How to Grow (Revenue, Members & More) in the Digital Age

2. Top Organizational Challenges
• Grow membership/revenue
• Greater insight into member behavior
• Data-driven decision making

3. Buy a Better Tool?

4. Establish a
New Mindset

5. “Today you are not behind
your competition. You are
not behind the technology.
You are behind your
consumer.”
Rishad Tobaccowala
Chief Strategy & Innovation Officer
VivaKi

6. Consumer Behavior
• Buying patterns have shifted
• Word of Mouth is key
• Role of marketing & sales
• Brand has expanded
• Trust is key

7. Why is WOM/Social SO
Important?

8. Changes in Buyers’
Journey

9. Gating of Content

10. Try Before You Buy

11. Monthly
Payment
Focus &
I Deserve It
Attitude

12. How to Grow Today
5 Secrets to Organizational Success

13. 1) Be Marketable—Fit into Their Worldview
2) Accept & Embrace the Empowered Consumer
& How They Buy
3) Success of the User=Your Success
4) Laser Focused On Defined Growth Targets
5) Deliver the Right Value to the Right Target

14. Old School: Value Proposition
• We are the only organization that allows individuals/companies to
receive the education and networking on our special topic/industry
and that is the voice of the industry.
• Unfortunately, everyone has this power now to access self-education,
networking & have their own voice.

15. Old School:
We Answer Questions
About Set Services

16. New School:
We Help Your
Personal Power
What can our organization give an individual that
they can’t get on their own?
>Credibility
>Distribution
>Facilitation

17. Organizational
Transformation
Using Digital to Go to the Next Level

18. Different Set of Questions
• What are they using?
• What do they like?
• What could they be using?
• What do they know about?
• What could I offer them that they would consume?
• How can I get them to feel?
• How can I get them to take the action I want?

19. One Answer:
Deep Understanding
of Consumers’
Behavior

20. Insight Levels Needed
• Individual Level
• Group Level
• Population Level

21. Know Your Know
• Transactional Information
• Demographic Information
• Relationship Information
• Behavioral Information****

23. Behavioral Information
2 Types:
1) What you say you want
2) What you actually do

24. Why Behavioral?
• Get to the point of being predictive & proactivestop guessing!
• Move to forecasting not retroactive reporting
• Why? Elicit right response
• Prioritize & ROI—spend right money at right time on right people

25. The New Toolbox
Methodologies Needed to Grow

26. 1) True Target Markets
• Focus on specific targets (or avoid targets) that align with a business
objective
• Grow insight
• Grow conversion
• Grow revenue
• Defined scope, scale, location, growth potential & identifiers

27. 2) Buyer Personas
• Fictional characterization of the ideal person that represents a target
market
• Use in segmentation
• Use to understand the buyer’s journey
• Use to prioritize time & attention

28. 3) Integrated Marketing Campaigns
• Value-add content offer
• Get in front of target market through omnichannel approach
• Focus on conversions
• Game is to get the email address & create value exchange to build
trust

29. Grow Strategies at Work
Putting it All Together

30. Persona that is
within Target
Market

31. Nurturing Heathers to Become Buyers
1) Understand current data & knowledge of Heathers
2) Create content of value for Heather & get in front of Heathers
3) Obtain Heather’s email
4) Offer Heather appropriate conversion path
5) Treat Heather well

32. Blogs

33. Online Learning

34. Print & Digital Ads
Use Trackable
URLs on
Everything!

35. Create Smart Content

36. Let Heathers Come to You

37. Slideshare

38. Social Media

39. Pinterest

41. Give Prospective Heathers Choices
• Topics
• Interest Areas
• Most Likely to
• This Describes/Doesn’t Describe me
• Up for…
• I Would Prefer…
Inquiring
Minds Want
to Know!

42. Email Preference Centers

43. All About U

44. Experience Designers:
Total Change in
Organizational Behavior,
Outcome & Possibly
Structure

45. New Behavioral Levels of Insights:
• Individual Level: 1 Person
• Group Level: Personas & Segments
• Population Level: Membership, All Buyers, All Attendees

46. Results of ZMT-Driven Organizations
• Smarter, more efficient programs
• More revenue
• Get more proactive
• Get more creative
• More unity
• More energy