Right Person, Right Time Right Message

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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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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