right person, right time right message
DESCRIPTION
From the days of Mad Men to the new era of social selling, Right Person, Right Time and Right Message has always been the goal of great marketing. Paul Teshima, Founder and CEO of Nudge Software, and Ed Grossman, Co- Founder and CEO of Activate examine how this marketing "truism" has become more possible than ever, even with the transformative shift of power from sellers to buyers.TRANSCRIPT
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neednudge.com
Five Tips to AchievingRight PersonRight Time
Right Message
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Insights
Content Performance
Engagement & Nurture
Convert
Applying Insights, Accelerate Buying
Align content/messaging
with each stage of the
buying process to drive
high-conversion
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neednudge.com
Five Tips to Achieving Right PersonRight TimeRight Message
Paul Teshima
Co-founder and CEO
Nudge
@pteshima
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1650First newspaper ad is placed offering a reward for 12 stolen horses
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1960s the Mad Men of Madison Took TV Advertising to a New Level
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RIGHT PERSON
RIGHT MESSAGE
RIGHT TIME
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Challenge
Right Person is Harder to Find,
As Buyers Stay Hidden Longer
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“67% of Buyers Journey Is Now Done Digitally”
Source: SiriusDecisions
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Two Parts to This Challenge
Marketing cannot rely on profile data alone to segment and target
Sales can no longer wait for buyers to come to them
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Lead Scoring Gives You Visibility Into Fit and Engagement
A
B
C
D
1
2
3
4
Profile Fit
(Demographics)
Engagement
(Digital Body Language)
Great Fit
Incomplete Info
Not Good Fit
Good Fit
Very Engaged
Engaged
Low Engagement
No Activity
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Lead Scoring Improves 7 Key Performance Metrics
Source: Aberdeen Research
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FACT: weak connections offer the best
opportunities, exposing you to different people
and interests
You can't meet them all, so to stay in touch you need to replace coffee
with content
But most social connections
are weak
Social Selling is Enabling Sales to Find Buyers Earlier
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To Help Sales Grow Weak Connections You Need to Arm Them With Relevant Content
Provide content they can use where sales people work• CRM• Email Clients• Mobile
TINY HABITS
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Tips
Marketer Must Leverage Predictive Lead
Scoring to Understand Buyers Intent
Sales Must Grow Relationships From Their
Network of Weak Connections
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Challenge
Right Time is Less and Less
at Your Website
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B2B Online Purchases Up, But More Than Half Not At Your Website
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Social is Becoming a Critical Aspect in Your Marketing Plan
Source: WebDAM
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Online Ads Still One of the Best Ways to Get In Front of Your Buyers
Early Stage Buyer Late Stage Buyer
44% of B2B Marketers will increase display budget in 2014- Webmarketing123
Retargeted Ads Increase Conversion by over 10x- DoubleClick
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Tip
New Capabilities in Online Ads
Allows You to Be More Targeted in
Your Campaigns
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Challenge
Right Message is No Longer
Just About the Content Itself
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Generation Z Represents Over 25% of Future Buyers
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Responsive Design No-Longer a Nice to Have: Web, Apps, Ads
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Video Has to Become a Core Part of Your Content Marketing Strategy
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Tip
Ensure Your Content is
Responsive and
Leverage Video to Engage
Your New Generation of Buyers
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Challenge
It is Getting More and More Difficult
to Choose the “Right Solutions” for
your Marketing Efforts
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Interactive Marketing Spend Growing Over 30% CAGR
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In the Last 3 Years the No. of Marketing Companies Have Grown by 950%
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It’s Okay to Need Help
• Automation ≠ Autonomous
• Understanding why and when your customers buy is still key strategic input
• Theory and practice collide: executing takes discipline, don’t be afraid to ask for help
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Tip
Getting to Right Person, Right Time, Right
Message is as much about People and
Process, as it is about Technology
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Thank you!
www.neednudge.com@neednudge
www.activatems.com@Activate_MS