Post on 27-Jun-2020
Blind SpotMarketingMilko Harald Urs Digital Festival (Digital Shift)
Nurture –Sales Funnel (Trap) – Sales Aquarium – Shadow Funnel –Your input
Nurture = Customer Hounding
Last Chance Buy now
Blablabla blabla bla,
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Buy now!Blablabla blabla bla!
Bla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla blabla blabla bla bla blablablablabl blabla.Really, Last Chance
Really Buy now!!!Blablabla blabla bla!!!
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Purchase
Evaluation
Intent
Consideration
Interest
Hound through Sales Funnel
Awareness
Purchase
Evaluation
Intent
Consideration
Interest
Sales Funnel – «Dante’s Inferno»
Awareness
Push Customer from Lead
To Qualified Lead To Opportunity
To Closed
Purchase
Evaluation
Intent
Consideration
Interest
Marketing’s work
Awareness
Purchase
Evaluation
Intent
Consideration
Interest
Sales Funnel – Customer in theory
Awareness
Demand Generation (Push) Inbound Marketing (Pull)
Retargeting
Conversion Rate to Cold Lead or directly to Hot/Warm Lead
Cold Lead Nurturing
Conversion Rate to Hot/Warm Lead
Hot/Warm Lead Qualification / Oppty Follow up (TS / Sales Rep)
Conversion Rate to close a sale
$
2-3% Reach EOF
Purchase
Evaluation
Intent
Consideration
Interest
Sales Funnel – What really happens
Awareness
2-3% Reach EOF
Purchase
Evaluation
Intent
Consideration
Interest
Sales Funnel – What really…really…
Awareness
Sales Funnel – RisksAwareness
Interest
Evaluation
Consideration
Intent
Purchase
STOP!Purchase delayed Purchase
stopped
Not interested
Sales Funnel – RisksAwareness
Interest
Evaluation
Consideration
Intent
Purchase
Forcing prospects down your funnel may harm your longterm customer
relationship potential.
Sales Funnel – RisksAwareness
Interest
Evaluation
Consideration
Intent
Purchase
Forcing prospects down your funnel may harm your longterm customer
relationship potential.
Sales Funnel – Risks
Interest
Awareness PR, Print, Affiliate Mkt
SEMEmailOutbound callOutbound callOutbound call
limitations of push channels
Purchase
Evaluation
IntentConsideration
Interest
Better: A Net in a Sales Aquarium
Awareness
Push & Pull Across Stages / Non-Timed / Exit Allowed
Me
Donald Duck unmonitored@freemailer.com
+41441111111 yahoo.com Abbreviation
Purchase
Evaluation
IntentConsideration
Interest
Ariadne is your friend – guide it
Awareness
Targeting / Low Barrier Transitions / Multi-Channel
Purchase
Evaluation
IntentConsideration
Interest
Guide into both directions – or out
Awareness
Timed & Non-Timed / Transparency / Exit Options
Let's discuss a case – Tyre Trader• B2C & B2B business model • Multi-brand product portfolio • Budget to high performance products • Challenges • Low margin • Low share of new business • Limited eCommerce offering • Low success of email centric marketing
Tyre Trader – Awareness / InterestHow to identify new prospects and generate
awareness & interest?
Tyre Trader – Consideration / IntentHow to identify interested prospects and make
them consider & intend to buy?
Tyre Trader – Evaluation / PurchaseHow to identify prospects with buying intention
and make them evaluate and buy now?
Purchase
Evaluation
IntentConsideration
Interest
Orchestrate
Awareness
New Audiences
RetargetingSEA
SEOSEO
SEO
SEO
SEO
SEA
SEA
m, öä-,
Purchase
Evaluation
IntentConsideration
Interest
Tracking & Targeting is key
Awareness
• Lists • Cookies • IP address
• Form Management
• Lists (buy/rent/generate) • 3rd party cookies & service providers
• Demographic targeting • Behavioral targeting
• Lists (buy/rent/generate) • 3rd party cookies & service providers
• Demographic targeting • Behavioral targeting
• Lists (buy/rent/generate) • 3rd party cookies & service providers
• Demographic targeting • Behavioral targeting
• Lists (buy/rent/generate) • 3rd party cookies & service providers
• Demographic targeting • Behavioral targeting
Digital Marketing Without Tracking & Targeting
Everything is a blind spot
m, öä-,
Purchase
Evaluation
IntentConsideration
Interest
Technologies
Awareness
• Address based Targeting • Phone number based Targeting • Email based Targeting • Cookie based Targeting
• IP Detection • Cookie Identification • Conversion Functions
• Cookie based Analytics • Content Personalization • Multi-Channel
Execution
• Cookie based Analytics • Lead Nurturing
• CRM Sales Qualification • Quotation
• eCommerce • Digitally enabled
Salesforce • Transaction Monitoring
TechnologiesAd blocking, 'incognito' browsing, cookie blocking and privacy regulations will impact algorithm / tech based marketing & services
1/3 of your customers will 'disappear' from your systems in the coming 10 years (Gartner 2019)
Risk: The Invisible Customer
Discussion
Milko Harald Urs Say THANKS