Understanding Marketing from a Human Perspective · Your Tool Kit Owned Media • Website, blog,...

marie@marketingcopilot.com

416-436-7931

Understanding Marketing from a

Human Perspective

Marie Wiese, President and Founder

Marketing CoPilot Inc.

June 5, 2017

linkedin.com/in/marketingcopilot/

The Next 30 Minutes

• The Trust Equation

• The Buyer Journey

• Mapping the Buyer Journey to your Web Presence

• Getting from Lead to Pipeline

Will you marry me?

The psychology of first meetings…

• What is your first impression?

• How do you feel?

• What do you do next?

What happens when people find you

online?

• Website

• Social media

• Articles

• Blog

• Advertising

The Job of Sales

Is to build trust

• Trust enables action

• Action demonstrates trust

• Action needs to be completed in the process of following

through

The Job of Marketing

Is to make change happen…

Create Tension

• Feeling left out

• Getting ahead

• Spending too much or too little

• Of being right or wrong

• Trying to figure something out or learn something new

Connecting with people…

How do you build trust with

your prospects?

The Buyer Journey then…

Months• Two trade shows over 250 kms

• Several brochures

• Hours of research

• Countless phone calls

• Multiple letters

• Several weeks to purchase

• Hours with sales team

The Buyer Journey now…

Days

• Multiple search engines (Google, Amazon, Facebook, Kijiji)

• Laptop, tablet and cell phone

• Wikipedia

• Social media platforms (Facebook, Instagram)

• No time with sales person to qualify themselves

Traditional Sales Funnel

marie@marketingcopilot.com

416-436-7931

The customer journey today…

Qualifying

• I love your value proposition and I am ready to buy from you

• I like your value proposition but I am not ready yet

• I hate your value proposition and I will never buy from you

Your Tool Kit

Owned Media

• Website, blog, email marketing, newsletter, brochure, etc.

Rented Media

• Social tools, public relations, industry forums, customer review

sites, etc.

Paid Media

• Pay-per-click, newspaper or radio advertising, Facebook ads,

billboards

Common Mistakes

1. Overweighting in sales and underspending on marketing

2. Thinking lead to pipeline is about tactics not about people

3. Ignoring the online buyer journey

4. Thinking your website and time you put into it is good enough

4 Steps to get from Lead to Pipeline

1. Have a well defined value proposition and buyer persona.

2. Define key conversion points in your customers’ buying

journey.

3. Track buyer activity against defined conversion points.

4. Confirm that prospects fit the target market that you set in Step

#1.

Evidence-Based Marketing

Marketing CoPilot Inc. is a digital marketing agency with a proven

methodology for developing and testing customer-centric content.

100% of the companies that implement our program have reduced the

cost of lead acquisition, improved the quality of leads and increased

revenue.

Marketing CoPilot Inc is a registered Canadian trademark.

Copyright @2016. Not to be reproduced or reused without full attribution

Marketing CoPilot Inc. | 20 Bay Street | Toronto, ON | M5J 2N8 | 416.850.1672

Resources

Subscribe to our Blog

marketingcopilot.com/blog

Get our Essential Guide to Better

Content Marketing

marketingcopilot.com/content-

marketing-essential-guide/

Get the Book on Amazon