How long does it take to land a customer? By the time you’ve finished reading this sentence, they’re gone. Sky Cassidy, CEO of MountainTop Data, says in email marketing you have a maximum of 6 seconds to grab them. “We’re talking 2 to 3 seconds just to absorb the message,” explains Cassidy. “The countdown begins. A heartbeat later, the lead is intrigued. Now you have eyes on. Your message needs to land right that second. That’s your moment. If you can capture the seconds in that window, your lead clicks through to the wealth of information you have to offer.”
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“While some current insights say the ‘eyes-on time’ for customers is anywhere from 1.3 to 9 seconds, other studies say it’s dropped to 8 seconds. … Sky Cassidy thinks the sweet spot is mid-range, right at 6 seconds.”
The decreasing span of customers’ attention always sparks debate in the marketing field. While some current insights say the “eyes-on time” for customers is anywhere from 1.3 to 9 seconds, (1) other studies (2) (3) say it’s dropped to 8 seconds over the past two decades. Cassidy thinks the sweet spot is mid-range, right at 6 seconds. First, he says, take away what’s unnecessary. Skip introductions and get right to the point, and make sure your message is getting where it needs to go.
Cassidy encourages professionals to consider adopting a strategy he calls Branding 6.0: “Those 6 seconds should be front of mind, every time you’re crafting a communiqué, you likely have more than 6 seconds of messaging, but the first 6 seconds must sell them on looking at the rest. Whatever the message is, count the seconds down, and then compress your message to its most striking and memorable elements. With a targeted message landing on the right person’s screen, half your job is done, but seconds count.”
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Cassidy explains the complex correlation between Account-Based Marketing and the B2B customer journey. “ABM is all about creating a strategy and a contact plan that incorporates triggering events,” he says. “Once you’ve got their attention, the data you collect defines the customer’s journey, from their business behaviors to identifying their pain points. Synchronizing your ABM methodology to a B2B buying process based on the customer’s distinctive attributes puts you in control not only of their buying arc but their perception of you and your product or service.”
According to Cassidy, using actionable data not only creates efficiency, but helps capture the attention of the ideal customer. Cleaning data eliminates bounce backs, adds valuable assets to your CRM that augment customer data, and supercharges email lists so they are not only tailored, but targeted by focusing your message.
Every marketing campaign benefits from focus. Responses and data collection are faster, and the chances of reaching the right audience improve exponentially. A comprehensive understanding of your goals, your platform and your data combined with thoroughly intentional marketing skills means 6 seconds is all the time you need, affirms Cassidy.
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