MARKETING AND SALES

Marketing and sales are structured around your

customers’ lives
 CUSTOMER JOURNEY

Copied from http://www.digitalbusinessacademyuk.com/

Course 7: run a digital marketing campaign

 CUSTOMER JOURNEY

 How does the customer become aware of you and what

motivates them to pay you attention
 What happens in their lives to trigger them to a purchase
 How can you maintain a relationship between these two
events so when the decision to buy comes, you are
remembered and preferred
KEY CUSTOMER QUESTIONS

Who are the killer

customers?

Where are they?

What do they want to

achieve?
KEY STARTER QUESTIONS

How many people need to buy

your product to hit targets?

What is the frequency of

purchase?

How many people you need to

reach?

Which group of customers do

you need to target to reach
these numbers?

Where do purchasers come

from?
HELPING CUSTOMERS FIND YOU

Be where your customers

are

Think about your

customer’s customers

Measurement: How
many potential buyers
does a tool bring to you
HELPING CUSTOMERS FIND YOU

Shop on high street

Exhibitions,
Advertising
Distributor/ Agent
Presence in a community
Articles
Presentations at conferences
Digital
 Medium, Pinterest, Facebook,
Google Adwords, specialty ad
networks, Lean Domain Search,
Google Search, Youtube (long-
term), Tumblr, Facebook Ads,
Gumtree
CARE

Wish them to engage

Want them to learn more

Measurement: Are you

building a reputation? Do
people engage with your
content? Do they read it
CARE

Interesting facts

Make sure it is something your

customer cares about but
related

During this time

 Establish credibility
 Create quality perception

Digital
 Twitter, blogs
Medium, Tumblr,
SquareSpace, Reddit
CARE - EXAMPLE

‘Pricing strategies: how to

set the optimum prices for
your products’
www.intuit.co.uk/small-
business-resources/pricing-
strategies.jsp

They sell quickbooks

an accounting package

80% of the information not

pushing their product
RELATIONSHIP

The time between when they

know about your product and
they are ready to buy

Interaction often tangential to

selling

Measurement: Are they

keeping people engaged?
Are they driving buyers to
you?
RELATIONSHIP

Dinners, societies,
Friendships
Giving rather than receiving
Digital
Become authority in specialty
On-line Communities
 Answer questions
Digital
 Newsletter, Blogs
Mailchimp, TinyLetter,
Gumroad, Facebook Pages,
Wordpress, Retargeting,
Webinars, Twitter followers
CONVERT TO BUY

Once some one is

engaged, why and how
will they convert

Measurement: Sales
CONVERT TO BUY

Do they know you are selling?

How do they know how to contact

you?

Do they know how to buy?

Have you asked them whether they

wish to buy?

Digital tools
 TinyLetter, Gumtree, Blogs,
Websites, Paypal, Shopify,
Mailchimp,

 Telephone and meetings

QUANTIFY WHAT WORKS

Look at transitions from Number of views/contacts

one phase to next to clicks

Why aren’t people moving Clicks to reads/

through the process? discussions

Do we understand what Reads to buys

the customer wants?
 TRANSACTIONAL VS CONSULTATIVE

Transactional Consultative
 Less to with what you are buying but
 Sell why you are buying
 Features,  Get to know customer
 goals
 Price,  changes they want to make
 results hope to achieve
 Availability  Help customer define what they need
 Little to do with sales  Improved benefits/ reduced costs
Increased profitability
person Increased productivity
Increased throughput
 Usually smaller value Increased efficiency
Increased market share
 Decision made by board level or
 Quick decisions at lower manager
levels
 TENDERS

 Governments tend to tender

 Need to address needs set out in tender document
 Bring in partners to fill in gaps
 Need key credibility indicators in place before tender
 Beware of reverse auctions
RELATIONSHIP SELLING

Focuses on establishing
relationships with
interesting people

Your network

Increases in importance,
the higher up the ladder
you go

An enormous amount of
work is done this way
RELATIONSHIP SELLING

You like the people you are

selling to

Care about their problems

Believe in your product

Be patient

Have a plan to create the

right network
 ADVERTISING

 Create
 Awareness
 Credibility
 Reminders
 More than just adverts

 Type depends on size of audience you wish to reach

 Re-enforces your image
 CREDIBILITY ESTABLISHMENT

 Previous work
 Journal articles
 Demonstrators
 Recommendations
 Partners

 Credibility can trump price (and vice versa)

IMPEDANCE MATCHING

Match purchasing cycle

Match budgeting cycle

Match work cycle

Match cash cycle

FOUR/ SEVEN PS OF MARKETING

Product
Price
Place
Promotion

People
Process
Physical evidence
 PRICING

Setting a Price Do not confuse price and

costs
 Know the market.  Price is what the customer is
willing to pay
 Work out your costs.  Costs are what it costs to
 See what competitors pay make, market, sell your
product
 Cost-plus pricing.  Ask customer questions
 Value-based price. ... around how much money
they have/ willing to pay
 Test selling  Margin is what you are
 Think about other interested in
influences on price. ...  Think how you wish to build
sales
 Keep on your toes.
GENERIC VS KNOWLEDGE SELLING