Buyer Legends - Jeffrey Eisenberg

© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @JeffreyGroks

http://www.BryanEisenberg.com


Two decades of marketing optimization…



Just one thing?



Just One Thing



Type to enter textCopywriting Testing & Experimentation Search Marketing Social Media Design & Layout

Psychology, Human Behavior & Persuasion Marketing & Branding Sales Presentation Usability & User Experience Information Architecture Business & Web Analytics





Why Buyer Legends?

Improve communications!!!

Improve execution!!!

Improve testing!!!

Make more money !



It’s simple, but it’s not easy. !

Warren Buffet

““





Simple, and NOT for beginners



Who gets to make business decisions?!

The answer shouldn’t surprise you







Persuasive systems

You create the system your visitor must navigate. People don't cause defects, systems do. !

W. Edwards Deming

“ “



Babble

Executives Finance Organization HIPPO !

Sales Leads & Opportunities Closed won/ lost

Marketing Brand Experience Product

Designers Creative Developers Requirements



Bad for communications?





Bad for communications?



Empathy represses analytic thought, & vice versa

You want the CEO of a company to be highly analytical in order to run a company efficiently, otherwise it will go out of business…

“ “Anthony Jack, an assistant professor of cognitive science at Case Western Reserve and lead author of the new study. "Empathetic and analytic thinking are, at least to some extent, mutually exclusive in the brain.” (2012)



We distribute reports to inform…



We tell stories to connect…


© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

Conversion is a journey, NOT a destinationConversion rate is a measure of your ability to persuade visitors to take the action you want them to take.

!

It's a reflection of your effectiveness and customer satisfaction. For you to achieve your goals, visitors must first achieve theirs. !

Bryan Eisenberg, ClickZ 2001

“ “



Always an audience of one



Segments, sub-segments & self selection

Interests Demographics Psychographics Source Behavior Interaction Buying stage Economic value Social Johari model Compexogram



Personas are composites


© 1998 - 2014 Eisenberg Holdings, LLC www.BryanEisenberg.com & @TheGrok

99.6%

75.5%

89.3%

Missed targets

Bounced visits

Failed to persuade

A buyer’s journey is a scenario in your funnel


© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company. Jeff BezosCEO & President amazon.com

27

“

http://amazon.com

© 2013 Eisenberg Holdings, LLC. BryanEisenberg.com / @TheGrok, @JeffreyGroks, #BigData

The balance of power is shifting toward consumers and away from companies… The right way to respond to this if you are a company is to put the vast majority of your energy, attention, and dollars into building a great product or service and put a smaller amount into shouting about it, marketing it."

!

I. Customer Centricity II. Continuous Optimization III. Culture of Innovation IV. Corporate Agility

28

“Amazon’s four pillars of success


Measure what you valueAmazon.com’s four key inputs: I. Selection: 7x the category depth

II. Price: 5 to 13% lower than top 5 competitors

III. Availability: 20 inventory turns, most orders fulfilled by Zone 0-1shipping

IV. Experience: 13% higher American Customer Satisfaction Index

“ If there’s one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience.



Buyer Legends & creative briefs



Show me, don’t tell me!



Buyer Legends is a business process that uses storytelling techniques to map the critical paths a prospective buyer might follow on his journey to becoming a buyer. !

This process aligns strategy to brand story to the buyer’s actual experience on their customer journey. These easy-to-tell stories reveal the opportunities and gaps in the customer's experience in the current marketing & sales process. !

These legends communicate the brand's story intent and critical touch point responsibilities within every level of an organization, from the boardroom to the stockroom. !

Buyer Legends reconcile the creative process to data analysis; aligning metrics with previously hard-to-measure marketing, sales, and customer service processes. The first result is improved execution, communications, and testing. The second result is a big boost to the bottom line.

What is the Buyer Legends process?



1. Who? 2. Their purpose & objective 3. The sequence of steps in their plan. 4. The rationale for their plan. 5. Key decisions 6. Emotional struggles 7. Anti-goals, the pre-mortem 8. Constraints and other considerations. 9. Reasonable alternatives? 10. How will you measure it?

10 essential elements of a good Buyer Legend



I. Perspective - 15 II. Pre-mortem - 10 III. Reverse chronology - 15 IV. Draft - 50

90 Minutes:



The benefits of Buyer LegendsImproves communications!Everyone gets the big picture and the details!!

Improves execution!Direct communication instead of implied instructions!!

Improves testing!Better variations to test; and if variations fail look to assumptions!!

Makes more money !Improved experiences increase conversions and are worth the investment of time up front



Thank you for your attention…


Jeffrey Eisenberg [email protected] @JeffreyGroks

Phone (347)469-1090

http://www.BuyerLegends.com



http://www.BuyerLegends.com

Buyer Legends - Jeffrey Eisenberg

Business

eisenberg holdings

business decisions

business anthony jack

analytic thought

analytic thinking

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case western reserve

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