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From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
From Capture to Close - The Buyer's Journey
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From Capture to Close - The Buyer's Journey

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  • 1. From  Capture  to  Close   The  Buyer’s  Journey  
  • 2. Today’s  Presenters   Sam  Boush   President,  Lead  Lizard     Josh  Thorngren   Dir.  Strategic  Services,  Lead  Lizard     Lizandro   Mascot,  Lead  Lizard  
  • 3. The  Buyer’s  Journey   •  What  is  the  Buyer’s  Journey?   •  The  Buyer’s  Journey  as  a   Framework   •  The  new  landscape  of   research  and  purchase   consideraGon  
  • 4. Research   •  Research  to  Point  of  Purchase   –  MarkeGng  AutomaGon   –  Customer  Interviews   –  Sales  
  • 5. Database  Hygiene   •  Start  with  clean  data   •  Data  deep-­‐dive   •  Gain  insights  from:   –  CRM   –  MarkeGng  AutomaGon     –  Web  AnalyGcs   •  Measure  improvement  
  • 6. Map  the  Journey   “Everybody’s  different.  You  can’t  assume   everyone  starts  out  at  stage  one  and  walks   through  the  remaining  stages.  Making  it  easy   to  find  different  types  of  content  will  help   prospects  opt  in  at  the  appropriate  stage.”                                  -­‐  Mathew  Sweezey,  MarkeGng  AutomaGon  Evangelist        Pardot,  a  salesforce.com  company  
  • 7. Align  with  Sales   •  Buyer  Personas   •  Response  to  online  behaviors   •  IdenGfy  stages  
  • 8. Map  the  Journey   •  •  •  •  IdenGfy  travelers   Chart  the  landscape   Learn  how  decisions  are  made   Follow  journey  past  purchase  
  • 9. Who’s  passing  the  baton?   •  Pay  aWenGon  to  who  engaged   •  Map  out  recent  customers  
  • 10. Map  Content   •  Early  Stage   –  Infographic,  White  Paper,  ArGcle     •  Mid  Stage   –  Case  Study,  Demo  Video,  Analyst  Report     •  Late  Stage   –  Pricesheet,  ROI  Calculator,  Feature  Guide  
  • 11. Nurture  Tracks   •  Map  tracks  to  stages  in   buyer’s  journey   •  Segment  by  buyer  persona  
  • 12. QuesGons?  
  • 13. Demand  GeneraGon  Best  PracGces       Sam  Boush  –  President   sam@leadlizard.com     Josh  Thorngren  –  Dir.  Strategic  Services   josh@leadlizard.com      
  • 14. Lead  Lizard  on  Social  Media   Facebook   facebook.com/LeadLizard     LinkedIn   linkedin.com/company/lead-­‐lizard/     TwiWer   twiWer.com/LeadLizard        
  • 15. Buyer’s  Journey  Resources   •  Pardot  Materials   Buyer’s  Journey  Scoring:  hWp://bit.ly/18jxGzz     Buyer’s  Journey  Funnel:  hWp://bit.ly/173BHIx       •  Lead  Lizard  Materials   Buyer’s  Journey  White  Paper:  hWp://bit.ly/17uxPue    

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