BDO Connections Marketing is the New Sales: Engaging the (Anonymous) Digital Buyer

Transcription

1 BDO Connections Marketing is the New Sales: Engaging the (Anonymous) Digital Buyer

2 Mark Stuyt About Mark: Founder Chief Engagement Officer 25 year sales professional (CA, Pivotal CRM, PeopleSoft, SAP) Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM Partners: Europe, North America, Asia Author: Microsoft Accelerated Selling Methodology Author: Microsoft Industry Acceleration Content Mark s contact info: LinkedIn (604) Website

3 What Will You Learn? Buyer 2.0 Emotional Engagement Digital Engagement

4 B u y e r 2. 0 Changing Buyer Behaviour Self Educating Wants to be in Control External Validation Immediate Gratification Fear Consciousness

5 B u y e r 2. 0 Changing Engagement Point or RESEARCH HISTORICAL PROOF

6 B u y e r 2. 0 Triage Sales Engagement Lead Triage Nurture Marketing

7 B u y e r 2. 0 Outbound to Inbound Get Found Convert Nurture Promote Industry Focus Thought Leadership SEO, SEM, Social Digital Engagement Calls-to-Action High Value Offers Build Relevance Remain in Conscience CRM/Automation Frictionless Sales Hand-Off

8 Emotional Engagement 10

9 E m o t i o n a l E n g a g e m e n t Emotional Buying Cycle Trigger Event Urgency Research Hope Evaluation Analysis Doubt Decision Anxiety Doubt Fear Need or Irritation Pain Desire

10 E m o t i o n a l E n g a g e m e n t Industry Drivers & Market Forces EXTERNAL pressures that FORCE organizations to invest in new business systems! Industry Drivers & Market Forces Measurable Impacts Economy Regulatory Change Suppliers Competition Customers Behavior Declining Revenue Margin Pressure Limited Differentiation

11 E m o t i o n a l E n g a g e m e n t Trigger Event Always comes as a surprise Illuminates business challenges Highly emotional Cannot be ignored Aligned with: Growth Risk $ (profitability/cost) Control

12 E m o t i o n a l E n g a g e m e n t Business Challenges & Key Requirements The ROOT CAUSE/SOURCE of the Trigger Event Business Challenge or Business Process Key Requirement Inventory Management Scheduling Billing Merchandising Loyalty Mgmt. Mobile, EDI, POS Integration

13 E m o t i o n a l E n g a g e m e n t Emotional Messaging Framework Market Forces & Industry Drivers Impacts WHY (Trigger Event) HOW WHAT Economic: All major private sectors showing growth Economic: Growing backlog Larger projects Business Challenge Metric Business Process Function Requirement Features Regulatory: Rapidly changing building/zoning codes Suppliers: Unpredictable pricing and supply Competitive: M&A - larger, specialized competitors Customer: Risk resistant buyers (fixed fee projects/penalties) Customer s Customer Demand for sustainable buildings Regulatory: Certification requirement sustainable building practices Suppliers Project delays Lower project profitability Competitive: Increasing lost bids Declining margins (BMR) Customer: Increasing litigation, legal costs & settlements Increase in rework Customer s Customer Increasing labour costs Declining utilization Leadership Dialogue/Video Growth M&A Large or complex new project Fear Lost a key customer Project write-off Utilization <70% Risk Compliance penalty Litigation Control Bad decision Management Text/Video Project Collaboration Project Management Budgeting & Forecasting Time & Expense, Billing Scheduling Estimating Inventory Control Talent Mgmt Subcontractor Mgmt Equipment Mgmt. RFI/Bid/Proposal Mgmt. Billing IT Text Team Workspaces Compliance Reporting Dashboards KPIs/Reporting Jobsite Mobility Mobile Time Capture Web Services BMI Integration Records Management Cloud EDI Subscription Licensing

14 E m o t i o n a l E n g a g e m e n t Emotional Messaging Framework Market Forces & Industry Drivers Economic: All major private sectors showing growth Impacts Economic: Growing backlog Larger projects WHY (Trigger Event) Business Challenge Metric HOW Business Process Function WHAT Requirement Features Product Innovation R&D/IP Regulatory: Rapidly changing building/zoning codes Suppliers: Unpredictable pricing and supply Competitive: M&A - larger, specialized competitors Customer: Risk resistant buyers (fixed fee projects/penalties) Customer s Customer Demand for sustainable buildings Regulatory: Certification requirement sustainable building practices Suppliers Project delays Lower project profitability Competitive: Increasing lost bids Declining margins (BMR) Customer: Increasing litigation, legal costs & settlements Increase in rework Customer s Customer Increasing labour costs Declining utilization Leadership Dialogue/Video Growth M&A Large or complex new project Fear Lost a key customer Project write-off Utilization <70% Risk Compliance penalty Litigation Control Bad decision Management Text/Video Project Collaboration Project Management Budgeting & Forecasting Time & Expense, Billing Scheduling Estimating Inventory Control Talent Mgmt Subcontractor Mgmt Equipment Mgmt. RFI/Bid/Proposal Mgmt. Billing IT Text Team Workspaces Compliance Reporting Dashboards KPIs/Reporting Jobsite Mobility Mobile Time Capture Web Services BMI Integration Records Management Cloud EDI Subscription Licensing Marketing Messaging & Assets Sales Engagement & Assets

15 E m o t i o n a l E n g a g e m e n t Online Images & Language

16 E m o t i o n a l E n g a g e m e n t Persona Development

17 E m o t i o n a l E n g a g e m e n t Personal/Content Alignment What: IT/End User - features product specifications, webcasts, whitepapers, product comparisons, calculators (<10 pages, 60 minutes) How: Managers - business process/departmental focus case studies, product videos (<5 pages, 15 minutes) Why: Leadership results oriented ($ and risk) Analyst reports, Infographics, Videos (testimonials, impacts) (1 page, 2 minutes)

18 E m o t i o n a l E n g a g e m e n t Content Calendar

19 E m o t i o n a l E n g a g e m e n t Emotional Website Audit Summary TRIBAL CONNECTION PERSONA ENGAGEMENT EMOTIONAL ENGAGEMENT TRIGGERS VISUAL STIMULATION CURIOSITY AND NOVELTY SIMPLICITY VS COMPLEXITY PROOF OF CLAIMS TRUST AND CREDIBILITY VALUE EXCHANGE AND ACTION ENGAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% % - Taking action to increase this element is a preference based on your marketing goals % - Taking action to increase this element is a priority based on your marketing goals. 0-35% - Taking action to increase this element is critical based on your marketing goals.

20 E m o t i o n a l E n g a g e m e n t Tribal Engagement Your score 37% Elements Score/10 Immediate Tribal Identification 3 Tribal Specific Images 4 Inclusive Tribal Language 3 Tribal Pain Empathy 2 Undeniably a Trusted Member of the Tribe 5 Demonstrated Tribal Leadership 3 Tribal Co-Creation 6

21 Digital Engagement 25

22 D i g i t a l E n g a g e m e n t Digital Engagement Filters

23 D i g i t a l E n g a g e m e n t Social Engagement

24 D i g i t a l E n g a g e m e n t Tribal Engagement

25 D i g i t a l E n g a g e m e n t Visual Engagement 70% of the population is primarily visual Brains are WIRED to follow faces Unconsciously drawn to the human face Moving pictures evoke emotions. 25% of brain activity is involved in visual processing 70% of the body s sense receptors are in the eyes

26 D i g i t a l E n g a g e m e n t Visual Superiority Effect What is the cloud? Where is the cloud? Are we in the cloud now? These are all questions you've probably heard or even asked yourself. The term "cloud computing" is everywhere. In the simplest terms, cloud computing means storing and accessing data and programs over the Internet instead of on your computer's hard drive. The cloud is just a metaphor for the Internet. It goes back to the days of flowcharts and presentations that would depict the gigantic server-farm infrastructure of the Internet as nothing but a puffy, white cumulonimbus cloud, accepting connections and doling out information as it floats. What cloud computing is not about is your hard drive. When you store data on or run programs from the hard drive, that's called local storage and computing. Everything you need is physically close to you, which means accessing your data is fast and easy for that one computer or others on the local network. Working off your hard drive is how the computer industry functioned for decades; some would argue it's still superior to cloud computing, for reasons I'll explain shortly. The cloud is also not about having a dedicated network attached storage (NAS) hardware or server in residence. Storing data on a home or office network does not count as utilizing the cloud. (However, some NAS will let you remotely access things over the Internet.

27 D i g i t a l E n g a g e m e n t Visual Contrast

28 D i g i t a l E n g a g e m e n t Visual Engagement

29 D i g i t a l E n g a g e m e n t Verbal Engagement Greater productivity Improve customer satisfaction Better visibility Scalable Manageable Reliable Powerful Easy to use Dynamic Business software World leader Market leader Best-in-class Best-of breed Cost effective End-to-end solution Increase revenues Reduce costs Competitive advantage Mission critical Award winning Value add Best Unique Great Innovative Exclusive Business solutions

30 D i g i t a l E n g a g e m e n t Verbal Engagement Greater productivity Improve customer satisfaction Better visibility Scalable Manageable Reliable Powerful Easy to use Dynamic Business software World leader Market leader Best-in-class Best-of breed Cost effective End-to-end solution Increase revenues Reduce costs Competitive advantage Mission critical Award winning Value add Best Unique Great Innovative Exclusive Business solutions

31 D i g i t a l E n g a g e m e n t Emotional Engagement

32 D i g i t a l E n g a g e m e n t Emotional Engagement

33 D i g i t a l E n g a g e m e n t Novelty & Curiosity Brains are drawn to novelty Brains crave what is new Novelty stimulates Attention & Emotion Things that are new stimulate reward circuits

34 D i g i t a l E n g a g e m e n t Emotional Images

35 D i g i t a l E n g a g e m e n t Key Takeaways Outbound to inbound shift Marketing is the new Sales Develop emotional messaging Engage digitally Understand the buying brain 42