View
1
Download
0
Category
Preview:
Citation preview
1
1
Are You A Marketer or a Mind-Reader? How to Know What Your B2B Buyer is Really Thinking
Andrew
Moravick
Research Analyst
Aberdeen Group
@Amoravick
Matthew T.
Grant
Director, Content Strategy
Aberdeen Group
@MattTGrant
2
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
2
3
Matthew T. Grant – Director, Aberdeen Group
• Content Strategy
• Aberdeen Essentials Editor-in-Chief
• MarketingProfs Alum
• Likes words and music
4
What’s on Your Mind?
3
5
What We’re Going to Cover
• Why you want to know what your buyer is thinking
• How marketers usually try to figure this out
• Some better ways
6
4
7
We Want to Control Influence Buyers
8
What’s the Standard Approach?
5
9
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
10
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
6
11
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
12
We Create Content to Fit the Journey
The Buyer’s World
The Vendor’s World Awareness of
Problem
Consideration of
Options Evaluation of
Solutions
The Customer
Journey
“There’s a better
way?”
“How do we
make it
happen?”
“What’s the
best option?”
“Can we get
promoted
now?”
7
13
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
14
This Approach Yields Real Results
8
15
Better Marketing Performance
16
Better Business Performance
9
17
Lower Cost-per-Lead
18
But…This Approach Has Real Problems
10
19
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?”
20
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
11
21
What Goes Wrong?
22
Our Assumptions Get in the Way
[Sadly not #ProfsB2B]
12
23
Our Assumptions Get in the Way
24
Ask Yourself: Why Are We Mapping the Buyer’s Journey?
The Customer
Journey
Experience
Explanation [Assumed]
Awareness of
Problem
[Assumed]
Consideration of
Options
[Assumed]
Evaluation of
Solutions
“There’s a better
way?”
“How do we
make it
happen?”
“What’s the
best option?”
“Can we get
promoted
now?”
Metrics [Uncertain
connection to]
Leads
[Uncertain
connection to]
Opportunities
[Uncertain
connection to]
Sales Wins Retention
13
25
How Can We Really Know What Buyers Are Thinking?
26
We Have Three Options
14
27
Option #1
28
Ask Them
15
29
46% of all marketers don’t interact with customers directly
30
77% of all Leading Content Marketers interact with customers directly
16
31
Three Approaches
32
1. Talk to Sales
17
33
Salesfolk Have Insights
1. What questions are customers asking?
2. What are the problems they are talking about?
3. What drives decisions?
34
Is Your Content Answering the Right Questions?
18
35
2. Talk to Customers Yourself
1. Identify target customers
2. Draw up your list of questions
3. Make sure you have cleared things with sales
4. Make your calls (or visit if you can)
36
Where Does It Hurt?
19
37
“Just observe someone while they are doing something”
38
3. Hire Someone to Talk to Customers for You
20
39
You Have to Know What You Want to Know
1. How do customers normally meet a particular need?
2. Why do potential customers choose competitors?
3. What do customers think when they hear your message?
40
Option #2
21
41
Use Data
42
Use Your Own Data
Data Nada
22
43
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?
44
Create a Unified View of the Customer
23
45
Create a Unified View of the Customer
46
Find Data Partners
24
47
Complete the Data Picture
48
Option #3
25
49
Write Their Minds
50
Example: Responsive Web Design
26
51
Example: Marketing Technology
52
Example: Buyer Personas
27
53
Example: Buyer Personas
54
Final Thoughts
28
55
“Writing Minds” and Stages of Content Alignment
Data Nada
A foundational
framework for
what’s going on
56
“Writing Minds” and Stages of Content Alignment
Data Nada
Static/ general
constructs to
improve scalable
relevance
29
57
“Writing Minds” and Stages of Content Alignment
Data Nada
The aspiration of
many; the
achievement of a
strong few
58
Things to Do
• If you are going to map the buyer’s journey, understand WHY
• If you REALLY want to know what buyers are thinking, choose a method (or methods) and find out
• When you discover that your content and message ARE NOT ALIGNED with what buyers are thinking, make some changes
• Ask yourself: “If we could write our customers minds, what would we write?”
30
59
Images Sources (Creative Commons)
• https://flic.kr/p/EzHYq
• https://youtu.be/22P_PSUzx3I
• https://flic.kr/p/4ua9wX
• https://flic.kr/p/7aHHq
• https://flic.kr/p/fBLcyX
• https://flic.kr/p/npwZRM
• https://flic.kr/p/8qexoZ
• https://flic.kr/p/bzRzNy
• https://flic.kr/p/aVteMH
• https://flic.kr/p/uL7TrW
• https://flic.kr/p/62EciS
60
Email:
Andrew.Moravick@Aberdeen.com
Matthew.Grant@Aberdeen.com
Follow us on Twitter via:
@Amoravick & @MattTGrant
Recommended