Modern customer purchase journey

ADAPTING TO THE DIGITAL AGE

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CUSTOMER PURCHASE JOURNEY

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32,723,278 SEARCH ENGINE QUERIES/ DAY

Source: statista.com 2014

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11,362 SEARCHES WERE PERFORMED IN THE TIME IT TOOK TO READ THIS

Source: statista.com 2014

What EFFECT has the INTERNET ENTER THE MODERN ERA Had on MODERN marketing mindset?

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18.2

THE AVERAGE NUMBER OF WEBSITES A BUYER WILL VISIT BEFORE MAKING A DECISION (10.4 IN 2011)

Source: statista.com 2014

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82

PERCENT OF BUYERS USE THE INTERNET FOR RESEARCHING PURCHASE DECISIONS

Source: statista.com 2014

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PERCENT OF THE PURCHASE DECISION IS MADE BEFORE FIRST CONTACT

HARVARD BUSINESS REVIEW

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TRADITIONAL SALES PROCESS

STIMULUS

FIRST MOMENT OF TRUTH

SECOND MOMENT OF TRUTH

PROCTOR & GAMBLE

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informational GATE KEEPERS that must be sought out for help -Ardath Albee, author of “eMarketing Strategies for the Complex Sale”

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“ NO LONGER are companies and their sales people the

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INFORMATIONAL GATEKEEPERS ARE NOW REPRESENTED BY SEARCH ENGINES SOCIAL NETWORKS

PERCEPTIONS OF RELEVANCE

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ZERO MOMENT OF TRUTH SEARCH ENGINES In 2011, Google introduced the Zero Moment of Truth (ZMOT) which describes a revolution in the way consumers search for information online and make decisions about brands. Search and ZMOT have continued to grow in importance, and as consumers’ behavior evolves, so must the ways brands engage them.

MULTI-MEDIA ASK NETWORK & REVIEW SITES

GOOGLE 2001

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MODERN SALES PROCESS

STIMULUS GOOGLE 2001

ZMOT

FIRST MOMENT OF TRUTH

SECOND MOMENT OF TRUTH

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ZMOT IS HERE TO STAY By 2019 local search query volume is estimated to reach 204.2 billion searches. That’s nearly a 40% improvement.

projection of the local search query volume in the United States from 2014 to 2019, sorted by platform.

Statista.com

ZMOT | how has it IMPACTED ZERO MOMENT OF TRUTH

MODERN marketing STRATEGY?

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HOW DO YOU BUYERS TO SHORTLIST BUSINESS

BEFORE FIRST CONTACT

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IT’S

EASIER THAN IT SOUNDS…

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LEVERAGE ONLINE MARKETING CHANNELS TO GUIDE PROSPECTS THROUGH THEIR DECISION MAKING PROCESS

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4 fundamental ONLINE Build a solid foundation

MARKETING channels

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‌ WHAT IS IT‌ AND WHY DOES IT WORK?

SMM is a form of internet marketing which seeks to achieve branding and marketing communication goals through the participation in various social media networks. Social Media is a shorter top level term that describes the space overall, and covers the activities around social interaction, content, videos, images and audio exposure.

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SMM

SOCIAL MARKETING

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SEO … WHAT IS IT… …AND WHY DOES IT WORK?

SEARCH ENGINE OPTIMIZATION The process of better aligning a company’s website with a search engine’s algorithm with the intent of producing significant improvement of your site SERP (search engine results page) rankings to drive traffic to your website.

COMPANIES RANKING HIGH ON SERPS FOR THEIR PRODUCTS OR SERVICES REAP THE FINANCIAL REWARDS OF THE WEBSITE TRAFFIC CAN BE COUNTED IN $100,000S OF DOLLARS IN MONTHLY REVENUE.

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PPC … WHAT IS IT… …AND WHY DOES IT WORK?

PAY-PER-CLICK ADVERTISING PPC is an online advertising format that allows advertisers to display ads for their goods or services when buyers enter search queries that are relevant to their business It’s called “pay-per-click” because advertisers are only charged when a buyer clicks on their ad.

Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting impactful revenue generating opportunities for which their direct competitors’ become benefactors.

… WHAT IS IT… AND WHY DOES IT WORK?

Remarketing is a clever way to connect with visitors to your website who may not have made an immediate purchase or enquiry. It allows you to position targeted ads in front of a defined audience that had previously visited your website - as they browse elsewhere around the internet.

BANNER AD

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PPC

REMARKETING

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The MODERN Inbound THE NEW MARKETING MINDSET

SALES Funnel

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THE JOURNEY … THE NEW MARKETING MINDSET

MODERN INBOUND SALES FUNNEL User behavior and customer purchase journeys are more complex today than they've ever been before.

Modern consumers – especially those purchasing high-consideration or B2B products – look across a variety of media and conduct a lot of searches. Google reports that the average B2B researcher does 12 searches before they engage on a specific brand's site. They are seeking reinforcement and comfort not just from the information about the product, but also from the opinions of other customers.

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Stimulus:Awareness ZMOT: Research ZMOT: Consideration

o

o

ZMOT: Conversion o

FMOT: Contact & Purchase

Content is king & Distribution is Queen when it comes to generating brandawareness. having engaging and informative content is key to B2B inbound marketing success. The topics and type of content should be based on solving industry issues.

Targeted distrobution of the content through Social media, email marketing and/or offline strategies is essential to driving awareness and guiding buyers down the conversion funnel

SMOT: EXPERIENCE

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Stimulus:Awareness ZMOT: Research

Social media & SEO gets your product or service in front of business buyers.

Ultimately guiding them into the conversion funnel.

ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE

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Stimulus:Awareness ZMOT: Research ZMOT: Consideration

Relevant users that do not convert are lost opportunities. PPC & Remarketing is the next step after the initial Social Media program is in place.

ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE

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Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase

Now that relevant users are coming in as a result of Social Media strategies, you’ll need to maximize the opportunities for users to convert.

Especially since users on B2B sites rarely convert on the first visit.

Any design or content changes to the site should also be A/B tested before being made permanent.

It’s important to make design changes to a website to conform to user behavior changes

SMOT: EXPERIENCE

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Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase SMOT: EXPERIENCE

Time

% Increase

1 minute

391

2 minute

120

3 minutes

98

30 minutes

62

1 hour

36

Calling a lead within minutes of it coming in significantly increases your chances of closing compared to waiting 3 days

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Stimulus:Awareness ZMOT: Research ZMOT: Consideration ZMOT: Conversion FMOT: Contact & Purchase

ADVOCACY When a decision makers get exactly what they want… They’re happy…

And what happy decision makers do?….Recommend you to Colleagues!

SMOT: EXPERIENCE

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THANK YOU!

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