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1、1Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerdecisionsf our k ey skills for t h e m em o rable mar ke te rmarketin g for buying2Marketing for Buying Decisions:Four Key Skills for the Memorable MarketerCorporate Visions research shows that the primary factor that drives d
2、ecisions is memory.Your buyer interacts with your marketing content in one moment,but they decide to act later on.So,if you want to influence those decisions in your favor,its only logical that your marketing should be memorable enough to stick in your buyers mind as they move through their decision
3、-making process.In this e-book,youll discover the four key skills you need to become a memorable marketer.Armed with these science-backed techniques,youll be better positioned to make your marketing more memorable,influential,and persuasive.If youve been a marketer for even a short time,you know bet
4、ter than anyone that your job has changed in the last few years.Marketing used to be about building awareness and running campaigns at the top of the funnel.Those campaigns generated interest and then,at some point,there was always a handoff to Sales,who would ultimately guide the buyer toward a dec
5、ision.Those lines have blurred.Today,80 percent of the sales cycle happens in digital or remote settings.And that has profound implications for your role.Buyers arent just talking to Sales to make decisionstheyre using digital content to learn and shop at their own pace.Marketers are also more invol
6、ved in keeping and growing business with existing customers.Its Marketing running the renewal cadences,leading upsell campaigns,creating the business review decks,and its Marketing thats educating customers on additional purchase options.As your role evolves,one thing is clear:Its no longer enough t
7、o drive awareness or interestyou are now in the business of influencing buying decisions.m a r ke t in g is d r iv in g m o re buying decisionsLeslie A.TalbotSVP Strategic Programs,Corporate Visions1Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerm o s t b 2 b m a r ke t in
8、g isMarketing has the power to influence decisions directly.Unfortunately,most marketers dont believe their content is memorable or actionable.In a recent Corporate Visions survey,87 percent of B2B marketers told us that theyre unsure or dont believe that their audience acts on their content.And,eve
9、n though the vast majority of marketers(91 percent)agree that its important for their audiences to remember their content,only 26 percent feel confident that the marketing materials they produce are,in fact,memorable.Why?What makes most marketing content so woefully forgettable?26%of B2B Marketers87
10、%of B2B MarketersDONT BELIEVE that their audience acts on their contentmarketing materials are MEMORABLEOur research has identified four common problems that make B2B marketing forgettable.MESSAGES LACK CONTEXT If your marketing message doesnt apply to your buyers specific situation,your audience wo
11、nt care to remember it.CONTENT IS RANDOM AND UNFOCUSED If the resulting content lacks a clear focus and a crisp,well-articulated idea,your audience wont remember what you want them to remember.VISUALS ARE CLICH AND UNINSPIRING If you dont present your offers using appealing,well-designed visuals,you
12、r audience will forget to act on them.STORIES GET LOST IN THE CROWD Without a compelling narrative that speaks to the decision-making part of the brain,your story(and your brand)get lost in the crowd.The good news is,all four of these problems are fixable.Our research proves that you can change your
13、 messages,content,visuals,and stories to improve how your audience engages with and remembers your marketing.2Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerforgettable4Marketing for Buying Decisions:Four Key Skills for the Memorable MarketerYou cant predict when or where s
14、omeone will learn about your solution.Buyers are doing their own research and forming opinions based on the content they consume.And when it comes time to make a purchase decision,they will make that decision based on what they remember.Will they remember you?b e c o m e amemorable marketerWhen you
15、improve your messages,content,visuals,and stories using Decision Science principles,you can make a strong enough impact to stick in your buyers minds and persuade them to choose you.1.BUILD SITUATIONAL MESSAGES2.CREATE UNFORGETTABLE CONTENT3.USE COMPELLING VISUALS4.TELL REMARKABLE STORIES5Marketing
16、for Buying Decisions:Four Key Skills for the Memorable Marketerb e c o m e a m e m o ra b le m a r ke t e r1.b u i ld s i t u a t io n a lmessages6Marketing for Buying Decisions:Four Key Skills for the Memorable Marketera re yo u s e n d in g mixed messages?In our survey,53 percent of B2B marketers
17、told us they dont follow any formal methodology for developing messages.Interestingly,77 percent said that having a consistent process is“important”or“very important,”even though more than half dont have one.Thats a problem,especially because messages are getting created all over your organization.E
18、ven though Marketing is influencing more buying decisions,Sales and Customer Success are still having their own conversations with your prospects and customers.Each group has their own approach to their conversations with buyers.And,unfortunately,theyre often telling different stories in different w
19、ays.So,what happens?Marketing creates leads that never close,buyers get mixed messages all the way up to the point of decision,and they often end up abandoning the buying process entirely.The confusion gets even worse when Marketing starts running demand gen campaigns to existing customerssending di
20、sruptive,status-quo-busting messages at the exact time Sales and Customer Success are trying to renew business with that same customer.5Marketing for Buying Decisions:Four Key Skills for the Memorable Marketer7Marketing for Buying Decisions:Four Key Skills for the Memorable Marketeru n d e r s t a n
21、 d yo u rbuyers situationThe real drivers behind decisions and behavior change are the challenges within your buyers situation.Note that were not talking about their“persona.”You wont convince your buyers to choose you just because of who they are,their demographics,or their job characteristics.When
22、 youre building messages for prospects or customers,consider the psychological drivers within their situation.Then,build your messages to respond to the pressures and demands theyre dealing with in that moment.Most marketers simply use the same one-size-fits-all message for every situation.As a resu
23、lt,most marketing messages dont resonate with buyers,and buyers dont have a compelling reason to care.How should you tailor your messages for your buyers situation?Decision Science has the answer.What buyers really want to know is whether their current situation is putting them at risk,and how they
24、can make a smart choice that preserves their best interests.6Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerdistinguish a c q u is i t i o n fro m e x p a n s io nYour customer acquisition conversations should be 180 degrees different from your customer expansion conversati
25、ons.This is all because of a piece of science called Status Quo Bias.Status Quo Bias is the idea that people are reluctant to change their minds.In fact,they will do everything possible to avoid change.CUSTOMER ACQUISITIONDEFEATDEFENDIn your customer acquisition messages,you need to defeat Status Qu
26、o Bias by telling a compelling,disruptive story that inverts your prospects perceptions about staying the course versus changing their situation.And you need a truly differentiated message that makes your solution the clear choice,versus the competition.CUSTOMER EXPANSIONIn your customer expansion c
27、onversations,you need to defend your position as your customers status quo.Using a disruptive,challenging message will increase the likelihood of a customer switching by at least 10 percent relative to a message that reinforces your value in the existing relationship.When you deliver a compelling me
28、ssage thats tailored to match your audiences motivations within the context of their situation,you have a better chance of motivating them to make a decision in your favor.7Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerd e ve lo p m e s s a g e fra m e w o r k s fo revery
29、situationThere are two major advantages to using message frameworks based on buyer psychology.First,using consistent messages based on frameworks makes it much easier to create content in a systematic,repeatable way.Second,when your messages are based on science,it doesnt matter whether youre a mark
30、eter,a seller,or a customer success managerits all about responding to the buyers situation.As long as youre using the message framework to fit that situation,youre automatically speaking with one voice all across your organization.CUSTOMER ACQUISITION MESSAGINGWhy NowWhy StayWhy EvolveWhy NowWhy Ch
31、angeCUSTOMER EXPANSION MESSAGINGUnconsidered NeedFlawed Current ApproachImproved New WayBusiness IssueDocument ResultsDocument ResultsDetail Competitive AdvancesUpside OpportunityReview Prior ProcessHighlight Evolving PressuresMention Risk of ChangeShare Hard TruthsHighlight Cost of ChangeRisk of No
32、 ChangeBusiness Impact8Marketing for Buying Decisions:Four Key Skills for the Memorable Marketer10Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerb e c o m e a m e m o ra b le m a r ke t e rcontentc re a te u n fo rg e tt a b le 2.w h a t w i l l t h e yremember?Of course,yo
33、u dont just create a great message to hang on your wall.Youre going to use your message to create content assetspresentations,e-books,executive briefs,videos,infographics,and more.And,here again,marketers tend to struggle to make content memorable.You always want to believe that the content you crea
34、te will have an impact.But in our survey,87 percent respondents told us they were unsure or did not believe their audience acts on their content.And theyre right to feel unsure.To make matters worse,the small amount of information that people do remember is completely random.So,if your content is to
35、o abstract,generic,or unfocused,your buyer might get the gist of your message,but their memory wont be precise enough to influence their decisions later on.People remember,on average,only 10 percent of the information they consume after 48 hours.Our research shows that this percentage variessometime
36、s,they may remember three percent,sometimes 12 percent.But on average,its a very small portion.10Marketing for Buying Decisions:Four Key Skills for the Memorable Marketercontrolyo u r 1 0%TODAYS AGENDASOLUTION1.Supplier Onboarding2.Requisitioning3.Contract CreationEXPERIENCE THEREAL-TIMEOnboarding a
37、 strategic supplier easily and quicklyPurchase a service seamlessly payCreate a contract that enforces complianceBEFOREAFTER11Marketing for Buying Decisions:Four Key Skills for the Memorable MarketerAs a general measure,we refer to the small amount of information people remember as a metaphorical 10
38、%.Thus,the most important message you want your buyers to remember from your content is called your“10%message.”You cant get people to remember much more than 10%.But you can identify your 10%message,direct their attention to it throughout your content,and make sure it sticks in their memory.Your 10
39、%message should be actionable and repeatable.It should also be presented in a way thats rewarding to your audience.One simple way to make your message actionable,repeatable,and rewarding is to replace the typical table of contents or agenda slide with more concrete,action-oriented phrases.Present yo
40、ur 10%message as an action the buyer should take to receive a reward,and include no more than three or four specific and supporting points.When you win your audiences attention in this way,you also win a place in their memory.re p e a tresponsiblyIts no secret that repetition improves memory.When yo
41、u repeat your 10%message often enough,your buyers brain starts recognizing a pattern.This pattern indicates that the information is important and should be retained for the future.But how much repetition is enough?And is there such thing as too much?In a recent study,we invited two groups of B2B par
42、ticipants to watch a five-minute business presentation.Participants were asked to imagine they were executives at a company that was looking for a digital transformation solution to serve their customers better.Each group watched one of two presentations:Presentation A:A typical,fuzzy business messa
43、ge was mentioned only oncePresentation B:A focused 10%message was mentioned six timesThe results?89 percent of people who watched Presentation B remembered the 10%message with precision immediately after viewing the presentation.And,this percentage only dropped to 77 percent when we tested the parti
44、cipants memories two days later,which is not a significant drop.The 10%message was mentioned only once.AClearly,using a focused 10%message and repeating that message throughout the content made the message more memorable.The 10%message was repeated six times.B89 percent remembered with precision12Ma
45、rketing for Buying Decisions:Four Key Skills for the Memorable Marketeres t a b l is h a pattern t o im p rove m e m o r yMarketing is often tasked with explaining highly complex concepts in manageable ways.As a result,you often hear people say you need to “simplify complexity”.But less is not more.
46、The problem is not complexity;its randomness.Most business content is too random,too unfocused.Marketers arent structuring content in a way that makes complex information easy to consume,digest,and remember.Think about our research study on the previous page.Participants remembered a more complex pr
47、esentation better than the simpler one.We made the presentation even more memorable and enjoyable by tripling the number of slides and using more complex visuals.You dont need to simplify your contentyou need to give your audience a recognizable set of rules to follow.The pattern created by those ru
48、les allows your audience to process and make sense of complex information more easily.As you structure your content,use your 10%message as an anchor.Resist the urge to stray from that message because it will only add randomness.As the story unfolds,you can introduce new information to your audience
49、in a manageable way,always returning to the core 10%message that you want them to remember.13Marketing for Buying Decisions:Four Key Skills for the Memorable Marketer15Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerb e c o m e a m e m o ra b le m a r ke t e ru s e c o m p e
50、 l l in g visuals3.16Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerw i l l yo u r a u d ie n c e s e e t h edifference?Most business content looks likewell,a lot of other business content.And thats not a good thing.Bullet lists and boxes,stock photos of people in contrived
51、 poses,and overly simplistic SmartArt elements seem like safe,“businesslike”choices.But none of these engage the brain enough to be memorable.When your marketing visuals are attractive and high quality,your audience will process the information faster,more easily,and with more precision.Plus,theyll
52、enjoy your content more,which makes them want to return to it,remember it,and tell others all about it.How can you create visuals to make that kind of impact?Its no surprise,then,that only 12 percent of marketers told us that their marketing materials have the highest design quality.15Marketing for
53、Buying Decisions:Four Key Skills for the Memorable Marketerd o n t j u s t s ay i t,visualize itUsing high-quality visuals to enhance your message not only makes your content more enjoyable,it makes it more memorable and persuasive,too.Buying decisions are heavily influenced by emotions.Research in
54、the field of Decision Science has shown that people make decisions based on intuition and emotion,and then justify those decisions using logic.Interestingly,the rational,logical part of the brain that justifies decisions is also where language processing happens.So,if youre only showing your audienc
55、e written words and simple shapes,you might appeal to the rational part of the brain.But when you combine those words with powerful visuals that evoke a strong feeling,you appeal to the emotional part of the brainand thats the true decision-maker.BEFOREAFTERAFTERBEFORE16Marketing for Buying Decision
56、s:Four Key Skills for the Memorable Marketerm a ke yo u r c o n t e n tenjoyableUsing a lot of intense visual elements can make your content more memorable,but it doesnt necessarily make it more enjoyable.In a recent study,we invited a group of participants to view two five-minute business presentat
57、ionsone with simple visuals and one with intense visuals.Both presentations contained the same number of words and used the same script and voiceover.Presentation C,with more intense visual elements,was 12 percent more memorable than Presentation B.But participants liked the two presentations almost
58、 the same.They didnt enjoy one presentation more than the other.So,in a follow-up study,we compared Presentation B to a newly designed version of the same presentation that balanced both simple and intense visual elements.Participants in this study clearly had a preference.In fact,85 percent of part
59、icipants said they liked and preferred Presentation D over Presentation B.BD 10 slides No animations Stock photos Few iconsSimple VisualsC Intense Visuals 17 slides Average of 23 animations per slide Heavy use of Photoshop Full images on all slides Balanced Visuals 17 slides Average of 16 animations
60、 per slide (more animations for complex content)No backgrounds on complex and familiar slides Extra effects for simple and familiar slides85%preferred17Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerbalanceyo u r v i s u a lsAs our studies show,using the right balance of vi
61、sual intensity can significantly impact how memorable and enjoyable your marketing is for your buyers.But how do you find the balance?It all depends on the kind of information youre sharing and how familiar those concepts are to your audience.When you share simple concepts that are familiar to your
62、audience,more intense visuals work well.And your audience still needs to see some amount of complexity when sharing new and complex concepts.For example,you might use more animation and movement to display complex information gradually.But when concepts are complex and familiar to your audience,simp
63、le visuals are more effective.Are you sharing simple or complex information?Is it new or familiar to your audience?Balancing visuals based on these four factors helps your audience engage with your content and remember the information that matters most.18Marketing for Buying Decisions:Four Key Skill
64、s for the Memorable Marketer20Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerb e c o m e a m e m o ra b le m a r ke t e rt e l l re m a r k a b lestories4.d oyour storiesp u t p e o p le t o s le e p?Marketers love to talk about the value of storytelling in business.Unfortu
65、nately,most business stories dont appeal to audiences in a way to get them to make decisions.The problem is,when you rely too much on the rational at the expense of the emotional,you lose much of the power of great storytelling.Great stories should excite and engage your audience,not put them to sle
66、ep.Like messages,content,and visuals,stories follow science-based rules.And when you feed your buyers brain the right storytelling elements,it will hook on,encode the message,and remember to act on it later on.Thats because theyre often dry,overly rational,and dont ignite the senses the way a good s
67、tory should.Our survey results bear this out.70 percent of B2B marketers agreed or strongly agreed that their stories are based primarily on facts.20Marketing for Buying Decisions:Four Key Skills for the Memorable Marketer22Marketing for Buying Decisions:Four Key Skills for the Memorable Marketerenr
68、ichyo u r s t o r ie sFrom a neuroscience perspective,there are three elements of great storytelling:Perceptive,Cognitive,and Affective.The best storytellers use all three of these elements,raising and lowering them like dials on stereo equalizer.When you find the right balance of bass,midrange,and
69、treble sounds on your stereo,you experience the music more fully and appreciate it even more.In the same way,your stories will become exponentially more enjoyable and memorable if you balance these three pillars.PERCEPTIVEThe ability to create and demonstrate sensitive insight.Sensory impressions Co
70、ntext Actions across timeAs you build a story,make sure youre using both words and pictures to incorporate elements the audience can experience with their senses.Add contextual elements to help your audience experience the story more fully as the story progresses.COGNITIVEIntellectual activity(such
71、as thinking and reasoning),often driven by facts and information.Facts Commands Meaning Of the three pillars,your marketing teams are most likely strongest at this pillar.But facts are difficult to remember on their own.You can help your audience remember facts better if you incorporate more Percept
72、ive and Affective elements.AFFECTIVERelated to attitudes,feelings,and moods.Emotions Motivations ValuesEmotion is a strong pathway to memory.Make your audience feel something when they interact with your content.For example,when you describe a risk,make sure youre describing it in a way that makes y
73、our audience feel the emotion of what that loss will be.21Marketing for Buying Decisions:Four Key Skills for the Memorable Marketere la b o ra t e o n abstract conceptsElaborating on key ideas with familiar examples improves how precisely your audience will remember your message,especially when your
74、e explaining abstract or complex concepts.Take,for example,the abstract concept of“digital transformation.”Earlier in this e-book,you saw how turning a fuzzy and unfocused explanation of digital transformation into a clear and repeatable 10%message helped the audience remember the message.But thats
75、not all we did to make that presentation more memorable.Presentation B elaborated on the idea of digital transformation by showing real examples from recognizable brands like Starbucks,Target,and Home Depot.Telling audiences,“Digital transformation can help you innovate”is too abstract,which makes i
76、t difficult to remember.Illustrating how Home Depot innovated using technology to help customers identify items on shelves through an app,however,helps your audience visualize what innovation means.As a result,participants in the study were able to remember the 10%message more accurately,and they re
77、called specific examples from the presentation.22Marketing for Buying Decisions:Four Key Skills for the Memorable Marketeru s e s t o r ie s a s sidekicksStories can stand alone,or you can incorporate them into a broader piece of content,almost like a sidekick,to make your 10%message even more memor
78、able.One effective way to organize a presentation,for example,is to insert a story or story fragment right before you introduce a more abstract 10%message.That helps elaborate on your topic,which makes it more concrete and memorable.For example,one widely recognized provider of stock imagery and vid
79、eo wanted creative directors and marketing executives to understand that,by working with them,they could free up their own creative teams to do what they did best.Their 10%message was“Free Your Storytellers to Tell Your Stories.”This company had some great customer references that directly supported
80、 this message.So,we put those customer stories right before the 10%message throughout the presentation as a way of illustrating and reinforcing that concept.23Marketing for Buying Decisions:Four Key Skills for the Memorable Marketer25Marketing for Buying Decisions:Four Key Skills for the Memorable M
81、arketerMost marketers create messages and content to drive awareness and consideration.But buyers are using that same content to inform their decision-making process much further down the funnel.Theyre doing research,forming opinions,and sharing that information with other stakeholders.In other word
82、s,youre not just building awareness anymore.Your marketing materials have the power to influence buyers decisions.How do you become a memorable marketer?It starts with a message that matches your buyers situationwhether youre talking to a new prospect or an existing customer.Bring that message to li
83、fe with unforgettable content thats sticky enough to impact a buying decision that happens in the future.Use powerful,compelling visuals to create designs that spark action.And wrap everything in a remarkable story that uses neuroscience principles to make your marketing more engaging,memorable,and
84、actionable.b ec o m e amemorablemarketer1.BUILD SITUATIONAL MESSAGES2.CREATE UNFORGETTABLE CONTENT3.USE COMPELLING VISUALS4.TELL REMARKABLE STORIES26Marketing for Buying Decisions:Four Key Skills for the Memorable MarketerPeople make buying decisions based on what they remember,not what they forget.
85、Only with Corporate Visions Memorable Marketing skills training will you get science-backed strategies to:Develop situational messages for new prospects and existing customers.Bring your messages to life with unforgettable content that impacts buying decisions.Use compelling visuals to create memora
86、ble designs that inspire action.Tell remarkable stories that drive decisions using neuroscience principles.a uthorLeslie A.TalbotSVP Strategic Programs,Corporate VisionsLeslie Talbot,Senior Vice President of Strategic Programs at Corporate Visions,has spent her entire career helping organizations te
87、ll better stories to sell more effectively.A consultant,author,and content aficionado,Leslie leads the Corporate Visions marketing and sales enablement teams while also delivering messaging skills training to global B2B marketing organizations.M em o r a ble Ma rke ti n g T rai n i n gfrom C o r p ora t e V isio n sCONTACT US TO LEARN MORE c o n tri b u t o rsTim RiestererChief Strategy Officer,Corporate VisionsDr.Carmen SimonChief Science Officer,Corporate Visions Corporate Visions,Inc.|1.800.360.SELL|