Marketing Along the Buyers' Journey

©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.

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