Results Based Marketing

Cut To The Chase, What Do You Got

We live in a super fast-paced world, and these days, people are becoming very direct in how they buy. With inflation on the rise, people are going to be a lot more straightforward and they are going to want results.

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Stop Mass Marketing And Get Personal

Gone are the days when you could spray and pray and attract Prospects like pollen to bees. Today's environment just doesn't let you do that anymore.

Not only do people have attention-spans worse than a goldfish but we also seem to be busier than ever.

Most of the reasons for this drop in attention spans are blamed on social media, the same places we are probably hoping to advertise.

These platforms and their reels, tweets, and stories have all dramatically shortened attention and the need for that next dopamine rush (I highly recommend you do a social media detox or put limits on your device if you really want to build something great).

As for time, because people are so engaged with everything going on around them and hyper-connected, no one ever takes a moment to ask themselves, "Why am I doing so much?" and just remains super busy. That's an entirely different blog.

What's In It For Me

To stand out in the casino of digital media, where everyone is asking you to play their slot machine, the real magic happens with hyper-personalization.

The only way this can be done successfully is by understanding your ideal customer profile, the three functions of buyer personas, and making super bold functional, emotional, and status claims backed with hard proof.

The days you can beat your chest and throw G2 badges (no offense G2) and other awards around, but that doesn't carry the same weight anymore. Prospects will say, "Great job, but I didn't win that award, so what's in it for me?"

Personalized Messagining

With the amount of data you can pull and tracking capabilities, you can send the right message, to the right person, at the right time, and although some people are creeped out by this, a lot of people actually expect it, especially in the technology industry.

Creating your content marketing and copywriting for your website, ads, email, or other engagements, it's important to make this specific to the person you are advertising to, where they are in the lifecycle journey, and the amount of awareness they have.

Who Do You Like Working With

Think about it for yourself, what companies do you like to work with?

Personally, I might have a bias being in marketing, but I really like when each touch point in the journey is personalized and the company I am engaging with knows exactly what I need to see next.

Marketing For Conversions

When you do personalization correctly, it really can make for some magical moments and an exceptional buying experience for Prospects.

Think about it in the following steps:

1. You add a Prospect to your database, someone brand new, a User. You run Google Adwords or a Competitor Hack on social media, and catch their attention saying you understand the stress they feel and can help them do their job faster and better
2. They click the ad and visit your website. Based on the data collected about the pages they visit, you conclude they have XYZ pain points
3. You then run retargeting ads that promote a functional claim that says if they use a particular function on your platform, they'll see exponential benefits in time saved, best yet it's easy to do. This ad directs them to a resource on your website that explains the process you use
4. After downloading the guide, you wait a few days so they have time to read the resource, understand it, and share it with their colleagues (more Users, maybe their boss, Decision-Maker)
5. The next step is having your development team reach out to them personally and give some 1-1 attention. You offer to share some case studies specific to their industry, the problem your customer faced, and how you solved the problem
6. A few more days pass, and you have your development team reach back out and ask how they related to the case study and if there is additional information they'd like to see
7. If there isn't anything else they'd like to see, you ask if they think their manager (Decision-Maker) would be interested in speaking with a sales executive and discussing adding your platform to their technology stack?
8. Hopefully, they say yes and make the introduction where your development team then books a meeting with one of your sales executives which kicks off the sales process

Sounds good, right?

Concluding Thoughts

Most companies have their development team playing telemarketer and doing cold calls or being hyper-aggressive on LinkedIn InMail. This annoys potential prospects, giving them a bad taste in their mouths and they end up not wanting to do business with you.

Being a professional and following a natural progression allows the Prospect to stay in control. Combine this with result-based marketing tactics focusing on functions, emotions, and status, and you get a very compelling message that leads to increased conversions, leads, and customers.

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