Download - Understanding the buying process
Marketing’s Evolving Role How marketing’s role has changed in today’s buying process
Marketing’s Role in the Buying Process Has Expanded
Marketing delivered eyeballs and sales
would qualify, inform, and convert them
Today marketing has more responsibility--sales gets
involved later in the process when leads are already qualified & sales ready
Marketing will continue to cover more and more of the entire buying
process
Why Has Marketing’s Role Changed?
• Customers are well-informed: Factual, objective information is infinitely available –
• Opinions and testimonials are easy to obtain - Facebook, Twitter, blogs, review websites
• Information overload: People are so overloaded with marketing, they tune it out
Marketing’s Shift in the Buying Process
Awareness of the need for
change How can I
address this need for change? Decision to
change
Marketing Responsibilities
Marketing is no longer about awareness: it’s about capturing interest
• Information overload • Attention spans are miniscule—and
getting shorter (average: 9 seconds) • To differentiate your message, move from
logic to fascination
Fascination jumpstarts the buying process and helps
bypass objections
Marketing’s Expanded Role
7 Triggers to Capture Interest Power – Take command
Fidelity – Stay on the Line Passion – Invoke emotion
Subaru – Love Campaign
Mystique – Arouse curiosity Apple “Lost iPhone” “leak”
7 Triggers to Capture Interest Prestige – Earn Respect
BMW – Ultimate Driving Machine
Alarm – Change Urgency Allstate – Mayhem Campaign
Rebellion – Change the Game
Only Vegas
Trust – Build Loyalty IBM – Smarter Planet
Making it Happen • Know your audience (use personas to
identify the people in the buying process) – what triggers best fit their personas?
• Create content that appeals to those key fascination triggers
• These triggers aren’t just about messaging—they are about what your company represents to your customer
• Build trust and add value through your product, content, and interactions