HubSpot Inbound
Identifying their problem Understanding what options could alleviate their problem Comparing their top choices when they're ready to make a purchase
EVERY POTENTIAL BUYER IS FOCUSED ON:
CREATING CUSTOMERS WHO WILL ADD POSITIVE ENERGY TO THE FLYWHEEL AND ACCELERATE YOUR COMPANY'S GROWTH.
EVERYTHING YOU DO SHOULD BE DONE WITH THIS GOAL....
A flywheel is a machine that stores rotational energy. When you add energy to a flywheel, it starts to spin. If you add more energy to it, it spins faster. And unlike a funnel, where the only way to maintain a constant speed is to keep adding stuff to it, and flywheel will keep spinning unless some other force comes along and slows it down. From a business perspective, the rotation of the flywheel represents the growth of your business, and happy customers provide the energy that fuels that growth, either because they buy from you again or because they bring new customers to you by promoting your product to other people in their network. But if you produce unhappy customers, either by selling to people who are a bad fit for your offering or by overpromising and under-delivering, they'll work against your flywheel and slow your company's growth.
EXPLAIN THE THINKING BEHIND THE FLYWHEEL METAPHOR...
INTERVIEW ABOUT 15 PEOPLE. TAKE GOOD NOTES AND LOOK FOR COMMON THEMES THAT SHOW UP FROM ONE CUSTOMER TO THE NEXT.
FOR EACH OF YOUR PERSONAS, YOU'LL WANT TO...
A SHARED SENSE OF ACCOUNTABILITY.
HAVING SHARED BUSINESS GOALS HELPS CREATE...
TO BETTER UNDERSTAND HOW TO SELL TO PROSPECTS AND TO HELP GUIDE THEM THROUGH THE BUYER'S JOURNEY.
HOW CAN A SALES TEAM USE THE BUYER'S JOURNEY?
TO UNDERSTAND WHAT THE CUSTOMER'S JOURNEY LOOKS LIKE. TO MAKE SURE THEY DON'T SEND THE CUSTOMER BACK THROUGH AN ENTIRE BUYER'S JOURNEY.
HOW CAN A SERVICES TEAM USE THE BUYER'S JOURNEY?
AWARENESS STAGE: You want to establish yourself and more specifically your brand as a reliable source of information for the buyer. And be able to set you and your business up for success by following up with additional context in the second stage of the buyer's journey - the consideration stage CONSIDERATION STAGE: Engagement is key. By engaging with your potential customer, you can create personalized experiences and begin to develop a relationship. Your buyer is looking at all the ways to solve their problem. DECISION STAGE: Your customer service team can play a huge role here. By publishing knowledge documents, they'll enable people to self-serve, finding the information they need to answer their own questions and address their concerns. These articles can be very reassuring to a prospect in the decision stage. Providing examples or reviews from your current customers can also be beneficial in this stage.
HOW CAN YOU DEVELOP PERSONALIZED EXPERIENCES FOR YOUR PERSONAS AT EACH STAGE?
AWARENESS STAGE: Create content focused on the problem your buyer persona is experiencing. For example, you could develop blog posts or pillar pages that describe the problem and show your knowledge and understanding of it. CONSIDERATION STAGE: Create content about the solution to a problem. DECISION STAGE: Create content that answers questions about your product or service.
HOW CAN YOUR CONTENT SERVE EACH STAGE OF THE BUYER'S JOURNEY?
BY CREATING HELPFUL CONTENT AND EXPERIENCES THAT DEMONSTRATE YOUR KNOWLEDGE.
HOW DO MARKETERS ATTRACT?
BY USING KNOWLEDGE DOCUMENTS AND CHATBOTS TO MAKE INFORMATION EASY TO FIND.
HOW DO SERVICES ATTRACT?
1. Define the information that should be included 2. Identify the best sources for that information
HOW DO YOU CREATE A BUYER PERSONA?
BY MAKING THEMSELVES AVAILABLE FOR MEETINGS, CALLS, OR LIVE CHAT.
HOW DOES SALES ATTRACT?
Marketers can use the buyer's journey to create different content at every stage—creating educational content that aligns with the current state of your buyer. Use the buyer's journey to outline your content and make it relevant to your prospect. You'll want to have content offers that answer their problems and needed solutions, as well as content about your product or service. The education you provide with your content can help your prospects solve their problems and continue to grow their business. You can also use the buyer's journey to segment and nurture your leads. Sending them relevant content at specific points in their journey with you. Salespeople can use the buyer's journey to better understand how to sell to your prospects and guide them through the buyer's journey. If you know someone's in the awareness stage, you'll have a different conversation with them than with someone who's in the decision stage and has already recognized possible solutions to their problem. Service professionals can think of customers as having their own type of buyer's journey. When you're looking to upsell, resell, or cross sell, you don't want to send your customer back through an entire buyer's journey. Use this as a way to understand what your customer journey looks like.
HOW SHOULD THE BUYER'S JOURNEY BE USED ACROSS TEAMS?
1. Aggregate information about a particular kind of person in your target market 2. Find an avatar to represent that kind of person 3. Give them a name
HOW TO CREATE A BUYER PERSONA
MAKE IT EASY FOR PEOPLE TO FIND WHAT THEY NEED, UNDERSTAND WHAT MOTIVATES YOUR PROSPECTS/CUSTOMERS, FIND OPPORTUNITIES TO PROVIDE ADDITIONAL INSIGHT OR INFORMATION.
HOW TO ENSURE DELIGHT...
THAT YOUR SALES TEAM IS OVER EAGER IN TURNING QUALIFIED LEADS INTO OPPORTUNITIES
IF THERE'S AN EXCEPTIONALLY BIG DROP OFF BETWEEN STEP ONE AND STEP TWO, IT COULD BE...
BUILDING TRUST ANSWERING QUESTIONS PROVIDING SOLUTIONS PROVIDING INSIGHT
IN THE ENGAGE STAGE, NO MATTER HOW THE INDIVIDUAL YOU ARE WORKING WITH IS INTERACTING WITH YOU, YOUR FOCUS SHOULD BE ON...
THE ENGAGE STAGE
IN THIS STAGE, YOU BEGIN TO COLLECT INFORMATION ABOUT THE INDIVIDUAL YOU'RE WORKING WITH...
HELPING PEOPLE
INBOUND IS A PHILOSOPHY BASED AROUND ______________.
MANY COMPANIES LOSE SIGHT OF THEIR MISSIONS ONCE THEY REACH A CERTAIN LEVEL OF SUCCESS.
IT IS IMPORTANT FOR COMPANIES TO REMAIN TRUE TO THE MISSIONS THEY WERE FOUNDED TO ACHIEVE BECAUSE...
70/20/10
IT IS IMPORTANT THAT YOU KEEP THE BALANCE __________ TO ENSURE SUSTAINABLE, LONG-TERM GROWTH.
FEED.
THE BOTTOM OF THE FUNNEL CAN _______ THE TOP OF THE FUNNEL.
THE GUIDELINES FOR EVERY INTERACTION YOUR TEAM HAS WITH PROSPECTS OR CUSTOMERS.
THE INBOUND PRINCIPLES ARE...
AS A (WHO THE PERSON IS), WHEN I AM (THE SITUATION THAT PERSON FINDS THEMSELVES IN), I WANT TO (THE MOTIVATION OR ACTION) SO THAT I CAN (THE DESIRED OUTCOME).
THE JOB STORY FORMAT
PREVENT.
THE PEOPLE COMING OUT OF THE BOTTOM OF THE FUNNEL CAN ________ OTHER PEOPLE FROM ENTERING THE TOP OF THE FUNNEL.
A HUGE IMPACT.
THE PEOPLE COMING OUT OF THE BOTTOM OF YOUR COMPANY FUNNEL CAN HAVE ____________ ON THE PEOPLE GOING INTO THE TOP OF IT.
NEVER DONE
THE WORK OF CREATING PERSONAS IS _______.
THE DELIGHT STAGE.
THIS STAGE REVOLVES AROUND PROVIDING AN OUTSTANDING EXPERIENCE EVERY TIME A PROSPECT OR CUSTOMER INTERACTS WITH YOUR COMPANY.
BE INBOUND.
TO DO INBOUND, YOU NEED TO _________.
REDUCE FRICTION AS MUCH AS POSSIBLE.
TO KEEP YOUR BUSINESS'S FLYWHEEL SPINNING SMOOTHLY, YOU WANT TO...
TALK TO CUSTOMERS, WORKING BACKWARDS FROM THE TIME THE PERSON BOUGHT YOUR PRODUCT TO COME UP WITH A TIMELINE OF THE THOUGHTS AND EVENTS THAT PUSHED THEM TOWARD YOUR PRODUCT.
TO UNDERSTAND YOUR COMPANY'S PURPOSE AS IT IS UNDERSTOOD BY CUSTOMERS, ONE SHOULD...
ATTRACT, ENGAGE, AND DELIGHT
USING THE BUYER'S JOURNEY WILL HELP YOU ________, ________, AND ______ YOUR PROSPECTS AND CUSTOMERS BY MEETING THEM WHERE THEY ARE AND PROVIDING THE NEEDED GUIDANCE AND VALUE THEY'RE SEEKING.
SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL CUSTOMER BASED ON REAL DATA AND SOME EDUCATED SPECULATION ABOUT DEMOGRAPHICS, BEHAVIORS, MOTIVATIONS, AND GOALS.
WHAT ARE BUYER PERSONAS?
HOW YOU BENCHMARK AND MONITOR HOW YOU GET TO THE OBJECTIVE. THEY ARE NUMERIC AND QUANTITATIVELY SCORED TO DETERMINE WHETHER OR NOT THOSE INITIATIVES WERE SUCCESSFUL.
WHAT ARE KEY RESULTS?
STATEMENTS THAT DEFINE THE QUALITATIVE OUTCOME OF YOUR GOAL. THE INTENT BEHIND YOUR GOAL. THEY CONVEY YOUR ENDPOINT.
WHAT ARE OBJECTIVES?
ATTRACT ENGAGE DELIGHT
WHAT ARE THE 3 STEPS OF INBOUND METHODOLOGY?
STANDARDIZE FOR CONSISTENCY, OPTIMIZE FOR CLARITY, PERSONALIZE FOR IMPACT, EMPATHIZE FOR PERSPECTIVE
WHAT ARE THE FOUR INBOUND PRINCIPLES?
INBOUND PRINCIPLES COMPANY PURPOSE BUSINESS GOALS BUYER PERSONA BUYER'S JOURNEY
WHAT ARE THE INBOUND FUNDAMENTALS?
FUNCTIONAL REQUIREMENTS: What's the minimum functionality required to get the job done? FINANCIAL REQUIREMENT: What are the monetary guardrails I need to stay in to make this financially feasible? PERSONAL IDENTITY: How does this product or service act as a symbol to represent what I believe about the world? SOCIAL APPEARANCE: How will others view me while I use this product or service?
WHAT ARE THE OTHER JOB DIMENSIONS THAT HELP YOU UNDERSTAND THE WAYS A PERSON MIGHT EVALUATE YOUR OFFERING AS A WAY TO GET THEIR JOB DONE?
HISTORICAL DATA CUSTOMER INTERVIEWS EDUCATED GUESSES
WHAT ARE THE SOURCES FOR BUYER PERSONA INFORMATION?
GOALS.
________ CAN HELP YOU ESTABLISH A CONSISTENT STANDARD FOR PERFORMANCE AND PRODUCTIVITY.
PERSONAS
________ DO NOT REPLACE THE NEED TO FIND OUT INFORMATION ABOUT INDIVIDUAL PEOPLE.
THE BUYER'S JOURNEY.
___________ IS A POWERFUL TOOL YOU CAN USE TO PERSONALIZE YOUR PROSPECTS' EXPERIENCES WITH YOUR BUSINESS.
HAPPY CUSTOMERS
___________ PROVIDE(S) THE ENERGY THAT FUELS THE GROWTH OF YOUR BUSINESS.
YOUR CULTURE
_______________ IS PART OF THE PRODUCT THAT YOU OFFER AND THE SERVICE AND PROMISE YOU MAKE TO YOUR CUSTOMERS.
IDENTIFYING YOUR COMPANY'S PURPOSE.
___________________ IS ONLY THE FIRST STEP IN THE MUCH LARGER CHALLENGE OF RALLYING YOUR COMPANY AROUND THAT PURPOSE.
Mission: This ensures that all the goals, objectives, and key results set align with your company purpose. Serving: Who you're serving with your company's purpose Plays: Objectives Omissions: The plays that you acknowledge are important, but determined were not going to be prioritized for the year Targets: Key Results
BREAKDOWN OF MSPOT
HUMANIZE YOUR METRICS.
BY BASING EACH GOAL ON THE COMPANY PURPOSE, YOU CAN EASILY _________.
A RESOURCE.
BY FOCUSING ON WHAT MOTIVATES YOUR AUDIENCE AND HAVING THE EXPERTISE TO SOLVE FOR THEIR NEEDS, YOU BECOME ______________.
FIND EVEN MORE PLACES WHERE YOUR PROCESSES CAN BE IMPROVED.
BY LAYERING FLYWHEEL THINKING ON TOP OF YOUR FUNNEL CHARTS, YOU WILL BE ABLE TO...
REDUCE FRICTION.
BY MEETING YOUR PROSPECTS WHERE THEY ARE, YOU CAN _______________ LEADING UP TO MAKING A PURCHASE.
YOU'LL UNLOCK ALL KINDS OF OPPORTUNITIES FOR CROSS-TEAM COLLABORATION.
BY TAKING THE INDIVIDUAL FUNNELS WITHIN YOUR BUSINESS AND POSITIONING THEM INSIDE THE LARGER FLYWHEEL...
DO SOME ANALYSIS AND FIND OUT WHAT THE PROBLEM IS.
ANY PLACE YOU SEE AN ESPECIALLY PRECIPITOUS DROP BETWEEN TWO STAGES, YOU SHOULD...
COMPANY'S CULTURE.
A _______________ IS THE ENVIRONMENT THAT DEFINES AND INFORMS HOW EMPLOYEES ACT ON BEHALF OF CUSTOMERS AND HOW THE COMPANY HIRES, RETAINS, AND GROWS ITS PEOPLE.
NUMERIC KEY RESULTS: USED TO CALCULATE THE COMPLETED PERCENTAGE OF AN ACTIVITY ON A SCALE OF 0 TO 1.0. BINARY KEY RESULTS: RATINGS CAN BE A SIMPLE 1 OR 0 (YOU EITHER MEET THE KR REQUIREMENT OR YOU DON'T)
KEY RESULTS CAN BE GRADED BY SETTING...
WHAT: THE OUTERMOST RING. REPRESENTS WHAT YOUR COMPANY DOES/THE PRODUCT OR SERVICE YOU OFFER. HOW: THE MIDDLE RING. HOW YOUR COMPANY DOES WHAT IT DOES, WHICH INCLUDES THE WAYS YOU DIFFERENTIATE YOURSELF FROM ALL THE OTHER COMPANIES WHO HAVE THE SAME WHAT AS YOU. WHY: THE CENTER OF THE CIRCLE. THE REASON FOR YOUR HOW AND WHY.
WHAT ARE THE THREE RINGS OF THE GOLDEN CIRCLE?
AWARENESS STAGE CONSIDERATION STAGE DECISION STAGE
WHAT ARE THE THREE STAGES OF THE BUYER'S JOURNEY?
THE PURPOSE AS IT IS UNDERSTOOD INTERNALLY THE PURPOSE AS IT IS UNDERSTOOD BY YOUR CUSTOMERS.
WHAT ARE THE TWO COMPONENTS TO IDENTIFYING YOUR COMPANY'S PURPOSE?
1. UNDERSTAND YOUR BUYER PERSONA. 2. DEVELOP EACH BUYER'S JOURNEY STAGE AROUND YOUR BUSINESS'S SPECIFIC NEEDS AND PERSONA'S INTENT.
WHAT ARE THE TWO THINGS YOU NEED TO DO TO CREATE THE BUYER'S JOURNEY FOR YOUR BUSINESS?
THE RAILROAD INDUSTRY. THOSE BEHIND IT ASSUMED THEY WERE IN THE RAILROAD BUSINESS, RATHER THAN THE TRANSPORTATION BUSINESS. IN OTHER WORDS, THEY WERE PRODUCT ORIENTED, RATHER THAN BEING CUSTOMER ORIENTED.
WHAT INDUSTRY LOST SIGHT OF THEIR MISSION? WHY?
How does a persona phrase their problem when they type it into Google? Where does each persona go to get help with their problem? What channels of communication do they prefer to be contacted through? Demographic information (helps with tone, languages, and imagery)
WHAT INFORMATION DOES MARKETING NEED IN ORDER TO CREATE A BUYER PERSONA?
How high of a priority is overcoming this problem? What kinds of goals is this problem preventing the persona from achieving? Is this persona typically the only person involved in the purchasing decision? How long or short do they expect the sales process to be? Do they typically view your product's price as being high, low, or about average?
WHAT INFORMATION DOES SALES NEED IN ORDER TO CREATE A BUYER PERSONA?
What needs to happen in order for this persona to feel satisfied after purchasing your product? What aspects of your product do they find most confusing? What are their favorite features of your product? What kinds of things will make them happy enough that they'll recommend your product to others? What kinds of things will upset them enough that they'll recommend that people NOT buy your product?
WHAT INFORMATION DOES SERVICES NEED IN ORDER TO CREATE A BUYER PERSONA?
A SEMI-FICTIONAL REPRESENTATION OF YOUR IDEAL BUYER BASED ON DATA, INTERVIEWS, AND SOME EDUCATED GUESSES.
WHAT IS A BUYER PERSONA?
CUSTOMER RELATIONSHIP MANAGEMENT.
WHAT IS CRM?
BUILDING TRUST AND CREATING HUMAN AND HELPFUL EXPERIENCES THROUGHOUT THE STAGES OF THE INBOUND METHODOLOGY.
WHAT IS INBOUND ALL ABOUT?
A GOAL SETTING SYSTEM THAT HELPS TO ENSURE THAT A COMPANY FOCUSES EFFORTS ON THE SAME IMPORTANT ISSUES THROUGHOUT THE ORGANIZATION.
WHAT IS OBJECTIVES AND KEY RESULTS (OKR)?
WHEN YOUR PROSPECT IS EXPERIENCING AND EXPRESSING SYMPTOMS OF A PROBLEM OR OPPORTUNITY. THEY ARE DOING MORE RESEARCH TO CLEARLY UNDERSTAND, FRAME, AND GIVE A NAME TO THEIR PROBLEM.
WHAT IS THE AWARENESS STAGE OF THE BUYER'S JOURNEY?
THE ACTIVE RESEARCH PROCESS SOMEONE GOES THROUGH LEADING UP TO A PURCHASE.
WHAT IS THE BUYER'S JOURNEY?
WHEN YOUR PROSPECT HAS CLEARLY DEFINED AND GIVEN A NAME TO THEIR PROBLEM OR OPPORTUNITY. THEY ARE COMMITTED TO RESEARCHING AND UNDERSTANDING ALL THE AVAILABLE APPROACHES OR METHODS TO SOLVING THEIR DEFINED PROBLEM OR OPPORTUNITY.
WHAT IS THE CONSIDERATION STAGE OF THE BUYER'S JOURNEY?
WHEN YOUR PROSPECT HAS DECIDED ON THEIR SOLUTION STRATEGY, METHOD, OR APPROACH. THEY MIGHT BE COMPILING A LONG LIST OF ALL AVAILABLE VENDORS OR PRODUCTS IN THEIR GIVEN SOLUTION STRATEGY. THEY ARE TRYING TO WHITTLE DOWN THEIR LONG LIST INTO A SHORT LIST AND ULTIMATELY MAKE A FINAL PURCHASE DECISION.
WHAT IS THE DECISION STAGE OF THE BUYER'S JOURNEY?
AN OBJECTIVE CAN BE LONG-LIVED, WHILE KEY RESULTS TYPICALLY HAVE A DESIGNATED TIME PERIOD.
WHAT IS THE DIFFERENCE BETWEEN AN OBJECTIVE AND A KEY RESULT?
HORIZON ONE IS THE INITIATIVES YOU TAKE TO POWER PRESENT SUCCESS. THE GOALS AND STRATEGIES YOU PUT IN PLACE TO MAINTAIN AND EXTEND YOUR CORE BUSINESS. THE TIME WHERE YOU WORK ON INCREMENTALLY IMPROVING YOUR BUSINESS TO KEEP IT HITTING ITS OPERATING GOALS AND TO KEEP THE COMPANY MOVING FORWARD. INNOVATION IS HAPPENING HERE, BUT IN THIS HORIZON YOU'RE FOCUSING ON SUSTAINING YOUR BUSINESS, CONTINUING TO GENERATE REVENUE, AND OPTIMIZING THE EFFICIENCY OF YOUR PROCESSES. YOU'RE IDENTIFYING YOUR BIGGEST ASSETS AND DOUBLING DOWN ON THEM TO ENSURE YOUR BUSINESS CONTINUES TO BE SUCCESSFUL. INTUITIVELY, THE MAJORITY OF YOUR TIME AND RESOURCES (AROUND 70%) WILL BE SPENT EXECUTING ON THE HORIZON ONE PLAYS.
WHAT IS THE FIRST OF THE THREE HORIZONS?
IT EXPLAINS THE MOMENTUM YOU GAIN WHEN YOU ALIGN YOUR ENTIRE ORGANIZATION AROUND DELIVERING REMARKABLE CUSTOMER SERVICE.
WHAT IS THE FLYWHEEL MODEL?
A FRAMEWORK TO UNDERSTAND A COMPANY'S INTERNAL PURPOSE.
WHAT IS THE GOLDEN CIRCLE?
PEOPLE HAVE JOBS IN THEIR LIVES THAT THEY NEED TO GET DONE, AND THEY HIRE PRODUCTS TO DO THOSE JOBS.
WHAT IS THE JOBS THEORY?
HUBSPOT'S ONE PAGE PLAN TO ALIGN ITS DEPARTMENT AROUND GOALS AND OBJECTIVES.
WHAT IS THE MSPOT?
DEFINES THE STEPS YOUR SALES TEAM HELPS A QUALIFIED LEAD COMPLETE ON THEIR WAY TO BECOMING A CUSTOMER.
WHAT IS THE SALES PROCESS?
HORIZON TWO GOALS AND STRATEGIES HELP BRIDGE YOUR FIRST AND THIRD HORIZONS. AS THE REMAINING 20% OF YOUR EFFORTS, THESE MIDTERM PLAYS ARE MEANT TO PREVENT ANY FAULT LINES BETWEEN YOUR SHORT-TERM AND LONG-TERM STRATEGIES. HORIZON TWO IS WHERE YOUR BUSINESS GENUINELY BEGINS TO TRANSFORM AND LEAN INTO EMERGING INNOVATIONS IN ITS INDUSTRY, WITHOUT COMPLETELY LOSING SIGH OF WHAT MADE HORIZON ONE SUCCESSFUL.
WHAT IS THE SECOND OF THE THREE HORIZONS?
INFORM EVERYTHING YOUR CUSTOMER-FACING TEAMS DO. Marketing should use them to create and position the content they make. Sales should use them as a benchmark for qualifying and understanding individual contacts. Services should use them to guide the efforts to provide your customers with the best possible experience using your product.
YOUR PERSONAS SHOULD...
HORIZON THREE FOCUSES ENTIRELY ON THE FUTURE. TAKING UP ABOUT 10% OF YOUR TEAM'S EFFORTS AND RESOURCES, THESE PLAYS ARE MEANT TO CREATE GENUINELY NEW BUSINESS MODELS. INITIATIVES SUPPORT WHERE YOU THINK YOUR INDUSTRY IS HEADED AND HOW YOU'RE INNOVATING NOW TO INVEST IN THE FUTURE AND REMAIN ONE STEP AHEAD. HELPS YOU STAY CONNECTED WITH YOUR LONG-TERM GOALS WITHOUT SACRIFICING ATTENTION OR CONNECTION WITH WHAT NEEDS TO GET DONE TODAY.
WHAT IS THE THIRD OF THE THREE HORIZONS?
A WAY TO CONCEPTUALIZE WHAT YOUR BUSINESS WANTS TO ACCOMPLISH IN THE SHORT-TERM, MID-TERM, AND LONG-TERM. THINK OF YOUR HORIZONS LIKE A DIVERSIFIED INVESTMENT PORTFOLIO.
WHAT IS THE THREE HORIZON FRAMEWORK?
WHY YOUR COMPANY EXISTS.
WHAT IS YOUR COMPANY'S PURPOSE?
IT'S A CONTACTS DATABASE THAT IS CENTRAL TO EVERY PIECE OF YOUR INBOUND BUSINESS. IT CAN BE USED TO KEEP TRACK OF ALL THE DIFFERENT PEOPLE WHO HAVE A RELATIONSHIP WITH YOUR BUSINESS, PERSONALIZE EVERY INTERACTION YOU HAVE WITH THEM, AND ATTRACT MORE CONTACTS LIKE THEM.
WHAT MAKES A CRM SO POWERFUL?
WHY DID THEY BUY IT? HOW LONG DID THEY THINK ABOUT IT BEFORE THEY MADE THE DECISION? WHAT WAS IT THAT MADE THEM FINALLY GO THROUGH WITH THE SALE? HAD THEY THOUGHT ABOUT BUYING IT BEFORE AND NOT DONE IT? WERE THEY MAKING DO WITH SOMETHING ELSE (OR NOTHING AT ALL)? WHEN DID THEY REALIZE THEY DIDN'T HAVE TO MAKE DO ANYMORE?
WHAT QUESTIONS CAN BE ASKED TO FIND YOUR COMPANY'S PURPOSE AS IT IS UNDERSTOOD BY CUSTOMERS?
KHAN ACADEMY AND AMERICAN GIRL.
WHAT TWO COMPANIES HAVE REMAINED TRUE TO THEIR FOUNDING MISSIONS?
HAVING A CONCRETE UNDERSTANDING OF THE PROBLEM YOUR COMPANY IS MEANT TO SOLVE.
WHAT WILL FORM THE FOUNDATION OF YOUR BUYER PERSONA?
THE MOMENT A PERSON TAKES THE DESIRED ACTION.
WHEN DOES THE ENGAGE STAGE BEGIN?
RECOGNIZE YOUR PRODUCT AS A VIABLE SOLUTION.
WHEN PEOPLE HAVE A PARTICULAR PROBLEM, THEY SHOULD BE ABLE TO...
THE PROCESS SHOULD INCLUDE INPUT FROM AS MANY DIFFERENT PERSPECTIVES WITHIN YOUR COMPANY AS POSSIBLE. NOT JUST THE MARKETING TEAM. MARKETING SHOULD LOOK AT PERFORMANCE METRICS TO UNDERSTAND WHO IS MOST RESPONSIVE TO YOUR PRODUCT AND POSITIONING. SALES SHOULD LOOK AT PAST SALES DATA TO SEE WHAT KINDS OF PEOPLE ARE MOST LIKELY TO BUY FROM YOU, AND SHOULD ALSO SHARE ANECDOTAL INFORMATION ABOUT WHAT KINDS OF PEOPLE ARE EASIEST TO WORK WITH DURING THE SALES PROCESS. CUSTOMER SERVICE SHOULD SHARE INSIGHTS INTO WHAT KINDS OF PEOPLE MAKE THE HAPPIEST, MOST LOYAL CUSTOMERS. BACK-OFFICE TEAMS MIGHT ALSO HAVE IMPORTANT CONTRIBUTIONS (I.E. FINANCE CAN GIVE INSIGHTS INTO WHAT SORTS OF PEOPLE ARE MOST/LEAST LIKELY TO FULFILL THEIR FINANCIAL PROMISES TO YOUR COMPANY; LEGAL MIGHT BE ABLE TO POINT OUT CERTAIN KINDS OF PEOPLE WHO TEND TO RUN AFOUL OF YOUR TERMS OF SERVICE)
WHO SHOULD CREATE YOUR BUYER PERSONAS?
HAVING A DEFINED FRAMEWORK FOR ALIGNING YOUR TEAMS AND THEIR GOALS CAN HELP ENSURE THAT EVERYONE, FROM EXECUTIVE TO EVERY INDIVIDUAL CONTRIBUTOR, IS SPENDING THEIR TIME AND EFFORT WORKING TOWARD THE SAME END.
WHY ARE BUSINESS GOALS IMPORTANT?
THE FOUNDER SEES THAT THEY CAN SOLVE A PROBLEM FOR A PARTICULAR GROUP OF PEOPLE AND CREATES A COMPANY TO DO JUST THAT. OR THE FOUNDER IS THEIR OWN TARGET CUSTOMER.
WHY ARE MOST COMPANIES FOUNDED?
IF YOU CAN NAIL DOWN YOUR COMPANY'S WHY--THE REASON IT OFFERS WHAT IT OFFERS, THE REASON IT OPERATES HOW IT OFFERS--YOU'LL BE IN A MUCH BETTER POSITION TO GROW BETTER. IF YOUR WHY IS WELL DEFINED, THE HOW AND WHAT WILL FALL INTO PLACE NATURALLY.
WHY IS IT IMPORTANT TO NAIL DOWN YOUR WHY?
The buyer's journey is not just about the content you produce but the experience you provide. Your buyers might come into the buyer's journey at different stages. By having your buyer's journey defined for your business, you can personalize their experience at each stage regardless of when they come in.
WHY IS THE BUYER'S JOURNEY A CRITICAL PART OF YOUR OVERALL INBOUND STRATEGY?
THE CIRCLE REPRESENTS THE FLYWHEEL THAT DRIVES YOUR COMPANY'S GROWTH.
WHY IS THE INBOUND METHODOLOGY REPRESENTED AS A CIRCLE?
PROMOTERS.
YOU NEED TO HAVE A SYSTEM IN PLACE TO HELP DELIGHT PROSPECTS OF CUSTOMERS SO THAT THEY BECOME _____________.
ALIGN.
YOU NEED TO _______ YOUR ENTIRE ORGANIZATION AROUND HELPING A PARTICULAR KIND OF PERSON OVERCOME A PARTICULAR CHALLENGE.
SALES, SERVICES MARKETERS
YOUR PERSONAS SHOULD HAVE JUST AS MUCH VALUE FOR YOUR _______ AND _______ TEAMS AS THEY DO FOR YOUR _________.
