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
Session sponsored by!
#LLCseries
Guide Prospects Through the Buying Journey with Better Tracking & Targeting!
#LLCseries
Questions / ON24 Logistics !
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Marketo: @Marketo
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About Demand Gen Report!
@DG_Report http://linkd.in/DG_Specialists
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Panelists!Moderator
Michael Berger, Director of Product MarkeRng,
Marketo
Andrew Gaffney, Editor,
Demand Gen Report
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Guide Prospects Through the Buying Journey
Michael Berger Director of Product MarkeHng Marketo
© 2014 Marketo, Inc. Proprietary and ConfidenRal
2 Related Concepts
Buyer’s Journey • Understand the buyer and
their buying process • Create the right message,
right Hme, right place
© 2014 Marketo, Inc. Proprietary and ConfidenRal
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
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Journey Research Phase
Who
Role
Why
Pain
How
Process
When
Timing
Where
Research
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
When
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Stages
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Why
Where
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Stages + Content Strategy
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Awareness Educational Entertaining
Help Buyer’s Find You, Help Build a Case
Why Marketo?
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Ignorance is Bliss
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Sponsored email from Healthcare Management Online with eBook offer “Digital Marketing and Privacy in Healthcare”
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Nurture with Relevant Top of Funnel Content
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Send Analyst Report on Marketing Automation
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Marketing Automation Buyer’s Kit offered upon inbound web visit
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Send Relevant Healthcare Case Studies
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Buyer Journey
EARLY MID LATE
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Yay, they purchase Marketo!
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Unaware or
Complacent Awareness
Loosening of Status
Quo
Committing to Change
Exploring Solutions Evaluation Selection
Anon
ymou
s
Nam
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Enga
ged
Targ
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Opp
ortu
nity
Cust
omer
MQ
L
SQL
EARLY MID LATE STAGE
EARLY MID LATE CONTENT
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Anon
ymou
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Nam
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Enga
ged
Targ
et
Opp
ortu
nity
Cust
omer
MQ
L
SQL
Anon
ymou
s
Nam
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Enga
ged
Targ
et
Opp
ortu
nity
Cust
omer
MQ
L
SQL
Anon
ymou
s
Nam
e
Enga
ged
Targ
et
Opp
ortu
nity
Cust
omer
MQ
L
SQL
Anon
ymou
s
Nam
e
Enga
ged
Targ
et
Opp
ortu
nity
Cust
omer
MQ
L
SQL
EARLY MID
LATE
© 2014 Marketo, Inc. Proprietary and ConfidenRal
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)
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Examples
• Personalized web experience • Personalized nurture • Personalized sales engagement
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Build Journey
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Define Journey Transitions
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Define Journey Transitions
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Define Buyers/Segments
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Add them to Nurture
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Add them to Nurture
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Personalized Nurture
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Adapt Nurture off Journey
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Define Nurture Transitions
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Measure Success
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
© 2014 Marketo, Inc. Proprietary and ConfidenRal
Any Questions?
• Thank You!
#LLCseries
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!!
Make sure to a>end the next session in the Lead LifeCycle Series:
h>p://dg-‐r.co/lls14