Within a decade the marketing & sales landscape has changed forever. Access to technology - the ability to do research online (comparing prices, videos reviews, social recommendation, product comparison etc). Once done, it is almost impossible for sales teams to undo a consumers decision.
This new behaviour is when Marketing starts incorporating more sales oriented tactics to clinch the sale (instead of aiding the decision process) and Sales continues to blame Marketing for ineffective campaigns. The vicious cycle continues!
HOW CAN BUSINESSES ENSURE THAT MARKETING & SALES COLLABORATE WITHIN THE CONSUMER EXPERIENCE JOURNEY?
How can marketing create epic customer value experiences that deliver prospective consumers to sales with the least amount of last mile friction and lets sales bring it all home?. The first step towards creating An Epic Consumer Experience is to recognise that there exist only 3 types of prospective consumers:
THOSE THAT KNOW,
THAT THEY KNOW!
These consumers are
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aware of their needs
-
know about your brand
-
know how your product or service helps them
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currently use a competitor product
THOSE THAT KNOW,
THAT THEY DON'T KNOW!
These consumers are
-
aware of their needs
-
might be aware of your brand
-
don’t know enough about your product or service and how it is better for them
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actively looking to buy your type of product or service
THOSE THAT DON'T KNOW,
THAT THEY DON'T KNOW!
These consumers are
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unaware of their needs
-
unaware of your brand
-
unaware of your product or service and how it can help them
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could be users of your product or service in the future
The second step is to realise that a single content strategy across these 3 segments will not work. You need to build different content strategies, as each segment is unique because of their need states and awareness.
The third step is to Create, Build and Reinforce meaningful Connections with prospective consumers across their need states and buying journey.
Related Reading: How to Map Customer Journey's, Harness the Power of AI, Unlock the artful craft of creative copywriting for explosive growth, Consumer Insights, Marketing Budgets, Growth Marketing, Marketing Tactics, Viral Marketing, Customer Centricity
Trigger Worldwide is a Brand Marketing Agency, built specifically for businesses to create Sustainable Growth. Our proprietary tools and process methodologies harness Technology, Creativity & Innovation, leverage Economic Drivers and Consumer Beliefs to help businesses overcome marketing inefficiencies and achieve their Growth Agendas.
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~ Trigger Worldwide