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Presentation given by Lemarco at Microsoft Livemeeting to Partners on 24 June, 2013
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USING CASE STORIES AS REFERENCE MARKETING TOOL
LEMARCOPATRICK DALLE
Monday 24 June 13
recommendations from people i know
consumer opinions posted online
branded websites
online ads
0 25 50 75 100
67
42
30
8
33
58
70
92
Nielsen - Global trust in advertising survey - Q3 2011
2
TRUST DON’T TRUST
Monday 24 June 13
3
Reach-out
InteractEngage
Reach-out activities towards
targeted audiences
Encourage lead conversion via call to actions
Build relationship through content marketing and
loyalty programs
ARIE - referral marketing framework
Align
Align around common
objectives
Monday 24 June 13
‘Sales and marketing alignment begins with the customer.’
FORBES - 2013
4
Align
Monday 24 June 13
Planning starts with aligning
• Business alignment– Sales & Marketing must play the same game in the same
team
• Audience alignment– Which type of customers do we really (not) want?– Which prospect categories should we address ?
• Sales cycle alignment– Which messages should we bring depending on the
prospect’s decision process?
5
Align
Monday 24 June 13
‘80% of B2B purchase cycles are completed before the buyer considers contacting the vendor.’
FORBES - 2013
Product,features & pricing
5% conscious & logical
Most of our time & sales efforts are spent here,
where it’s LEAST EFFECTIVE
95%Perception
Unconscious &emotional
CUSTOMERS BUY PERCEPTION IN FIVE MINUTES OR LESS
They spend the rest of their time with you justifying their emotional
decision with logic
6
Monday 24 June 13
Where in the sales cycle will our case stories be used?
Define needs Evaluate alterna4ves
Risk evalua4on & ac4on
7
Align
Latent pain
Pain
Monday 24 June 13
8
Align
Monday 24 June 13
From latent pain to pain
Define needs Evaluate alterna4ves
Risk evalua4on & ac4on
9
Align
Latent pain
Pain
Hope!
Monday 24 June 13
Matching your case story content with shifting buying concerns
Define needs Evaluate alterna4ves
Risk evalua4on & ac4on
10
Align
Latent pain
Pain
Monday 24 June 13
Shifting buying concerns
NEEDS
SOLUTION
PRICECOST
RISK
Level of concern
PhaseDefine needs Evaluate alternatives Evaluate risk & price
11
Align
Monday 24 June 13
Reach-out: from word-of-mouth to word-of-mouse
• Storytelling !• Use the power of online media• Stretch to offline PR and influencer relationships
– Microsoft– HP– Datanews– Federations– ...
12
Reach-out
Monday 24 June 13
Storytelling - features, advantages & benefits
13
Reach-out
Monday 24 June 13
Storytelling - features, advantages & benefits
14
Reach-out
Your customer’s story:
‘How much was revenue increased?”’“How far did we reduce costs?’
What is the solution really worth to you?How did it change your life?
FEATURE STATEMENT“A folded piece of absorbent material that is placed between a baby's legs and fastened at the waist to contain excretions.”
ADVANTAGE STATEMENT “The baby will remain dry all night.”
BENEFIT STATEMENT “The baby will be happier, which is the mother’s main concern.”
Monday 24 June 13
15
Reach-out
• Editorial calendar for case stories• Online reach-out plan• Good SEO practices• Make it easy for advocates to refer to your case
stories
Use the power of online media
Monday 24 June 13
16
Write once, reach many
your website
affiliate sitesmicrosoft.com
your blog
linkedIn.com
facebook.com
SEOgoogle.com
your eNews
your companymagazine
Reach-out
from Word-of-Mouth to Word-of-Mouse
Monday 24 June 13
Good SEO practices
17
• On-page SEO– (fresh) quality content– good code architecture– general rule: what people like to read wil bring you
better rankings
• Off-page SEO– quality and natural inbound links to your website
Reach-out
Monday 24 June 13
18
Interact
• Online solution demos• Video case stories• Premium content & whitepapers• Exent online to offline marketing activities
– Livemeetings– Customer visits– Company magazines
Complement with call to actions
Monday 24 June 13
‘Word of Mouth recommendations result in 3 to 5x higher conversion rates than other channels.’
- Extole Referral Marketing Guide
19
Engage
Monday 24 June 13
Engage into a 1-to-1 relationship with customers and prospects
• Apply a smart content marketing strategy
• Monitor & keep the referral program top of mind
• Extend with an (offline) customer intimacy approach
• Make a compelling online offer
20
Engage
Monday 24 June 13
6 degrees of separation
21
Engage
Monday 24 June 13
22
4 criteria:1. Compelling2. Unique3. Balanced4. Tested & optimized
Engage
Make a compelling offer
Monday 24 June 13
23
Customers referred by other customers...
– have a higher contribution margin
– have a higher retention rate
– are more valuable in both the short and the long run
‘The average value of a referred customer is at least 16% higher than that of a nonreferred customer.’Source: Referral Programs and Customer Value, Schmitt, Skiera, & Van den Bulte
Engage
Monday 24 June 13
Our 4 key take-aways
24
1. Align - make sure Sales & Marketing are playing the same game... in the same team
2. Reach-out - use the power of Word-of-Mouse
3. Interact - complement your case stories with Call-to-Actions
4. Engage - make a compelling offer engaging existing customers
Monday 24 June 13
• developing their strategic vision
• optimizing their messaging strategy and content creation
25
WE TRANSFORM TECHNOLOGY COMPANIES INTO BUSINESS LEADERS
Monday 24 June 13
Corporate branding & B2B campaigns…
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Monday 24 June 13
Customer testimonials …
27
Monday 24 June 13
28
Monday 24 June 13
Video productions & software demos
29
Monday 24 June 13
Personalized whitepapers & B2B magazines
30
Monday 24 June 13