Death of the Sales Funnel and the Life of your Brand
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Transcript of Death of the Sales Funnel and the Life of your Brand
Previously… on CazarinFest
Brand D.N.A.Core element for building engagement
• Demonstrating value• Nurturing Relationships• Applying insights
Next Step
• Process suggests a updated sales model.
• Technology has changed sales forever.
• Information has empowed the customer.
• Timing and transparency now the best sales tools available.
The Problem?
• Only addresses single need at a time.
• Leaves majority of prospects behind.
• Doesn’t reflect consumer experience.
• and…
Reality
• Consumers value autonomy.
• Provide more avenues for self-education
• Offer choices. Give more, and ask less.
• 60% of decision made before speaking to sales.
Reality
• Customers value autonomy.
• Provide more avenues for self-education
• Give more, and ask less.
Don’t Be a Shepherd
Why Life Cycle?
• Advantages–More efficient.– Serving, not selling.– Create better customers.– Value relationships over transactions.–More opportunities for improvement.
How?
• Meet and engage leads in the channels they frequent.
• Provide info that matches needs and place in buying process.
• Use content to qualify leads, pinpoint customer tastes and identify gaps in the sales process.
What does it all mean?
• The Life Cycle model helps build a well rounded brand.
• Provide a little something for everyone.
• Tell a good story along the way.
• Choice = Insight
Make Yourself Useful
• “We’ve evolved from marketers convincing people to buy, to simply helping find what they intend to buy.”
• Forrester: Apr 10, 2014
Curiosity and Context
• Life cycle approach applies to businesses as much as consumers.
• Don’t neglect emotion and context when sharing your message.
• B2B and B2C are more similar than ever.
Where do we go from here?
• Play the long game.
• Build credibility through content
• Use channels to listen and learn
• When in doubt, give.