Smarketing Strategy #3 & Content That Sells
This blog post is about three things:
Smarketing Strategy #3
In my last blog post I shared Smarketing Strategy #2 : Using a Won Sales Analysis – to identify what made you win your best customers so you can replicate your biggest successes.
If you did not read my last blog post below is a short video (4:49) that explains the Won Sales Analysis .
Smarketing Strategy #3 – using the Situation, Target, Plan (STP) framework – is to tailor your content so it’s highly likely to be noticed by those who recently experienced the Trigger Events you identified during your Won Sales Analysis .
Have you ever noticed that as soon as you buy a new car you see it all over the road or that when you or your wife get pregnant, you suddenly start seeing pregnant women everywhere
This is called selective perception. The Trigger Events we experience change what we see. Every time we experience a Trigger Event a new version of selective perception is created. We begin to notice things that were always there. We just did not ‘see’ them.
Why is this important By focusing your marketing on getting the attention of those who recently experienced a Trigger Event not only will your marketing be more likely to be ‘seen’, its more likely to resonate with the decision maker and cause them to act.
You get their attention by using words, visuals, or scenarios, that will make your marketing jump off of the page and get noticed by those readers who recently experience a Trigger Event and are most likely to become your customers.
The next time you craft a message, harness the power of Trigger Event Marketing to focus on the audience that recently experienced a Trigger Event. Remember to use a call to action so that when they see it, they will take that most important step to becoming your customer – phoning you.
Here are few examples:
If you are asking yourself why am I not using B2B examples, It’s because I have not been able to find any. If you know of any please comment on this blog post and provide a link to your example.
Content That Captures The Best Prospects
For me it’s always fun to find people who just ‘get it’.
The Trigger Event of me starting this blog post on using Trigger Events in marketing had me seeing blogs that talked about – you guessed it – using Trigger Events in marketing.
One article by Doug Kessler the Creative Director of a B2B Marketing Agency which says “Trigger Marketing … can be the most powerful Huskie in your B2B marketing dogsled” stood out from the rest.
Doug’s article provides some excellent insights and ideas on how to implement Trigger Event Marketing .
Here is a link to his article B2B content marketing around Buying Triggers
While on the Velocity Partner’s website be sure to checked out their B2B Marketing Manifesto that talks about:
- 3 new realities of B2B Marketing
- The REAL B2B marketing challenge
- 5 B2B imperatives
- 6 B2B staples
P.S. They also have a B2B Content Marketing Workbook that I like.
How to SELL WITHOUT DISCOUNTING
Join us on September 13th as thought leaders Mark Hunter, Craig Elias, and Steve Connolly share 3 Ways to Eliminate the Price Objection. (See the bios below.)
You don’t want to miss this FREE Online Event at 11:00 AM – 12:00 PM PDT | 2:00PM -3 :00PM EDT on Tuesday, September 13, 2011.
Register even if you can’t make the live event because all registrants will receive links to the recording and handout from the event.
Click the button or below to sign up now!
http://bit.ly/NoMoreDiscounting
Learn more about the 3 speakers below!
Mark Hunter, “The Sales Hunter,” helps B2B sales professionals close more high profit sales by identifying better prospects, building profitable long-term customer relationships, and negotiating mutually beneficial strategic partnerships.
Mark has conducted thousands of training programs to organizations like BP, Novartis, Northrop-Grumman, American Express, and Kawasaki. His book High Profit Selling is due out in December of this year
Steven Connolly is a 15 year veteran of B2B product management and is currently the Senior Product Manager responsible for the revolutionary new sales tool iSell.
Steven is a frequent presenter on sales topics such as using social media for increasing sales as well as best practices for prospecting and lead generation.
Craig Elias is the creator of Trigger Event Selling and author of the Bronze Medal winner of the Top Sales Books of 2010 “SHiFT!“
His knowledge of Trigger Events has resulted in a 20-year track record as a top sales performer, winning a $1,000,000 prize in a global billion dollar idea competition, having his last company chosen by Dow Jones as one of the 50 most promising companies in North America, and coverage on NBC, The New York Times, and The Wall Street Journal.
