RECIPE℠ Methodology

Recognize (Buyer Behavior) – Proprietary market insight methodology enables us to data mine social networks for psychographic behavioral insight, trending, and segmentation. Identify the “composite” buying process, complexities of organizational purchasing, and unique motivations that triggers a decision to acquire a solution.

• Analyze online market to build “composite” buying process to model complexities in the organizational purchasing differences across types of buyers, roles, organizational types, and stages of buying maturity.
• Build “likely” psychographic buyer’s behavior versus traditional “potential” demographic buyer profiles based upon their participation within social markets.
• Identify unique motivations that trigger a new purchase decision process to acquire a particular business solution with variations in motivations, and buyer maturity, and role in purchase.

Receptive (Target Marketing) – Leverage buyer behavior insight to create buyer receptiveness for more cost effective “complex sales” solutioning. Align solutions to support buyer decision support starting with “pain” (problem and symptoms), buying influence, and sources for buyer research build bridge back to company’s solution and differentiation.

• Segment market based upon “buyer” differences in motivation, culture, and maturity, and purchasing roles.
• Align company’s participation within market to support buyer decision process starting with buyer’s problems, symptoms, motivations, buying influence, and sources for buyer research.
• Target “likely” buyers who self-identify via social media platforms based upon the buyer’s motivation, decision making roles, and purchasing processes to address the complexity within their organization

Reach (Social Engagement) – Social media to reach prospective buyers for target marketing, lead generation, customer acquisition, customer relationships, and partner management. Coordinate the market evangelism, education, credentialing, micro-level responses, online connections and that enable buyers to validate the assumptions about their pain and to see a path to solution.

• Evangelize via public social networks to influence market opinion about perceived pain, education about the value of the solution, and build bridge back to company’s offering based upon differentiation against competitors.
• Participate within online industry communities of interest to create conversations about the product and understand buyer pain to build bridge back to company’s solution and differentiation.
• Outreach to 360° influencers to enable validation of solution with the market, credibility within buyer’s social networks, and to reach “hidden” buyers through influencers they trust.

Relationship (Customer Acquisition) - Impact the P&L of customer acquisition by aligning social target marketing activities with tactical sales pursuits. Initiate online relationships with decision makers, market influencers, channel partners, and sale influencers to enable transition from education to sales engagement. Provide additional support to sales and support organizations sufficient to leverage relationships for sale conversion and/or referral within the market.

• Initiate online relationships with decision makers, market influencers, channel partners, and sale influencers to enable transition from education to sales engagement.
• Leverage existing relationship networks for sale conversion, traditional lead generation requirements, account targeting & penetration, and influencer relationship activities.
• Facilitate customer referrals from market influencers and influencers within complex sales.