Download - Are You a Marketer or a Mind-Reader?
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Are You a Marketer or a Mind-Reader? How to Know What Your B2B Buyer is Really Thinking
Andrew MoravickResearch AnalystAberdeen Group@Amoravick
Matthew T. GrantDirector, Content StrategyAberdeen Group@MattTGrant
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Andrew Moravick – Research Analyst, Aberdeen Group
• Marketing and Sales Effectiveness• Recent Research:
• Understanding Best-in-Class CRM Usage for Marketing
• Demystifying Complex, Multi-Channel Sales Data
• Mainer
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Matthew T. Grant – Director, Aberdeen Group
• Content Strategy• Aberdeen Essentials Editor-in-Chief • MarketingProfs Alum• Likes words and music
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What’s on Your Mind?
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What We’re Going to Cover
• The Standard Approach to the Buyer’s Journey: Its Benefits and its Challenges
• Three Approaches to Mind Reading• News You Can Use
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We Want to Control Influence Buyers
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What’s the Standard Approach?
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We Map the “Buyer’s Journey”
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of Problem
Consideration of Options
Evaluation of Solutions
The Customer Journey
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We Imagine it Looks Like This
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of Problem
Consideration of Options
Evaluation of Solutions
The Customer Journey
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We Want Our Influence to Look Like This
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of Problem
Consideration of Options
Evaluation of Solutions
The Customer Journey
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We Create Content by Answering Questions
The Buyer’s World
The Vendor’s WorldAwareness of
ProblemConsideration of
OptionsEvaluation of
SolutionsThe Customer
Journey
“There’s a better way?”
“How do we make it
happen?”
“What’s the best option?”
“Can we get promoted
now?”
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Behind Our Map, Our Objectives
The Customer Journey
The Buyer’s World
The Marketer’s World Awareness of Problem
Consideration of Options
Evaluation of Solutions
“There’s a better way?”
“How do we make it
happen?”
“What’s the best option?”
“Can we get promoted
now?”
The Business
Leads Opportunities Sales Wins Retention
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This Approach Yields Real Results
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Better Marketing Performance
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Better Business Performance
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Lower Cost-per-Lead
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But…This Approach Has Real Problems
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The REAL “Buyer’s Journey”
The Buyer’s World
The Vendor’s World
Business as Usual
Awareness of Problem
Consideration of Options
Evaluation of Solutions
The Customer Journey
“Oh, S#%t!!” “What the &#%^ do we do?!”
“What the &#%^ SHOULD we do?!”
“Can we stop freaking out
now?”
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Signals Get Crossed
The Buyer’s World
The Vendor’s World
Business as Usual Awareness of Problem
Consideration of Options
Evaluation of Solutions
The Customer Journey
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What Goes Wrong?
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Our Assumptions Get in the Way
[Sadly not #ProfsB2B]
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Our Assumptions Get in the Way
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How Can We Really Know What Buyers Are Thinking?
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We Have Three Options
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Option #1
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Ask Them
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46%of all marketers don’t interact with customers directly
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77%of all Leading Content Marketers interact with customers directly
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Three Approaches
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1. Talk to Sales
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Salesfolk Have Insights
1. What questions are customers asking?2. What are the problems they are talking about?3. What drives decisions?4. What gets in the way?
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Is Your Content Answering the Right Questions?
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2. Talk to Customers Yourself
1. Identify target customers2. Draw up your list of questions3. Make sure you have cleared things with sales4. Make your calls (or visit if you can)
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What’s Going On?
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(PS. You might be able to turn these conversations into content!)
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“Just observe someone while they are doing something”
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3. Hire Someone to Talk to Customers for You
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You Have to Know What You Want to Know
1. What do customers see as their most pressing “needs”?2. How do they normally address these needs?3. Why do potential customers choose competitors?4. What do customers think when they hear your message?
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You Might Not Hear What You Want to Hear
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Option #2
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Use Data
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Use Your Own Data
Data Nada
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Are There Patterns to Customer Behavior?
1. Is there a piece of content that EVERYONE touches?2. Is there content that gets ignored?3. What searches lead them to your site?4. What are people searching for on your site?5. What do your best customers have in common?
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Create a Unified View of the Customer
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Find Data Partners
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Find Data Partners
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Complete the Data Picture
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Complete the Data Picture
1. What data do you already have in your organization?2. What are you using and what are you not using (but could)?3. What data are you missing? 4. Who has that data?
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Option #3
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Write Their Minds
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A Very Powerful Tool
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Create a Category
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Create an Industry Standard
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Watch Out for Competition!
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Watch Out for Competition!
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Be Where the Buyers Are
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Be Where the Buyers Are
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Be Where the Buyers Are
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Final Thoughts
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Assumptions and Content Alignment
Data Nada
A foundational framework for what’s going on
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Assumptions + Data
Data Nada
Static/ general constructs to improve scalable relevance
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From “Alignment” to “Mind Writing”
Data Nada
The aspiration of many; the achievement of a strong few
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Things to Do
• Analyze the assumptions you are making about the buyer’s journey
• Talk to customers to test those assumptions• Refine and complete your picture of the buyer with data • Ask yourself…
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If you could write your customer’s mind, what would you write?
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Images Sources (Creative Commons)
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