awareness

• Address based Targeting • Phone number based Targeting • Email based Targeting • Cookie based Targeting

• IP Detection • Cookie Identification • Conversion Functions

• Cookie based Analytics • Content Personalization • Multi-Channel

Execution

• Cookie based Analytics • Lead Nurturing

• CRM Sales Qualification • Quotation

• eCommerce • Digitally enabled

Salesforce • Transaction Monitoring

TechnologiesAd blocking, 'incognito' browsing, cookie blocking and privacy regulations will impact algorithm / tech based marketing & services

1/3 of your customers will 'disappear' from your systems in the coming 10 years (Gartner 2019)

Risk: The Invisible Customer

Discussion

Milko Harald Urs Say THANKS