Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

10 Ways To Reduce Friction In Your Buyer’s Journey

22 views

Published on

Access the full event here: https://event.on24.com/wcc/r/1965161/AB28ADC9AC8E3C6B6BAEFEA3E8D1D9E9

"Improve conversion rates and move prospects down the funnel faster – that’s always the goal, but it’s easier said than done. Tweaking a subject line here and a landing page there doesn’t cut it when the modern Netflix-watching B2B buyer behaves more and more like a consumer every day. They expect personalized, frictionless experiences like they get in their B2C lives.

Marketers: it’s time to meet these rising expectations. Join Demand Gen Report and PathFactory to learn how to remove barriers and reduce friction throughout your buyer’s path to purchase. And explore the tactics and tools marketers use to better enable buyers to self-educate at every stage of their journey. "

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

10 Ways To Reduce Friction In Your Buyer’s Journey

  1. 1. #COSeries Welcome – We’ll Be Starting at 12:00 PM (ET) • Audio will stream through your computer or mobile device speakers. No dial-in is available or required. Please ensure that your speakers are turned on. • Should slides or video appear to freeze during the webcast, please try refreshing your browser • For other technical issues, please access the Help widget (?) at the bottom of the screen • This webcast will be recorded, and you will receive a link to the on-demand version via email • Stay tuned for Q&A at the end. Please use the Q&A widget to ask your questions at any time • Please download today’s available resources by clicking on each item in the Resource List Thank You for Joining Us
  2. 2. #COSeries 10 Ways To Reduce Friction In Your Buyer’s Journey SPONSORED BY:
  3. 3. #COSeries Follow This Webinar on LinkedIn & Twitter #COSeries Demand Gen Report: @DG_Report Andrew Gaffney: @AGaffney PathFactory: @PathFactory Elle Woulfe: @EllehWoulfe
  4. 4. #COSeries #COSeries Prize Pack: Register & Attend to Win Sign Up For & Attend All #COSeries Webinars For Your Best Chance To Win! • $5 Starbucks Gift Cards – 1 Winner Per Session • Free Pass to #B2BSMX 2019 or #B2BMX20 – 1 Winner Per Day • Apple AirPods – 1 Winner Per Series Earn 1 automatic entry when you register and a second entry when you attend each webcast live.
  5. 5. #COSeries Questions, Tweets & Resources Submit your questions here Download today’s resources Join the conversation #COSeries
  6. 6. #COSeries Panelists Elle Woulfe VP of Marketing PathFactory @Ellehwoulfe Evan Doyle Demand Gen Manager PathFactory @PathFactory Andrew Gaffney Editorial Director Demand Gen Report @AGaffney
  7. 7. 10 Ways To Reduce Friction In Your Buyer’s Journey Elle Woulfe, VP of Marketing Evan Doyle, Demand Gen Manager
  8. 8. B2B Buyers Have B2C Expectations
  9. 9. The On-Demand World lets people get things done in a frictionless way.
  10. 10. Revenue Momentum Killers More stakeholders per deal Longer buying cycles More content to sift through More alternatives to consider FRICTION COMPLEXITY+
  11. 11. HOW BUYE RS S PE ND THE IR TIME Source: Gartner
  12. 12. And they will do that research independent of you
  13. 13. 81% of Millennial & Gen X decision makers didn’t download a piece of content because they didn’t want to fill out the form. “Millennials and Gen X Decision-Makers Achieving More Together”, LinkedIn Marketing Solutions Blog, March 2017 MA R KE TE RS CR EATE F R IC TIO N
  14. 14. Demand Gen Report 2019 Content Preferences Study BUYE RS CR AV E LES S F R IC TIO N 97% Of buyers said the quality of vendor content could be improved by packaging related content together and making it easier to access.
  15. 15. We need to enable B2B buyers whenever and wherever they engage and help them buy.
  16. 16. 1. Give more content per click 10 Ways to Reduce Friction in Your Buyers Journey
  17. 17. Heading Two Think of every channel you’re either earning or paying for a click.
  18. 18. 2. Use engagement data to recommend content 10 Ways to Reduce Friction in Your Buyers Journey
  19. 19. A TALE OF 2 NETFLIX ACCOUNTS Evan Doyle Demand Gen Manager Interested in horror movies Elle Woulfe VP of Marketing Interested in…My Little Pony?
  20. 20. 3. Cut back your clicks 10 Ways to Reduce Friction in Your Buyers Journey
  21. 21. Click CTA on Website Sound familiar? Fill out form on additional LP Open email “Thank you, check your inbox!” Download the PDF
  22. 22. 4. Earn your form fills 10 Ways to Reduce Friction in Your Buyers Journey
  23. 23. 81% of Millennial & Gen X decision makers didn’t download a piece of content because they didn’t want to fill out the form. “Millennials and Gen X Decision-Makers Achieving More Together”, LinkedIn Marketing Solutions Blog, March 2017
  24. 24. FREE. SAMPLES.
  25. 25. 5. Act on engagement 10 Ways to Reduce Friction in Your Buyers Journey
  26. 26. Heading Two Think of every channel you’re using to gain and measure engagement.
  27. 27. 👀
  28. 28. 👀
  29. 29. We have better relationships with B2C companies because they are better listeners.
  30. 30. Their funnel stage just changed They spent 20 minutes on an eBook They clicked a couple emails
  31. 31. Heading Two Syndicated Analyst Report • High value • A long read
  32. 32. 6. Don’t drip your nurture 10 Ways to Reduce Friction in Your Buyers Journey
  33. 33. Week 1 Week 2 Week 3 Week 4
  34. 34. Week 1 Week 2 Week 3 Week 4
  35. 35. Week 1 Week 2 Week 3 Week 4
  36. 36. Week 1 Week 2 Week 3 Week 4 Week 5
  37. 37. Week 1 Week 2 Week 3 Week 4
  38. 38. 7. Enable self-service 10 Ways to Reduce Friction in Your Buyers Journey
  39. 39. Heading Two A resource center is not self serve.
  40. 40. 8. Speak their language 10 Ways to Reduce Friction in Your Buyers Journey
  41. 41. Your database is a collection of individuals Industry A Job Function A Seniority A Industry B Job Function B Seniority B Industry C Job Function A Seniority C
  42. 42. But your database is ready to be bucketed Industry A Job Function A Seniority A Industry B Job Function B Seniority B Industry C Job Function A Seniority C
  43. 43. 1. 2. 3. What we personalized Subject line Email copy Post-click content offering
  44. 44. 1. 2. 3. Demand Generation Persona Digital Marketing Persona General Persona Who we personalized for
  45. 45. 1. 2. 3. [Webinar] Demand gen’s big personalization problem [Webinar] Digital marketing’s big personalization problem [Webinar] B2B’s big personalization problem Subject line
  46. 46. 1. 2. 3. [Webinar] B2B’s big personalization problem Subject line 15% Higher Open Rate
  47. 47. 1. 2. 3. During this webinar, I’ll dive deep into methods for creating scalable, responsive on-demand experiences that achieve more engagement and are proven to convert quicker and more often. During this webinar, I’ll take a deep dive into methods for creating relevant and responsive on-demand experiences to guide buyers along their path-to-purchase and how to mine the data making it all possible. During this webinar, I’ll take a deep dive into methods for creating relevant and responsive on-demand experiences to guide buyers along their path-to-purchase and how to mine the data making it all possible. Body copy
  48. 48. 1. 2. 3. During this webinar, I’ll take a deep dive into methods for creating relevant and responsive on-demand experiences to guide buyers along their path-to-purchase and how to mine the data making it all possible. Body copy 20% Higher Click Through Rate
  49. 49. Demand Gen Digital Marketing General Persona
  50. 50. Demand Gen Digital Marketing General Persona 21.4% Binge Rate 16.7% Binge Rate 8.9% Binge Rate
  51. 51. 9. Speak when spoken to 10 Ways to Reduce Friction in Your Buyers Journey
  52. 52. Our blog bot is equipped to capture subscriptions and recommend content
  53. 53. 10. Have some fun! 10 Ways to Reduce Friction in Your Buyers Journey
  54. 54. An opt in long ago, in an email far, far away
  55. 55. Success Rates of Large Sends with Opt-In CTA Average : 1.53% GDPR Opt-In: 4.50%
  56. 56. It performed 194% better than our average campaign
  57. 57. We won a Killer Content Award!
  58. 58. 1. Give more per click 2. Use engagement to recommend content 3. Cut back your clicks 4. Earn your form fills 5. Act on engagement 6. Don’t drip your nurture 7. Enable self service 8. Speak their language 9. Speak when spoken to 10. Have fun!
  59. 59. Allows the buyer to binge consume information Relevant real-time content recommendations Marries machine learning and manual curation “Give to get” CTAs Content and channel agnostic A Framework for Enabling B2B Buyers Content Insight & Activation Engine
  60. 60. THE BE NE F ITS O F E NA BLING YO UR BUYE R Create higher quality demand that converts better. Get out of the way of the buyer so they can move faster. Get better return from channels and programs. IMPROVE CONVERSION REDUCE CYCLE TIMES OPTIMIZE MARKETING SPEND
  61. 61. CO NTE NT INS IGHT & AC TIVATIO N Buyer Enablement Buyer Behavior
  62. 62. #COSeries Q&A // Panelists Elle Woulfe VP of Marketing PathFactory @Ellehwoulfe Evan Doyle Demand Gen Manager PathFactory @PathFactory Andrew Gaffney Editorial Director Demand Gen Report @AGaffney
  63. 63. #COSeries
  64. 64. #COSeries Register for more sessions now thru April 26th Join Our Next Session: Break Through The B2B Noise http://webinars.demandgenreport.com/campaign-optimization-series/2019/ April 23rd 12:00 PM Eastern

×