11 consumer behavior secrets to improve automated marketing

Founder of 60 Second Marketer, CNN Contributor and Author of Go Mobile and How to Make Money with Social Media

Introductions

I’ve written a few books

I get on TV sometimes

And I’ve helped a few clients

you may have heard of

But the thing I love to do most is to help people like you

SELL MORE STUFF

Let’s talk about B2B consumer secrets

Secret #1: Your customers go through six distinct

stages before making a purchase

Knowledge

LikingPreferenceConviction

Purchase

Cognitive Stage

Affective Stage

Behavioral Stage

Secret #2: The second B in B2B

is actually a C

1. Fewer, larger buyers 2. Close buyer-customer relationships 3. Professional purchasing 4. Several buying influences 5. Multiple sales calls 6. Inelastic demand 7. Geographically concentrated buyers 8. Direct purchasing

That said, there are some distinctions:

Secret #3: People buy for emotional reasons and then rationalize their purchase

with logic

[Despite what Porsche buyers will tell you, nobody actually buys a Porsche for logical reasons]

Secret #3: People buy for emotional reasons and then rationalize their purchase

with logic

Secret #4: People have subconscious reasons for

preferring one brand over another

Secret #4: People have subconscious reasons for

preferring one brand over another

Baylor University proved this with a blind taste-test with Coca-Cola and Pepsi.

THE STUDY HIGHLIGHTED THE IMPORTANCE A BRAND PLAYS IN

PURCHASING BEHAVIOR.

Secret #5: The B2B purchase is much more complex than the B2C purchase

Go Away

• Initiators: Those who request something to be purchased

Go Away


• Users: Those who will be using the product or service

Go Away



• Influencers: People who influence the buying decision

Go Away




• Deciders: People who decide on product requirements or on suppliersGo Away




• Deciders: People who decide on product requirements or on suppliers

• Approvers: People who authorize the proposed actions of deciders or buyers

Go Away






• Buyers: People who have formal authority to select the supplier.

Go Away






• Buyers: People who have formal authority to select the supplier.

• Gatekeepers: People who have the power to prevent sellers or information from reaching members of the buying center

Go Away

Secret #6: The majority of your prospects and

customers are visual learners

Secret #7: Colors have meaning

and can impact your conversion rates

Source: JuanMarketing.com

Secret #8: Your customers fall

into one of four categories

1.Price-Oriented Customers: Price is everything 2.Solutions-Oriented Customers: They want low prices but will

respond to arguments about lower total cost or more dependable supply or service.

3.Strategic-Value Customers: They want a fairly permanent sold-supplier relationship with your company.

4.Gold-Standard Customers: They want the best performance in terms of product quality, assistance, reliable delivery, and so on.

Four types of business customer

Secret #9: There are 9 questions you should ask

before you launch your next B2B marketing campaign

10 Fundamental B2B Questions

1. Who buys our product or service?


1. Who buys our product or service?2. Who makes the decision to buy the product?


1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?


1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?


1. Who buys our product or service?2. Who makes the decision to buy the product?3. How is the purchase decision made? Who assumes what role?4. What is the customer really buying (e.g., what are the hidden reasons for purchase)?5. When a prospect decides to buy from a competitor instead of us, what’s the

reason?



reason?6. What are the key places that prospects get information about our product or service

(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)




(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?




(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?




(e.g., eBooks, websites, trade shows, organic search, word-of-mouth, etc.)7. How do your prospects and customers currently perceive our product?8. What other factors influence the purchase decision?9. How do personal or demographic factors influence the purchase decision?


Secret #10: People remember things

in groups of three

Just Do It Finger Lickin’ Good Snap! Crackle! Pop!

Diamonds Are Forever I’m Lovin’ It

wordsB2B consumer’s eyes gravitate to certain

Secret #11:

• Free • Now • You • Save • Money • Easy • Guarantee

• Health • Results • New • Love • Discovery • Proven • Safety

How to put all of this to work

Let’s Talk B2B Marketing Techniques

Ranking of B2B Marketing Channels

Prospect Journey

Discovery of Need

Awareness of Options

Consideration of Alternatives Conversion Relationship Retention

Traditionally, a prospect is converted to a client, then a relationship is established.

Prospect Journey

Discovery of Need

Awareness of Options

Consideration of Alternatives Conversion RetentionRelationship

But today, more companies are building a relationship first, then converting them to clients.

Email Marketing and Marketing Automation

Key points to remember

[email protected] PH: 678-313-3472

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