BDO ConnectionsMarketing is the New Sales: Engaging the (Anonymous) Digital Buyer

Mark Stuyt

About Mark:

Founder – Chief Engagement Officer

25 year sales professional (CA, Pivotal CRM, PeopleSoft,

SAP)

Advisor to Microsoft & Tier 1 & 2 Microsoft AX/NAV/CRM

Partners: Europe, North America, Asia

Author: Microsoft Accelerated Selling Methodology

Author: Microsoft Industry Acceleration Content

Mark’s contact info:

LinkedIn

(604) 617-8522

Website

What Will You Learn?

Buyer 2.0

Emotional Engagement

Digital Engagement

Changing Buyer BehaviourB u y e r 2 . 0

Self Educating

Wants to be in Control

External Validation

Immediate Gratification

Fear Consciousness

HISTORICAL PROOFRESEARCH

Changing Engagement PointB u y e r 2 . 0

or

Triage

Sales Engagement

Nurture Marketing

Lead

TriageB u y e r 2 . 0

Outbound to InboundB u y e r 2 . 0

Get Found Convert PromoteNurture

Industry Focus

Thought Leadership

SEO, SEM, Social

Digital Engagement

Calls-to-Action

High Value Offers

Build Relevance

Remain in Conscience

CRM/Automation

Frictionless Sales

Hand-Off

Emotional Engagement

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Emotional Buying CycleE m o t i o n a l E n g a g e m e n t

Need or

Irritation

Pain

Trigger Event

Urgency

Desire

Research

Hope

Evaluation

Analysis

Doubt

Decision

Anxiety

Doubt

Fear

EconomyRegulatory Change

Suppliers

CompetitionCustomers Behavior

Declining RevenueMargin Pressure

Limited Differentiation

Industry Drivers &

Market ForcesMeasurable Impacts

Industry Drivers & Market ForcesE m o t i o n a l E n g a g e m e n t

EXTERNAL pressures that FORCE organizations to invest in new business systems!

Trigger EventE m o t i o n a l E n g a g e m e n t

Always comes as a surprise

Illuminates business challenges

Highly emotional

Cannot be ignored

Aligned with:• Growth

• Risk

• $ (profitability/cost)

• Control

E m o t i o n a l E n g a g e m e n t

The ROOT CAUSE/SOURCE of the Trigger Event

Inventory ManagementScheduling

BillingMerchandisingLoyalty Mgmt.

Mobile, EDI, POS Integration

Business Challenge or

Business ProcessKey Requirement

Business Challenges & Key Requirements

E m o t i o n a l E n g a g e m e n t

Features

Requirement

IT

Team Workspaces

Compliance Reporting

Dashboards –

KPIs/Reporting

Jobsite Mobility

Mobile Time Capture

Web Services

BMI Integration

Records

Management

Cloud

EDI

Subscription

Licensing

Text

HOW

Function

Business Process

Management

Project

Collaboration

Project Management

Budgeting &

Forecasting

Time & Expense,

Billing

Scheduling

Estimating

Inventory Control

Talent Mgmt

Subcontractor Mgmt

Equipment Mgmt.

RFI/Bid/Proposal

Mgmt.

Billing

Text/Video

WHY

(Trigger Event)

Metric

Business Challenge

Leadership

GrowthM&A

Large or complex new

project

FearLost a key customer

Project write-off

Utilization <70%

RiskCompliance penalty

Litigation

ControlBad decision

Dialogue/Video

WHATMarket Forces &

Industry Drivers

Economic:

All major private sectors

showing growth

Regulatory:

Rapidly changing

building/zoning codes

Suppliers:

Unpredictable pricing

and supply

Competitive:

M&A - larger,

specialized competitors

Customer:

Risk resistant buyers

(fixed fee

projects/penalties)

Customer’s Customer

Demand for sustainable

buildings

Impacts

Economic:Growing backlog

Larger projects

Regulatory:Certification requirement

sustainable building

practices

SuppliersProject delays

Lower project

profitability

Competitive:Increasing lost bids

Declining margins (BMR)

Customer:Increasing litigation, legal

costs & settlements

Increase in “rework”

Customer’s CustomerIncreasing labour costs

Declining utilization

Emotional Messaging Framework

E m o t i o n a l E n g a g e m e n t

Features

Requirement

IT

Team Workspaces

Compliance Reporting

Dashboards –

KPIs/Reporting

Jobsite Mobility

Mobile Time Capture

Web Services

BMI Integration

Records

Management

Cloud

EDI

Subscription

Licensing

Text

HOW

Function

Business Process

Management

Project

Collaboration

Project Management

Budgeting &

Forecasting

Time & Expense,

Billing

Scheduling

Estimating

Inventory Control

Talent Mgmt

Subcontractor Mgmt

Equipment Mgmt.

RFI/Bid/Proposal

Mgmt.

Billing

Text/Video

WHY

(Trigger Event)

Metric

Business Challenge

Leadership

GrowthM&A

Large or complex new

project

FearLost a key customer

Project write-off

Utilization <70%

RiskCompliance penalty

Litigation

ControlBad decision

Dialogue/Video

WHATMarket Forces &

Industry Drivers

Economic:

All major private

sectors showing growth

Regulatory:

Rapidly changing

building/zoning codes

Suppliers:

Unpredictable pricing

and supply

Competitive:

M&A - larger,

specialized competitors

Customer:

Risk resistant buyers

(fixed fee

projects/penalties)

Customer’s Customer

Demand for sustainable

buildings

Impacts

Economic:Growing backlog

Larger projects

Regulatory:Certification requirement

sustainable building

practices

SuppliersProject delays

Lower project profitability

Competitive:Increasing lost bids

Declining margins (BMR)

Customer:Increasing litigation, legal

costs & settlements

Increase in “rework”

Customer’s CustomerIncreasing labour costs

Declining utilization

Product

Innovation

R&D/IP

Marketing

Messaging &

Assets

Sales

Engagement &

Assets

Emotional Messaging Framework

Online Images & LanguageE m o t i o n a l E n g a g e m e n t

Persona DevelopmentE m o t i o n a l E n g a g e m e n t

Personal/Content AlignmentE m o t i o n a l E n g a g e m e n t

What: IT/End User - featuresproduct specifications, webcasts, whitepapers,

product comparisons, calculators

(<10 pages, 60 minutes)

How: Managers - business process/departmental focuscase studies, product videos

(<5 pages, 15 minutes)

Why: Leadership – results oriented ($ and risk)Analyst reports, Infographics, Videos (testimonials, impacts)

(1 page, 2 minutes)

Content CalendarE m o t i o n a l E n g a g e m e n t

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

VALUE EXCHANGE AND ACTION ENGAGEMENT

TRUST AND CREDIBILITY

PROOF OF CLAIMS

SIMPLICITY VS COMPLEXITY

CURIOSITY AND NOVELTY

VISUAL STIMULATION

EMOTIONAL ENGAGEMENT TRIGGERS

PERSONA ENGAGEMENT

TRIBAL CONNECTION

71-100% - Taking action to increase this element is a preference based on your marketing goals.

36-70% - Taking action to increase this element is a priority based on your marketing goals.

0-35% - Taking action to increase this element is critical based on your marketing goals.

Emotional Website Audit SummaryE m o t i o n a l E n g a g e m e n t

Tribal EngagementE m o t i o n a l E n g a g e m e n t

Elements Score/10

Immediate Tribal Identification 3

Tribal Specific Images 4

Inclusive Tribal Language 3

Tribal Pain Empathy 2

Undeniably a Trusted Member of

the Tribe5

Demonstrated Tribal Leadership 3

Tribal Co-Creation 6

Your score

37%

Digital Engagement

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Digital Engagement FiltersD i g i t a l E n g a g e m e n t

Social EngagementD i g i t a l E n g a g e m e n t

Tribal EngagementD i g i t a l E n g a g e m e n t

Visual EngagementD i g i t a l E n g a g e m e n t

70% of the population is primarily visual

Brains are WIRED to follow faces

Unconsciously drawn to the human face

Moving pictures evoke emotions.

25% of brain activity is involved in visual processing

70% of the body’s sense receptors are in the eyes

Visual Superiority EffectD i g i t a l E n g a g e m e n t

What is the cloud? Where is the cloud? Are we in the cloud now? These

are all questions you've probably heard or even asked yourself. The

term "cloud computing" is everywhere.

In the simplest terms, cloud computing means storing and accessing

data and programs over the Internet instead of on your computer's

hard drive. The cloud is just a metaphor for the Internet. It goes back to

the days of flowcharts and presentations that would depict the gigantic

server-farm infrastructure of the Internet as nothing but a puffy, white

cumulonimbus cloud, accepting connections and doling out

information as it floats.

What cloud computing is not about is your hard drive. When you store

data on or run programs from the hard drive, that's called local storage

and computing. Everything you need is physically close to you, which

means accessing your data is fast and easy for that one computer or

others on the local network. Working off your hard drive is how the

computer industry functioned for decades; some would argue it's still

superior to cloud computing, for reasons I'll explain shortly.

The cloud is also not about having a dedicated network attached

storage (NAS) hardware or server in residence. Storing data on a home

or office network does not count as utilizing the cloud. (However, some

NAS will let you remotely access things over the Internet.

Visual ContrastD i g i t a l E n g a g e m e n t

Visual EngagementD i g i t a l E n g a g e m e n t

Verbal EngagementD i g i t a l E n g a g e m e n t

Greater productivity

Improve customer satisfaction

Better visibility

Scalable

Manageable

Reliable

Powerful

Easy to use

Dynamic

Business software

World leader

Market leader

Best-in-class

Best-of breed

Cost effective

End-to-end solution

Increase revenues

Reduce costs

Competitive

advantage

Mission critical

Award winning

Value add

Best

Unique

Great

Innovative

Exclusive

Business solutions

Verbal EngagementD i g i t a l E n g a g e m e n t

Greater productivity

Improve customer satisfaction

Better visibility

Scalable

Manageable

Reliable

Powerful

Easy to use

Dynamic

Business software

World leader

Market leader

Best-in-class

Best-of breed

Cost effective

End-to-end solution

Increase revenues

Reduce costs

Competitive

advantage

Mission critical

Award winning

Value add

Best

Unique

Great

Innovative

Exclusive

Business solutions

Emotional EngagementD i g i t a l E n g a g e m e n t

Emotional EngagementD i g i t a l E n g a g e m e n t

Novelty & CuriosityD i g i t a l E n g a g e m e n t

Brains are drawn to novelty

Brains crave what is new

Novelty stimulates Attention & Emotion

Things that are new stimulate reward circuits

Emotional ImagesD i g i t a l E n g a g e m e n t

Key TakeawaysD i g i t a l E n g a g e m e n t

Outbound to inbound shift

Marketing is the new Sales

Develop emotional messaging

Engage digitally

Understand the “buying brain”

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