In-depth Guide on Replacing your sales pitch with People-Based Marketing

1. THE GUIDE TO TRASHING YOUR SALES PITCH Replacing your sales pitch with People Based Marketing $

2. INTRODUCTION “People just refuse to respond to those sales pitches we have spent hours on, no matter how great a pricing or a list of features we create for them.” As marketers “We are more bothered about how a product or service adds value to us, than a list of features or pricing that gets thrown at our face.” Now as consumers | Introduction 2

3. "it's harder for the customer to say no when you turn your sales pitch into an applied use case that is only made for him" | Sales Pitch 3

4. According to Atlas Solutions by Facebook - the ones to coin the term, people based marketing is a form of human to human marketing (H2H). The tactic combines philosophy, human psychology and marketing practices to reach out to consumers across different devices and digital channels. The tactic came into being with the increasing number of digital channels that businesses can use to reach out to their target market and the technological advancements that they can make use of. Let’s face it, we have a marketing strategy for social media, one for those who tend to spend more time reading up information on third party websites, our mobile audience and one that is completely offline. But the most overwhelming and distracting one from the above, is social media. Social media has grown exponentially over the years. With what started as a few platforms where people could connect with friends or like-minded people, turned into a trend that gave rise to even more social media channels. Some for sharing daily stories, pictures, sharing thoughts, voicing opinions and more. And that’s exactly what has the marketers distracted from what the consumers want. It has all turned into a race where businesses are competing to get their target market’s attention by establishing themselves on the innumerable channels, and trying to create strategies that would keep them engaged or convert them into customers. But where most falter, is not understanding the fact that a typical consumer could be present across multiple devices and could be active on multiple channels. For instance, an average adult today, at least has 2 social media accounts - one for personal use and the other for professional networking. Now if this consumer lies in your target market demographics, a psychologically correct and effective approach would be to reach out to him with consistent messaging on both the channels. This would help him understand what your business has to offer to him and how it adds value to him. | Sales Pitch 4

5. Ideal, right? That’s what most businesses marketers don’t end up achieving. In their zeal to remain ‘on top of their social media game’ across mobile and desktop internet users, marketers miss out on the one thing that consumers expect from them - understanding their needs and not overwhelming them with different messages across the different channels. The inconsistency of messages across the channels and devices, leads to consumers not understanding what the business is really trying to offer them. This then leads to them moving away from that business and searching for alternatives that they can better understand, interact with and probably see value in. This is why people based marketing is important. With far too many channels giving opportunities to businesses to market themselves better, it is important for marketers to create omnichannel marketing strategies that circle around the customer. The main aim of these strategies need to be able to provide a seamless experience to customers across all devices and all channels - online and offline, included. In this ebook, we’re going to take a look at what people based omnichannel marketing is in the following parts: 1) What is people based marketing 2) Why people based marketing works 3) How to achieve people based marketing | People Based Marketing 5

6. WHAT IS PEOPLE BASED MARKETING 1 People based marketing is a marketing tactic wherein a business is required to look deeper into his target market’s needs. It includes identifying the market on an individual basis across various digital channels and devices used for accessing the internet. SCENARIO 1 John is browsing your blog 1 The tactic focuses on creating 360 degree profiles of customers that help marketers create one-to-one seamless campaigns based on their behaviour to further enhance their digital experience. Hey get our social media ebook Get Now! Get Now! He is reading through your social media posts 2 you show a popup that promises to send him a social media ebook 3 E-book saved! he obviously wants it! -> you generate a lead! 4 | What is People Based Marketing 6

7. SCENARIO 2 she is confused about the size she browses through some dresses in blue colour 3 2 Jina enters your store 1 OPEN your store manager helps her decide a size 4 she buys the dress 4 5 you bag a sale! | What is People Based Marketing 7

8. https://blog.wigzo.com/is-behavioural-automation-the-only-way-to-survive-digital-competition-in-2017/https://blog.wigzo.com/is-behavioural-automation-the-only-way-to-survive-digital-competition-in-2017/ Even more simply put, people based marketing is a form of behavioural marketing. The tactic focuses on enhancing the customer experience by offering creating custom campaigns based on his previous interac- tion, preferences, purchase triggers, social activity and other data. Here’s a nifty depiction that help you understand this better: In both the instances seen above, a prospect successfully converts or becomes a customer of the business. The reason being - the business intervened at the right time with a contextual message, by understanding what he is looking for and nudging him accordingly to accomplish the same. That’s people based marketing for you! | What is People Based Marketing 8

9. WHY PEOPLE BASED MARKETING WORKS 2 People based marketing has worked wonders for businesses across various industries in the B2B and B2C sectors. When executed well, here are a few reasons why it always delivers the expected results: It helps you create 360 degree profiles of your customer Personalization has moved from just being able to list down a few demographics of the target market. It has become more customer centric and nudges marketers to understand each consumer’s preference on a one-to-one basis; aka people based and not sales oriented. Since the tactic is able to help you recognise what a consumer is looking of, where he is looking for it, the options available to him, his purchase triggers and more, you get a better understanding of the consumer - almost on an individual basis. The data can then be used to create custom journeys for the consumer with your business. | Why People Based Marketing Works 9

10. It avoids undue advertising expenditures The digital world is ever expanding and there is absolutely no stopping it. The number of social media channels that your target audience is present on is increasing day by day. For a brand to be able to reach out to its consumers, it is important to stay active on all the channels that their audience is present on - this has increased the number of businesses that are advertising their products and services on these channels. Since people based marketing helps you create holistic profiles of your customer, you know exactly who to target and where. This helps avoid undue advertising expenditures and increases the ROI on each of your marketing campaigns. 10 | Why People Based Marketing Works

11. It enables you to create valuable content Let’s face it, there is no way you can do without content marketing today. But the amount of competition each content piece you create needs to face, never seems to decrease! Just about every business out there is trying to curate or create content that will attract their target market and help their products or services get discovered. With people based marketing, you are not just making wiser advertising decisions. You are also able to create content that is valuable to your customers. You understand what trends they are following, what topics are interesting them, where they are looking for information and what kind of information is driving them towards making purchases. This pretty much streamlines your content marketing strategy, right? What is valuable to our business valuable to our customers SWEET SPOT valuable content? 11 | Why People Based Marketing Works

12. It lets you establish better relationships } Communication MORE SALES = Service Management Relationship Customer $ People based marketing is all about understanding your prospects and customers better. It is the marketing tactic that not just focuses on customer acquisition, but on how to keep them engaged after a sale by building stronger relationships with them. It enables you to create campaigns that focus on catering to a customer’s interests from the start to the end. For example, if a customer has purchased sports goods from your store, it makes a whole lot of sense to follow him up with emails that show him products of his interests - instead of broadcasting general sale messages that he might not have an inclination towards. When a typical consumer has so many options to choose from, it is important to focus on building a loyal customer community. After all, retaining an existing customer is easier and more cost effective than trying to acquire a new one every time. 12 | Why People Based Marketing Works

13. GETTING STARTED WITH PEOPLE BASED MARKETING 3 Despite the innumerous benefits of people based marketing that all point towards business growth, there are still many who are yet to adopt the tactic. Some of the reasons being: > They think it is way to tedious to create holistic customer profiles > They are not equipped with the right technology When you take a look at the number of platforms that one needs to keep a tab on to understand one customer, we don’t blame them. If a marketer isn’t equipped with technology, doing so manually is going to take him ages and opting for the conventional approach of creating user personas would make much more sense! That’s where Wigzo steps in. 13 | Getting Started with People Based Marketing

14. How does Wigzo help? is a smart marketing automation and personalization software that uses advanced machine learning to help WWW.WIGZO.COM you create, convert and retain more customers with omnichannel personalization. Simply put, Wigzo uses machine learning and does all the difficult mining work for you to enable your marketing personalization and customer engagement strategies. It tracks your target audience across multiple digital channels, noting the demographics they fall under and the conversations they are actively engaging in. The tool also makes it a point to understand their interests, preferences and conversion triggers to create a 360 degree customer profile. Wigzo converts your user data into predictive insights and suggests the best marketing action.

15. The technology then smartly segments all your audience based on their behaviour across the various channels, letting you create custom and highly personalized marketing campaigns. It also helps you predict future marketing trends to remain prepared for the changing consumer needs. Right from the time of acquisition, to the number of sessions that the customer has had with you and the last interaction made, it focuses on letting you reach out to customers at the right time with the right message.

16. BETTER COMMUNICATION WITH WIGZO People based marketing is all about when, why, how and with what you reach out to your customers. Yes, communication is a vital part of this marketing tactic and the success of it depends on how well you’re able to execute omnichannel communication and personali- zation. Wigzo enables you to improve your customer communication with: 16 | Better Communication with Wigzo

17. Behavioural Automation 1 Marketing automation has been around for a while now in the digital industry. Unfortunately, only a hand few of marketers use the technology to its full potential. This is where Behavioural Automation by Wigzo comes in. The technology combines marketing automation with individual behaviours of your target market. This opens up a whole new realm for marketers, boosting their campaign results. The combination has led to marketers experiencing higher open rates, click rates and conversions on their digital campaigns - email marketing included. Combining behaviour and automation lets you achieve granularity for creating segments of one, for effective one-to-one communication. Here’s a simple math you could do to understand what we’re saying: https://app.wigzo.com/auth/register 17 | Behavioural Automation

18. Email Personalization 2 Email marketing is still the most effective channel for business communication and marketing, and there is no denying that! It continues to deliver a 3,800% ROI on every $1 spent, and lets you communicate with customers on a one-to-one basis. While 82% of B2B and B2C companies are making use of email for marketing, there are not even 50% of them who are able to achieve the ROI that the channel can bring them. The only reason being - lack of personalization. The consumer market of today no longer wants to hear your sales pitch. They want to know how your product or service can add value to their day-to-day life. But your target audience comprises of different people and while they might have similar needs, they are not the same. This calls for 1:1 personalization in emails. 18 | Email Personalization

19. Wigzo helps you automate your email marketing campaigns with high level personalization. It combines your target audience demographics with behavioural data to create smart segments, that enable you to achieve 1:1 personalization in emails. https://app.wigzo.com/auth/register 19 | Email Personalization

20. Personalized Notifications 3 Like we mentioned before, customer engagement is the only way a business can succeed. But you can’t be emailing them on a regular basis just because you want to stay at the top of their minds. That’s why Wigzo created another channel for personalized communications - notifications. https://blog.wigzo.com/push-notifications-the-progressive-web-app-your-business-needs-for-growth-in-2017/ Wigzo enables you to send highly personalized browser push notifications that help you deliver the right message at the right time to the right person - leading to higher retention and conversion rates, without being intrusive! 20 | Personalised Notifications

21. The technology uses smart segmentation to empower your push notification campaigns. You are able to not just automate these campaigns, but also keep the customer’s interests and preferences in mind while creating each message. Right from the device they are using to the location they are accessing your website from, and the last interaction they have made, Wigzo enables you to create trigger based campaigns that add value to the customer and are never intrusive. https://app.wigzo.com/auth/register 21 | Email Personalization

22. Product Recommendations 4 Surveys suggest that 70% of consumers expect brands to offer personalization as a standard. They want more contextual shopping and interaction experiences, based entirely around their interests and preferences. This interaction includes the product and service recommendations that brands have to offer to their customers. 22 | Product Recommendations

23. Wigzo’s machine learning technology helps you understand the changing needs of these customers and optimize your marketing strategies accordingly. When you know what a customer is looking for, the recommendations you make become more relevant to him, driving more interaction and sales for you! https://app.wigzo.com/auth/register 23 | Product Recommendations

24. CONCLUSION The consumer market is much more aware of their needs and the choices available to them. This make it important for businesses to create a customer first approach for acquisition, engagement and retention. The old age formula of reaching out to a target market with a sales pitch no longer works. Think of the number of times you have unsubscribed or blocked businesses who have been sending you promotional messages that hold absolutely no context to your interests! When all your customers are different, why treat them all the same? “The consumer market is much more a ware of their needs and the choices available to them” 24 | Conclusion

25. BOOST YOUR CUSTOMER ENGAGEMENT & RETENTION RATES WITH WIGZO https://app.wigzo.com/auth/register Need to understand how Wigzo can help personalize your business growth strategy? Request a demo on info@wigzo.com and we’ll be happy to guide you! *All results are based on in-house case studies and world wide usage