Guide Prospects Through The Buying Journey With Better Tracking & Targeting

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Guide Prospects Through the Buying Journey with Better Tracking & Targeting!

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Panelists!Moderator

Michael Berger, Director of Product MarkeRng,

Marketo

Andrew Gaffney, Editor,

Demand Gen Report

Guide Prospects Through the Buying Journey

Michael Berger Director of Product MarkeHng Marketo

2 Related Concepts

Buyer’s Journey •  Understand the buyer and

their buying process •  Create the right message,

right Hme, right place

Main Concepts

Buyer Journey •  Understand the buyer and their buying process •  Message content and place

Buying Stage •  Where the buyer is along the Buying Journey •  Message Hming

Revenue Model (Funnel) •  How we track markeHng performance at the aggregate level

Journey Research Phase

Process

Timing

Research

Buyer Journey

Unaware or

Complacent Awareness

Loosening of Status

Committing to Change

Exploring Solutions Evaluation Selection

Buyer Stages

EARLY MID LATE

Unaware or

Loosening of Status

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Buyer Stages + Content Strategy

EARLY MID LATE

Unaware or

Loosening of Status

Awareness Educational Entertaining

Help Buyer’s Find You, Help Build a Case

Why Marketo?

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Ignorance is Bliss

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Sponsored email from Healthcare Management Online with eBook offer “Digital Marketing and Privacy in Healthcare”

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Nurture with Relevant Top of Funnel Content

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Send Analyst Report on Marketing Automation

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Marketing Automation Buyer’s Kit offered upon inbound web visit

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Send Relevant Healthcare Case Studies

Buyer Journey

EARLY MID LATE

Unaware or

Loosening of Status

Yay, they purchase Marketo!

Unaware or

Loosening of Status

EARLY MID LATE STAGE

EARLY MID LATE CONTENT

EARLY MID

Personalization Enablers

Inferred InformaHon (e.g. IP address) +

Demographic (e.g. Job Title) +

Firmographic (e.g. Company Size) +

External Data Value Changes (e.g. CRM) +

Behaviors (e.g. Web Visits)

Examples

•  Personalized web experience •  Personalized nurture •  Personalized sales engagement

Build Journey

Define Journey Transitions

Define Buyers/Segments

Add them to Nurture

Personalized Nurture

Adapt Nurture off Journey

Define Nurture Transitions

Measure Success

Any Questions?

•  Thank You!

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Q & A // Panelists!Moderator

Michael Berger, Director of Product MarkeRng,

Marketo

Andrew Gaffney, Editor,

Demand Gen Report

#LLCseries

Lead LifeCycle Series Prize Box!

Register, a>end and tweet the Lead LifeCycle Series sessions using the #LLCseries hashtag to be entered into the Prize Box giveaway! The more sessions you a>end and tweet, the higher

the chance at winning one of these awesome prizes!

See the full contest details and rules at: h>p://www3.demandgenreport.com/lls14/contest-‐rules.html

#LLCseries

Thanks for attending this session!!

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Guide Prospects Through The Buying Journey With Better Tracking & Targeting

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Transcript of Guide Prospects Through The Buying Journey With Better Tracking & Targeting

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