Your Buyer’s Journey in 6 Steps
Who are your stakeholders?
Champions
and/or SponsorsKey Stakeholders who champion the initiative.
The
Supporting Cast
How will they support?Who are they? How will they support?Who are they?Marketing
Your Buyer’s Journey in 6 Steps1
What do you know about your buyers?Your Buyer’s Journey in 6 Steps2
Example Client Interview Questions:
What prompted your purchase?
How long was each phase of the buying process
(early, mid, late stages)?
What was the most valuable information needed at each stage
to advance to the next stage?
What format did you wish to receive information in?
At what stage was marketing most important?
When did you first engage with sales?
What sources did you turn to for information gathering?
What do you know about your buyers?Your Buyer’s Journey in 6 Steps2
What 3 observations come to mind about the needs of your customers?
What sources of information can you leverage?
Building your buyer’s journeyYour Buyer’s Journey in 6 Steps3
What questions is
your persona asking
at each stage?
What is your
persona’s motivation
at each stage?
Key messages and
value propositions
Most likely to respond
to…(list offers)
PurchaseLearn JustifyEvaluateInterest
Source: Eloqua
3 Your Buyer’s Journey in 6 Steps
Content by Stage
Questions they
may be asking:
• What do they offer?
• Are their customers achieving success?
• Do they fit my need?
• Do I have a problem?
• Can I describe it?
• What exactly do I need?
• Where do I begin my search?
• How can I get more information?
• Do they meet my expectations?
• How do they compare
against competitors?
• Is Company viable?
• Why should I choose?
• Leading, solid product / company?
• Recommended by customers and analysts?
• Meets or exceeds my need?
• How can I easily
purchase?
• Can I purchase via Web site?
• Who can I call?
• Why buy now?
Evaluate PurchaseLearn JustifyInterest
Search Begins Solutions
Identified
Solutions Evaluated
Against Needs
Short List
Assembled
Selection Made
Target’s State
Of Mind:
• Loosening the Status Quo
• Justifying a decision• Committing to a vendor• Committing to Change
Campaign
Goals:
• Traffic / time on site
• Downloads
• Inbound Links / SEO
• Fans / followers
• Mentions / share
• Contact acquisition
• Open / click-through
• Inquiries
• Form submission
• Funnel conversion (qualified leads)
• Qualified Leads
• Sales Accepted Leads
• Sales Qualified Opportunities
• Active pipeline
• Qualified Leads
• Active pipeline
• Speed to Close
• Closed/won
• Speed to Close
• Closed/won
• Customer for Life
Source: Eloqua
• Purchasing decision
3 Your Buyer’s Journey in 6 Steps
Content by Stage (examples)
• Company website
• ebooks
• Presentations
• Data sheets
• Video demos
• Educational tips
• Switching case studies
• Company white papers
• Company videos
• Webinars
• Industry reports
• Third-party case studies
• Company case studies
• By industry
• By solution
• By geo
• Press releases
• Glossaries
• Syndicated content
• Customer stories
• Videos
• Blogs – yours or 3rd party
• 3rd -party content
• Slideshows
• Thought leadership
• Editorials / news stories
• Trend studies
• Education guides / how-to
• Benchmark comparisons
• Online communities
• Infographics
• Quizzes / widgets
• Cartoons / entertainment
• Curated lists
• Newsletters
• Features / benefits
• Press releases
• Competitive comparisons
• Technical white papers
• Pilot solutions
• Online demos
• Hosted events
• Telesales scripts
• Customer communities
• Needs assessments
• Trial offers
• Solution configurator
• eNewsletters
• Architecture diagrams
• Analyst white papers
• Customer testimonials / references
• Reference checklists
• TCO analysis
• Customer events
• ROI calculators
• Industry awards / reviews
• Ask the expert forums
• 1800# provided
• eCommerce
• Where to buy locator
• Promotions or incentives
Post-sale
• Loyalty program
• Customer portal
• Best practices
• Customer presentations
• Cross-sell / up-sell
Evaluate PurchaseLearn JustifyInterest
Search
Begins
Solutions
Identified
Solutions Evaluated
Against Needs
Short List
Assembled
Selection
Made
Source: Eloqua
Develop the StrategyYour Buyer’s Journey in 6 Steps4
BrandWhat are the core values of the
Marketing team?
What is the bold vision?
What goals must be set to achieve
this vision?Business
What impact should Marketing
have on the business?
How will success be measured?
What is the long-term vision
for marketing? BuildWhat activities will Marketing
tackle to create impact?
What strategic projects will ”move
the needle” in a substantial way?
What is the cost and revenue
impact on the business? Reflect, Revisit & Revise
What were the ”did wells" and
”do betters"? Ask and answer this
question regularly and often.
What is Your Strategy?Your Buyer’s Journey in 6 Steps5
Partner By WhenWho
Campaign strategy
Asset identification
Copy writing
Design
Asset development
List development
Campaign execution
Measurement
Key Performance MetricsYour Buyer’s Journey in 6 Steps
Below are ten key performance metrics that you can leverage to measure your buyer’s journey on a monthly basis:
Qualify
1 Total Unique Traffic
2Social Media Reach (Organic + Paid)
Engage
3 Bounce Rate
4 Time on Site
5 Page Depth
6Engagement Rate (Organic vs. Paid)
7 Total Followers
8 Read and CTR
Convert
9Leads generated (Organic vs. Paid)
10 Cost per Lead
6
Key Performance MetricsYour Buyer’s Journey in 6 Steps
6Below are five key Revenue Marketing Metrics that you can leverage to measure your buyer’s journey on a monthly basis:
Revenue Marketing Metrics
1 # of MQLs sent to sales.
2 % of MQLs sent to sales that convert into opportunities.
3 % if those opportunities that convert to close.
4 Average # of days to close.
5 Marketing’s contribution to overall pipeline.
6 Sales revenue linked to marketing efforts.