buyers journey session march 6

1© 2011 NBS Consulting Group, Inc. Tel: 415.309.7017

Christine CrandellMarch 6, 2012

Embrace Your

“Buyers’ Journey”


About Us…

We help companies

accelerate growth.

• Deep, proven strategy expertise to achieve outcomes.

• Proprietary methodology drives Social Business transformation.

• 20 years in business

• Increased client revenues & efficiency by 75%

• Practical advice, tools, and training to sustain success.


3%

70% of buy cycle is complete before Sales is engaged

Forrester 2011

of sales interactions are considered worthwhile by prospects

Forrester 2011

50%of sales teams achieve quotaDemandCon 2011

The World Changed…


Buying is social, self-directed, trust-based & transparent

Harder and harder to ‘reach’ buying teams

Experience disruptions result in disengagement

There are no “Customers”, only “Buyers”

‘Lifetime Experience’ is a key decider

Buyers are in full control

New Rules


Buyers‘ Social Framework

Buyer

Purchase

Enable Engage

The Buyers’ Social

Framework is a

methodology to

enable, engage and

establish enduring,

profitable relationships

with customers.


E

EEvaluate

Validate

Purchase

Delivery

Nurture

Value

ExpandEvangelize

Search

Define

Buyers’ Social

Framework


E

E

Evaluate

Validate

Purchase

Delivery

Nurture

Value

ExpandEvangelize

Search

Define

Buyers’ Social

Framework

Disrupters:

• 1st DisrupterMarketing to Sales• 2nd

DisrupterSales to Service/Support• 3rd DisrupterChurn from unmet expectations


Discover the Invisible

Mother of all Interviews

Longitudinal Data Analysis

Craft Experience

Match Assets to “Action”

Build Presence at “Identify”


Identify

Action Taken

Destination

Learned

Conversation

Discover the Invisible


Industry Association

Blogs

Social Community

Industry Analyst

Webinar

White Paper

Media Site

LinkedIn

OnlineDemo

Somebody’sUncle

Where Do They Go?


Cu

stom

er CareM

arke

tin

g

E

EBuyers’ Social

Framework

Evaluate

Validate

Purchase

Deliver

Nurture

Value

Expand

Evangelize

Search

Define

Sales

Co

nta

cts

Leads

Opportunities

“Cu

stom

ers”

Operationalize the Framework


Buyers’Social

Framework

Define

Mar

ketin

g

Co

nta

cts/

Lea

ds

Mar

keti

ng

Stage: DefineBeing aware of a problem and commited to addressing it

Where: Trade publications, social groups, Q&A sites

What: Educate on issues, pain points and best practicies

How: Research, studies, case studies, content creation and syndication

Call to action: Download content

What to measure:Downloads, returned visitors, followers, fans, traffic from referral, referring keywords


Buyers’Social

FrameworkSearchMar

keti

ng

Co

nta

cts/

Lea

ds

Mar

keti

ng

Stage: SearchUnderstand how peers solved the problem

Where: Trade publications, search engines, blogs, referrals, social media, relevant market places

What: Create awareness, share best practices and case examples on how peers addressed the problem and position your company as an industry expert

How: SEO, case studies, referral program, videos, and webinars

Call to action: Read the case study, watch the video, register for the webinar

What to measure:Views, visits to landing pages, referring keywords, impressions, and referring sites


The Sellers‘ Compass ™

E

Evaluate

Validate

Purchase

Deliver

Nurture

Value

Expand

Evangelize

Search

Define

Sales

Cont

acts

Lead

sOpportunities

“Customers”

Sellers Compass™

Customer CareM

arke

ting

© 2012 NBS Consulting Group, Inc. | Tel: 415.309.7017

The Sellers Compass™is our methodology to enable, engage and establish enduring, profitable relationships with their prospects and customers.


Buyers’Social

Framework

Evaluate

Mar

ketin

g

Co

nta

cts/

Lea

ds

Mar

keti

ng

Stage: EvaluateSelect approach, evaluate alternatives and short-list

Where: SEO & PPC, website, relevant marketplaces, 3rd party sites, partner

What: Demonstrate how your product can provide the ideal outcome

How: Case studies, demo, videos, public validation, customer testimonials

Call to action: Personalized demos, try & buy

What to measure:Number of demo requests, views of demos, partner site inquires, visits from market place, visits from referring keywords and campaigns


Buyers’Social

Framework

Validate

Mar

ketin

g

Sales

Co

nta

cts/

Lea

ds

MQ

L‘s

Opportunities

Mar

keti

ng

Stage: ValidateContact vendors and validate selection

Where: Website, peer social pages, your public profiles, industry analysts, bloggers, ppers

What: Validate that your product does deliver the outcomes and delivers claims you made

How: Free trial, ROI calculator, case studies, customer testimonials

Call to action: Start your free trial, free sample, customer references

What to measure:Free trials signups, lead source, visit referal type, conversion pages, referring keywords, referring campaign


Why Do This?

• Accelerate sales by 3 to 5 times

• Reduce cost of sales by 30+%

• Viral word-of-mouth evangelism


4 Steps to Faster Growth …1. Know where your

customers go and with whom they talk

2. Align to how customers buy

3. ‘Close’ faster by helping buyers validate decisions.

4. Deliver the experience customers want


[email protected]

+1.415.309.7017

Blog: www.christinecrandell.com

Forbes Blog: blogs.forbes.com/christinecrandell

Twitter: @chriscrandell

Questions?

buyers journey session march 6

Documents