right person, right time right message

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neednudge.com Five Tips to Achieving Right Person Right Time Right Message

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From the days of Mad Men to the new era of social selling, Right Person, Right Time and Right Message has always been the goal of great marketing. Paul Teshima, Founder and CEO of Nudge Software, and Ed Grossman, Co- Founder and CEO of Activate examine how this marketing "truism" has become more possible than ever, even with the transformative shift of power from sellers to buyers.

TRANSCRIPT

Page 1: Right Person, Right Time Right Message

neednudge.com

Five Tips to AchievingRight PersonRight Time

Right Message

Page 2: Right Person, Right Time Right Message

neednudge.com

Insights

Content Performance

Engagement & Nurture

Convert

Applying Insights, Accelerate Buying

Align content/messaging

with each stage of the

buying process to drive

high-conversion

Page 3: Right Person, Right Time Right Message

neednudge.com

Five Tips to Achieving Right PersonRight TimeRight Message

Paul Teshima

Co-founder and CEO

Nudge

@pteshima

Page 4: Right Person, Right Time Right Message

neednudge.com4

1650First newspaper ad is placed offering a reward for 12 stolen horses

Page 5: Right Person, Right Time Right Message

neednudge.com

1960s the Mad Men of Madison Took TV Advertising to a New Level

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neednudge.com

RIGHT PERSON

RIGHT MESSAGE

RIGHT TIME

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neednudge.com7

Challenge

Right Person is Harder to Find,

As Buyers Stay Hidden Longer

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neednudge.com8

“67% of Buyers Journey Is Now Done Digitally”

Source: SiriusDecisions

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neednudge.com

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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neednudge.com

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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neednudge.com

Lead Scoring Improves 7 Key Performance Metrics

Source: Aberdeen Research

Page 12: Right Person, Right Time Right Message

neednudge.com

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

Page 13: Right Person, Right Time Right Message

neednudge.com

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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neednudge.com15

Challenge

Right Time is Less and Less

at Your Website

Page 16: Right Person, Right Time Right Message

neednudge.com

B2B Online Purchases Up, But More Than Half Not At Your Website

Page 17: Right Person, Right Time Right Message

neednudge.com

Social is Becoming a Critical Aspect in Your Marketing Plan

Source: WebDAM

Page 18: Right Person, Right Time Right Message

neednudge.com

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

Page 22: Right Person, Right Time Right Message

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Responsive Design No-Longer a Nice to Have: Web, Apps, Ads

Page 23: Right Person, Right Time Right Message

neednudge.com

Video Has to Become a Core Part of Your Content Marketing Strategy

Page 24: Right Person, Right Time Right Message

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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

Page 27: Right Person, Right Time Right Message

neednudge.com

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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neednudge.com

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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neednudge.com

Thank you!

www.neednudge.com@neednudge

www.activatems.com@Activate_MS