Guide Prospects Through The Buying Journey With Better Tracking & Targeting

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Guide Prospects Through the Buying Journey with Better Tracking & Targeting!

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Panelists!Moderator

Michael Berger, Director of Product MarkeRng,

Marketo

Andrew Gaffney, Editor,

Demand Gen Report

© 2014 Marketo, Inc. Proprietary and ConfidenRal

Guide Prospects Through the Buying Journey

Michael Berger Director of Product MarkeHng Marketo


2 Related Concepts

Buyer’s Journey •  Understand the buyer and

their buying process •  Create the right message,

right Hme, right place


Main Concepts

Buyer Journey •  Understand the buyer and their buying process •  Message content and place

Buying Stage •  Where the buyer is along the Buying Journey •  Message Hming

Revenue Model (Funnel) •  How we track markeHng performance at the aggregate level


Journey Research Phase

Who

Role

Why

Pain

How

Process

When

Timing

Where

Research


Buyer Journey

Unaware or

Complacent Awareness

Loosening of Status

Quo

Committing to Change

Exploring Solutions Evaluation Selection

When


Buyer Stages

EARLY MID LATE

Unaware or


Loosening of Status

Quo




Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Why

Where


Buyer Stages + Content Strategy

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Awareness Educational Entertaining

Help Buyer’s Find You, Help Build a Case

Why Marketo?


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Ignorance is Bliss


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Sponsored email from Healthcare Management Online with eBook offer “Digital Marketing and Privacy in Healthcare”


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Nurture with Relevant Top of Funnel Content


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Send Analyst Report on Marketing Automation


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Marketing Automation Buyer’s Kit offered upon inbound web visit


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Send Relevant Healthcare Case Studies


Buyer Journey

EARLY MID LATE

Unaware or


Loosening of Status

Quo



Yay, they purchase Marketo!


Unaware or


Loosening of Status

Quo



Anon

ymou

s

Nam

e

Enga

ged

Targ

et

Opp

ortu

nity

Cust

omer

MQ

L

SQL

EARLY MID LATE STAGE

EARLY MID LATE CONTENT


Anon

ymou

s

Nam

e

Enga

ged

Targ

et

Opp

ortu

nity

Cust

omer

MQ

L

SQL

Anon

ymou

s

Nam

e

Enga

ged

Targ

et

Opp

ortu

nity

Cust

omer

MQ

L

SQL

Anon

ymou

s

Nam

e

Enga

ged

Targ

et

Opp

ortu

nity

Cust

omer

MQ

L

SQL

Anon

ymou

s

Nam

e

Enga

ged

Targ

et

Opp

ortu

nity

Cust

omer

MQ

L

SQL

EARLY MID

LATE


Personalization Enablers

Inferred InformaHon (e.g. IP address) +

Demographic (e.g. Job Title) +

Firmographic (e.g. Company Size) +

External Data Value Changes (e.g. CRM) +

Behaviors (e.g. Web Visits)


Examples

•  Personalized web experience •  Personalized nurture •  Personalized sales engagement








Build Journey


Define Journey Transitions


Define Journey Transitions


Define Buyers/Segments


Add them to Nurture


Add them to Nurture


Personalized Nurture


Adapt Nurture off Journey



Define Nurture Transitions





Measure Success




Any Questions?

•  Thank You!

#LLCseries

Q & A // Panelists!Moderator

Michael Berger, Director of Product MarkeRng,

Marketo

Andrew Gaffney, Editor,

Demand Gen Report

#LLCseries

Lead LifeCycle Series Prize Box!

Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher

the chance at winning one of these awesome prizes!

See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

#LLCseries

Thanks for attending this session!!

Make sure to a>end the next session in the Lead LifeCycle Series:

h>p://dg-‐r.co/lls14