Tag Archive | "Closes"

Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people,” he says. “That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

The post Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP appeared first on WebProNews.

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Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP

Conversational marketing is a whole new way of thinking about marketing and sales, says Dave Gerhardt, VP of Marketing at Drift. “We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people,” he says. “That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.”

Dave Gerhardt, VP of Marketing at Drift, was recently interviewed on the B2B Growth podcast by John Rougeux who is VP of Marketing at Skyfii. Gerhardt discusses conversational marketing as a new B2B product category and how it is changing marketing from reaching out to you later to a conversation that is happening now:

Conversational Marketing is About Connecting You Now

Conversational marketing is a whole new way of thinking about marketing and sales. The traditional way of doing marketing and sales is all about later. Come to my website and fill out this form and somebody is going to reach out to you later, when it’s convenient for them. The big shift that is happening in marketing and business over the last five to ten years is customers have all the power today. You can’t make people wait. Information is free now.

I can find anything I want to know about a company without ever having to go to your website. It’s crazy to think that you are going to force people to go to your website, fill out a form, wait three days to hear back from your sales team, and then get a demo. Conversational is all about connecting you now with the people who are ready to buy now while they are live on your website.

B2P – Marketing to People

It’s not about buyers. It’s not about sellers. It’s not about sales. It’s not about marketing. It’s about people. That’s how people all communicate online today. I pressed one button in my car and I got a list. I ordered something from Amazon while I was here this morning to send back to my house and it’s going to be there tomorrow when I get home. There are countless examples of that. That is how we all behave online in our real lives today.

But then something happens weird happens. We go to our jobs in B2B and none of the tools that we use match how we actually buy as real people. That’s the most exciting thing to me about conversational marketing. It’s really closing the gap between B2C and B2B. We just call it B2P, marketing to people.

What Ties Our Products Together is Conversation

We have an email product and we have a landing page product. Black and white versions of those people would say everybody has email, everybody has landing pages. The thing that ties those together is conversation. That forces us to think about what is conversational email? What is conversational landing pages? What is conversational whatever? That one word forces our product team to think about how can we change this? If our fundamental stance as a company is that the internet should be one conversation, then how does that weave into everything that we build?

Ultimately what we care about is that email becomes a conversation. Meaning, the way that marketers have had to use email the last decade is a one-way channel. Email is meant to be a two-way channel. Marketers have been using it as, “John come to my webinar.” What happens if you actually respond to that email? Most of the time you can’t because it’s donotreply@ or it just goes to some inbox where nobody is answering it. That is a terrible experience. Our belief is that if you reply, “Hey actually I can’t make it. Can you reregister my colleague?” That should get handled. We are thinking of that from an evolution standpoint.

The same thing with landing pages. Most landing pages today are static. You go to the landing page, put a bunch of info in and you are gone. What if that was a real-time conversation on the page? That one topic has to weave itself into everything we do from a product perspective.

>> Listen to the complete interview with Drift Marketing VP Dave Gerhardt on the B2B Growth podcast.

The post Conversational Marketing Closes the Gap Between B2C and B2B, Says Drift Marketing VP appeared first on WebProNews.


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SearchCap: DMOZ officially closes, Google dilutes Exact Match in AdWords & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: DMOZ officially closes, Google dilutes Exact Match in AdWords & more appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: Google Year End, Bing iOS App & Apple Closes Topsy

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Google Year End, Bing iOS App & Apple Closes Topsy appeared first on Search Engine Land.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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The Naked Marketing Guide to Compelling Copy that Closes Sales

image of feet and flower

How smooth is your copy?

Is your writing powerful, seductive, and engaging? Can you move people to act, without having to give it a second thought?

Some people are like that. The naturals. They always know exactly what to say, and how to say it.

Lucky them.

The rest of us have to work at it. We have to study and figure it out, one hard-learned lesson at a time.

It’s just like dating and relationships — some people just “got it” straight out of the gate, and others needed more time to figure it out.

Here’s one for the non-naturals …

Some people are naturally smooth … and some aren’t

You know that guy (or gal) for whom it all seems to come so easily? They always know what to say and how and when.

I’m jealous of those people.

The rest of us mere mortals tend to flounder around a bit more before we find our groove. We have to work, and work hard, to figure things out. And it often takes a few tries.

That’s okay though, because we get better every time (practice makes perfect!), and every opportunity to try your “line” or your pitch is another opportunity to polish it.

But it can be a longer road, and it’s normal to feel a bit discouraged and start looking for shortcuts.

Enter the world of the pick-up artist

In the world of dating and relationships, the shortcuts are called “pick-up,” or the “art of seduction.”

There’s an entire body of literature dedicated to the subject, full of jargon like “compliance test,” “neg,” “bounce,” “DHV,” and plenty of others.

Do yourself the monumental favor of not looking them up.

These bits of jargon all refer to the ways and methods that can be used to manipulate someone into bed — for a one night stand.

The internet marketing world equivalent is promises of magical, instant, push-button profits through some loophole in Google or Facebook’s system that you should rush to exploit.

Never mind that the loopholes all close sooner or later — the real problem is that it’s the business equivalent of a one-night stand.

Do you want a bunch of one-night stands for customers?

I thought not.

True seduction isn’t about impulse buys or one-night stands

The opposite of pick-up artistry is the true seduction of Naked Marketing. This isn’t about one-night stands. Not by a long shot.

Naked Marketing is just the opposite — lining up all the right steps and factors to create a powerful attraction and desire that leads to a relationship that will last a long, long time.

We’re talking about the stuff of fairy tales and happy marriages, loyal customers and raving fans.

Something real that lasts forever, evolving over time.

And not morning-after regrets. ;-)

Start by being sexy

Just as with finding a mate, the first step in powerful Naked Marketing is to attract attention with a headline that is as sexy as you can make it.

Now, of course, there as many ways to be sexy as there are people to see you do it, so having a good idea of who you’re talking to and what they like is critical. Sexy doesn’t always mean “involving sex” — it just means whatever will be attractive to the person you’re trying to attract.

Remember that this is your first impression — the first exposure to you and your work for a brand new person, might eventually (if everything goes well) become a lifetime customer.

What that first impression should be is up to you and your customer. Maybe you’ll woo them with humor. Maybe you have something to teach them. Maybe you have a viewpoint they’ll be interested in, or an idea to share.

Example: Need more customers? Naked Marketing will find them, attract them, and lock them into profitable relationships for the long-term.

Whatever it is, it’s got to be something that will grab their attention on the very first try, and get them excited enough to listen for more. It also has to be something genuine — you can try to fake this, but you’ll fail.

Then create desire

Sexy headlines are just the beginning.

Once you’re past the initial attraction, you have to introduce real desire into the picture.

So how do you create that desire?

Not by just stripping down and asking for a sale, that’s for sure! (Unless maybe you’re Barney Stinson, that is …)

Across the board, there are a few things that make something desirable: it’s got to be interesting, it’s got to be attainable, and it’s got to be worth the trouble of getting it:

  • Interesting means that that at a fundamental level, it will alleviate a pain that the person is experience, or create some kind of pleasure that they want but don’t currently have.
  • Attainable means that if they like what they see enough to act on it, that action is actually within their means to take. The supermodels on the covers of magazines at the supermarket checkout might be awfully attractive, but that doesn’t mean they’re waiting for your call!
  • Worth the trouble means that when all is said and done, the effort required to take that action is substantially less than the value of the outcome that they’re after.

Or on simple terms, it’s something that they want, and they can get it at an acceptable cost (in money, time, effort, etc.).

Example: The Naked Marketing Manifesto teaches marketing that really works in plain English, on small pages, and in large print. In other words, it’s a quick, easy read that just might change your life. Oh, and it’s a free download — no opt-in required.

The upshot for you is that whether you’re offering products, services, or anything in between, it’s got to be structured and packaged in a way that will be both interesting and attainable to your target customer.

If you do all of this and do it well, then they just might be thinking about getting naked, too.

Then make your move

So you’ve created intense desire with an offer that is interesting, attainable, and more than worth the trouble. So far so good, but you aren’t done yet!

Everything that you’ve done so far can be likened to a fantastic first date. You’ve gone out, gotten along, and the chemistry is just perfect. Then you reach the end of the evening, and you either lean in for that first kiss, or you chicken out and it all fizzles.

What’s the first kiss in a business relationship?

It could be an email opt-in, or it could be a purchase. It could be as simple as a social share, or as involved as jumping on the phone for a mentorship call.

The key is the commitment.

You work up the courage to ask for a commitment, and they make it. This is the call to action that every copywriter since the beginning of time has been telling you that you need. If you want somebody to do something, you’ve got to tell them exactly what you want, and how to do it.

Example: Click here to download my Naked Marketing Manifesto right now! ;-)

If you make an offer that they will truly desire, on terms they find acceptable, and ask them to make a commitment in so many words, then odds are that they’ll do exactly what you ask.

But that isn’t the end of the story — not if you’re looking for a serious relationship, that is …

There’s always a morning after!

It’s not enough to get someone to take an action — anyone can do that, and most people do. The last step in truly effective naked marketing is the morning after.

There’s nothing worse than waking up regretful, and you can make sure that your customers don’t experience buyer’s remorse by being mindful of the process you’re taking them through, and making sure they are as comfortable and happy with it as you are.

If you’ve done everything right, the morning after should be a wonderful time of celebration because your new customer is so ecstatic about their interaction with you — so much so that they can hardly wait for the next time.

And of course, that’s bound to be the case.

After all, you knew your customer well enough to get their attention with some genuine sexiness, and then created desire with an offer that is custom-tailored to make their heart beat faster. Then you asked for a commitment which they happily made, and you repeatedly exceeded their expectations and asked for a little bit more.

Sounds like true love to me. ;-)

So that’s it: Naked Marketing in a nutshell.

Now of course, there are more details. A whole manifesto full of them, in fact. And you can get it all for free — no opt-in required. Just tweet or share, and it’s yours.

Now over to you.

In this post, I used the metaphor of Naked Marketing to show you the steps that I follow in my marketing.

Does the metaphor work for you? Would you prefer another? Please leave a comment and let us know!

About the Author: Danny Iny (@DannyIny) is the co-founder of Firepole Marketing, the “Freddy Krueger of Blogging”, and the co-author (with Guy Kawasaki, Brian Clark, and many others) of Engagement from Scratch! (available on Amazon, or as a free download). The latest and greatest thing you can get from him (for free, of course) is his Naked Marketing Manifesto, about marketing that really works!

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