0
Session sponsored by!
#LLCseries	
  
Guide Prospects
Through the Buying
Journey with Better
Tracking & Targeting!
#LLCseries	
  
Questions / ON24 Logistics !
•	
  Download	
  this	
  white	
  paper.	
  
•	
  View	
  our	
  podcast.	
  
...
#LLCseries	
  
Follow	
  this	
  webinar	
  on	
  Twi>er	
  
#LLCseries	
  	
  
Demand	
  Gen	
  Report:	
   @DG_Report	
 ...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
About Demand Gen Report!
@DG_Report
http://linkd.in/DG_Specialists
•  Launched	
  in	
  2007	
  to	
  track...
#LLCseries	
  
Panelists!
Moderator	
  
Michael	
  Berger,	
  
Director	
  of	
  Product	
  MarkeRng,	
  
Marketo	
  	
  
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Guide Prospects Through the Buying
Journey
Michael	
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
2 Related Concepts
Buyer’s	
  Journey	
  
•  Underst...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Main Concepts
Buyer	
  Journey	
  
•  Understand	
  ...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Journey Research Phase
Who
Role
Why
Pain
How
Process...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
Unaware
or
Complacent
Awareness
Loosen...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Stages
EARLY	
   MID	
   LATE	
  
Unaware
or
C...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Stages + Content Strategy
EARLY	
   MID	
   LA...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Buyer Journey
EARLY	
   MID	
   LATE	
  
Unaware
or
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Unaware
or
Complacent
Awareness
Loosening
of Status
...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Anonymous
Name
Engaged
Target
Opportunity
Customer
M...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Personalization Enablers
Inferred	
  InformaHon	
  (...
©	
  2014	
  Marketo,	
  Inc.	
  Proprietary	
  and	
  ConfidenRal	
  
Examples
•  Personalized	
  web	
  experience	
  
• ...
©	
  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...
#LLCseries	
  
Lead LifeCycle Series Prize Box!
Register,	
  a>end	
  and	
  tweet	
  the	
  Lead	
  LifeCycle	
  Series	
...
#LLCseries	
  
Thanks for attending this session!!
Make	
  sure	
  to	
  a>end	
  the	
  next	
  session	
  in	
  the	
  L...
Upcoming SlideShare
Loading in...5
×

Guide Prospects Through The Buying Journey With Better Tracking & Targeting

215

Published on

Demand Gen Report's Lead LifeCycle Series presented by Marketo

#LLCSeries

Published in: Marketing
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
215
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Transcript of "Guide Prospects Through The Buying Journey With Better Tracking & Targeting"

  1. 1. Session sponsored by! #LLCseries   Guide Prospects Through the Buying Journey with Better Tracking & Targeting!
  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   Marketo:   @Marketo  
  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   Michael  Berger,   Director  of  Product  MarkeRng,   Marketo       Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  7. 7. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Guide Prospects Through the Buying Journey Michael  Berger   Director  of  Product  MarkeHng   Marketo  
  8. 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. 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. 10. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Journey Research Phase Who Role Why Pain How Process When Timing Where Research
  11. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Examples •  Personalized  web  experience   •  Personalized  nurture   •  Personalized  sales  engagement  
  26. 26. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  27. 27. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  28. 28. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  29. 29. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  30. 30. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  31. 31. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  32. 32. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Build Journey
  33. 33. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Define Journey Transitions
  34. 34. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Define Journey Transitions
  35. 35. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Define Buyers/Segments
  36. 36. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Add them to Nurture
  37. 37. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Add them to Nurture
  38. 38. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Personalized Nurture
  39. 39. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Adapt Nurture off Journey
  40. 40. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  41. 41. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Define Nurture Transitions
  42. 42. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  43. 43. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  44. 44. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  45. 45. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Measure Success
  46. 46. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  47. 47. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal  
  48. 48. ©  2014  Marketo,  Inc.  Proprietary  and  ConfidenRal   Any Questions? •  Thank  You!  
  49. 49. #LLCseries   Q & A // Panelists! Moderator   Michael  Berger,   Director  of  Product  MarkeRng,   Marketo       Andrew  Gaffney,     Editor,   Demand  Gen  Report    
  50. 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. 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  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×