Bryan Eisenberg - Creating Legendary Brands: A Business Process To Align Metrics, Customer Experience And Profits

INBOUND15

Presented by:Bryan Eisenberg

@TheGrok

Creating Legendary Brands a business process to align metrics,

customer experience and profits

2014 Buyer Legends, LLC INBOUND15

Just one thing?


Whose Story?


Creating Remarkable Experiences Takes Planning


The answer shouldnt surprise you

Who gets to make business decisions?


Two decades of marketing optimization

2014 Buyer Legends, LLC

The most important single thing is to focus obsessively on the customer. Our goal is to be earths most customer-centric company.

Jeff BezosCEO & President amazon.com

14

http://amazon.com


Value as Seen by Our Customers


Customer Journeys are parts of Persuasive SystemConversion rate is a measure of your ability to persuade visitors to take the action you want them to take.

It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs.

Bryan Eisenberg, ClickZ 2001


Can we talk about process first?

If the process we've used in the past is broken, let's fix it, because, in fact, getting that process right is actually more urgent than the problem we've got right now. Our meta-conversation pays significant dividends. At the very least, it gets us working together on the same side of a problem before we have to be on opposite sides of the issue of the day.Posted by Seth Godin on his blog June 21, 2014


Simple, yet NOT for beginners


Having worked first hand with the Eisenbergs on mapping our customers critical paths and creating scenario narratives, I can confidently say the Buyer Legends process works. My teams focus at Google is on acquiring SMB advertising clients. And if youve ever worked with these types of businesses, you know there is huge diversity through the spectrum of small and medium businesses. Wed miss opportunities and gaps by over-aggregating (i.e. taking too high level a view) though often the challenge was in effectively communicating our insights. The Buyer Legends framework allowed us to more effectively focus our efforts, improving the bottom line. And equally important, to make a more compelling case for change with our marketing, engineering and product colleagues.

Paul JeszenszkyHead of Global B2B Digital Marketing Center of Excellence, Google

23


Bad for communications?


It Is Not Just About Content & Brand Stories


Why Buyer Legends?Improves communicationsEveryone gets the big picture and the details

Improves executionDirect communication instead of implied instructions

Improves testingBetter variations to test; and if variations fail look to assumptions

Makes more moneyImproved experiences increase conversions and are worth the investment of time up front

1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks 2014 Buyer Legends, LLC INBOUND15

Show, dont tell!

http://www.BryanEisenberg.com


Segments, sub-segments & self selection Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram


We tell stories to connect


Empathy represses analytic thought, & vice versa

You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business

Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain. (2012)

2014-2015 Buyer Legends, LLC 2014 Buyer Legends, LLC INBOUND15

The Buyer Legends Recipe1. Select your perspective - deeper insights produce

better results2. Perform a pre-mortem - remember Murphys Law3. Outline the story backwards - it forces the why and

helps you measure4. Draft the Buyer Legend - the better the story the

more money youll make by improving execution, communications and testing

5. Execute - improve, rinse and repeat


10 essential ingredients of a Buyer Legend1. The personas2. The personas purpose & objective3. The personas rationale4. The personas key decisions5. A pre-mortem for the personas buying journey6. The personas drama (emotional struggles)7. A reverse chronology of the personas buying

journey8. The personas constraints & considerations9. The personas reasonable alternatives10. Measurement of the Buyer Legend in the real

world


Storyboards can enhance the narrative

1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks 2014 Buyer Legends, LLC INBOUND15

Word-of-mouth is triggered when your customer experiences something far beyond what was expected, for better or for worse. Slightly exceeding their expectations just wont do it. Architectural Kinetic Generous and/ or Identity

A few words about Word of Mouth



Thank you for your attention


Phone (347) 470-GROK (4765)Twitter: @TheGrok & @BuyerLegends

[email protected]

http://www.BuyerLegends.com

http://www.BuyerLegends.com http://www.IdealSpot.com

http://www.BryanEisenberg.commailto:[email protected]?subject=http://www.BuyerLegends.comhttp://www.BuyerLegends.comhttp://www.BuyerLegends.com

Slide Number 1Slide Number 4Whose Story?Slide Number 7Slide Number 8Creating Remarkable Experiences Takes PlanningWho gets to make business decisions?Slide Number 11Slide Number 12Two decades of marketing optimizationSlide Number 14Slide Number 15Slide Number 16Slide Number 17Value as Seen by Our CustomersCustomer Journeys are parts of Persuasive SystemCan we talk about process first?Simple, yet NOT for beginnersSlide Number 22Slide Number 23Bad for communications?It Is Not Just About Content & Brand StoriesSlide Number 26Slide Number 27Segments, sub-segments & self selectionWe tell stories to connectEmpathy represses analytic thought, & vice versaThe Buyer Legends RecipeSlide Number 3210 essential ingredients of a Buyer LegendStoryboards can enhance the narrativeA few words about Word of MouthSlide Number 36Thank you for your attention