Guide to Conversational Paths

Guide to Conversational Paths

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  A QUICK GUIDETO B2B CONVERSATIONAL PATHS What they are. Why you need them. How to create them.
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  B2B CUSTOMERS ARE ‘IW-WIW-WIWI’ “I-Want-What-I-Want-When-I-Want-It” Upto 80% of buying process is personal discovery performed ‘snacking’ on the web You need to combine marketing and sales into joined up conversational paths with your customers www.newtonday.uk
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  Pre-Subscription Post-Subscription/Pre-Customer Post-Customer/Pre-RepeatRepeat Attract Engage Delight AN INBOUND MARKETING PROCESS IS ONLY AS STRONG AS ITS WEAKEST LINK 1 2 3 4 www.newtonday.uk
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  A CONVERSATIONAL PATH ARTICULATESA PROFITABLE B2B CUSTOMER CONVERSATION FROM START TO END PLACE SEED CTAPERSONA Managing Director of a small to medium sized business in UK or USA LinkedIn/Blog Vimeo/YouTube SlideShare Zoom/UK Form on webpage Embedded chat link Download templates © Newton Day Publishing 2019 Where do they go to get answers? Describe the characteristics of the persona What content will attract them? What mechanism will they used to engage? Social Articles Video Chapters Infographic Live Webinar White Paper JOB Comply with the GDPR What job are they trying to do? Who? What? Why? How? Where? > Attract Entice Engage Buy EVENT Letter from solicitors What event motivated them? FRAME What is GDPR GDPR overview GDPR compliance GDPR compliance checklist GDPR .xls / .pdf GDPR HR GDPR IT What are they looking for? EPIC What EPIC content will make them ask for help? GDPR in 60-minutes eBook PRODUCT 1-hr online GDPR assessment What will they buy? What are my customers looking to discover? www.newtonday.uk
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  WHY YOU NEEDTHEM • Different departmental agendas create conflict - Product Management, Marcoms, Sales > You need to take a top-down approach to sales! • Weak targeting of profitable prospects • Shortfall in ‘tell-me-something-I-don’t-already-know’ content • Focus on ‘content’ results in low lead yields • Poorly designed conversational journeys result in poor returns • Too many SaaS tech tools, hindering productivity and outcomes www.newtonday.uk
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  LIVE EVENT BLOG FEATURE VIDEO ARTICLEFEATURE WEBINAR EBOOK RESEARCH INFOGRAPHIC LIVE EVENT EMAIL TEMPLATE EMAIL TEMPLATE VIDEO FEATURE EMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD WEBSITE WEBCHAT LEAD VIDEO TEASER LANDING PAGE ( )EBOOK CHECKLIST GUIDE PLAN LEAD REPORTEMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD REPORTVIDEO TEASER LANDING PAGE LEAD ( ) ( ) ( ) ( ) ( ) ( )INFOGRAPHIC EBOOKEMAIL TEMPLATE VIDEO TEASER LANDING PAGE LEAD EMAIL TEMPLATE VIDEO TEASER LIVE WEBINARLANDING PAGE EBOOK CHECKLIST GUIDE PLAN LEAD EXAMPLES - HOW MANY OF THESE PATHS ARE YOU RUNNING? www.newtonday.uk
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  HOW TO CREATEYOUR OWN! Your product that solves the Job To Be Done The Stem Subject The sub topics The places they go to learn and explore CuriosityEvent Your audience Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here… Enter answer here… How would you characterise your primary buying influencer(s)? What event(s) occur in the life of your audience to cause them to want to learn about your products? What would make them curious? Where do your audience go to get advice and insight on a subject? What is your audience searching for? What is the primary job your product or service is likely to perform for your buyer? Which product or service—that you are responsible for– is most influential in generating wealth for the business? www.newtonday.uk
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  THANKS! Find out howwe help at www.newtonday.uk Call us on +44 3983 7001