connecting your customer journey to see more success€¦ · connecting your customer journey to...
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Connecting Your Customer Journey to See More Success
Dayna Rothman
VP of Marketing and Sales
Development
BrightFunnel
@dayroth
Today’s buyers are:
Multi-channel Multi-device Part of a decision team
The role of marketing has changed.
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Marketers own more of the buyer journey than even before.
Lead Generation:
Paid programs and ads
Events
Webinars/Virtual Events
Website/content
Social
SEO
Marketers Do a Lot!
Funnel Acceleration:
Database blasts
Email nurturing
Account-Based Marketing
Accelerator programs
Retargeting ads
Brand Awareness:
Social
Content
Events
Blog
Influencer marketing
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Making sense of the data enables you to orchestrate the buyers journey and show marketing’s impact on revenue.
This leads to a lot of data.
The “Marketing Holy Grail” is to turn the buyer journey into a science by sending the right message, to the right person, at
the right time.
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But, this can be a challenge. Marketers often operate in the dark.
Consider the typical B2B Buyer Journey
6 people involved in the decision process
Cycle Duration: 250 Days
75 Marketing Touches
Ads Email Blog Website Ebook Webinar Datasheet Event Demo Email Roadshow Whitepaper Blog Ebook Webinar
Account
Opportunity
$370K Deal
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Your CRM doesn’t tell the whole story
6 people involved in the decision process
Cycle Duration: 250 Days
75 Marketing Touches
Ads Email Blog Website Ebook Webinar Datasheet Event Demo Email Roadshow Whitepaper Blog Ebook Webinar
Account
Opportunity
$370K Deal
There is much more to the buyer journey
6 people involved in the decision process
Cycle Duration: 250 Days
75 Marketing Touches
Ads Email Blog Website Ebook Webinar Datasheet Event Demo Email Roadshow Whitepaper Blog Ebook Webinar
Account
Opportunity
$370K Deal
Email Email Ads Blog Website Ebook Blog Ebook Webinar Webinar Whitepaper Event Demo Datasheet Roadshow
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What Should You Track to Orchestrate the Buyer
Journey? • First touch attribution—what brings people into your funnel
• Multi-touch attribution—what accelerates people through your funnel
• Last-touch attribution—what converts people to become customers
• Velocity—how fast a piece of content, a channel, or a campaign moves people through your funnel
• Full account analysis—how everything adds up in order to determine the best path to sale
How Can You Set Yourself Up for Success?
Benchmark current program performance and buyer journey
Set goals for your programs and your team
Implement technology that makes attribution possible—attribution platforms, marketing automation, CRM
Ensure a 1:1 sync across all of your tools
Communicate key initiatives and goals to stakeholders
Focus on change management across your entire marketing team
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How Does a Buyer Journey Begin?
• Key First-Touch Metrics: • Leads generated
• MQLs sourced
• SAL/SQL sourced
• Website traffic
• Pipeline/opp sourced
• Revenue/deal sourced
• Data Segmentation: • Target accounts
• Region
• Company size
• Revenue
• Title
First-Touch Analysis for Channels and Campaigns
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How Does a Buyer Move Through Your Sales Funnel?
• Key Multi-Touch Metrics: • Attributed pipeline
• Attributed revenue
• Lead touches
• Opp touches
• Deal touches
• Data Segmentation: • Target accounts
• Region
• Company size
• Revenue
• Title
Multi-Touch Analysis for Channels and Campaigns
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What Completes a Buyer Journey?
• Key Last-Touch Metrics • Last touch pipeline
• Last touch revenue
• Opp touches
• Data Segmentation: • Target accounts
• Region
• Company size
• Revenue
• Title
Last-Touch Analysis for Channels and Campaigns
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Data Segmentation is a Key Piece of the Puzzle
Database accounts vs. target accounts
How Do I move Buyers Through the Funnel Faster?
• Key Metrics: • Channel and
campaign velocity
• Lead-to-opp days
• Opp-to-deal days
• Lead-to-deal days
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Now it’s time to put it all together to determine the optimal buyer journey.
First Things First: Map Your Buyer Journey to Your Sales
Funnel
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Do an Opportunity and Account Analysis
• Make sure that you connect all leads and contacts to an account
• Look at full journey—including all influencers in decision cycle
• Look at trends in: • The order of what content is downloaded
• What channels and campaigns were effective in what areas of the funnel (first-touch vs. multi-touch)
• How fast certain campaigns move leads down the funnel
• How sales activity integrates into the overall buyer journey
A Closed/Won Opportunity Journey
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Analyze the Opportunity by Channel and Role
Putting it All Together
• Track engagement per account and segment
• Know what works for bringing people in and accelerating them through your funnel
• Know what works for different roles and titles, and know which roles and titles typically engage with what content, channels, and programs
• Know the velocity of different channel types and campaigns
• Orchestrate the ideal buyer journey based on results
• Constantly keep testing and optimizing!
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Buyer Journey Example
Based on 6 month cohort: • First-Touch (TOFU):
1. Content Syndication: ABM Ebook
• Multi-Touch (MOFU): 1. ADR Outreach 2. Website Visit: Definitive
Guide to Multi-Touch Attribution
3. Email Nurture 4. Internal Webinar 5. Email Call for Demo: $50
Amazon GC
• Multi-Touch (BOFU): 1. Tradeshow: Sirius Decisions 2. Direct Mail: Cookie
Campaign 3. Field Event: Dinner 4. Content: Invoca Case Study
• Last Touch (BOFU)
1. ADR/AE Outreach 2. Content: Buyer Guide
5 Key Takeaways
1. The holy grail of marketing is turning the buyer journey into a science
2. Orchestrate your customer journey by leveraging data and analytics
3. Look at single-touch and multi-touch attribution to know what to say and when to say it
4. Determine the best path-to-sale by looking at full account analyses across your target accounts and opps
5. Constantly keep testing and optimizing for success!