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MORE EFFECTIVE LEAD GENERATION USING
PERSUASIVE SCENARIO PLANNING
March 18, 2014
Presented by:
Jeffrey Eisenberg
Eisenberg Brothers & Associates
@JeffreyGroks
jeffrey@bryaneisenberg.com
Two decades of CRO
More Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario Planning
Simple, and NOT for Beginners
WHO GETS TO MAKE
BUSINESS DECISIONS?
The answer shouldn’t surprise you
More Effective Lead Generation Using Persuasive Scenario Planning
More Effective Lead Generation Using Persuasive Scenario Planning
• Strategic (policies) –
business model goals, persona
modeling, scenario narratives, KPIs
• Tactical (procedures) –
prioritization, content, copy, media
, coding, campaign development
• Operational (execution) –
tools, implementation, testing, mea
surement
“Strategy without tactics is
the slowest route to victory.
Tactics without strategy is
the noise before defeat.”
– Sun Tzu
Babble
• Executives
• Finance
• Organization
• HIPPO
• Sales
• Leads & Opportunities
• Closed won/ lost
• Marketing
• Brand
• Experience
• Product
• Designers
• Creative
• Developers
• Requirements
Persuasive systems
You create the system your visitor must navigate. People don't cause
defects, systems do.” - W. Edwards Deming
Empathy represses analytic thought, & vice versa
"You want the CEO of a company to be
highly analytical in order to run a
company efficiently, otherwise it will go
out of business…"
- Anthony Jack, an assistant professor of
cognitive science at Case Western
Reserve and lead author of the new
study. "Empathetic and analytic thinking
are, at least to some extent, mutually
exclusive in the brain.” (2012)
We tell stories to connect…
We distribute reports to inform…
It’s a journey, NOT a destination
Conversion rate is a
measure of your ability to
persuade visitors to take
the action you want them
to take.
It's a reflection of your
effectiveness and
customer satisfaction. For
you to achieve your
goals, visitors must first
achieve theirs.
- Bryan Eisenberg, 2001
Will you drown in average?
Each segment that was brought in by
an individual marketing effort has
different, sometimes intersecting,
occasionally opposing scenarios
(persuasion paths) based on their
needs, motivation, knowledge, and/or
purchase preferences.
Measure conversions intelligently
 Overall conversion rate: Total number of actions considered
conversion divided by total number of visits.
 Scenario conversion rate: Total number of visitors starting a specific
scenario divided by total number who complete it.
 Linear
 Non-linear
 Conversion over time: There are several measures that reveal a
site's effectiveness in generating conversions over time.
The Conversion Trinity
Always an audience of one
Segments, sub-segments & more
• Interests
• Demographics
• Psychographics
• Source
• Behavior
• Interaction
• Buying stage
• Economic value
• Social
• Johari model
• Compexogram
Decisions…
Computer Human & computer Humans
Empathically-different segments
Aggregate beats average!
The only thing average about
most users is that they bail out in
droves, happily abandoning
businesses that do not speak to
them, understand their needs or
provide value.
To intentionally design personas
for individual variation is not an
exercise in audience
segmentation; it’s a strategy for
selling as face-to-face as you
can in a faceless medium.
Personas are composites
Achieving their goals and ours
Constructing a great narrative:
• Angle of Approach. What causes the
persona to realize they have a
need/problem/opportunity? How do
they describe that need/solution?
• Alternative Options. What options
does the persona identify to try to fill
that need/problem/opportunity?
• Driving Points. How does the persona
learn about the company/product as
an option? This can include prior
knowledge of the company/product
or word of mouth.
• Stage of the Buying Process. Where is the
persona in the buying process? What are
the obstacles to progress?
• Buying Process/Needs. What questions is
the persona asking? What are the personas
needs, motivations and objections? What
are the competitive comparisons?
• Selling Process/Presentation. How you
address the needs, motivations, objections
and competitive comparisons? What does
the company know that the customer does
not know, but needs to? What questions
should the persona be asking?
• Conversion Goal. What does the persona
want to accomplish? What does the
company want to accomplish?
Persuasive? It’s not all or nothing
Add robust narratives to briefs
The value of scenario planning
• Improves communications
• Everyone gets the big picture
and the details
• Improves execution
• Explicit communication instead
of implicit instructions
• Improves testing
• Better variations to test. And if
variations fail look to plan
assumptions
• Makes more money
• Improved conversions are
worth the investment of time
up front
Thank you for your attention…
Jeffrey Eisenberg
@JeffreyGroks
(347)469-1090
jeffrey@bryaneisenberg.com
http://www.BryanEisenberg.com

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More Effective Lead Generation Using Persuasive Scenario Planning

  • 1. MORE EFFECTIVE LEAD GENERATION USING PERSUASIVE SCENARIO PLANNING March 18, 2014 Presented by: Jeffrey Eisenberg Eisenberg Brothers & Associates @JeffreyGroks jeffrey@bryaneisenberg.com
  • 6. Simple, and NOT for Beginners
  • 7. WHO GETS TO MAKE BUSINESS DECISIONS? The answer shouldn’t surprise you
  • 10. • Strategic (policies) – business model goals, persona modeling, scenario narratives, KPIs • Tactical (procedures) – prioritization, content, copy, media , coding, campaign development • Operational (execution) – tools, implementation, testing, mea surement “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
  • 11. Babble • Executives • Finance • Organization • HIPPO • Sales • Leads & Opportunities • Closed won/ lost • Marketing • Brand • Experience • Product • Designers • Creative • Developers • Requirements
  • 12. Persuasive systems You create the system your visitor must navigate. People don't cause defects, systems do.” - W. Edwards Deming
  • 13. Empathy represses analytic thought, & vice versa "You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business…" - Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)
  • 14. We tell stories to connect…
  • 15. We distribute reports to inform…
  • 16. It’s a journey, NOT a destination Conversion rate is a measure of your ability to persuade visitors to take the action you want them to take. It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. - Bryan Eisenberg, 2001
  • 17. Will you drown in average? Each segment that was brought in by an individual marketing effort has different, sometimes intersecting, occasionally opposing scenarios (persuasion paths) based on their needs, motivation, knowledge, and/or purchase preferences.
  • 18. Measure conversions intelligently  Overall conversion rate: Total number of actions considered conversion divided by total number of visits.  Scenario conversion rate: Total number of visitors starting a specific scenario divided by total number who complete it.  Linear  Non-linear  Conversion over time: There are several measures that reveal a site's effectiveness in generating conversions over time.
  • 21. Segments, sub-segments & more • Interests • Demographics • Psychographics • Source • Behavior • Interaction • Buying stage • Economic value • Social • Johari model • Compexogram
  • 22. Decisions… Computer Human & computer Humans
  • 24. Aggregate beats average! The only thing average about most users is that they bail out in droves, happily abandoning businesses that do not speak to them, understand their needs or provide value. To intentionally design personas for individual variation is not an exercise in audience segmentation; it’s a strategy for selling as face-to-face as you can in a faceless medium.
  • 26. Achieving their goals and ours Constructing a great narrative: • Angle of Approach. What causes the persona to realize they have a need/problem/opportunity? How do they describe that need/solution? • Alternative Options. What options does the persona identify to try to fill that need/problem/opportunity? • Driving Points. How does the persona learn about the company/product as an option? This can include prior knowledge of the company/product or word of mouth.
  • 27. • Stage of the Buying Process. Where is the persona in the buying process? What are the obstacles to progress? • Buying Process/Needs. What questions is the persona asking? What are the personas needs, motivations and objections? What are the competitive comparisons? • Selling Process/Presentation. How you address the needs, motivations, objections and competitive comparisons? What does the company know that the customer does not know, but needs to? What questions should the persona be asking? • Conversion Goal. What does the persona want to accomplish? What does the company want to accomplish?
  • 28. Persuasive? It’s not all or nothing
  • 30. The value of scenario planning • Improves communications • Everyone gets the big picture and the details • Improves execution • Explicit communication instead of implicit instructions • Improves testing • Better variations to test. And if variations fail look to plan assumptions • Makes more money • Improved conversions are worth the investment of time up front
  • 31. Thank you for your attention… Jeffrey Eisenberg @JeffreyGroks (347)469-1090 jeffrey@bryaneisenberg.com http://www.BryanEisenberg.com

Hinweis der Redaktion

  1. What to test? Business decisions and limitations – aren’t we experts in our own system?
  2. Asking the right questions up front beats chasing the right answers.
  3. Micro vs. MacroMultiple angles of approach
  4. You can drown trying to cross a river with an average depth of 3 ft.
  5. Defining and planning for Macro-conversions and Micro-conversions helps you understand why conversion rate is truly a measure of your ability to persuade visitors to take the action(s) you want them to take. Every click represents a person making a decision then for you to achieve your goals, visitors must first achieve theirs first. Linear – when visitors need to complete a registration process or checkout process.Non-linear – these are the explicitly planned or implicit scenarios that are created by visitor segments as they navigate your website. In this type of scenario we measure from where people enter the scenario to where they complete the intended scenario and whether or not they hit our key value pages.
  6. No gravity in a sales funnel. There is only persuasive momentum.
  7. Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia. – Kurt Vonnegut
  8. Persona-specific narratives predict what actions a persona will take and why. We identify pathways that align the buying process with the selling process. We begin to establish a structure of measurable conversion points – the definable places we can reference when analyzing whether our predictive models were correct.