Right Person, Right Time Right Message

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    08-Jul-2015
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    Marketing

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From the days of Mad Men to the new era of social selling, Right Person, Right Time and Right Message has always been the goal of great marketing. Paul Teshima, Founder and CEO of Nudge Software, and Ed Grossman, Co- Founder and CEO of Activate examine how this marketing "truism" has become more possible than ever, even with the transformative shift of power from sellers to buyers.

Transcript of Right Person, Right Time Right Message

  • neednudge.com

    Five Tips to AchievingRight PersonRight Time

    Right Message

  • neednudge.com

    Insights

    Content Performance

    Engagement & Nurture

    Convert

    Applying Insights, Accelerate Buying

    Align content/messaging

    with each stage of the

    buying process to drive

    high-conversion

  • neednudge.com

    Five Tips to Achieving Right PersonRight TimeRight Message

    Paul Teshima

    Co-founder and CEO

    Nudge

    @pteshima

  • neednudge.com4

    1650First newspaper ad is placed offering a reward for 12 stolen horses

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    1960s the Mad Men of Madison Took TV Advertising to a New Level

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    RIGHT PERSON

    RIGHT MESSAGE

    RIGHT TIME

  • neednudge.com7

    Challenge

    Right Person is Harder to Find,

    As Buyers Stay Hidden Longer

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    67% of Buyers Journey Is Now Done Digitally

    Source: SiriusDecisions

  • neednudge.com

    Two Parts to This Challenge

    Marketing cannot rely on profile data alone to segment and target

    Sales can no longer wait for buyers to come to them

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    Lead Scoring Gives You Visibility Into Fit and Engagement

    A

    B

    C

    D

    1

    2

    3

    4

    Profile Fit

    (Demographics)

    Engagement

    (Digital Body Language)

    Great Fit

    Incomplete Info

    Not Good Fit

    Good Fit

    Very Engaged

    Engaged

    Low Engagement

    No Activity

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    Lead Scoring Improves 7 Key Performance Metrics

    Source: Aberdeen Research

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    FACT: weak connections offer the best

    opportunities, exposing you to different people

    and interests

    You can't meet them all, so to stay in touch you need to replace coffee

    with content

    But most social connections

    are weak

    Social Selling is Enabling Sales to Find Buyers Earlier

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    To Help Sales Grow Weak Connections You Need to Arm Them With Relevant Content

    Provide content they can use where sales people work CRM Email Clients Mobile

    TINY HABITS

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    Tips

    Marketer Must Leverage Predictive Lead

    Scoring to Understand Buyers Intent

    Sales Must Grow Relationships From Their

    Network of Weak Connections

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    Challenge

    Right Time is Less and Less

    at Your Website

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    B2B Online Purchases Up, But More Than Half Not At Your Website

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    Social is Becoming a Critical Aspect in Your Marketing Plan

    Source: WebDAM

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    Online Ads Still One of the Best Ways to Get In Front of Your Buyers

    Early Stage Buyer Late Stage Buyer

    44% of B2B Marketers will increase display budget in 2014- Webmarketing123

    Retargeted Ads Increase Conversion by over 10x- DoubleClick

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    Tip

    New Capabilities in Online Ads

    Allows You to Be More Targeted in

    Your Campaigns

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    Challenge

    Right Message is No Longer

    Just About the Content Itself

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    Generation Z Represents Over 25% of Future Buyers

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    Responsive Design No-Longer a Nice to Have: Web, Apps, Ads

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    Video Has to Become a Core Part of Your Content Marketing Strategy

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    Tip

    Ensure Your Content is

    Responsive and

    Leverage Video to Engage

    Your New Generation of Buyers

  • neednudge.com25

    Challenge

    It is Getting More and More Difficult

    to Choose the Right Solutions for your Marketing Efforts

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    Interactive Marketing Spend Growing Over 30% CAGR

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    In the Last 3 Years the No. of Marketing Companies Have Grown by 950%

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    Its Okay to Need Help

    Automation Autonomous

    Understanding why and when your customers buy is still key strategic input

    Theory and practice collide: executing takes discipline, dont be afraid to ask for help

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    Tip

    Getting to Right Person, Right Time, Right

    Message is as much about People and

    Process, as it is about Technology

  • neednudge.com

    Thank you!

    [email protected]

    [email protected]_MS