What's the point of generating leads from inbound marketing to your destination if you haven't mapped your ideal client's journey? Understanding your prospect's "consideration path" is the hidden secret to crafting lead nurturing that converts. But the journey doesn't stop there; you also need to define a customer progression plan and product path after conversion.

1. Inbound Lead Generation
YOUR PATH IS YOUR
SUPERPOWER!
Karen Talavera, Synchronicity Marketing
November 13, 2013
Women’s Success Summit VIII

2. Meet Karen Talavera
•
Nationally-known email marketing expert, speaker, educator,
coach and consultant
•
The DMA’s premiere email marketing instructor since 1999
•
Member Email Experience Council (EEC), Florida DMA,
Solo-Entrepreneur, Only Influencers
•
Top 100 Women in Ecommerce 2012 by WE magazine
•
President of
–
Founded in 2003
–
Digital Marketing Training, Coaching & Consulting
–
Based in south Florida serving clients worldwide

3. Your Power Lies in Your Paths

What do I mean by a “path”?

Three kinds of paths
1.
Consideration Path – the decision-making journey
your prospect takes toward becoming a customer
2.
Product Path – the intentional sequence and logical
order of products/services to offer
3.
Progression Path – the acceleration and relationshipbuilding journey you invite your customers to take with
you

4. All Successful Sales and Marketing
Depends On Knowing:
1
• What triggers the consideration process (what sparks
interest or need)?
2
• The type of consideration path your product/service fits
into
3
4
• What encourages people down the path?
• What discourages, stalls or stops them on the path?

5. The 4 Types of Consideration Paths


Do you know which
purchase consideration
path your customers take
– or that your
product/service requires?
Craft your marketing to
accelerate, enable, or
streamline the
consideration/buying
process along one of
these four types of paths
Quick
Winding
Long &
Winding
Long

6. Quick Path

Low decision time

Low price/investment

Little or no comparison-shopping

No need to be approved or qualified

Universal or broad market appeal

Minimal consensus-building

Often a commodity

Examples: Song, book, subscription, food
item, office item, restaurant reservation

7. Winding Path

Low-to-medium price/investment

Medium time investment

Often involves comparison-shopping

Requires review of details, specs, terms,
facts, figures, etc.

May need approval or qualification

Broad market appeal

Some consensus-building

Examples: Cell phone, computer, television,
business trip, conference/event, insurance,
jewelry

8. Long Path

Medium-to-high price/investment

High time investment or time-to-complete

Requires comparison-shopping

Requires review of details, specs, terms,
facts, figures, etc.

Often involves approval or qualification

Often consensus-building

Examples: Mortgage, car, financial
investment, consulting, weight loss, coaching,
many business services

9. Long & Winding Path

High price

High time investment or time-to-complete



Definite comparison, detail review and
research
Usually involves approval or qualification
Often involves changing circumstances,
dependencies or shifts in direction of
decision

Examples: Home remodel, long-term
business services, annual coaching or
mentoring programs, real-estate investing,
injury recovery, etc.

10. Product Path

After initial purchase, what logically comes next?
Entry Product
Other Product
Family Member
Related
Product/Service
Related
Product/Service
Other Product
Family Member
Next Level
Product/Service
Highest Level
Product/Service

11. Product Path Example #1

Cupcakes
Chocolate
Cupcake
Strawberry
Cupcake
Combo Pack
(Volume Discouts)
Monthly/Annual
Gift Pack
Cupcake
Monthly
Subscription
Frequency
Program
(Reward Loyalty)
Corporate Gift
Program

12. Product Path Example #2

Nutrition Coaching
Initial Health
Assessment
Vitamins/Supplements
Custom Diet Plan
Webinar/Education
Program
Progress Monitoring
Service
90-Day Weight Loss
Coaching Program
6 Month Optimal
Wellness Program

13. Every Product Path Should Have







A “problem/solution” sequence
Price escalation
Commitment escalation
Value that increases as price/investment increases
Value that increases proportionately greater than price
Rewards for long-term loyalty and repeat business
Referral opportunities

14. Progression Path

You’re not just taking people on a marketing and
product journey, you’re taking them on a relationship
journey
Like
Know
?
Trust

15. Map Your Progression Path
Entry-Level Product/Service
Intermediate
Product/Service
Premium
Product/Service
• Low price,
involvement,
personal
contact,
value
• Higher price,
involvement,
personal contact,
service level
• Highest price, involvement,
1:1 contact, service level

16. Interested in More?
Synchronicity
Marketing
offers noobligation
complimentary
Marketing
Breakthrough
Sessions to
qualified
businesses
Call or click to
schedule yours

What can a free Marketing Breakthrough Session do for
you?


Uncover the NUMBER ONE thing stopping you, your company
or your marketing from getting the results you really want


Create a sense of CLARITY around the marketing you’d
really like to have, the results you’d like it to deliver, and the
digital channels right for your business
Identify the most powerful actions that will move you toward
ACHIEVEMENT of the digital marketing goals you desire
Call 1-561-967-9665 or visit
http://synchronicitymarketing.com/breakthroughsession-request to schedule yours

17. THANK YOU! QUESTIONS?
Site & Blog
www.SynchronicityMarketing.com
Email:
karen@SynchronicityMarketing.com
Facebook: www.facebook.com/SynchronicityMarketing
LinkedIn:
www.linkedin.com/in/KarenTalavera
Twitter:
@SyncMarketing
Phone:
561.967.9665
Women’s Success Summit VIII