Stop lying to your customers

Stop lying to your customers (and prospects)!

Marketing in the age of authenticity

Gina Balarin

Senior Marketing Director, OmPrompt

@GBalarin

@OmPrompt

#B2BSummit16

1) We live in the era of authenticity: believe it.

2) What is our job, really?

3) We’re all in it together.

4) Lying doesn’t work – here’s why.

5) Trustworthy content is king.

6) Use your customers.

We live in the era of authenticity: believe it.

Marketing through the ‘ages’

1970s 50/60s 1990s 1980s 2010 2000 2015

@GBalarin @OmPrompt #B2BSummit16

Broadcast Direct Digital Inbound Emotional

An evolution of marketing

Authentic


The age of spin is over.

The era of authenticity has begun.

Our customers expect – nay – demand the truth.

And it’s our job as marketers to give it to them.

Or is it?


What is our job, really?

What is a marketer’s ‘job’, really?

- To ‘market’?

- To ‘sell’?

- To ‘tell stories’?

- To lie?

asetaet

- To lie?


Lying doesn’t work – here’s why.

Our customers (and prospects) might be reacting

to us like this…

Customers are the life-blood of our business

Source:

Ian J. Golding. Research, 2016

“67% of organisations are not

actually acting / behaving in a

customer-centric manner.”

http://www.ijgolding.com/2016/06/14/customer-experience-commitment-2016-customer-centricity-research-findings/


















http://www.providesupport.com/blog/cost-poor-customer-service/

What happens after poor customer experience?

- 52% will tell friends and family about the experience

- 40% will cease doing business with the company.

Why is this so important?

- It’s all about people and TRUST.

- People trust friends and family more… They pay 2x more attention to

recommendations. (Source: Mckinsey, 2010)

- Referral leads convert roughly 30% better than leads generated from other

marketing channels. (Source: Tony Nissen, R&G Technologies, 2013)










http://www.mckinsey.com/insights/marketing_sales/a_new_way_to_measure_word-of-mouth_marketing

http://rgtech.com.au/

http://www.mycustomer.com/sites/default/files/beliveable%20branding.png

B2B buying is emotional

http://www.executiveboard.com/exbd-resources/content/b2b-emotion/pdf/promotion-emotion-whitepaper-full.pdf

We’re all in it together.

Everyone wants the truth!

- You

- Your customers

- Your prospects

- Your salespeople!

Marketing and sales trustworthiness

@GBalarin @OmPrompt

Marketing and sales trustworthiness

Dissatisfied customers can be your best advocates!

Philip Kotler’s Ladder of Loyalty

ADVOCATE

CLIENT

CUSTOMER

PROSPECT

SUSPECT

*

* Have backup advocates.

Trustworthy content is king.

Trustworthy content helps sales

- Makes you findable

- Makes services ‘real’ / tangible

- Complements / substitutes

reference calls / visits

- Makes you trustworthy.

Image source: http://www.socialmediamktg.it/2014/08/content-is-king-of-social-marketing.html

Understand what your customers &

prospects REALLY want

How marketers can help ‘turn the tables’

Understanding (of your product / service AND

customers’ needs)

→ Commercial

Insight

→ Trust

→ Willingness to buy.

Use your customers

Authentic stories are essential to commercial insight

Find opportunities for customers to communicate - Bring customers together and learn from them (and from each other)

- Build customer insights into marketing – and beyond!

Talk to and learn from your prospects - Learn from prospects why you won – or, more importantly, lost a deal

- Develop or improve things that make your product/service ‘real’

(e.g. customisable demos, industry-specific case studies).

Truth is stranger than fiction

https://www.omprompt.com/executive-briefing-arla-foods-claims-management













“We can quote statistics…

but people buy with their heart,

not with their calculator”.

- Simon Granger, CFO, OmPrompt

How to find (and use) the truth to win campaign

investment and influence budgets

- What are your NUMBERS telling you?

- What are you CUSTOMERS telling you?

- What is your EXPERIENCE telling you?

- What is your GUT telling you?

PROSPECTS

- Talk to and learn from your prospects.

- Store info about why they are buying, initially.

CUSTOMERS

- Trust your inner moral compass and your nose.

- Find opportunities to communicate with customers.

- Keep your advocates happy.

- Keep records of satisfaction.

- Get numbers: from customers and project results.

- Remember: bad experiences can be positive.

- Reduce risk: engage more than 1 or 2 contacts per account.

Takeaways:

48% reduction

in staff costs

M £4.5 reduction

in write-offs

Get in touch

Senior Marketing Director

OmPrompt Ltd.

Gina Balarin

@GBalarin

https://uk.linkedin.com/in/ginabalarin

https://www.omprompt.com

@OmPrompt





https://www.omprompt.com/