Six Moments of Truth

by Editor on July 9, 2019

Many of us know that our goal as marketers is to influence customers’ decisions to buy our product/service, but do you know when are the best moments to step in?

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Six Moments of Truth

Many of us know that our goal as marketers is to influence customers’ decisions to buy our product/service, but do you know when are the best moments to step in? Do you stop all engagement after they have purchased your product/service?

The six moments of truth maps out all turning points during the customer’s journey, from responding to a stimulus, to after they have bought and even used your product. Being aware of these less well-known turning points allows you to be prepared.

How should you prepare for these six moments of truth?

The short answer: To start and sustain a sincere and personalised conversation with your consumer. Get their attention. Convince them you have what they need. Be there when they want you and before they need you. Remind them of you even after they are done.

The full answer: it depends on you. Your product, audience, strengths and weaknesses. A blog post here will not do your answer justice. Let us know about your situation so we can help you.

Six Moments of Truth

Many of us know that our goal as marketers is to influence customers’ decisions to buy our product/service, but do you know when are the best moments to step in? Do you stop all engagement after they have purchased your product/service?

The six moments of truth maps out all turning points during the customer’s journey, from responding to a stimulus, to after they have bought and even used your product. Being aware of these less well-known turning points allows you to be prepared.

How should you prepare for these six moments of truth?

The short answer: To start and sustain a sincere and personalised conversation with your consumer. Get their attention. Convince them you have what they need. Be there when they want you and before they need you. Remind them of you even after they are done.

The full answer: it depends on you. Your product, audience, strengths and weaknesses. A blog post here will not do your answer justice. Let us know about your situation so we can help you.

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CLIENT:
Randstad

Design Prodigy’s hands-on, consultative approach sets them apart. Their team is not only knowledgeable, responsive and committed, but also show passion in learning, making them invaluable partners.

RENA TAN
Marketing Director - Randstad Singapore

challenge

To optimise their marketing campaigns, Randstad needed to know which marketing channel gave the best leads and which leads turned cold. How can Randstad integrate its martech stack to create a holistic picture of its recruitment marketing funnel?

The recruitment firm also wanted to focus on improving customer satisfaction instead of floundering around to find the source of dissatisfaction. They needed a streamlined method to replace its manual NPS generation process.

solution

To tackle the first challenge, DP designed an end-to-end ROI attribution model and dashboard through the integration of Randstad’s tech stack. For the second challenge, our team successfully implemented a fully automated NPS system on Marketo that gave Randstad real-time scoring and analytics of its NPS in Hong Kong, Malaysia, and Singapore.

outcome

- Live insights on lead generation and multi-channel conversion rates which led to improvements in ROI

- 12x improvement in Randstad’s NPS system after 1 year

CLIENT:
Pan Pacific Hotels Group

DP fully understood the nuances of our business, and how we wanted to use content marketing as the focal point of our SEO strategy. They identified a suitable keyword strategy that remains highly relevant and done consistently in our two years of working together.

Director, Digital Marketing
Pan Pacific Hotels Group

challenge

The cutthroat competition amongst hospitality enterprises and online travel agencies has translated to oversaturated organic search ranking pages. To direct organic traffic to Pan Pacific Hotel Group’s brand websites, the client needed a way to climb the ranks.

solution

DP used an Achilles’ heel approach to find hospitality-based TOFU keywords across top source countries of visitors to the client’s properties. Based on keywords with consistent ranking opportunities, DP devised an effective SEO and content marketing strategy for Pan Pacific Hotels Group.

outcome

- 278% increase in organic traffic to Pan Pacific blog after 8 months

- 253% increase in organic traffic to PARKROYAL Picks blog after 8 months

CLIENT:
SAP

challenge

SAP wanted to build an always-on marketing campaign that allowed them to serve the right message at the right time to each customer. SAP selected DP to their martech and adtech stacks and implement precision marketing at scale.

solution

DP designed a Marketo-centric solution powered by a predictive intelligence engine that is also integrated with multiple publishers. Our team further incorporated a personalised engagement logic matched with retargeting strategies, which enabled SAP to improve both lead nurturing and retargeting.

outcome

• Created a sophisticated system that paved way for an always-on marketing campaign

• Successfully completed and implemented a marketing and advertising technology stack that is GDPR-compliant

full testimonials

Randstad

At Randstad, we always appreciate partnerships that help us implement quality solutions and work along with us as a team. We highly value Design Prodigy's expert guidance, creativity and passion as we ramp up our digital engagement activities, incorporate best practices and raise our level of understanding of the Marketo's marketing automation platform. It’s been an intense ride, but wonderfully exhilarating as a result of their flexibility and enthusiasm for our success. In a short amount of time, the team Design Prodigy proactively internalised our strategy, service offerings and proprietary systems in order to help us realise our intent in meaningful ways.

Their hands-on, consultative approach is what really sets them apart. They don’t just talk with us about it, they actually work side-by-side with us to make things happen. Their team is not only knowledgeable, responsive and committed to supporting our initiatives, but they also show great passion in learning and are highly open to new ideas and concepts, making them invaluable partners.” “We highly value Design Prodigy's expert guidance, creativity and flexibility. Their hands-on, consultative approach is what really sets them apart. Their team is not only knowledgeable, responsive and committed, but also show great passion in learning and are highly open to new ideas and concepts, making them invaluable partners.”

Pan Pacific Hotels Group

“Marc, Walter and the team from Design Prodigy and Cooler Insights has been helping us run content marketing since 2017 and I must say that they have been phenomenal as a business partner! Right from the start, they fully understood the nuances of our business, and how we wanted to use content marketing as the focal point of our SEO strategy. They were able to identify a suitable keyword strategy that remains highly relevant till this day. With creative headlines and unique content angles, it is clear that that in-depth research has been conducted by Walter and his team to develop each article. Even more commendable is the fact that they have done this consistently in the 2 years that we have been working together.

The results speak for itself! Design Prodigy has helped us grow targeted organic traffic by over 250% in the first year of working together. Beyond content marketing and SEO, Marc is also highly passionate in the digital marketing technology and constantly shares with me the latest developments whilst being pragmatic in their applications to our businesses. I will never forget how enthused he is in sharing the strategy he has developed and appreciate the hands on approach he has taken in making sure our working relationship got off to the best start possible. Xin Tian has also been a superstar in managing our account, managing projects with great efficiency and always having our back. I will not hesitate to recommend the team to anyone who is looking to engage their services.”

CLIENT:
TATA COMMUNICATIONS

The scores have been predictable, and the models are growing in confidence levels as opportunities mature and more and more behavior is aggregated

RAUNAQ B.
MANAGER AT INSIGHTS PROGRAM

problem

Activate predictive sales intelligence to implement intent for ABM campaigns.

solution

Created a proprietary prioritization algorithm that helped us normalize intent across such disparate data sources and identify deep patterns.

results

• Scored and assessed over 100,000 accounts throug the project lifecycle

• Created over 800 marketing opportunities

• Identified 12 cross sell opportunity for sales

CLIENT:
ORACLE

The scores have been predictable, and the models are growing in confidence levels as opportunities mature and more and more behavior is aggregated

RAUNAQ B.
MANAGER AT INSIGHTS PROGRAM

problem

Create real time lead scoring, prioritization and loading intent into the Marketing funnel

solution

Specific modeling to including macro activities to alter existing model hypothesis. Weekly schedule for model retraining to accommodate fast updates.

results

• Drove intent for sales for Oracle world – Bengaluru (approx. 3000 accounts loaded with intent) – received very positive feedback for the initiative.

• Real time enrichment, scoring and intent for approx 500 opportunities weekly

• Used by over 150 end users within India and Hong Kong regions

CLIENT:
SAP

problem

Activate predictive sales intelligence to implement intent for ABM campaigns.

solution

Created a proprietary prioritization algorithm that helped us normalize intent across such disparate data sources and identify deep patterns.

results

• Scored and assessed over 100,000 accounts throug the project lifecycle

• Created over 800 marketing opportunities

• Identified 12 cross sell opportunity for sales

CLIENT:
PAN PACIFIC HOTELS GROUP

The scores have been predictable, and the models are growing in confidence levels as opportunities mature and more and more behavior is aggregated

RAUNAQ B.
MANAGER AT INSIGHTS PROGRAM

problem

Create real time lead scoring, prioritization and loading intent into the Marketing funnel

solution

Specific modeling to including macro activities to alter existing model hypothesis. Weekly schedule for model retraining to accommodate fast updates.

results

• Drove intent for sales for Oracle world – Bengaluru (approx. 3000 accounts loaded with intent) – received very positive feedback for the initiative.

• Real time enrichment, scoring and intent for approx 500 opportunities weekly

• Used by over 150 end users within India and Hong Kong regions

CUSTOM ALGORITHMS • SEAMLESSLY INTEGRATED • PREDICTABLE RESULTS