Guide Prospects Through The Buying Journey With Better Tracking & Targeting
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Demand Gen Report's Lead LifeCycle Series presented by Marketo #LLCSeries
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Guide Prospects Through The Buying Journey With Better Tracking & Targeting
- 1. Session sponsored by! #LLCseries Guide Prospects Through the Buying Journey with Better Tracking & Targeting!
- 2. #LLCseries Questions / ON24 Logistics ! • Download this white paper. • View our podcast. • Take our assessment • …
- 3. #LLCseries Follow this webinar on Twi>er #LLCseries Demand Gen Report: @DG_Report Marketo: @Marketo
- 4. #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
- 5. #LLCseries About Demand Gen Report! @DG_Report http://linkd.in/DG_Specialists • Launched in 2007 to track best pracRces in lead generaRon • Newsle>er has grown to more than 28,000 readers • We also offer a menu of research and best pracRces reports • New audio/video podcasts at DemandGenReport.com
- 6. #LLCseries Panelists! Moderator Michael Berger, Director of Product MarkeRng, Marketo Andrew Gaffney, Editor, Demand Gen Report
- 7. © 2014 Marketo, Inc. Proprietary and ConfidenRal Guide Prospects Through the Buying Journey Michael Berger Director of Product MarkeHng Marketo
- 8. © 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
- 9. © 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
- 10. © 2014 Marketo, Inc. Proprietary and ConfidenRal Journey Research Phase Who Role Why Pain How Process When Timing Where Research
- 11. © 2014 Marketo, Inc. Proprietary and ConfidenRal Buyer Journey Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection When
- 12. © 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
- 13. © 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
- 14. © 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?
- 15. © 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
- 16. © 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”
- 17. © 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
- 18. © 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
- 19. © 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
- 20. © 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
- 21. © 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!
- 22. © 2014 Marketo, Inc. Proprietary and ConfidenRal Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation SelectionAnonymous Name Engaged Target Opportunity Customer MQL SQL EARLY MID LATE STAGE EARLY MID LATE CONTENT
- 23. © 2014 Marketo, Inc. Proprietary and ConfidenRal Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL EARLY MID LATE
- 24. © 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)
- 25. © 2014 Marketo, Inc. Proprietary and ConfidenRal Examples • Personalized web experience • Personalized nurture • Personalized sales engagement
- 26. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 27. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 28. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 29. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 30. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 31. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 32. © 2014 Marketo, Inc. Proprietary and ConfidenRal Build Journey
- 33. © 2014 Marketo, Inc. Proprietary and ConfidenRal Define Journey Transitions
- 34. © 2014 Marketo, Inc. Proprietary and ConfidenRal Define Journey Transitions
- 35. © 2014 Marketo, Inc. Proprietary and ConfidenRal Define Buyers/Segments
- 36. © 2014 Marketo, Inc. Proprietary and ConfidenRal Add them to Nurture
- 37. © 2014 Marketo, Inc. Proprietary and ConfidenRal Add them to Nurture
- 38. © 2014 Marketo, Inc. Proprietary and ConfidenRal Personalized Nurture
- 39. © 2014 Marketo, Inc. Proprietary and ConfidenRal Adapt Nurture off Journey
- 40. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 41. © 2014 Marketo, Inc. Proprietary and ConfidenRal Define Nurture Transitions
- 42. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 43. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 44. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 45. © 2014 Marketo, Inc. Proprietary and ConfidenRal Measure Success
- 46. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 47. © 2014 Marketo, Inc. Proprietary and ConfidenRal
- 48. © 2014 Marketo, Inc. Proprietary and ConfidenRal Any Questions? • Thank You!
- 49. #LLCseries Q & A // Panelists! Moderator Michael Berger, Director of Product MarkeRng, Marketo Andrew Gaffney, Editor, Demand Gen Report
- 50. #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
- 51. #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