From	
  Capture	
  to	
  Close	
  

The	
  Buyer’s	
  Journey	
  
Today’s	
  Presenters	
  
Sam	
  Boush	
  
President,	
  Lead	
  Lizard	
  

	
  
Josh	
  Thorngren	
  
Dir.	
  Strategic	...
The	
  Buyer’s	
  Journey	
  
•  What	
  is	
  the	
  Buyer’s	
  Journey?	
  
•  The	
  Buyer’s	
  Journey	
  as	
  a	
  
...
Research	
  
•  Research	
  to	
  Point	
  of	
  Purchase	
  
–  MarkeGng	
  AutomaGon	
  
–  Customer	
  Interviews	
  
–...
Database	
  Hygiene	
  
•  Start	
  with	
  clean	
  data	
  
•  Data	
  deep-­‐dive	
  
•  Gain	
  insights	
  from:	
  
...
Map	
  the	
  Journey	
  
“Everybody’s	
  different.	
  You	
  can’t	
  assume	
  
everyone	
  starts	
  out	
  at	
  stage...
Align	
  with	
  Sales	
  
•  Buyer	
  Personas	
  
•  Response	
  to	
  online	
  behaviors	
  
•  IdenGfy	
  stages	
  
Map	
  the	
  Journey	
  
• 
• 
• 
• 

IdenGfy	
  travelers	
  
Chart	
  the	
  landscape	
  
Learn	
  how	
  decisions	
 ...
Who’s	
  passing	
  the	
  baton?	
  
•  Pay	
  aWenGon	
  to	
  who	
  engaged	
  
•  Map	
  out	
  recent	
  customers	
...
Map	
  Content	
  
•  Early	
  Stage	
  
–  Infographic,	
  White	
  Paper,	
  ArGcle	
  

	
  

•  Mid	
  Stage	
  
–  Ca...
Nurture	
  Tracks	
  
•  Map	
  tracks	
  to	
  stages	
  in	
  
buyer’s	
  journey	
  
•  Segment	
  by	
  buyer	
  perso...
QuesGons?	
  
Demand	
  GeneraGon	
  Best	
  PracGces	
  
	
  	
  
Sam	
  Boush	
  –	
  President	
  
sam@leadlizard.com	
  
	
  
Josh	
...
Lead	
  Lizard	
  on	
  Social	
  Media	
  
Facebook	
  
facebook.com/LeadLizard	
  

	
  
LinkedIn	
  
linkedin.com/compa...
Buyer’s	
  Journey	
  Resources	
  
•  Pardot	
  Materials	
  
Buyer’s	
  Journey	
  Scoring:	
  hWp://bit.ly/18jxGzz	
  	...
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From Capture to Close - The Buyer's Journey

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Transcript of "From Capture to Close - The Buyer's Journey"

  1. 1. From  Capture  to  Close   The  Buyer’s  Journey  
  2. 2. Today’s  Presenters   Sam  Boush   President,  Lead  Lizard     Josh  Thorngren   Dir.  Strategic  Services,  Lead  Lizard     Lizandro   Mascot,  Lead  Lizard  
  3. 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. 4. Research   •  Research  to  Point  of  Purchase   –  MarkeGng  AutomaGon   –  Customer  Interviews   –  Sales  
  5. 5. Database  Hygiene   •  Start  with  clean  data   •  Data  deep-­‐dive   •  Gain  insights  from:   –  CRM   –  MarkeGng  AutomaGon     –  Web  AnalyGcs   •  Measure  improvement  
  6. 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. 7. Align  with  Sales   •  Buyer  Personas   •  Response  to  online  behaviors   •  IdenGfy  stages  
  8. 8. Map  the  Journey   •  •  •  •  IdenGfy  travelers   Chart  the  landscape   Learn  how  decisions  are  made   Follow  journey  past  purchase  
  9. 9. Who’s  passing  the  baton?   •  Pay  aWenGon  to  who  engaged   •  Map  out  recent  customers  
  10. 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. 11. Nurture  Tracks   •  Map  tracks  to  stages  in   buyer’s  journey   •  Segment  by  buyer  persona  
  12. 12. QuesGons?  
  13. 13. Demand  GeneraGon  Best  PracGces       Sam  Boush  –  President   sam@leadlizard.com     Josh  Thorngren  –  Dir.  Strategic  Services   josh@leadlizard.com      
  14. 14. Lead  Lizard  on  Social  Media   Facebook   facebook.com/LeadLizard     LinkedIn   linkedin.com/company/lead-­‐lizard/     TwiWer   twiWer.com/LeadLizard        
  15. 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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