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Expertise

PRE-CONVERSION

Marketing and Sales have a lot in common-both are essential in generating revenue for your organization. But which one comes first for your business; marketing or sales? Establishing a business without marketing infrastructure is akin to building a house without a foundation. Good marketing creates awareness of your brand on a broad scale, allowing you to grow exponentially in the future.

Awareness

Cognizance > Recognition

The fastest way to a customer’s heart is through their eyes—or ears—or experiences. So, in the awareness stage, we focus on the brand-building aspect of your marketing efforts in order to make your brand visible to potential new customers. Even though most of your target audience isn’t even aware that they have a need for your product or service—which is why your marketing is designed to build that first exposure with them. The more we extend your reach and frequency, the stronger your brand recognition. Our goal is to achieve top-of-mind awareness which starts with people having a recollection of your brand, so anytime a person sees somebody wearing a t-shirt with your brand on it, or a logo sticker on a laptop, that would be awareness.

Example: A B2C buyer sees your digital advertisement; a B2B buyer conducts a search for a product or service and finds your website. Success may be measured by how much of the audience is aware of your brand compared to how many potential customers there are in your target audience.

Channels & Tactics: Television/Radio Commercials, Print Ads, Billboards, Digital Display Ads, Paid Search, Short-Form YouTube Videos, Social Content Publishing, Public Relations (PR), News Releases, Blog Posts & Articles, Domain Names, Website Design, Branded Links, Event Sponsorships, Guerilla Marketing, Stealth/Entertainment Marketing, Out-of-Home, Vehicle/Fleet Wraps, Cinema Advertising, Keywords, Pay-Per Click (PPC), SEM (AdWords), Signage, Business Networking, Co-Op Partnerships, Industry Partnerships, Branded Merchandise, Paid Social Ads.

Measurement Metrics: Brand Impressions from Advertising/PR Campaigns, Number of Spots, Market Reach & Frequency Percentages, Cost-Per-Point (CPP), Gross Rating Points (GRP), Earned Media Mentions, Message Pull-Throughs, Number of Clippings, Calls & Web Traffic From PR Campaigns, Attention-Minutes, Share of Voice (SOV), Share of Impressions, Brand Awareness Surveys, Ad Recall, Awareness Lift, Branded Search Volume, Adwords, Number of Monthly PPC Campaigns, Page Authority, Google PageRank, Keywords In Top 10 Serp, Website Traffic Per Month (Total Impressions, Referring Links, New Links, Bounce Rate, Unique Users, Pages with First Impressions), Social Media Reach & Impressions.

Acquisition

Knowledge > Interest

This stage is where your potential buyers research their options. Most are seeking information to answer questions or resolve pain points. Acquisition is your first transaction with a user. Only instead of you exchanging a product or service for money, you are typically exchanging some form of content for permission to message them again in the future. It is important to note that the information shared should be fairly neutral with limited (if any) sales jargon or positioning of your specific organization. As our team begins to generate consistent quality traffic to your website, converting visitors into qualified leads our ongoing lead generation strategy will be your next priority. We will begin to identify your potential customers as individual users. We know that specific information on pricing, revenue gain, and ROI goes a long way toward differentiating you from your competitors. We will educate them on your products or services and showcase why your solution is best.

Example: A B2C buyer clicks on a digital ad, reaches your eCommerce site and looks at one of your product pages; a B2B buyer looks at multiple pages on your website and fills out one of your forms to download your helpful guide. Success may be measured by how many of your audience clicked through to the site.

Channels & Tactics: Affiliate Programs, Backlinks, Branded Social Hashtags, Boosted Social Posts, Call Center Scripting, Co-Branded Content, Contest Sign-Ups & Giveaways, Events (In-Store, Interactive), Industry Directory Listings, Integrated Social Entertainment (Memes, Gifs, Instagram, Snapchat, TicToc, Boomerang Videos), Inbound Marketing, Lead Magnets (Downloadable Content) Industry Research/Analyst Reports, White Papers, Checklists, Tip Sheets, Templates, E-Guides & E-Book, Infographics, Live Chat Dashboards, Online Forms, LinkedIn Thought Leadership, Podcasts & Webinars, Polls & Surveys, Proximity Geofencing, Organic Search Engine Optimization (SEO),  (Link building, on-page SEO, technical SEO), Social Media (Influencer Marketing, Live Session Chats, Twitter Parties), Storytelling Content Distribution, Videos (How-To, Educational/Explainer), Website Industry Landing Pages

Measurement Metrics: Click-Through Rate (CTR) of Paid Search Ads, Volume of Traffic from PPC, SEM Number of Leads/Conversions, E-Form Submissions & Completions, Fraud Rates, Net Email Subscriptions, Number of Leads from Social Media, Number of Monthly Blog Visits, Number of Unique Keywords that Drive Traffic, Conversion Rate Per Keyword, Rank Increase of Target Keywords, Podcast & Webinar Impressions, Volume of Traffic from Organic Search & Social Media, Website User Behavior (% Of New Vs Returning Visitors, Avg. Time-On-Page, Page Views, Pages Per Session, Document Views, Resource Downloads, Top Growing & Performing Queries), Volume of Traffic from Video Content, Video Views, Watch Time.

Activation

Consideration > Intent

At this point in the buyer’s journey, they have a solution in mind to address their pain point but are still deciding on a specific item to purchase or vendor to work with. A buyer may spend significant time researching documentation, data, company reviews, and other materials to gain confidence in their decision. At this point, your leads are ready to hear about your company, as well as your products and services. Our team will develop sales-level content including specific information on pricing, ROI, and revenue gain in order to differentiate you from your competitors. Empowered with these types of content, your salespeople will be prepared for any questions your leads throw at them. Additionally, users may actually try your product; in order to help them get the most value from your product; reinforce your brand’s position in the market; and provide feedback in real-time as they interact with your brand.

Example: A B2C buyer adds items to their cart and goes to checkout to review their purchase; a B2B buyer fills out a form to speak to one of your representatives or asks for pricing information, a comparison guide, or a proposal. Success may be measured by how many visitors became users (created an account) or downloaded a content offer.

Channels & Tactics: Account-Based Marketing, Autoresponder Email Nurturing Workflows, Checkout Flow Platform, Content Marketing (Pricing & Comparison Guides, Product Sheets), CRM Integration, Lead Scoring, Sales Training, Customer Case Studies, Freemium Offers (Demos, Samplings, Trials), Direct Response Mailings, Email Drip Campaigns (Subscriber Database List, A/B Testing, Promotional, Seasonal Messaging), Events & Engagement Marketing (Classes, Tradeshows, Conferences), Generational/Multicultural Marketing, Grassroot & Cause Marketing, Incentive to Activate (Free Spiff), Retargeting, Microsites, Personalized URLs, Mobile Apps, On-Hold Messages, Point-Of-Sale (POS) Displays, Quora Q&A, Slide Decks & Presentation Materials, Social Groups (Facebook, LinkedIn), Upgrade Announcements, New Feature Updates, Urgency Calls-To-Action (Limited-Time/Quantity/Enrollment Offers, Upcoming Price Increase, Trial Ending, Expiring Offers), User Experience (UX), Virtual Tours, Augmented Reality Ads, User-Generated Content, Videos (Product Review, FAQ, Before & After), Website Profile/Team Bios, Feature & Location Pages

Measurement Metrics: Inbound Calls Handled Per Representative, Registrations, New Appointments, Number of Monthly Quotes/Orders, Number of Monthly Sales Demos/Trials, Consideration Lift, Website User Behavior (Pages Per Visit, Top Growing Pages, Top Performing Pages), Social Engagement Measures (Likes, Retweets, Comments, Social Shares, Volume of Chatter, Brand Mentions, New/Total Twitter Followers, New/Total Facebook Fans), Number of Blog (Subscriptions, Comments, Likes, Forwards), Brand Favorability Lift, Google Page Authority, Conversion Rate of Social Media Leads & Call-To-Action Content, Foot-Traffic Counts, User Experience Rating (UXR), Number of YouTube/Slideshare Subscribers, App Downloads, Number of Qualified Leads Per Month (Marketing Qualified Leads (MQL), Sales-Accepted Leads (SAL), Sales Qualified Leads (SQL)), Cost Per Lead Generated (CPL), Purchase Intent Lift.

POST-CONVERSION

Top-quality after-sales service is good for you because it’s good for your customer. When you help them get the most out of your product or service, they’re naturally happier with it. That makes them more likely to order again and to tell the world, too. The more you wow your customers, the more they’re likely to wow in return with their loyalty and enthusiasm. They’ll become your brand ambassadors, reviewers, and trusted voices who’ll give you great reviews, sing your praises on social media, and give you honest feedback on new products and features.

Revenue

Conversion > Purchase

At this stage, your prospect is at the end of the decision-making process and they are nearing the end of the sales process. You hope that you have significant share-of-mind or a strong marketing presence when that decision is made. At this point, the consumer is ultimately selecting more than just a product, they are purchasing the brand itself. They’re ready to make a purchase and become a customer. Your job isn’t over yet; there’s still plenty that can go wrong at the purchase stage. Depending on what you sell, our team will help develop an onboarding process or guide the buyer through the transaction process. With the right processes and messaging in place, we will help them overcome any stales and objections before the sale. Leaving your salespeople to simply provide new customers with an easy and positive experience.

Example: A B2C buyer comes to a decision and makes a purchase; a B2B buyer considers transactional/transitional factors, agrees to terms and makes a purchase. Success may be measured by how many activated users become customers (paid/made you money) and how much revenue you make on average per conversion.

Channels & Tactics: Conversion Rate Optimization, Cross-Sell & Up-Sell Programs, E-Commerce Pages, Engagement Marketing (Workshops, Training Sessions), Exit Interviews, Survey Invitations, Audience Retargeting, Live Sell-Through Reporting, Onboarding Workflows, Online & Offline Sales, Post-Purchase Email Drip, Sales & Marketing Alignment, Transactional Marketing, Triggered Emails/Reminders, Videos (Tutorial/Instructional, Thank You), Website Analytics, Website Push Pop-Ups, Welcome Email Series, Customer Welcome Packets

Measurement Metrics: Average Annual/Quarterly/Monthly/Weekly/Daily/Hourly Sales Volume Per Customer, Sales Growth Year-to-date (YTD) & Year-Over-Year (YOY), Revenue Market Share, Monthly Sales (Growth, Quota Attainment, New Customers), E-Commerce (First-Purchases, Total Sales), Number of Product Purchases, Average Order/Purchase/Ticket Value (AOV), Gross Margin, Net Profit Margin, Conversion Rate (Clicks, Calls, Signups, Sales), Sales By Lead Source, Lead/Trial To Paid/Close Cost Per Conversion (CPC), Cost Per Conversion By Channel, Single Source Attribution, Return On Marketing Investment (ROMI), Revenue Churn Rate, Average Deal Cycle & Average Conversion Time, Shopping Cart Abandonment, Time Decay Attribution Rate, Outbound Calls Handled Per Representative, Number of Client Accounts Per Account Manager, Value of Returned Goods And Warranties

Retention

Repetition > Loyalty

Your hard work and effort have paid off. The loyalty of a customer is not an easy task to achieve in a saturated, crowded market. You know to take care of your biggest asset – your customers. Unfortunately, most businesses are obsessed with lead generation – but care less when it comes to customer retention. The simplest and most predictable source of new revenue comes from your existing customers who already know your company and have already bought from you. Loyal customers have been shown to be worth as much as 10x more than their first purchase and account for 80% of a company’s revenue. Put simply, your CAC is a fixed cost; from that point forward, additional revenue is “free.” Our team will develop strategies to turn your one-time customers, into lifelong loyalists while keeping your current customers continuously coming back for more; leading you to higher profits, lower costs, and better conversion rates.

Example: A B2C buyer makes a second purchase and signs-up for your loyalty/rewards program; a B2B buyer signs a multi-purchase, long-term contract. Success may be measured by how many times these buyers pay you money over their lifetime.

Channels & Tactics: Agile Marketing, Customer Lifecycle Marketing, E-Newsletters, Email Milestones, Gamification, Marketing Automation, Microblogging Forums, Mobile Marketing, SMS Text Messaging Programs, Product Marketing & Product Feedback Programs, Re-Activation & Re-Engagement Campaigns, Social Listening & Monitoring Tools, Customer Loyalty Programs, Spend & Visit Based Incentives, Spend Unlocks Redeemables, Surprise & Delight Rewards, Tiered Memberships, Customer Appreciation Campaigns, Customer Support Experience

Measurement Metrics: Monthly Recurring Revenue (MRR), Percentage of Total Sales From Existing Customers, Customer Lifetime Value (CLV), CAC-to-CLV Comparison, Product/Service Usage (Annually/Monthly/Daily), Number of Customer Engagements, New Sales Channel Enablement, Percentage Of Content Consumed By Existing Customers, Customer Engagement Level, Customer Health Index, Customer Satisfaction Score (CSAT), First Contact Resolution, Customer Service Average Ticket Time, Customer Effort Score (CES), Customer Duration/Retention Rate, Customer Turnover/Attrition Rates, Membership Renewal Rates

Referral

Preference > Advocacy

Kudos! You’ve inspired customers to believe in your brand. Yet, they are not only customers; they are fans! Good job. People trust the recommendations of people they know over any other type of advertisement. Their word has more value because there are no hidden motives. This is the most reliable social proof there is. Advocate customers not only endorse your brand they go a step further; they engage in online and real conversation about your brand; they will even fight for you on social media. Whether you’re a B2C or B2B business, our team will build a custom referral campaign to encourage customers to spread the word about the value you provide. We will promote customer experiences through testimonials and case studies while encouraging the sharing of your website and social media content.

Example: A B2C buyer leaves a positive review and offers word-of-mouth endorsements; a B2B buyer utilizes your referral program to create a testimonial video. Success may be measured by how many of your buyers tell their network of friends about you.

Channels & Tactics: Affiliate Software, Automated Referral Platform, Campus Marketing, Customer Appreciation Campaigns, Customer Support Experience, Friends & Family Incentives, Guest Blogging, Mobile Referral Programs, Positive Online Review Programs & Positive Feedback Response, Relationship Marketing, Personalized Founder Email, Reputation Management Campaign, Sharing Tools & Shareable Experiences, Thank You Gifting, Videos (Testimonials), Feature Written Endorsements, Word-Of-Mouth Marketing

Measurement Metrics: Referral Submissions, Active Users Sending Invites, Invitees Per Referrer, Review Submissions, Testimonial Submissions, Social Media Engagement, Social Shares, Referral Tweets & Retweets, Promoters, Passives, Detractors (Net Promoter Score (NPS)), Referral Link Clicks

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