Upload
optify
View
3.451
Download
0
Tags:
Embed Size (px)
DESCRIPTION
More than 70% of B2B purchase cycles are self-directed, trust-based, social — and invisible to vendors and suppliers. Buyers place more importance on the lifetime experience than the purchase, and they expect to realize value long before they purchase your solution. These days, it’s about the journey, not the ultimate purchase.So how do you reach these 70% to influence their buying decisions – when they haven’t visited your site yet?On December 6, 2011, Optify and Search Marketing hosted a free webcast on how to market along the buyer’s journey. The live webcast was led by Erez Barak, VP of Products and co-founder at Optify, and Christine Crandell, President of New Business Strategies, a marketing strategy consulting firm. Following the presentation, the speakers participated in a Q&A session gathered from the webinar attendees.Watch the webcast to learn:How to identify the stages of the Buyer’s JourneyHow to align marketing and sales to the Buyer’s JourneyWhy companies can accelerate their revenue cycle with this approachThe full recording and Q&A are available here -http://www.optify.net/webinars/marketing-along-the-buyers-journey/?preview=true&preview_id=28240&preview_nonce=07821c66ee
Citation preview
©2011 Third Door Media, Inc.
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.
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.
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.
Chris&ne Crandell, President,
New Business Strategies
Chris&ne Crandell is a B2B marke&ng and strategy 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.
3%
70% of buy cycle is complete before Sales is engaged
Forrester 2011
of sales interactions are considered worthwhile by prospects
Forrester 2011
Some Stats to Consider…
50% of sales teams achieve quota DemandCon 2011
©2011 Third Door Media, Inc.
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.
Buyers‘ Journey
Buyer Influence Circle
2
1 3
1. Buyer Enablement • Higher quality
leads 2. Purchase
Valida?on • Faster revenue
cycles 3. Buyer Engagement
• Earlier & wider adop?on
©2011 Third Door Media, Inc.
Buyers’ Journey
Evalua&on
Valida&on
Solu&on Search
Problem Defini&on
Buyer Enablement:
• Problem Defini&on Commitment to solving the problem
• Solu&on Search Understand how Peers solved the problem
• Evalua&on Select approach, evaluate alterna?ves and short-‐list
• Valida&on CONTACT vendors and validate selec?on decision
©2011 Third Door Media, Inc.
Buyers’ Journey
Evaluation
Validation Purchase
Value Delivery
Nurture & Retain
Value Streams
Expanded Adop&on
Evangelism
Solution Search
Problem Definition
Buyer Engagement:
• Value Delivery Customer onboarding and ini?al value
• Nurture & Retain Consistent expected experience
• Value Streams Deliver expected value beyond solu?on ROI
• Expanded Adop&on Expected experience and value drives adop?on
• Evangelism Unprompted WOM of your value!
©2011 Third Door Media, Inc.
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.
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.
Custom
er Experience
Mar
ketin
g
Buyers’ Journey
Evaluation
Validation
Purchase Value Delivery
Nurture & Retain
Value Streams
Expanded Adop&on
Evangelism
Solution Search
Problem Definition
Sales
Con
tact
s/Le
ads
Opportunities
Custom
ers and Advocates
Buyers‘ Journey in your Organiza&on
©2011 Third Door Media, Inc.
Buyers’ Journey
Evalua&on
Valida&on
Solu&on Search
Problem Defini&on
Buyer Enablement – The Invisible 70%
Mar
ketin
g Sales
Purchase
Con
tact
s/Le
ads
Opportunities
Mar
ketin
g Buyer Enablement:
• 70% of the buy cycle is complete before Sales is engaged
• Inclusion or exclusion in buyer’s short list
• Company percep?on and first impression are set
• Expecta?ons for solu?on are set
• Educa?on of audience occurs
©2011 Third Door Media, Inc.
How to Market to the Invisible 70%
©2011 Third Door Media, Inc.
Problem Definition
©2011 Third Door Media, Inc.
Buyers’ Journey
Problem Defini&on
How to Market to the Invisible 70%
Mar
ketin
g
Con
tact
s/Le
ads
Mar
ketin
g 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 and missed opportuni7es How: Research, studies, case studies, Q&A, content crea7on and syndica7on, webinars Call to ac&on: free analysis, download content What to measure: Downloads, returned visitors, followers, fans, traffic from referral, referring keywords
©2011 Third Door Media, Inc.
Solution Search
©2011 Third Door Media, Inc.
Buyers’ Journey
Solu&on Search
How to Market to the Invisible 70%
Mar
ketin
g
Con
tact
s/Le
ads
Mar
ketin
g 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 company/product as a possible solu7on How: SEO, case studies, referral program, videos, webinars, press releases, display 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.
Evaluation
©2011 Third Door Media, Inc.
Buyers’ Journey
Evalua&on
How to Market to the Invisible 70%
Mar
ketin
g
Con
tact
s/Le
ads
Mar
ketin
g 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 How: Case studies, demo, videos, public valida7on (awards, current customers), customer tes7monials 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.
Validation
©2011 Third Door Media, Inc.
Buyers’ Journey
Valida&on
How to Market to the Invisible 70%
Mar
ketin
g Sales
Con
tact
s/Le
ads
Opportunities
Mar
ketin
g Stage: Valida?on Contact vendors and validate selec7on decision Where: Website, your social pages, your public profiles What: Prove that your company/product can deliver on its promise to solve the problem How: Free trial, ROI calculator, case studies, 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.
Buyers’ Journey
Evalua&on
Valida&on
Solu&on Search
Problem Defini&on
How to Market to the Invisible 70%
Mar
ketin
g Sales
Purchase
Con
tact
s/Le
ads
Opportunities
Mar
ketin
g Buyer Enablement: 1. Be where your audience is 2. Provide value and build
your brand 3. Stay top of mind 4. Align call-to-action with
stage and place 5. Make your value
proposition clear and consistent
6. Make it easy to reach out and learn more
7. Know what’s working
©2011 Third Door Media, Inc.
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.
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.
Optify – Marketing in Real Time » Founded in 2008 and publicly released in March 2010,
now has over 3,000 accounts » Enables marketers to drive more traffic and leads with
SEO and social media, convert visitors to customers, and measure and share results
» Optify customers see over 100% increase in organic traffic and over 300% increase in leads in less than 4 months
» Resources: » Featured customers and testimonials are available at
www.optify.net/customer-testimonials/ ,or read our case studies at www.optify.net/category/case-studies/
» We offer 4 Editions www.optify.net/editions-pricing/ and a 14-day free trial www.optify.net/sign-up/
» Learn more at www.optify.net