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NIM 2/20/17 Event Slide Show: Digital Revolution Revenue Roadmap

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Powerpoint presentation from NIM's online February event, presented by Kristin Zhivago.

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NIM 2/20/17 Event Slide Show: Digital Revolution Revenue Roadmap

  1. 1. Digital Revolution Revenue Roadmap How to sell the way your customers are buying now Kristin Zhivago President Cloud Potential February 20, 2017
  2. 2. Up to Now Selling > marketing is broken > why? Gap > customer reality versus company reality > roadblock to revenue Solution > interview customers > revenue roadmap > worked Digital Revolution > Mobile has changed everything and Google is your other “customer” Business books seem all the same to me. I buy them all the time in Audible and I am always disappointed. Everyone has the same things to say - like I haven't taken business 101 a million times. I have been thinking for many years about how lost business owners are about their customers and how they need to market to them. The way Zhivago has laid it all out, and the writing, are brilliant. I am addicted now and reading every second I get. Desiree Bryant, CMO
  3. 3. The Digital Revolution
  4. 4. It’s not just the phones. It’s not just texting and social and 24/7 access. It is consumerism at the speed of thought. Want something? Whip out your phone, Google it, get what you need.
  5. 5. Internet Speed CUSTOMERS COMPETITORS GOOGLE YOU?
  6. 6. How do you move as fast as your customers? How do you avoid moving at corporate speed?
  7. 7. You take full advantage of the powerful tools available to you – and you follow the Digital Revenue Roadmap Principles
  8. 8. Principle #1 Wars are won with principles, not tactics.
  9. 9. Principle #2 Everything starts with the customer.
  10. 10. Principle #3 Meet customer’s expectations, Google’s expectations, and your revenue expectations.
  11. 11. Meet Customer Expectations • Interview customers after they buy (book) • Use customer behavior analysis tools: Google Trends; Google Analytics (locations, interest, site flow); HotJar; SpyFu • See what is working for your competitors “resorts newport”
  12. 12. Meet Google Expectations • Google wants to 1) know who you are, 2) what you sell, and 3) what makes it special. Most companies never get to #1. • Google needs proof – and you can create it. • Lots of work, endless optimization. • Google is your friend – they want to give customers what they want, and if you are what they want, they want to give you to customers.
  13. 13. Meet Revenue Expectations • What to measure • Map out their buying process – NOT your selling process – build new measurements based on what you learn • Forecast based on their buying process - decision points • Don’t guess – build it and start getting market feedback
  14. 14. Principle #4 The Internet has become a global Conversion Platform.
  15. 15. Principle #4 • Customers – who are they, what they search for, what they do • Search – what they search for and how, how you rank now, what Google needs from you, top phrases in your market, trends, domain authority, mobile- friendliness, speed • PPC – keywords being used to find your type of product, ads run by competition, which ads are working
  16. 16. Principle #4 • Conversion – What is the conversion you want? Built into every part of your site. Time on site, click- through/purchase rates. • Competition – known versus unknown, how you compare, strengths/weaknesses, mobile-friendly, backlinks, best traffic sources • Technology – speed, mobile, tools
  17. 17. Principle #7 Use the OIMAP method to manage (and move at Internet speed) • Ownership – an owner for every project / task • Insights – real facts, using today’s powerful tools • Methodology – Scalable processes that work • Actions – Do it. Do it now. • Performance – Measure it, improve it
  18. 18. All the Principles Principle #1 – Wars are won with principles, not tactics Principle #2 – Everything starts with the customer Principle #3 – Meet customer, Google, and revenue expectations Principle #4 – The Internet has become a global Conversion Platform Principle #5 – Move fast, take less risk, and get things done Principle #6 – Collaboration, not isolation Principle #7 – Use the OIMAP method to manage Principle #8 – Start with your strengths, and build on them Principle #9 – Improve your situation every day. Don’t wait for the “big solution” Principle #10 – Use the right tool for the job Principle #11 – Invest in people before technology
  19. 19. Principle #5 Move fast, take less risk, and get things done.
  20. 20. Principle #6 Collaboration, not isolation.
  21. 21. Principle #8 Start with your strengths and build on your strengths.
  22. 22. Principle #9 Improve your situation every day.
  23. 23. Principle #10 Use the right tool for the job. • Moz • Alexa • SpyFu • HotJar • Google Trends • Google Analytics
  24. 24. Principle #11 Invest in people before technology.
  25. 25. The second biggest risk is doing the wrong thing The biggest risk now is doing nothing The right principles will keep you on the right track.
  26. 26. Thank You Kristin Zhivago President kristin@cloudpotential.com 401-423-2400

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