Benchmarking The Buyers Journey

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Demand Gen Report's first session of the Lead LifeCycle Series sponsored by LeadMD
#LLCSeries

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Benchmarking The Buyers Journey

  1. 1. Session sponsored by! #LLCseries   Benchmarking the Buyers Journey! !
  2. 2. #LLCseries   Questions / ON24 Logistics ! •  Download  this  white  paper.   •  View  our  podcast.   •  Take  our  assessment   •  …  
  3. 3. #LLCseries   Follow  this  webinar  on  Twi>er   #LLCseries     Demand  Gen  Report:   @DG_Report   LeadMD:   @myleadmd  
  4. 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. 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. 6. #LLCseries   Panelists! Moderator   JusRn  Gray,   CEO,   Lead  MD     Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  7. 7. Benchmarking the Buyers Journey Aligning buying behavior to your revenue model Justin Gray, CEO July 21, 2014
  8. 8. 7/21/148 Speaker Intro Benchmarking: The Value of LeadMD JusFn  Gray   CEO,  LeadMD            @jgrayma-er              /in/leadmd                            jgray@leadmd.com       LeadMD              @myleadmd              /company/leadmd-­‐inc.                  leadmd.com/blog      
  9. 9. 7/21/149 Outline for Today Benchmarking: The Value of LeadMD §  Understanding Buyer Behavior §  Mapping Behavior to Revenue Models §  Benchmarking Your Results §  Buyer Persona Specific Models §  Lip Service: The Barriers to Revenue Modeling §  Questions
  10. 10. UNDERSTANDING BUYERS How we build trust 7/21/14Presentation Title10
  11. 11. Traditional Buying Concept 7/21/14Presentation Title11
  12. 12. Look Familiar? 7/21/14Presentation Title12
  13. 13. How we really buy 7/21/14Presentation Title13
  14. 14. MAPPING BEHAVIOR Buyer journeys & Marketing’s Effect on the Journey 7/21/14Presentation Title14
  15. 15. Duh! The Role of Perception: 7/21/14Presentation Title15
  16. 16. A.I.D.A. §  Awareness – the customer is aware of the existence of a product or service §  Interest – actively expressing an interest in a product group §  Desire – aspiring to a particular brand or product §  Action – taking the next step towards purchasing the chosen product 7/21/14Presentation Title16
  17. 17. Combine the Two Models §  Buyers Process .vs Marketers Process 7/21/14Presentation Title17
  18. 18. Traditional Terms Have Value §  Create Uniform Definitions –  Initial Consideration §  (MAL): Marketing Accepted Leads §  MQL: Marketing Qualified Leads –  Active Evaluation §  SAL: Sales Accepted Leads §  SQL: Sales Qualified Leads –  Pipeline Stages –  Purchase §  Customers §  Lost Opportunities 7/21/14Presentation Title18
  19. 19. 7/21/1419 7/21/1419 BENCHMARK LeadMD'Metrics'Matrix Client'Lead'Data'Analysis Company'Business'Name:'XXXXXXXX Project'Start'Date:'September'1,'2014 Metric Baseline Target Total'Revenue'(Current'Quarter) $2,343,750.00 $3,431,250.00 Average'Deal'Size $25,000.00 $25,000.00 Average'Length'of'Sales'Cycle'(Days) 90 90 #'of'Quarterly'Inquiries 3000 3050 Inquiry'to'MQL'Conversion'% 25% 30% MQL'to'SAL'Conversion'% 50% 60% SAL'to'SQL'Conversion'% 50% 50% SQL'to'Close/Win'Conversion'% 50% 50% Conversion'Metrics Revenue'Indicators Projected'Revenue: 3,431,250.00$''''''''''''''''' LeadMD'Lift'from'Target: $1,087,500.00 Benchmarking: The Value of LeadMD
  20. 20. PERSONA REVENUE PATHS All buying journeys are not equal 7/21/14Presentation Title20
  21. 21. The Constant Between Models 7/21/14Presentation Title21 Content Research MarketingEffectiveness
  22. 22. Research Models §  Company vs Consumer §  Initial Awareness –  Company Driven §  Active Evaluation –  Consumer Driven §  Social Interaction §  Online Data Gathering §  Word of Mouth 7/21/14Presentation Title22
  23. 23. AVOIDING LIP SERVICE When push comes to shove 7/21/14Presentation Title23
  24. 24. Barriers to Success 7/21/14Presentation Title24
  25. 25. Murder by Numbers §  Only 22% of marketers use analytics to manage campaigns(beagle) §  Only 38% of marketers have a single view of interaction with content across digital touchpoints(forrester) §  82% of Marketers report being incented on lead volume (leadmd) §  Only 27% of B2B leads are sales-ready when first generated(marketing sherpa) 7/21/14Presentation Title25
  26. 26. The Final Blow § 90% of business buyers say when they’re ready to buy, they’ll find you(DemandGen Report) 7/21/14Presentation Title26
  27. 27. The Conversation Continues 7/21/14Presentation Title27
  28. 28. Final Thoughts §  We have to change our thinking §  We need seek out the conversation §  We need to focus on nurture §  We need to evaluate the model 7/21/14Presentation Title28
  29. 29. QUESTIONS Open forum 7/21/14Presentation Title29
  30. 30. 7/21/1430 Benchmarking: The Value of LeadMD
  31. 31. #LLCseries   Q&A // Panelists! Moderator   JusRn  Gray,   CEO,   Lead  MD     Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  32. 32. #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  
  33. 33. #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  

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