from capture to close - the buyer's journey
TRANSCRIPT
From Capture to Close
The Buyer’s Journey
Today’s Presenters
Sam Boush President, Lead Lizard
Josh Thorngren Dir. Strategic Services, Lead Lizard
Lizandro Mascot, Lead Lizard
The Buyer’s Journey
• What is the Buyer’s Journey? • The Buyer’s Journey as a Framework
• The new landscape of research and purchase consideraGon
Research
• Research to Point of Purchase – MarkeGng AutomaGon – Customer Interviews – Sales
Database Hygiene
• Start with clean data • Data deep-‐dive • Gain insights from: – CRM – MarkeGng AutomaGon – Web AnalyGcs
• Measure improvement
Map the Journey “Everybody’s different. You can’t assume everyone starts out at stage one and walks through the remaining stages. Making it easy to find different types of content will help prospects opt in at the appropriate stage.”
-‐ Mathew Sweezey, MarkeGng AutomaGon Evangelist Pardot, a salesforce.com company
Align with Sales
• Buyer Personas • Response to online behaviors • IdenGfy stages
Map the Journey
• IdenGfy travelers • Chart the landscape • Learn how decisions are made • Follow journey past purchase
Who’s passing the baton?
• Pay aWenGon to who engaged • Map out recent customers
Map Content
• Early Stage – Infographic, White Paper, ArGcle
• Mid Stage – Case Study, Demo Video, Analyst Report
• Late Stage – Pricesheet, ROI Calculator, Feature Guide
Nurture Tracks
• Map tracks to stages in buyer’s journey
• Segment by buyer persona
QuesGons?
Demand GeneraGon Best PracGces
Sam Boush – President [email protected] Josh Thorngren – Dir. Strategic Services [email protected]
Lead Lizard on Social Media
Facebook facebook.com/LeadLizard
LinkedIn linkedin.com/company/lead-‐lizard/
TwiWer twiWer.com/LeadLizard
Buyer’s Journey Resources
• Pardot Materials Buyer’s Journey Scoring: hWp://bit.ly/18jxGzz Buyer’s Journey Funnel: hWp://bit.ly/173BHIx
• Lead Lizard Materials Buyer’s Journey White Paper: hWp://bit.ly/17uxPue