Using case stories as reference marketing tool
0 likes741 views
This document discusses using case stories as a reference marketing tool. It recommends aligning sales and marketing objectives around the customer, using case stories throughout the sales cycle. It also suggests reaching out to target audiences through online media like blogs and social networks, and engaging customers by complementing case stories with calls to action and referral programs to build advocacy. The goal is to transform technology companies into business leaders by developing strategic vision, optimizing messaging, and creating content like testimonials, videos, and customized publications.
Using case stories as reference marketing tool
- 1. USING CASE STORIES AS REFERENCE MARKETING TOOL LEMARCO PATRICK DALLE Monday 24 June 13
- 2. recommendations from people i know consumer opinions posted online branded websites online ads 0 25 50 75 100 67 42 30 8 33 58 70 92 Nielsen - Global trust in advertising survey - Q3 2011 2 TRUST DON’T TRUST Monday 24 June 13
- 3. 3 Reach-out InteractEngage Reach-out activities towards targeted audiences Encourage lead conversion via call to actions Build relationship through content marketing and loyalty programs ARIE - referral marketing framework Align Align around common objectives Monday 24 June 13
- 4. ‘Sales and marketing alignment begins with the customer.’ FORBES - 2013 4 Align Monday 24 June 13
- 5. Planning starts with aligning • Business alignment – Sales & Marketing must play the same game in the same team • Audience alignment – Which type of customers do we really (not) want? – Which prospect categories should we address ? • Sales cycle alignment – Which messages should we bring depending on the prospect’s decision process? 5 Align Monday 24 June 13
- 6. ‘80% of B2B purchase cycles are completed before the buyer considers contacting the vendor.’ FORBES - 2013 Product, features & pricing 5% conscious & logical Most of our time & sales efforts are spent here, where it’s LEAST EFFECTIVE 95% Perception Unconscious & emotional CUSTOMERS BUY PERCEPTION IN FIVE MINUTES OR LESS They spend the rest of their time with you justifying their emotional decision with logic 6 Monday 24 June 13
- 7. Where in the sales cycle will our case stories be used? Define needs Evaluate alterna4ves Risk evalua4on & ac4on 7 Align Latent pain Pain Monday 24 June 13
- 8. 8 Align Monday 24 June 13
- 9. From latent pain to pain Define needs Evaluate alterna4ves Risk evalua4on & ac4on 9 Align Latent pain Pain Hope! Monday 24 June 13
- 10. Matching your case story content with shifting buying concerns Define needs Evaluate alterna4ves Risk evalua4on & ac4on 10 Align Latent pain Pain Monday 24 June 13
- 11. Shifting buying concerns NEEDS SOLUTION PRICECOST RISK Level of concern Phase Define needs Evaluate alternatives Evaluate risk & price 11 Align Monday 24 June 13
- 12. Reach-out: from word-of-mouth to word-of-mouse • Storytelling ! • Use the power of online media • Stretch to offline PR and influencer relationships – Microsoft – HP – Datanews – Federations – ... 12 Reach -out Monday 24 June 13
- 13. Storytelling - features, advantages & benefits 13 Reach -out Monday 24 June 13
- 14. Storytelling - features, advantages & benefits 14 Reach -out Your customer’s story: ‘How much was revenue increased?”’ “How far did we reduce costs?’ What is the solution really worth to you? How did it change your life? FEATURE STATEMENT “A folded piece of absorbent material that is placed between a baby's legs and fastened at the waist to contain excretions.” ADVANTAGE STATEMENT “The baby will remain dry all night.” BENEFIT STATEMENT “The baby will be happier, which is the mother’s main concern.” Monday 24 June 13
- 15. 15 Reach -out • Editorial calendar for case stories • Online reach-out plan • Good SEO practices • Make it easy for advocates to refer to your case stories Use the power of online media Monday 24 June 13
- 16. 16 Write once, reach many your website affiliate sites microsoft.com your blog linkedIn.com facebook.com SEO google.com your eNews twitter your company magazine Reach -out from Word-of-Mouth to Word-of-Mouse Monday 24 June 13
- 17. Good SEO practices 17 • On-page SEO – (fresh) quality content – good code architecture – general rule: what people like to read wil bring you better rankings • Off-page SEO – quality and natural inbound links to your website Reach -out Monday 24 June 13
- 18. 18 Interact • Online solution demos • Video case stories • Premium content & whitepapers • Exent online to offline marketing activities – Livemeetings – Customer visits – Company magazines Complement with call to actions Monday 24 June 13
- 19. ‘Word of Mouth recommendations result in 3 to 5x higher conversion rates than other channels.’ - Extole Referral Marketing Guide 19 Engage Monday 24 June 13
- 20. Engage into a 1-to-1 relationship with customers and prospects • Apply a smart content marketing strategy • Monitor & keep the referral program top of mind • Extend with an (offline) customer intimacy approach • Make a compelling online offer 20 Engage Monday 24 June 13
- 21. 6 degrees of separation 21 Engage Monday 24 June 13
- 22. 22 4 criteria: 1. Compelling 2. Unique 3. Balanced 4. Tested & optimized Engage Make a compelling offer Monday 24 June 13
- 23. 23 Customers referred by other customers... – have a higher contribution margin – have a higher retention rate – are more valuable in both the short and the long run ‘The average value of a referred customer is at least 16% higher than that of a nonreferred customer.’ Source: Referral Programs and Customer Value, Schmitt, Skiera, & Van den Bulte Engage Monday 24 June 13
- 24. Our 4 key take-aways 24 1. Align - make sure Sales & Marketing are playing the same game... in the same team 2. Reach-out - use the power of Word-of-Mouse 3. Interact - complement your case stories with Call-to-Actions 4. Engage - make a compelling offer engaging existing customers Monday 24 June 13
- 25. • developing their strategic vision • optimizing their messaging strategy and content creation 25 WE TRANSFORM TECHNOLOGY COMPANIES INTO BUSINESS LEADERS Monday 24 June 13
- 26. Corporate branding & B2B campaigns… 26 Monday 24 June 13
- 27. Customer testimonials … 27 Monday 24 June 13
- 28. 28 Monday 24 June 13
- 29. Video productions & software demos 29 Monday 24 June 13
- 30. Personalized whitepapers & B2B magazines 30 Monday 24 June 13