webinar: how to personalize your b2b buying experience · 2019-06-27 · how to personalize your...
TRANSCRIPT
How To Personalize Your B2B Buying Experience(And Get Customers To Love You Like They Love Amazon, Netflix, and Spotify)
Webinar:
+
Your Presenters:
Chris VandermarelDirector of Product MarketingPathFactory
Mark Kilens VP of Content and CommunityDrift
Fun Facts:
• 5+ year Marketo Power User, Career Marketer
• Father of three (under 2 y/o)• Leafs Fan (boo Bruins)
Fun Facts:
• Invented a snowmaking machine• Was flying planes before driving• Bruins fan (boo Leafs)
How did you make your last considered
purchase?
I was an
Enabled Buyer
I was an Enabled Buyer
• How?
• Immediately had access to all the information I needed• Specs, Pictures, Video, Location, Options, Reviews, Comparisons
• Seamlessly moved from one piece of content to the next• Didn’t need to fill out any forms• Didn’t need to wait (hours) for a salesperson to follow-up• The Sales Person could personalize their conversation with me
The On-Demand World lets people get things done in a frictionless way.
And enables them by matching supply with demand in real-time.
Creating An Educated Buyer
The Average Amount of Content a Buyer Consumes Before Making a Purchase Decision.
10.4 Pieces
Google Zero Moment of Truth Study, 2011
Heading Two
Meet Steve.Steve is your buyer.
STEVE
eBook
What happens today?
Website Form No More Content
Wait Sales Call
B2B Doesn’t Work Like That
81%of Millennial & Gen X decision makers didn’t download a piece of content because they didn’t want to fill out the form.
“Millennials and Gen X Decision-Makers Achieving More Together”, LinkedIn Marketing Solutions Blog, March 2017
MARKETERS CREATE FRICTION
HOW BUYERS SPEND THEIR TIME
Source: Gartner
Stop Marketing at Prospects.
Start Helping Them Buy.
How Would this Look, Ideally?
How To Start & Have More Conversations
Proactively engage website visitors, drive webinar registrations, encourage content downloads, and engage sales prospects with personalized, proactive messaging.
Quickly understand buyer needs through one-to-one conversations to determine buyer intent and qualification.
Appropriately recommending actions to buyers and customers through one-to-one conversations at all stages of your marketing and sales funnel.
How would this look?
The Steve ChannelSTEVE IS YOUR NEXT B2B BUYER
- Hyper-relevant, real-time recommendations
- Packaged content Steve cares about
- Letting him binge in the moment
- Learn more about Steve all the time
(Active Content)
THE BENEFITS OF ENABLING YOUR BUYER
Create higher quality demand that
converts better.
Get out of the way of the buyer so they can
move faster.
Get better return from channels and
programs.
IMPROVE CONVERSION
REDUCE CYCLE TIMES
OPTIMIZE MARKETING SPEND
See Your Next Campaign in a Content Track
pathfactory.com/demo
FREE WEBSITE ASSESSMENT
https://now.drift.click/t/assessment
THANK YOU
Remove friction for the B2B Buyer