Neural Impact Podcast - Episode 1:

How Marketing Is Changing

Maximize Your Marketing Efficiency & Connect with Today's Buyer

Episode 1 of the Neural Impact Podcast: Learn about the latest discoveries in neuroscience and how to apply them to your customer acquisition motion.

Digitalization has flipped the marketing landscape on its head. In light of this, firms that don't apply neuroscience and neuromarketing risk missing out on sales opportunities and seeing diminishing returns over time. This podcast shows marketers how they can improve their campaigns, cope with these revolutionary changes, and connect with Buyer 3.0.

Neural Impact's Chief Transformation Office, Sharka Chobot, is the host of this neuroscience podcast. Sharka works with Microsoft partners across the world on developing effective product strategies and maximizing customer acquisition.

Sharka is joined by Joanne Charley, Neural Impact's Chief Marketing Officer. For over 30 years, Joanne directed financial services and information technology industries around the world. She helped firms adapt to the new cloud services market.

To give you a competitive edge, this introductory episode covers the changing neuromarketing and advertising landscape in the following contexts:

New Buyers

Business professionals are getting much more involved in driving technology buying decisions. Speaking only to the IT buyer persona is no longer sufficient.

Increased Immediacy

Traditionally, we had a lot of time to develop and launch new marketing assets and content. Today, marketers can instantly create advertisements, secure leads through direct conversions, and immediately measure results.

Changing Buyer Behaviour

Unlike face-to-face sales exchanges, online buyers go through most of the purchasing process without interacting with any company representatives. Yet, most of us haven’t aligned our selling motion to the requirements of these new self-educated buyers.

In Today's Episode...

The drastic paradigm change means that we need to interact with the market differently in order to influence each of our buyers’ decision-making process. Business professionals have different information needs and buying behaviours than their IT counterparts.

More specifically, we rely too much on product features and functionality to win over new customers. Instead of offering technical software descriptions, firms should educate Buyer 3.0 on how their product will enhance his or her business by addressing some key company issues.

In this podcast, we also discuss how digitalization has transformed the marketing industry. Today, vendors have multiple tools and mediums that they can use to reach their audience immediately. This includes social media advertisements, video content, email campaigns, and more.

Unlike the situation in the past, marketers currently can track the effectiveness of marketing activities within minutes of hitting the send button. Testing and fine tuning are the new normal. Online platforms enable us to know how users engage with content, how long they spend watching a video or looking at a page, and which links/banners they click on.

However, customers are also more anonymous than before. Buyers go through 60 to 85% of their decision-making cycle online before contacting a company's sales representative or making themselves known. Initially, they prefer to educate themselves and research products on their own.

In light of these significant changes, marketers need to adjust their approach to meet the needs of Buyer 3.0. Listen to this podcast to learn how you can keep on winning by maximizing your effectiveness in this new neuromarketing and selling environment.



Who is Sharka?

Sharka Chobot is the creator of the CRM product category (1995) and Chief Transformation Officer of Neural Impact, a sales and marketing consulting firm that applies behavioral economics, neuroscience and persuasion psychology to help Microsoft and its partners radically improve their customer acquisition and cloud strategies. Sharka has over 30 years of technology expertise and teaches behavioral marketing at the University of British Columbia, Canada. Sharka has worked with hundreds of Microsoft partners on six continents to develop their cloud product, packaging, pricing and vertical market strategy and to accelerate their transition to a SaaS business model.



Who is Joanne?

Originally from Sydney, Australia, Joanne has over 30 years of international experience, directing major financial services and information technology industries across the Americas, Europe, and Asia Pacific. She has worked the world with Microsoft’s top ISV’s and reseller channel and has created and executed both regional and global go to market strategies, focusing on customer retention and cloud transformation and readiness. She has also worked with Hambros Bank, National Mutual Royal Bank and Howard Smith Ltd, Crystal Decisions, SAP Canada, Borland Corporation, Class Software, Fincentric Corporation, and ACL Services. Joanne was also a senior strategist for a leading Australian marketing agency. Joanne is a University Professor of marketing and strategic management and has taught international, digital and behavioral marketing at some of Canada’s top Universities.