MODERN CUSTOMER PURCHASE JOURNEY

CUSTOMER PURCHASE JOURNEY

ADAPTING TO THE DIGITAL AGE

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Source: statista.com 2014

32,723,278SEARCH ENGINE QUERIES/ DAY

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11,362 SEARCHES WERE PERFORMED IN THE TIME IT TOOK

TO READ THIS

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What EFFECT has the INTERNET

Had on MODERN

marketing mindset?

ENTER THE MODERN ERA


18.2THE AVERAGE NUMBER OF WEBSITES A

BUYER WILL VISIT BEFORE MAKING A

DECISION

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(10.4 IN 2011)


82PERCENT OF BUYERS USE THE INTERNET

FOR RESEARCHING PURCHASE

DECISIONS

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HARVARD BUSINESS REVIEW

PERCENTOF THE PURCHASE DECISION

IS MADE BEFORE FIRST CONTACT

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TRADITIONAL SALES PROCESS

STIMULUS FIRST MOMENT OF

TRUTH

SECOND MOMENT

OF TRUTH

PROCTOR & GAMBLE

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“ NO LONGER are companies and their sales people the

informational GATE KEEPERS that must be sought out for help

-Ardath Albee, author of “eMarketing Strategies for the Complex Sale”

“

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INFORMATIONAL GATEKEEPERS ARE NOW REPRESENTED BY

SEARCH ENGINES

SOCIAL NETWORKS

PERCEPTIONS OF RELEVANCE

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ZERO MOMENT OF TRUTH

GOOGLE 2001

SEARCH ENGINES

MULTI-MEDIA

ASK NETWORK & REVIEW SITES

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In 2011, Google introduced the

Zero Moment of Truth (ZMOT)

which describes a revolution in the

way consumers search for

information online and make

decisions about brands. Search

and ZMOT have continued to grow

in importance, and as consumers’

behavior evolves, so must the ways brands engage them.

MODERN SALES PROCESS

STIMULUS ZMOTFIRST MOMENT

OF TRUTH

SECOND MOMENT

OF TRUTH

GOOGLE 2001

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ZMOT IS HERE TO STAYBy 2019 local search query volume is estimated to reach

204.2 billion searches. That’s nearly a 40% improvement.

Statista.com

projection of the local search query volume in the United States from 2014 to 2019, sorted by platform.

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ZMOT | how has it IMPACTED

MODERN marketing STRATEGY ?ZERO MOMENT OF TRUTH

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BUYERS

BEFOREFIRST CONTACT

TO SHORTLIST

BUSINESS

IT’S EASIER THAN

IT SOUNDS…

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LEVERAGE ONLINE MARKETING CHANNELS

TO GUIDE PROSPECTS THROUGH THEIR

DECISION MAKING PROCESS

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4 fundamental ONLINE

MARKETING channelsBuild a solid foundation

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SOCIAL MARKETINGSMMSMM is a form of internet marketing which seeks to achieve branding

and marketing communication goals through the participation in

various social media networks. Social Media is a shorter top level term

that describes the space overall, and covers the activities around social

interaction, content, videos, images and audio exposure.

… WHAT IS IT…

AND WHY DOES IT WORK?

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SEARCH ENGINE OPTIMIZATIONSEOThe process of better aligning a company’s website with a search engine’s algorithm with the intent

of producing significant improvement of your site SERP (search engine results page) rankings to

drive traffic to your website.

COMPANIES RANKING HIGH ON SERPS FOR THEIR PRODUCTS OR SERVICES REAP THE FINANCIAL

REWARDS OF THE WEBSITE TRAFFIC CAN BE COUNTED IN $100,000S OF DOLLARS IN MONTHLY

REVENUE.

… WHAT IS IT…

…AND WHY DOES IT WORK?

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PAY-PER-CLICK ADVERTISINGPPCPPC is an online advertising format that allows advertisers to display ads for their goods or

services when buyers enter search queries that are relevant to their business It’s called

“pay-per-click” because advertisers are only charged when a buyer clicks on their ad.

Due to the platform’s inherent complexity, and ever evolving nature, most any advertisers

lack the bandwidth (time) to develop a holistic understanding of PPC strategy. Resulting

impactful revenue generating opportunities for which their direct competitors’ become

benefactors.

… WHAT IS IT…

…AND WHY DOES IT WORK?

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REMARKETINGPPCRemarketing is a clever way to connect with visitors to your website who may not

have made an immediate purchase or enquiry. It allows you to position targeted

ads in front of a defined audience that had previously visited your website - as

they browse elsewhere around the internet.

… WHAT IS IT…

AND WHY DOES IT WORK?

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BANNER AD

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The MODERN Inbound

SALES Funnel

THE NEW MARKETING MINDSET

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MODERN INBOUND SALES FUNNELTHE JOURNEYUser behavior and customer purchase journeys are more complex today than they've ever

been before.

Modern consumers – especially those purchasing high-consideration or B2B products – look

across a variety of media and conduct a lot of searches. Google reports that the average B2B

researcher does 12 searches before they engage on a specific brand's site. They are seeking

reinforcement and comfort not just from the information about the product, but also from the

opinions of other customers.

… THE NEW MARKETING MINDSET

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o Content is king & Distribution is Queen when it comes to generating

brandawareness.

o having engaging and informative content is key to B2B inbound marketing

success. The topics and type of content should be based on solving industry

issues.

o Targeted distrobution of the content through Social media, email marketing

and/or offline strategies is essential to driving awareness and guiding buyers

down the conversion funnel

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion

FMOT: Contact & Purchase

SMOT: EXPERIENCE

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Social media & SEO gets your product or service in front of business buyers.

Ultimately guiding them into the conversion funnel.

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion


SMOT: EXPERIENCE

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Relevant users that do not convert are lost opportunities. PPC &

Remarketing is the next step after the initial Social Media

program is in place.

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion


SMOT: EXPERIENCE

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Now that relevant users are coming in as a result of Social Media

strategies, you’ll need to maximize the opportunities for users to convert.

Especially since users on B2B sites rarely convert on the first visit.

Any design or content changes to the site should also be A/B tested

before being made permanent.

It’s important to make design changes to a website to conform to user

behavior changes

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion


SMOT: EXPERIENCE

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Calling a lead within minutes of it coming in significantly increases your

chances of closing compared to waiting 3 days

Time % Increase

1 minute 391

2 minute 120

3 minutes 98

30 minutes 62

1 hour 36

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion


SMOT: EXPERIENCE

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ADVOCACY

When a decision makers get exactly

what they want… They’re happy…

And what happy decision makers

do?….Recommend you to

Colleagues!

Stimulus:Awareness

ZMOT: Research

ZMOT: Consideration

ZMOT: Conversion


SMOT: EXPERIENCE

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THANK YOU!

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MODERN CUSTOMER PURCHASE JOURNEY

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