craft conversations that work
Companies very often do not realise the wealth of data they can tap into in order to make their marketing more effective. Whether it is web analytics, CRM or marketing automation data, or indeed the information that resides in the minds of your team, BNJ works with you to uncover this data and transform it into real insights that steer your marketing strategies.
Understanding your buyers goes well beyond knowing their location, role within the company, their concerns and who they report to. A real understanding of your buyer includes knowing where they hang out, what communication channels they prefer, what key questions they need answered as part of making their buying decision and, most importantly, the weight of their role in each stage of the process.
Analysing your CRM, social & analytics data together with qualitative research, BNJ develops personas (role-based) or archetypes (state of mind based). These define the factors that influence and affect buying decisions.
As mentioned in a previous chapter, up to 60% of the buying decision-making process is done by the time your salespeople engage with your buyer, so understanding the steps of their decision making process is essential. Knowing where the buyer research their next purchase decision, be it events, online, or through social channels, allows you to be at the right place, with the right content at the right time, every time.
Developing detailed customer journeys (see above), BNJ can help you target the right person at the exact point where their involvement will influence the buying decision.
When you know who the buyer is and how they influence the buying decisions, it is time to map out where, when and with what content you need to engage with them in order to make meaningful connections.
Engagement plans define the channels, flow, timings and topics of the interactions with your target audience. Conversation maps define the types of conversations you will be having at each interaction with the buyer.
Only now should you start developing your campaigns and content.
Engagement plans can come in different shapes and sizes, and BNJ will work with you to define the one that works best for your team.
Creativity is not pretty pictures. Creativity is developing contextual, interesting and valuable content, delivering it in a stimulating way, so that it positively influences the buyer decision.
Humans are conditioned to listening to (and being influenced by) great stories. In order to connect with your buyer you need to ensure that your content, campaigns and programs tell a great story.
BNJ helps you tell engaging & connected stories...that also happen to look great!
Once the campaign has been defined, and the content has been developed, marketing automation platforms such as Marketo help you take the pain and chance out of the pre-sales process by tracking visitors and using data, triggers and scoring to determine who should get what, when.
Getting the scoring and triggers, as well as data right is essential for success and providing transparency on the value of each piece of content and the efficacy of the channel in which it is distributed.
Understanding your customer: - Market & Competitive Analysis - Brand Alignment - Customer Insight and Profiling
Inspiring your customer: - Conversation Mapping - Engagement Planning - Content Marketing Strategy
Engaging your customer: - Awareness marketing - Account-Based Marketing - Revenue Marketing - Nurture/Sales Enablement - Media & online advertising
Retaining your customer: - Influencer Strategies - Community Engagement
At BNJ we pride ourselves on our unique ability to bring together data, creativity and technology, in order to deliver accountable marketing programs.
If you would like to know more about how we can help you craft conversations that work, delivering brand momentum, interest and leads, get in touch.