2 x Your BusinessComan Fullard

#ContinuumLabs

@ComanFullard

Senior Digital Strategist

Do you have to work 2 x hard?

Tactics without Strategy

Conversion FunnelProspect

Lead

QualifiedLead

Negotiator

Customer

Engager

Multiple customer touchpoints

Multiple internal stakeholders

Effort must be coordinated

Conversion Sequences

14% improvement at each conversion point gives:

2 x Business

+14%

+14%

+14%

+14%

+14%

+14%

+14%

+30%

+48%

+69%

+93%

+119%

Work 2 x Smart

The Continuum Continuum

Campaign

Delivery

Strategy DesignDefine

the Message

Optimise the

Experience

Construct the

medium

Promote to

Convert

Discovery

Segmentation

Value Proposition

Strategy Creation

UX Discovery

UX Design

UX Testing

UI Design

Build

QA Release

Keyword Research

Content Marketing

SEOSocial Media

PPC, etc.

Customer

Articulate Your Strategy

To whom are you selling?Value proposition?

Your message?What channels?

Value Proposition Spectrum

12

3

4

43

2

1

12

43

PrimaryValueProp

Persona 2Pe

rson

a 3Persona 1

ABC

Primary Value PropQuestion: Why should your ideal prospect buy from you rather than some one else?

Prospect LevelQuestion: Why should Persona 1 buy from you rather than your competitors?Product LevelQuestion: Why should Persona 1 buy this product rather than any other product?Process LevelConversion steps associated with this product for persona 1

How many models of the

customer do you have?

1? 5? 12? More?

Personas DriveProspect

Lead

QualifiedLead

Negotiator

Customer

Engager

PPCSocial Media

Channel SelectionContent Generation

Automated Qualification

Personalised Content DeliveryLead Gathering Activities

Email CampaignsOffers

Upselling

Cross-selling

Benefits of Buyer Personas

1. MLT Creative2. Ibid3. Hubspot4. Ibid5. Ibid6. ITSMA7. Ibid

Email-5 x open rate1

2 x click-through rate2 18 x more revenue than “broadcast” emails3

Ads - Behaviourally targeted ads are 2 x as effective4

Web -2 x to 5 x times as effective5

Buyers 48% more likely to consider solutions with personalized marketing6

Competitive - Only 44% of B2B marketers using them7

€

Build the Buyer PersonaWho?

BackgroundDemographicsIdentifiers

What?GoalsChallengesWhat can you do to help?

Why?In their wordsCommon Objections

How?Marketing MessageElevator Pitch

Getting Started

Customer Goals

Pains

Gains

Be Recognised for leadership

Deliver Shareholder

Value

Be a Force for Positive Change

Drive GrowthBe Recognised for Insights

Change internal &

external status quo

Created GrowthMade Savings

Drove Efficiencies

Share-price Growth

Achieved Market

Penetration Gains

My personal take-home

grew … keeping score

My Decisions had positive

impact

I delivered a major initiative

on a global stage

I had the foresight to make that

happen

Information Overload

Many unknowns –

find the important

facts

Delegate the Search - but do I get the

“right” shortlist

No Time Fear of making the wrong decision

Complex Decision – what is the

bottom line?

Its a long process- who will help me navigate it?

Value personal relationships but who can I trust to help?

How can I pick one

over another?

Value Proposition1. Who are the target entities for this value proposition?

2. What is this value proposition’s time horizon?

3. What do we want these target entities to do?

4. What compelling alternative(s) do these entities have?

5. What resulting experiences (including price) will they derive vs. their alternative(s), if they do as we propose? • Resulting experiences must be specific, actionable, comparative

• Many winning VP’s are trade-offs: some experiences are inferior

Value Proposition Framework

OfferingProducts& Services

Pain Relievers

Gain Creators

This approach is …

Simple Actionable

Measureableand usually overlooked

Small improvements along conversion funnel = big business impact

Strategic Coordination

Shared model of your customersArticulated value proposition

Coman FullardSenior Digital Strategist

Continuumwww.wearecontinuum.com

@ComanFullard#ContinuumLabs