21st Century Public Relations

Have you started journey mapping yet? Or are you still wondering why it's an important tool to have in your customer experience management toolbox?

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Via Marteq

Digest...

1. Program Focus (Top graphic)

With the program focus funnel, especially if you are leveraging marketing automation, you are trying to map back specific programs and content to specific personas in the specific stages of this funnel.

 

2. Operations Focus (Middle graphic)

As you can see with the operations focus funnel, the considerations change. The focus is on processes, not programs. Some key processes to note with this funnel are fast tracking, lead scoring, qualification stages, and lead recycling. No matter how you set up your operational funnel, you want to have a fast track path to sales. The sales team does not want to feel that qualified leads are being held up in Marketing. Lead scoring is simple to set up in marketing automation but hard to master. The same white paper could be downloaded by someone just collecting information or someone ready to close. How do you score it? Keep revisiting and adjusting your lead scoring on at least a quarterly basis.

 

3. Buyer’s Focus (Bottom graphic)

Some look at the above graphic and call it a buyer’s journey. It is—but it is a buyer’s journey through the funnel. Too many marketers overlook these distinct buyer’s actions as they plan campaigns and programs through the funnel. You must map specific content to these specific actions if you want to see specific results. The content that you would send out at the “Committing to change” stage should be different than that content going out at the “Justifying the decision” stage. Always take a moment and consider the buyer’s journey through the funnel as you plan and create your marketing initiatives.

 

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Via Marteq

Emotion can work in B2B, if it's focused on the purchaser's feelings not about himself, but about the benefits accruing to the company.

Intermediate/ Digest...

More recently, according to a CEB/Motista Survey presented at Google's ThinkB2B event last year, emotional connections run deeper for b-to-b clients than business-to-consumer customers. They argued that b-to-b marketing must win over both the horse and its rider, whereas consumer marketing just needs the guy on the horse.

 

"Between 40% and 70% of customers feel emotionally connected to brands like Oracle, Accenture, FedEx, SAP, and Salesforce," their report continued, "compared with between 10% and 40% for CVS, L'Oreal, and Wal-Mart."

 

For those of us in a market or brand research role, let's work harder to help both the agency and marketer side find magnetic truths in what we should remember is still p-to-p marketing -- person to person.

 

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► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html  (your privacy is protected).

Via Marteq