nim 2/20/17 event slide show: digital revolution revenue roadmap
TRANSCRIPT
Digital Revolution Revenue Roadmap
How to sell the way your customers are buying now
Kristin ZhivagoPresident
Cloud Potential
February 20, 2017
Up to NowSelling > marketing is broken > why?
Gap > customer reality versus company reality > roadblock to revenue
Solution > interview customers > revenue roadmap > worked
Digital Revolution > Mobile has changed everything and Google is your other “customer”
Business books seem all the same to me. I buy them all the time in Audible and I am always disappointed. Everyone has the same things to say - like I haven't taken business 101 a million times.
I have been thinking for many years about how lost business owners are about their customers and how they need to market to them.
The way Zhivago has laid it all out, and the writing, are brilliant. I am addicted now and reading every second I get.
Desiree Bryant, CMO
TheDigital Revolution
It’s not just the phones.
It’s not just texting and
social and 24/7 access.
It is consumerism
at the speed of thought.
Want something?
Whip out your phone, Google
it, get what you need.
Internet Speed
CUSTOMERS
COMPETITORS
GOOGLE YOU?
How do you move as
fast as your customers?
How do you avoid moving at corporate speed?
You take full advantage of the powerful
tools available to
you – and you follow the Digital
Revenue Roadmap
Principles
Principle #1
Wars are won with principles, not tactics.
Principle #2 Everything starts with the customer.
Principle #3
Meet customer’s expectations,
Google’s expectations, and
your revenue expectations.
Meet Customer Expectations
• Interview customers after they buy (book)• Use customer behavior analysis tools: Google
Trends; Google Analytics (locations, interest, site flow); HotJar; SpyFu
• See what is working for your competitors “resorts newport”
Meet Google Expectations
• Google wants to 1) know who you are, 2) what you sell, and 3) what makes it special. Most companies never get to #1.
• Google needs proof – and you can create it.• Lots of work, endless optimization.
• Google is your friend – they want to give customers what they want, and if you are what they want, they want to give you to customers.
Meet Revenue Expectations• What to measure • Map out their buying process – NOT your selling
process – build new measurements based on what you learn
• Forecast based on their buying process - decision points
• Don’t guess – build it and start getting market feedback
Principle #4
The Internet has become a global Conversion Platform.
Principle #4
• Customers – who are they, what they search for, what they do
• Search – what they search for and how, how you rank now, what Google needs from you, top phrases in your market, trends, domain authority, mobile-friendliness, speed
• PPC – keywords being used to find your type of product, ads run by competition, which ads are working
Principle #4
• Conversion – What is the conversion you want? Built into every part of your site. Time on site, click-through/purchase rates.
• Competition – known versus unknown, how you compare, strengths/weaknesses, mobile-friendly, backlinks, best traffic sources
• Technology – speed, mobile, tools
Principle #7
Use the OIMAP method to manage (and move at Internet speed)
• Ownership – an owner for every project / task
• Insights – real facts, using today’s powerful tools
• Methodology – Scalable processes that work
• Actions – Do it. Do it now.
• Performance – Measure it, improve it
All the PrinciplesPrinciple #1 – Wars are won with principles, not tactics
Principle #2 – Everything starts with the customer
Principle #3 – Meet customer, Google, and revenue expectations
Principle #4 – The Internet has become a global Conversion Platform
Principle #5 – Move fast, take less risk, and get things done
Principle #6 – Collaboration, not isolation
Principle #7 – Use the OIMAP method to manage
Principle #8 – Start with your strengths, and build on them
Principle #9 – Improve your situation every day. Don’t wait for the “big solution”
Principle #10 – Use the right tool for the job
Principle #11 – Invest in people before technology
Principle #5
Move fast, take less risk, and get things done.
Principle #6
Collaboration, not isolation.
Principle #8Start with your strengths and build on your
strengths.
Principle #9
Improve your
situation every
day.
Principle #10
Use the right tool for the
job.
• Moz• Alexa• SpyFu• HotJar• Google Trends• Google Analytics
Principle #11
Invest in people before
technology.
The second biggest risk is doing the wrong thing
The biggest risk now is doing nothing
The right principles will keep you on the right track.
