Deciphering Customer Intentions in an Online World
Marketers who understand, guide, and facilitate the buying process are able to have a real and measurable impact on both revenue and sales effectiveness.
By ensuring that the message for each potential buyer maps to their interests and stage in the buying process, more inquiries can be generated.
By focusing on passing leads to sales that are in an active buying stage, rather than tire kicking, the number of leads qualified by sales will increase, even as raw numbers of leads passed decreases.
There's No Business That's Not Show Business
Businesses that relegate themselves to the diminishing world of goods and services will be rendered irrelevant. To avoid this fate, you must learn to stage a rich, compelling experience.
The first step is to design the experience.
Companies which figure out how to design experiences that are compelling, engaging, memorable --- and rich --- will be the ones leading the way.
Customers don't want choice; they want exactly what they want.
So begin with "what's next?"
Timing Is Everything
As today's buyers embrace a new suite of information resources, today's marketers must understand these sources and how buyers are using them to form opinions and to self-educate about products and services.
The sales professional is likely unaware this process is underway and that the buyer is already assessing possible solutions and forming opinions.
Buyers typically proceed through a three-phase education process in the early stages of the procurement cycle which we'll explain next.
Lead Qualification & Hand-off
It is far more challenging to align the prospect's buying process with the company's selling process.
Buyer's Education Process
BUYING PROCESS
Awareness
General Market Education
Recognize Opportunity
Discovery
Problem Defined
Evaluate Options
Validation
Select Best Option
Negotiate & Purchase
The mismatch between buying and selling processes often leads to salespeople attempting to close deals with prospects that are early in their buying process, leading to funnel leakage.
Example: If a salesperson is attempting to "Close" in the Selling Process while the Buyer is in the "Awareness" phase in the Buying Process --- this is a mismatch.
Target Prospects
Qualify Prospects
Explain Solution
Submit Proposal
Close
Fulfill
SELLING PROCESS
Source: Digital Body Language by Steven Woods
Aligning the Buyer's Buying Process With The Seller's Selling Process
Marketing Automation helps ensure that the right message gets to the right person at just the right time --- by aligning the buying and selling process.
Today the buyer is in complete control. Marketers who adapt to this new buying reality will thrive. Those who don't will find themselves consigned to a steady erosion of relevance, influence, and value.
Let's Get Started
- STRATEGY
- Develop a Marketing Strategy
- Site Audit
- Keyword & Competitor Research
- Project Management Dashboard
- Project Meetings with Jeff Payne
- Marketing Report
- SEO Management Team
- Backlink Acquisition Management
- Keyword Management
- Pipeline Sales Management
- Systems Training
- Review Management
- INBOUND MARKETING
- Professional Copywriting
- Professional Blog Layout & Design
- Email Newsletter Marketing
- Custom Calls-To-Action
- Professionally Designed Landing Pages
- Case Studies
- Call Tracking Systems
- Social Media Marketing
- Contest & Sweepstakes Marketing
- Sales Funnels
- WEB DESIGN
- Custom Website Design
- Custom Website Development
- Dedicated Website Hosting
- Marketing Hub
- CRM Integration
- SEO Integration
- CREATIVE
- Logo Design
- Branding Elements
- Style Guide
- Social Media Banner Design
- Social Media Video Ad Marketing
- MEDIA BUYING
- Google Ads
- Facebook Advertising
- Media Report
- Amazon Services
- EXPERIENTIAL
- Event Marketing - Tradeshows, Conferences
- Webinars
STARTER
$4,500 / Month
- STRATEGY ---
- Develop a Marketing Strategy
- Site Audit
- Keyword & Competitor Research
- Project Management Dashboard
- Project Meetings with Jeff Payne
- Marketing Report
- SEO Management Team
- Backlink Acquisition Management Not Included
- Keyword Management Standard
- Pipeline Sales Management Not Included
- Systems Training 1 Per Quarter
- Review Management
- ---
- INBOUND MARKETING
- Professional Copywriting
- Professional Blog Layout & Design
- Email Newsletter Marketing Custom Development
- Custom Calls-To-Action
- Professionally Designed Landing Pages
- Case Studies
- Call Tracking Systems Basic Posting Schedule - Content
- Social Media Marketing Not Included
- Contest & Sweepstakes Marketing
- Sales Funnels Not Included
- Not Included
- WEB DESIGN Not included
- Custom Website Design
- Custom Website Development Not Included
- Dedicated Website Hosting Not Included
- Marketing Hub Basic
- CRM Integration ---
- SEO Integration Not Included
- Basic
- CREATIVE Not Included
- Logo Design Not Included
- Branding Elements Not Included
- Style Guide ---
- Social Media Banner Design Not Included
- Social Media Video Ad Marketing Not Included
- N/A
- MEDIA BUYING Not Included
- Google Ads ---
- Facebook Advertising Not Included
- Media Report Not Included
BUSINESS
$8,500 / Month
- STRATEGY ---
- Develop a Marketing Strategy
- Site Audit
- Keyword & Competitor Research
- Project Management Dashboard
- Project Meetings with Jeff Payne Weekly
- Marketing Report Weekly
- SEO Management Team Dedicated Team
- Backlink Acquisition Management Dedicated Team
- Keyword Management Advanced
- Pipeline Sales Management
- Systems Training
- Review Management
- ---
- INBOUND MARKETING
- Professional Copywriting
- Professional Blog Layout & Design
- Email Newsletter Marketing Custom Development
- Custom Calls-To-Action
- Professionally Designed Landing Pages
- Case Studies
- Call Tracking Systems
- Social Media Marketing
- Contest & Sweepstakes Marketing
- Sales Funnels ---
- Advanced
- WEB DESIGN Advanced
- Custom Website Design
- Custom Website Development
- Dedicated Website Hosting
- Marketing Hub Advanced
- CRM Integration ---
- SEO Integration
- CREATIVE
- Logo Design
- Branding Elements
- Style Guide ---
- Social Media Banner Design *
- Social Media Video Ad Marketing *
- MEDIA BUYING Available
- Google Ads ---
- Facebook Advertising
- Media Report
ENTERPRISE
$15,000 / Month
- STRATEGY ---
- Develop a Marketing Strategy
- Site Audit
- Keyword & Competitor Research
- Project Management Dashboard
- Project Meetings with Jeff Payne Weekly
- Marketing Report Weekly
- SEO Management Team Dedicated Team
- Backlink Acquisition Management Dedicated Team
- Keyword Management Dedicated Team
- Pipeline Sales Management
- Systems Training
- Review Management
- ---
- INBOUND MARKETING + Guest Posting
- Professional Copywriting
- Professional Blog Layout & Design
- Email Newsletter Marketing Custom Development
- Custom Calls-To-Action
- Professionally Designed Landing Pages
- Case Studies
- Call Tracking Systems
- Social Media Marketing
- Contest & Sweepstakes Marketing
- Sales Funnels ---
- Advanced
- WEB DESIGN Advanced
- Custom Website Design
- Custom Website Development
- Dedicated Website Hosting
- Marketing Hub Advanced
- CRM Integration ---
- SEO Integration
- CREATIVE
- Logo Design
- Branding Elements
- Style Guide ---
- Social Media Banner Design *
- Social Media Video Ad Marketing *
- MEDIA BUYING Available
- Google Ads ---
- Facebook Advertising
- Media Report
The Best Marketers Find Out -- NOT Guess
The best marketers create funnels that counter each objection at the exact moment that the visitors are thinking about it.
The best marketers understand each function of the conversion mechanisms, average marketers litter web pages with best practices --- a practice that is far from being best.
The best marketers make websites that are marketing hubs.
The best marketers measure and test everything.
The best marketers implement changes frequently, insisting that changes be A/B tested to prove (or disprove) that they have grown the business.