Marketing Study Lab - Actionable Marketing Knowledge: Personalised Communication with Ben Roberts of Talkative and Host of the Marketing Buzzword Podcast

Hello, I’m the Lego Master of Marketing!

Odd statement to start a profile, but go with it, it’ll make sense.

You know when you have loads of Lego all over the floor and it just looks like one big pile of nothingness. Not only does it look a mess, it’s a pain when you stand on it.

I take these bricks and start to make sense of how they all fit together.

If your marketing feels like a pile of painful Lego, let’s chat and get those building blocks fitting together: peter@marketingstudylab.co.uk

Why is this an issue?

The biggest problem facing todays marketing departments is the severe lack of qualified marketers, which usually happens by accident.

It’s not your fault, this usually happens by accident.

Perhaps there was an immediate need to design a website or create some literature and you needed someone to coordinate this – before you know it, Mark is the new marketing department.

Maybe your business has experienced some rapid growth, expanded and was looking to promote within or Andrea from customer service fancied her hand at marketing and is now in charge of all corporate comms.

Or perhaps your competition is way too active on social media and you feel you need to be present on this platform as well. Get Hayley to post ‘stuff’ – she’s young enough to understand how to do this.

You get the idea!

These circumstances lead to 100s of hours of wasted time and money by focusing on the short-term tactics rather than a long-term strategic approach that will make a difference.

Even worse than this, the misplaced management of employees creates missed business opportunities, leaving money on the table that many didn't even know was there!

Hello, I’m Peter!
I can help with this.

I’ve been there, seen Marketing Departments churning out worthless tactical marketing communications that do nothing but damage a company’s reputation, wasting peoples time and reducing, not building long-term brand value.

I specialise in training programmes that will alter the mind-set of lost / forgotten / unqualified marketer's, by developing the skills needed to confidently create successful, long-term marketing strategies that generate business opportunities.

How is this done? Tell me, tell me now!

Quite simply by removing the pain points and problems than many marketers face as they haven’t had the training or been given the opportunity to develop their marketing skills through;

Strategic Marketing Planning
Professional Marketing Qualifications
Marketing Training Days
Mentoring
Tutoring

Any business that is not benefiting from the opportunities marketing will create is missing out MASSIVELY! The chances are that the marketing tactics that are being deployed focus on pushing the wrong messages of ‘Buy. This. Now’ to the wrong people (who don’t even care you exist), creating minimal awareness and even less success.

Positioning a company through a strategic marketing approach, not only carves out a point of difference for a company to differentiate themselves from the competition, but creates a unique proposition within the marketplace that highlights the problems it helps to fix for those that care enough to seek out this solution. Moving a company from a wasteful and unwanted push strategy to one that creates value where customers will actively gravitate towards this value proposition.

This changes your marketing and the marketing department from being viewed as a cost centre that haemorrhages money, to the department that creates value and saves money in the long-term.

And here’s a little bit of social proof for you:

‘It is refreshing to see someone with a passion for the profession producing such valuable content for others to learn from.’

‘He was genuine and very honest in his approach and it was a pleasure working through this with Peter. An ‘out of the box’ thinker, he enabled me to consider different approaches'.

Happy Marketing
Peter

www.marketingstudylab.co.uk

I would love to get your feedback on how I can improve the podcast or what you would like to hear in forthcoming episodes so either leave a comment or contact me directly - peter@marketingstudylab.co.uk

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Personalised Communication with Ben Roberts of Talkative and Host of the Marketing Buzzword Podcast - Episode 52

Mar 26, 2019

I thought we’d take a look at a model that is relatively overlooked in my opinion. The McKinsey's Consumer Decision Journey, but more about that later.

First, let’s meet Ben M Roberts (you can blame his parents for the use of the M). Ben is the Head of Marketing at Talkative, providing software that allows embedded voice, video, chat and co-browsing on websites – which is a really neat idea so check them out. Ben also hosts The Marketing Buzzword Podcast that breaks down common marketing buzzwords to help its listeners, understand and implement them into their Marketing Strategies.

Takeaways

- Building a rapport and a personal relationship with your customers can provide a better service. By assisting and helping customers, either face-to-face, via messaging or over the phone can break down the barriers that some platforms have put up and helps stop the ‘keyboard warrior’

- You can personalise your B2B communications. Take an app like Bonjoro (link in the show notes) that can provide everyone, even at an exhibition, with a personalised video message. Remember the small things add up! – Break your data down and make your content highly personalised and highly relevant to each client individually.

- Ever heard of snackable content? Well a past guest on this show Julia McCoy discussed this with Ben on his own Podcast – Marketing Buzzwords. And Snackable content can be valuable content that has been sliced and diced from a longer piece of content – take this podcast for example, I could share a quote from the chat with Ben, a quote that is interesting and engaging. Where snackable content doesn't work is when no thought is put into it, as it is such a small piece of content. But isn’t this true of anything. Make it relevant, interesting and engaging…. Always!

McKinsey's Consumer Decision Journey

McKinsey's Consumer Decision Journey is a break from the traditional marketing or sales funnel. Instead of looking at the different stages of a purchasing decision, which is lineal, step-by-step and in a methodical order, where Marketing touch-points are used to guide and influence consumers to the one and only decision – a purchase. This is no long sufficient to replicate the mountain of information and choices that are available to any one consumer. We now live in a Marketing world where there is always a two-way communication and three parties are now involved in the purchasing decision – the buyer, the seller and the opinions of others (think comparison site) – when was the last time you made a purchase without looking to see how many stars are involved?

The in the McKinsey's Consumer Decision Journey it is said that the process is now a circular journey with different four phases:

Initial consideration;

Active evaluation (researching potential purchases);

Closure (when consumers buy brands);

Post-purchase, (when consumers experience them).

The main difference here is that consumer now make the conscious decision to potentially add more options and more brands into the mix while still looking to make that final decision, post their initial consideration.

As Marketers we should now focus our efforts on reaching customers at the moment that will most influence their purchases. Ultimately it is all about being in the right place at the right time, providing the information they need to make the right decisions.

More information on this model can be found using the link provided below: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey

Happy Marketing Everyone!
Peter
www.marketingstudylab.co.uk
www.linkedin.com/company/marketing-study-lab/
www.facebook.com/marketingstudylab/
https://twitter.com/mktstudylab
(@mktstudylab)

Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License

Links
Ben M Roberts
https://talkative.uk/
LinkedIn: https://www.linkedin.com/in/bmroberts/
Buzzword Podcast: https://marketingbuzzword.com
Bonjoro: https://www.bonjoro.com

Books:
Known - Mark Schaefer: https://amzn.to/2HDXE90

App:
Mattermost: https://mattermost.com/

Theory:
PEST: https://www.mindtools.com/pages/article/newTMC_09.htm