1. From
Capture
to
Close
The
Buyer’s
Journey

2. Today’s
Presenters
Sam
Boush
President,
Lead
Lizard
Josh
Thorngren
Dir.
Strategic
Services,
Lead
Lizard
Lizandro
Mascot,
Lead
Lizard

3. The
Buyer’s
Journey
• What
is
the
Buyer’s
Journey?
• The
Buyer’s
Journey
as
a
Framework
• The
new
landscape
of
research
and
purchase
consideraGon

4. Research
• Research
to
Point
of
Purchase
– MarkeGng
AutomaGon
– Customer
Interviews
– Sales

5. Database
Hygiene
• Start
with
clean
data
• Data
deep-­‐dive
• Gain
insights
from:
– CRM
– MarkeGng
AutomaGon
– Web
AnalyGcs
• Measure
improvement

6. Map
the
Journey
“Everybody’s
different.
You
can’t
assume
everyone
starts
out
at
stage
one
and
walks
through
the
remaining
stages.
Making
it
easy
to
find
different
types
of
content
will
help
prospects
opt
in
at
the
appropriate
stage.”
-­‐
Mathew
Sweezey,
MarkeGng
AutomaGon
Evangelist
Pardot,
a
salesforce.com
company

7. Align
with
Sales
• Buyer
Personas
• Response
to
online
behaviors
• IdenGfy
stages

8. Map
the
Journey
•
•
•
•
IdenGfy
travelers
Chart
the
landscape
Learn
how
decisions
are
made
Follow
journey
past
purchase

9. Who’s
passing
the
baton?
• Pay
aWenGon
to
who
engaged
• Map
out
recent
customers

10. Map
Content
• Early
Stage
– Infographic,
White
Paper,
ArGcle
• Mid
Stage
– Case
Study,
Demo
Video,
Analyst
Report
• Late
Stage
– Pricesheet,
ROI
Calculator,
Feature
Guide

11. Nurture
Tracks
• Map
tracks
to
stages
in
buyer’s
journey
• Segment
by
buyer
persona

12. QuesGons?

13. Demand
GeneraGon
Best
PracGces
Sam
Boush
–
President
sam@leadlizard.com
Josh
Thorngren
–
Dir.
Strategic
Services
josh@leadlizard.com

14. Lead
Lizard
on
Social
Media
Facebook
facebook.com/LeadLizard
LinkedIn
linkedin.com/company/lead-­‐lizard/
TwiWer
twiWer.com/LeadLizard

15. Buyer’s
Journey
Resources
• Pardot
Materials
Buyer’s
Journey
Scoring:
hWp://bit.ly/18jxGzz
Buyer’s
Journey
Funnel:
hWp://bit.ly/173BHIx
• Lead
Lizard
Materials
Buyer’s
Journey
White
Paper:
hWp://bit.ly/17uxPue