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BOLO 2013 3P Track: Susan Baier
- 2. JEFFERY ROLINC ON FLICKR
- 3. TOMMY IRONIC ON FLIC
- 4. vs.
- 6. vs.
- 7. Poor Marketers No List Need Help Customized Sales Personal Touch Skeptical Love Automation Sales Teams Established Process
- 8. Love Tufts Volunteer Students & Faculty Network Socialize Connect Leaders Share Expertise Influence
- 9. Prefer Local Relationship Known Brands Latest & Greatest Buy Often Research Value Replacement Buy Online EQUIPMENT SALES
- 11. WORK
- 12. WORK
- 13. WORK
Hinweis der Redaktion
- I spent almost 30 years in marketing strategy Agency side and client side
- 15 years ago, working at a big oil company Marketing a commodity - gas
- But we discovered that it really wasn’t a commodity to most users. Some were fiercely devoted to a single brand and had a gas card. Some would purchase any in a tier of brands depending on most convenient at the time Some would drive substantially out of their way to save a few pennies - brand was not a factor, or even a negative Some would buy wherever was closest on the right when they needed gas
- Difference is to stop thinking about WHAT people are doing, and start understanding WHY.
- WHy does this matter to agencies? Why bother when we can sit around a table and decide personas based on demos? Demos don’t tell the story - require a leap. Keeping our fingers crossed. Understanding motivations with quantitative, statistically reliable data
- Big data is awesome, but it’s hard Can’t always figure out what it says Smart data is manageable and helpful
- Isn’t hard to imagine how you could speak to these people differently
- 15 years ago, this work cost $250,000, took nearly a year Today, thanks to widespread internet access and power of computing, as little as $10k, 6 weeks Attitudinal segmentation Perfect tool for agencies
- Agencies start thinking about attitudinal segments segmented site, email, social, promos, landing pages, events, etc. Clients more likely to believe with data behind recommendation
- Known quantity, will work better Client tested segmented onboarding protocol - highest satisfaction ratings they’d ever seen, half the abandonment rate of unified onboarding Ongoing segmentation to drive relevant communication Panel
- FASTER WORK No guessing, less time spent spinning wheels Lower costs Now it’s a profit driver vs. expense Get to success more quickly -- PPC, SEO, email subject lines, etc. Reduce test time
- All possible without good data, BUT... Clients more likely to believe with good data You look smarter, you ARE smarter Within reach for even smaller agencies and clients
- More, Better, Faster