Presentation by: Rick Merten, Founder and MD, Permission

2. Unlock the power of permission

3. Unlock the power of permission

4. Presented by
Rick Merten, Managing Director, Permission
Is your digital
journey winning
customers hearts
and minds?

5. Unlock the power of permission
What drives success?
1. Define your target market
2. Understanding the buyers journey
3. Mapping the journey to your sales funnel
4. Automating the process to conversion

6. Unlock the power of permission
Digital Engagement

8. Unlock the power of permission
The Market Has Changed
B2B decision making
has changed
2
Growth of social
media and social
buying
Old models don’t
work

9. Unlock the power of permission
From a Lead to a Customer
Forrester
Research
reported
that
buyers
might
be
anywhere
from
75%
to
90%
of
the
way
through
their
buying
journey,
before
they
reach
out
to
a
vendor.
9

10. Unlock the power of permission
From a Lead to a Customer
Understand, Nurture, Convert
10
Define Your Targets
Design the Buyer Journey
Define the channels/touch points
Build Valuable Content
Nurture Your Leads

11. Unlock the power of permission
DefineYour
Targets

12. Unlock the power of permission
Step 1: Define your targets
§ A profile of your ideal customer
§ Consider all buyers in the decision process.
§ Usually 4-10 different people involved.
§ What are their priorities/influences?
§ Consider demographics, behaviours,
motivations, challenges and pain points.
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13. Unlock the power of permission
Buyer Name:
Job Title
Job Description and Responsibilities
Primary goals or objectives
Challenges or pain points
Role in purchase decision
Marketing messages to target with
13

14. Unlock the power of permission
How it works
§ Ensure this is documented,
saved in a key location and
shared with the team

15. Unlock the power of permission
Map the
Buyer’s Journey

16. Unlock the power of permission
The Buyer’s Journey
16

17. Unlock the power of permission
Nurture through your funnel
Use big-picture and industry-focused content; social
media, advertising, sponsorships, PE and become aware of
your company. Goal will be to turn anonymous visitors into
known visitors by enticing them to interact with your
campaigns. This will allow you to start tracking your
website visitors and gain a clear picture of typical buyer
behaviour.
Educate, help prospects evaluate buying criteria, white
papers, eBooks, webinars, events, analyst reports, videos,
reviews, checklists. Use the buyer behaviour you’ve
gathered to target engaged prospects.
Demos, data sheets, trials, pricing, case studies,
references, vendor comparisons, and implementation data.
Your prospects are evaluating specific products and
services and at this stage become willing to engage with
sellers.
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18. Unlock the power of permission
Step 2: Map the Buyer’s Journey
§ Map your customers decision making process.
§ What will they think about when they research and then
purchase your product or service?
Buying Phase Disruption Discussion Research Deliberation Decision
Buyer Profile 1
action
Buyer Profile 2
action 18

19. Unlock the power of permission
Define
Channels

20. Unlock the power of permission
§ Acquiring Prospects: Driving visitors to your site
Step 3: Define channels/touch points
§ Search – SEO and Paid
§ Social – Content
§ Create ads, content and
stories based on:
§ Your value proposition
§ Stages in the buying cycle
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21. Unlock the power of permission
How it works
Engage
suspects
using
AdWords,
social
or
email
communica5ons
sent
to
our
inac5ve
database
Drive
suspects
to
our
blog
Drive
blog
ar5cle
readers
to
resources
Resources
are
gated
so
we
capture
data
Define
and
send
relevant
lead
nurturing
campaigns
to
prospects

22. Unlock the power of permission
Valuable
Content

23. Unlock the power of permission
Step 4: Build Valuable Content
§ Once you understand a prospect’s profile/journey you can
create high value content
§ Create and curate content
§ Focus on content your customers want and will read
§ Ensure your content can be used in various places and
devices
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24. Unlock the power of permission
BuildValuable Content
Buying Stage: Content for Profile Buyer 1 Content for Profile Buyer 2
Interest
Problem
Research
Criteria
Decision
Approval
§ Use a content matrix to define the content
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25. Unlock the power of permission
How it works

26. Unlock the power of permission

27. Unlock the power of permission
Step 5: Nurture your Leads
Marke5ng
Automa5on
§ A
proven
process
for
§ managing
and
opAmising
the
customer
experience,
§ idenAfying
key
aspects
to
measure,
§ improving
conversion
and
increasing
revenue
§ MarkeAng
AutomaAon
bridges
the
gap
between
lead
generaAon
and
customer
conversion
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28. Unlock the power of permission
Marketing Automation Benefits
1. Reduce the reliance of cold calling
2. Nurture leads and educate prospects through the sales
funnel
3. Better understand and profile prospects to improve
conversion and reduce costs
4. Segment your database to support targeted and tailored
communications
5. Build a tighter relationship between sales and marketing
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29. Unlock the power of permission
Understand your buyers and their journey
29
Step 1
Define
targets
Step 2
Map the
buyers
journey
Step 3
Asses the
channels
Step 4
Build
content
Step 5
Nurture
leads

30. Thank you and Questions
Rick Merten, Permission
(02) 8024 5401
www.permission.com.au/resources