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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

Email

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!

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Ask me anything at the Post-Presentation Huddle!

dayna@brightfunnel.com