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Guide Prospects Through The Buying Journey With Better Tracking & Targeting

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Demand Gen Report's Lead LifeCycle Series presented by Marketo …

Demand Gen Report's Lead LifeCycle Series presented by Marketo

#LLCSeries

Published in: Marketing

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  • 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