Mais conteúdo relacionado Semelhante a Marketing Along the Buyers' Journey (20) Marketing Along the Buyers' Journey1. Marke&ng
Along
the
Buyers’
Journey
December
6,
2011
-‐
1
PM
EST
Speakers:
Chris&ne
Crandell,
New
Business
Strategies
Erez
Barak,
Op&fy
©2011 Third Door Media, Inc.
2. Agenda
• How Selling Has Changed
• The "Buyers' Journey" Model
• 5 Organizing Principles
• The Buyers' Journey and your Organization
• Buyer Enablement – The Invisible 70%
• How to market to the invisible 70%
• Q&A
©2011 Third Door Media, Inc.
3. Erez
Barak,
VP
of
Products,
and
Co-‐Founder
Op&fy
Erez
Barak
is
Vice
President
of
Products
and
Co-‐
Founder
at
Op&fy.
Frequent
speaker
at
industry
events.
Prior
to
Op&fy,
Erez
was
a
director
of
product
marke&ng
in
HP’s
SoRware
business
unit.
He
was
recently
named
among
the
Top
25
Innovators
by
SeaUle
Business
Magazine.
©2011 Third Door Media, Inc.
4. Chris&ne
Crandell,
President,
New
Business
Strategies
B2B
marke&ng
and
strategy
Chris&ne
Crandell
is
a
expert
with
more
than
20
years’
success
in
driving
demand
and
strategy
for
leading
technology
organiza&ons
around
the
world.
Her
approach
to
marke&ng
and
strategy
has
led
to
recogni&on
as
one
of
Silicon
Valley’s
Most
Influen&al
Women
for
2010
by
the
Silicon
Valley/San
Jose
Business
Journal.
©2011 Third Door Media, Inc.
5. Some Stats to Consider…
70% of buy cycle is complete before
Sales is engaged
Forrester 2011
of sales teams achieve quota
DemandCon 2011
50%
of sales interactions are considered
3% worthwhile by prospects
Forrester 2011
©2011 Third Door Media, Inc.
6. What is the Buyers’ Journey?
The Buyers’ Journey is a set of
organizing principles for aligning
company functions and roles to
enable, engage and establish
enduring relationships with buyers.
©2011 Third Door Media, Inc.
7. Buyers‘
Journey
1. Buyer
Enablement
2 • Higher
quality
leads
2. Purchase
Buyer
Valida?on
Influence
• Faster
revenue
Circle
cycles
1 3
3.
Buyer
Engagement
• Earlier
&
wider
adop?on
©2011 Third Door Media, Inc.
8. Buyer
Enablement:
Valida&on
•
Problem
Defini&on
Commitment
to
solving
the
problem
Evalua&on
•
Solu&on
Search
Understand
how
Peers
Buyers’
solved
the
problem
Solu&on
Journey
•
Evalua&on
Search
Select
approach,
evaluate
alterna?ves
and
short-‐list
Problem
•
Valida&on
Defini&on
CONTACT
vendors
and
validate
selec?on
decision
©2011 Third Door Media, Inc.
9. Buyer
Engagement:
• Value
Delivery
Purchase
Value
Customer
onboarding
and
Validation Delivery
ini?al
value
•
Nurture
&
Retain
Nurture
Consistent
expected
Evaluation &
Retain
experience
•
Value
Streams
Buyers’
Deliver
expected
value
Solution Journey
Value
beyond
solu?on
ROI
Search Streams
•
Expanded
Adop&on
Expected
experience
and
Problem Expanded
value
drives
adop?on
Definition Adop&on
•
Evangelism
Evangelism
Unprompted
WOM
of
your
value!
©2011 Third Door Media, Inc.
10. Five Organizing Principles
1. Align Outward to Buyers
2. All Things Outcome-Oriented
3. Understand Digital Body Language
4. Be Consistent
5. Match Value to Persona & Stage
©2011 Third Door Media, Inc.
11. Why Adopt the Buyers’ Journey?
• Accelerate sales by 3 to
5 times
• Reduce cost of sales by
30+%
• Drive viral word-of-
mouth evangelism
©2011 Third Door Media, Inc.
12. Buyers‘
Journey
in
your
Organiza&on
Opportunities
Sales
Purchase
Value
Validation Delivery
Customer Experience
Customers and Advocates
Contacts/Leads
Nurture
Marketing
Evaluation &
Retain
Buyers’
Journey
Value
Solution
Search Streams
Problem Expanded
Definition Adop&on
Evangelism
©2011 Third Door Media, Inc.
13. Buyer
Enablement
–
The
Invisible
70%
Opportunities
Sales
Buyer
Enablement:
• 70%
of
the
buy
cycle
is
Purchase
complete
before
Sales
is
Valida&on
engaged
• Inclusion
or
exclusion
in
Contacts/Leads
Evalua&on
buyer’s
short
list
Marketing
Marketing
Buyers’
• Company
percep?on
and
Journey
Solu&on
first
impression
are
set
Search
• Expecta?ons
for
solu?on
Problem
are
set
Defini&on
• Educa?on
of
audience
occurs
©2011 Third Door Media, Inc.
14. How to Market to the Invisible 70%
©2011 Third Door Media, Inc.
16. How
to
Market
to
the
Invisible
70%
Stage:
Problem
Defini?on
Being
aware
of
a
problem
and
commi7ng
to
solving
it
Where:
Trade
publica7ons,
tradeshows,
social
groups,
Q&A
sites
What:
Educate
on
common
issues,
pain
points
Contacts/Leads
and
missed
opportuni7es
Marketing
Marketing
Buyers’
How:
Research,
studies,
case
studies,
Q&A,
Journey
content
crea7on
and
syndica7on,
webinars
Call
to
ac&on:
free
analysis,
download
content
Problem
Defini&on
What
to
measure:
Downloads,
returned
visitors,
followers,
fans,
traffic
from
referral,
referring
keywords
©2011 Third Door Media, Inc.
18. How
to
Market
to
the
Invisible
70%
Stage:
Solu?on
Search
Understand
how
peers
solved
the
problem
Where:
Trade
publica7ons,
search
engines,
blogs,
referrals,
social
media,
relevant
market
places
What:
Create
awareness
and
posi7on
your
Contacts/Leads
company/product
as
a
possible
solu7on
Marketing
Marketing
Buyers’
How:
SEO,
case
studies,
referral
program,
videos,
Journey
webinars,
press
releases,
display
Solu&on
Search
Call
to
ac&on:
Read
the
case
study,
watch
the
video,
learn
more,
register
for
the
webinar
What
to
measure:
Views,
visits
to
case
study
pages,
referring
keywords,
impressions,
referring
sites,
conversion
pages
©2011 Third Door Media, Inc.
20. How
to
Market
to
the
Invisible
70%
Stage:
Evalua?on
Select
approach,
evaluate
alterna7ves
and
short-‐list
Where:
SEO
&
PPC,
website,
relevant
market
places,
3rd
party
sites,
partner
What:
Demonstrate
how
your
product/company
can
provide
a
solu7on
to
the
problem
Contacts/Leads
Evalua&on
How:
Case
studies,
demo,
videos,
public
valida7on
Marketing
Marketing
Buyers’
(awards,
current
customers),
customer
tes7monials
Journey
Call
to
ac&on:
Personalized
demonstra7on,
contact
us
What
to
measure:
Number
of
demo
requests,
visits
to
product
page
on
website,
views
of
demo
video,
partner
site
inquires,
visits
from
market
place,
visits
from
referring
keywords
and
campaigns
©2011 Third Door Media, Inc.
22. How
to
Market
to
the
Invisible
70%
Opportunities
Sales Stage:
Valida?on
Contact
vendors
and
validate
selec7on
decision
Where:
Website,
your
social
pages,
your
public
profiles
Valida&on
What:
Prove
that
your
company/product
can
deliver
on
its
promise
to
solve
the
problem
Contacts/Leads
Marketing
Marketing
Buyers’
How:
Free
trial,
ROI
calculator,
case
studies,
Journey
customer
tes7monials
Call
to
ac&on:
Start
your
free
trial,
get
a
free
sample
What
to
measure:
Free
trials
signups,
lead
source,
visit
referal
type,
conversion
pages,
referring
keywords,
referring
campaign
©2011 Third Door Media, Inc.
23. How
to
Market
to
the
Invisible
70%
Opportunities
Sales
Buyer
Enablement:
1. Be where your audience is
2. Provide value and build
your brand
Purchase
3. Stay top of mind
Valida&on
4. Align call-to-action with
stage and place
Contacts/Leads
Evalua&on
5. Make your value
Marketing
Marketing
Buyers’
proposition clear and
Journey
consistent
Solu&on
6. Make it easy to reach out
Search
and learn more
Problem
7. Know what’s working
Defini&on
©2011 Third Door Media, Inc.
24. Closing the Loop
» Search
Indicators
» Referring
Keywords
» Referring
Search
Engines
» Referring
Sites
» Social
Indicators
» Likes,
Shares,
Comments
» Re-‐tweets
and
Followers
» Social
Influence
» Business
Indicators
» Pageviews
» Visitors
» Conversion
» Revenue
©2011 Third Door Media, Inc.
25. Key Takeaways
• Buying is social, trust-based, self-directed and transparent
• Social has fundamentally changed how companies market
and sell
• Only by aligning marketing assets to buyer behavior can you
drive revenue
• The "experience" is as important a purchase criteria as the
product's capability
• Marketing is a mix, you need to use all tools available to
reach your audience where they are
• Aligning call to action and tactic with Buyers' Journey stage is
crucial for success
• Tracking and measurement isn't about a specific stage, it's
about the entire journey
©2011 Third Door Media, Inc.
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©2011 Third Door Media, Inc.