Guide Prospects Through the Buying Journey with Marketing Automation
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The document discusses guiding prospects through the buying journey. It describes understanding where buyers are in their process and sending them the right messages at the right time. It outlines the different stages buyers go through from unaware to purchase. It also discusses personalizing communications based on what is known about buyers from their behaviors and other data. The goal is to move buyers through the stages using nurtured, personalized communications until they make a purchase.
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Guide Prospects Through the Buying Journey with Marketing Automation
- 1. © 2014 Marketo, Inc. Proprietary and Confidential Guide Prospects Through the Buying Journey Michael Berger Director of Product Marketing Marketo
- 2. © 2014 Marketo, Inc. Proprietary and Confidential 2 Related Concepts Buyer’s Journey • Understand the buyer and their buying process • Create the right message, right time, right place
- 3. © 2014 Marketo, Inc. Proprietary and Confidential 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 timing Revenue Model (Funnel) • How we track marketing performance at the aggregate level
- 4. © 2014 Marketo, Inc. Proprietary and Confidential Journey Research Phase Who Role Why Pain How Process When Timing Where Research
- 5. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection When
- 6. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Stages EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection
- 7. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Why Where
- 8. © 2014 Marketo, Inc. Proprietary and Confidential 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?
- 9. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Ignorance is Bliss
- 10. © 2014 Marketo, Inc. Proprietary and Confidential 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”
- 11. © 2014 Marketo, Inc. Proprietary and Confidential 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
- 12. © 2014 Marketo, Inc. Proprietary and Confidential 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
- 13. © 2014 Marketo, Inc. Proprietary and Confidential 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
- 14. © 2014 Marketo, Inc. Proprietary and Confidential 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
- 15. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Yay, they purchase Marketo!
- 16. © 2014 Marketo, Inc. Proprietary and Confidential Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation SelectionAnonymous Name Engaged Target Opportunity Customer MQL SQL EARLY MID LATESTAGE EARLY MID LATECONTENT
- 17. © 2014 Marketo, Inc. Proprietary and Confidential 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
- 18. © 2014 Marketo, Inc. Proprietary and Confidential Personalization Enablers Inferred Information (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)
- 19. © 2014 Marketo, Inc. Proprietary and Confidential Examples • Personalized web experience • Personalized nurture • Personalized sales engagement
- 20. © 2014 Marketo, Inc. Proprietary and Confidential
- 21. © 2014 Marketo, Inc. Proprietary and Confidential
- 22. © 2014 Marketo, Inc. Proprietary and Confidential
- 23. © 2014 Marketo, Inc. Proprietary and Confidential
- 24. © 2014 Marketo, Inc. Proprietary and Confidential
- 25. © 2014 Marketo, Inc. Proprietary and Confidential
- 26. © 2014 Marketo, Inc. Proprietary and Confidential Build Journey
- 27. © 2014 Marketo, Inc. Proprietary and Confidential Define Journey Transitions
- 28. © 2014 Marketo, Inc. Proprietary and Confidential Define Journey Transitions
- 29. © 2014 Marketo, Inc. Proprietary and Confidential Define Buyers/Segments
- 30. © 2014 Marketo, Inc. Proprietary and Confidential Add them to Nurture
- 31. © 2014 Marketo, Inc. Proprietary and Confidential Add them to Nurture
- 32. © 2014 Marketo, Inc. Proprietary and Confidential Personalized Nurture
- 33. © 2014 Marketo, Inc. Proprietary and Confidential Adapt Nurture off Journey
- 34. © 2014 Marketo, Inc. Proprietary and Confidential
- 35. © 2014 Marketo, Inc. Proprietary and Confidential Define Nurture Transitions
- 36. © 2014 Marketo, Inc. Proprietary and Confidential
- 37. © 2014 Marketo, Inc. Proprietary and Confidential
- 38. © 2014 Marketo, Inc. Proprietary and Confidential
- 39. © 2014 Marketo, Inc. Proprietary and Confidential Measure Success
- 40. © 2014 Marketo, Inc. Proprietary and Confidential
- 41. © 2014 Marketo, Inc. Proprietary and Confidential
- 42. © 2014 Marketo, Inc. Proprietary and Confidential Any Questions? • Thank You!
Hinweis der Redaktion
- Who researches, influences or selects? Is there a typical buying process? Where do they
- We hear a lot about “right message to the right person at the right time”, well that’s really what personalizing a buyer’s journey is all about. So how does the system help a marketer do this at scale