Challenge 

 I am working on creating a digital marketing strategy for a b2b business .   Having created a strategy , I set up all the channels , but I saw that the   company 's unique selling proposition worked only partially and we did not   receive the fully expected targeted audience . We did n’t know if this was a   problem with a unique selling oﬀer or a problem in the communication ,   process or in the staﬀ and channels . I needed to ﬁnd an answer to the   question why it works great for a half and almost does n’t work for the other . 

 Selection 

 The tool I used was the tool of Mind Mapping , to reach an understanding   where and why the company does not carry out suﬃciently personalised   marketing and why we were not able to close the sales lead . This method   was used by me for the ﬁrst time but it gave me many answers to many   questions . I used the technique of analysing each level of impact on the   buyer through the most detailed   graphical sales funnel . I needed to identify   how it was possible to push the customer to make a purchase at diﬀerent   levels . Starting from a cold call and ending with a stable purchasing on the website . 

 Application 

 I started the process by creating few graphical sales funnels for each   segment of my targeted audience .   Segmentation helped me to see who were our real customers and what were   their real problems and needs . By making   direct interviews and interview their entourage , sharing the   working space with them , looking where this people like to spend free time   and who can inﬂuence their opinion and many other ways . So in the end we   could form few portraits and their main needs and problems .   By doing full control on the part of competitors of the same sector I   understood , between what they were choosing to solve this speciﬁc problem   and which metrics were the priority for them .   And than step by step I was asking questions on each of the levels of the   funnel like : What if we do something diﬀerent , and how our customer would   behave according this . What we can improve on each level and what we   have to change or cut probably completely from our strategy 

 Insights 

 After deep analyse we found out that to turn potential customers into real   leads , we need to write sales scripts , change the keywords on the landing   page , add few more steps for persuading , and one of them should be a 

 video presentation to help a person to visualise the beneﬁts of buying from   us , and to add whatsapp marketing that the probability to be seen their is   way higher in this way . These changes have had a signiﬁcant impact on our   sales . 

 Approach 

 In conclusion , I would like to say that this tool clearly shows us how many   small but important details we miss while planning our strategy . It turned out   to be very useful for me , and I think that in future I will use this method to   improve the quality of service at every stage . I think it is very important to   apply it periodically in order to better understand and analyse the client 's   behaviour and accordingly adapt your strategy to it , not only to solve   problems but to ﬁnd a better solutions . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: Challenge 

 I am working on creating a digital marketing strategy for a b2b business .   Having created a strategy , I set up all the channels , but I saw that the   company 's unique selling proposition worked only partially and we did not   receive the fully expected targeted audience . We did n’t know if this was a   problem with a unique selling oﬀer or a problem in the communication ,   process or in the staﬀ and channels . I needed to ﬁnd an answer to the   question why it works great for a half and almost does n’t work for the other . 

 Selection 

 The tool I used was the tool of Mind Mapping , to reach an understanding   where and why the company does not carry out suﬃciently personalised   marketing and why we were not able to close the sales lead . This method   was used by me for the ﬁrst time but it gave me many answers to many   questions . I used the technique of analysing each level of impact on the   buyer through the most detailed   graphical sales funnel . I needed to identify   how it was possible to push the customer to make a purchase at diﬀerent   levels . Starting from a cold call and ending with a stable purchasing on the website . 

 Application 

 I started the process by creating few graphical sales funnels for each   segment of my targeted audience .   Segmentation helped me to see who were our real customers and what were   their real problems and needs . By making   direct interviews and interview their entourage , sharing the   working space with them , looking where this people like to spend free time   and who can inﬂuence their opinion and many other ways . So in the end we   could form few portraits and their main needs and problems .   By doing full control on the part of competitors of the same sector I   understood , between what they were choosing to solve this speciﬁc problem   and which metrics were the priority for them .   And than step by step I was asking questions on each of the levels of the   funnel like : What if we do something diﬀerent , and how our customer would   behave according this . What we can improve on each level and what we   have to change or cut probably completely from our strategy 

 Insights 

 After deep analyse we found out that to turn potential customers into real   leads , we need to write sales scripts , change the keywords on the landing   page , add few more steps for persuading , and one of them should be a 

 video presentation to help a person to visualise the beneﬁts of buying from   us , and to add whatsapp marketing that the probability to be seen their is   way higher in this way . These changes have had a signiﬁcant impact on our   sales . 

 Approach 

 In conclusion , I would like to say that this tool clearly shows us how many   small but important details we miss while planning our strategy . It turned out   to be very useful for me , and I think that in future I will use this method to   improve the quality of service at every stage . I think it is very important to   apply it periodically in order to better understand and analyse the client 's   behaviour and accordingly adapt your strategy to it , not only to solve   problems but to ﬁnd a better solutions .
### Output: 