Tips for Putting Behavioral Marketing Into Action

7/24/2019 Tips for Putting Behavioral Marketing Into Action

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The BehavioralMarketing ManifestoDave Walters, Evangelist

@_DaveWalters

#spopwebinar


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http://bit.ly/BehavioralMarketingBook

Available

Now

Lets give away

three copies!


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Great Manifestos of the World

1. An honest ego in a healthy body.

2. An eye to see nature.

3. A heart to feel nature.

4. Courage to follow nature.

5. The sense of proportion (humor).

6. Appreciation of work as idea and idea as work.7. Fertility of imagination.

8. Capacity for faith and rebellion.

9. Disregard for commonplace (inorganic) elegance.

10. Instinctive cooperation.

Frank Lloyd Wright (Advice to Taliesin Apprentices)


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The Ten Manifesto Categories

#marketing

#sales

#customers

#prospects

#data

#behaviors

#team

#company

#vendors

#revenue


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Almost every salebegins with marketiGet it right, then sca

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The Behavioral Marketing Manifesto


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Marketing is your be

chance to frame the

buying decision in y

favor. Start early.

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Marketing without apoint of view is time

and money wasted.

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Theres a human onthe other end of eve

marketing experienc

Recognize.

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Understand the diffebetween the scienc

art of marketing. Be

at both.

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A marketers best

friend is a well-

informed sales rep.

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Expect CRM dramabetween sales and

marketing. Solve it

more qualified lead

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Sales complains ablogging activity, unti

they close six more

deals a month.

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Yes, sales is comp-driven first, but don

underestimate the r

of team and mission

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Done well, greatsales informs better

marketing and

vice versa.

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Your customers willsolve their businessproblems with or

without you.

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Cherish your existincustomer base and

build raving fans fro

Day One.

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Your goal: Remain scritical your custome

dont even accept

competitor calls.

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Build a core competin customer listening

closest to your mos

progressive executi

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Your customer's skia spectrum: some a

zero, some are imp

fast, some could tea

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Educating prospectsis marketings most

important job. Alway

and forever.

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If you dont positivelyarticulate your value p

your competitors will

the deck against you

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Winning content strais built on value exc

You provide insight,

share data and allowto shape their thinki18



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Understand the lead scontent preferences a

behaviors of your best

prospects and double

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Choose the best thrsocial destinations a

engage like your bu

life depends on it. It

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Data driven is nice,

but conversion

driven is better.

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Care more about wh

your audiences do

than what they say.

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Its marketings job tout how to make se

all that data. Start

and work it hard.

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All the data in the wwont gloss over bad

customer experienc

poor campaign exec

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Customer data is likhuman knowledge

it from diverse sourc

over a lifetime.

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One Buy Now butto

click is worth more

than 100 email open

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Buyer intent is captuactions not words. S

and marketing shou

understand this real

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Behaviors are amarketers treasure

map, defining the pa

to conversion mome

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A great scoring modincludes behaviors,

demographics, sent

and complete objec

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Factoring your custoexperiences for beh

transforms marketin

effort into revenue.

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Hire for potential, anbe prepared to

mentor your staff to

greatness.

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Build a team and cuthat incents and cel

new-hire referrals fr

existing employees.

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Require your markework directly with sa

management on pro

development and re

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Hire an expert on yomarketing platform o

choice. Their deep s

enables your succe

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Develop a strong

competency around h

brilliant 25-year-olds.

Theyre tomorrows dand VPs in training.

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Its your job to educyour executives on

marketing. Ignore th

at your own peril.

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Your company has astory. Discover it an

anchor your market

on its principles.

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No one cares aboutconstraints. Give 12

percent to every cus

experience you tack

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Authenticity and trus

the basis of every g

customer relationsh

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Look beyond yourindustry for winning

marketing tactics.

Different is better.

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Trust but verify in thdemo phase. Evalua

on end-to-end solut

not slide ware.

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Outsource whennecessary, but deve

policies and process

drive execution.

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Use agencies to scamost successful ma

programs while cha

them to develop Big

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Clearly understand enforce how your ve

work together to ma

your marketing bette

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Cheaper isnt alwayHire the best thinkin

budget can buy, and

ROI like a beast.

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Revenue lift cures

almost all ills.

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If youre ignoring betoday, youre missin

huge chunk of incom

Especially in e-com

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Every marketing intcosts money. Being

efficient on cost driv

line revenue.

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Great marketing mayour customer want

give you money. Do

get in the way.

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Email opens, customsatisfaction and hold

KPIs are important.

Revenue trumps the

50The Behavioral Marketing Manifesto


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Th

Dave Walters

[email protected]

@_DaveWalters http://bit.ly/BehavioralMarketing

Available

Now

I t t d I L i M ?


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Tips for Putting Behavioral Marketing Into Action