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Accelerate The Buyer Journey

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Accelerate The Buyer Journey Talk Track

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Accelerate The Buyer Journey

  1. 1. 5# conex @ randyfrisch ACCELERATE THE BUYER JOURNEY RANDY FRISCH C M O & C O - F O U N D E R O F U B E R F L I P
  2. 2. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
  3. 3. 5# conex @ randyfrisch GREAT EXPERIENCES THE INFINTE SCROLL
  4. 4. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
  5. 5. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
  6. 6. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
  7. 7. 5# conex @ randyfrisch RANDY FRISCH | @RandyFrisch
  8. 8. 5# conex @ randyfrisch
  9. 9. 5# conex @ randyfrisch A SHORT JOURNEY AKA NO STREAM ONLY 1 IN 3 B2B Marketing Websites ENCOURAGE HIGH CONTENT ENGAGEMENT Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
  10. 10. 5# conex @ randyfrisch THE BUYER JOURNEY IS FUELED BY CONTENT Content Purpose Rank Usage Brand Awareness 1 76.00% LeadGeneration 2 71.70% Customer Education 3 58.70% Sales Enablement 4 57.20% Buyer Education 5 53.00% Product Releases 6 52.30% Event Follow-up 7 50.20% Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
  11. 11. 5# conex @ randyfrisch CONTENT MARKETERS CREATE CONTENT DEMAND OWNS CONTENT
  12. 12. 5# conex @ randyfrisch DEMAND OWNS CONTENT WEBSITES SOCIAL EMAIL AD SPEND SALES REPS CONTENT ON HOMEPAGE LINK OUT TO CONTENT CTA TO CONTENT CLICK TO CONTENT EDUCATE WITH CONTENT ENGAGE WITH DIGITAL MARKETER SOCIAL MEDIA MARKETER DEMAND GEN MARKETER DEMAND GEN MARKETER ABM / ENABLEMENT MARKETER WHO OWNS
  13. 13. 5# conex @ randyfrisch
  14. 14. 5# conex @ randyfrisch ONE PIECE OF CONTENT AT A TIME IS NOT ENOUGH7-12 pieces of content
  15. 15. 5# conex @ randyfrisch 82% RESEARCH 18% TALK TO VENDORS VENDORS HAVE A SMALL SLICE OF BUYERS’ TIME Gartner, 2018 What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
  16. 16. 5# conex @ randyfrisch I NEED TO ACCELERATE THE BUYER JOURNEY
  17. 17. 5# conex @ randyfrisch G O T O MARKE T
  18. 18. 5# conex @ randyfrisch T O G O MARKE T
  19. 19. 5# conex @ randyfrisch T O G O MARKE T abm demand inbound sales enablement
  20. 20. 5# conex @ randyfrisch content
  21. 21. 5# conex @ randyfrisch whyhow what contentgrowthhow will we go to market? abm tierengage demand sales outreach social email retargeting inbound sales enablement content experien
  22. 22. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm segment: sales rep by product line engage demand email signature inbound sales enablement
  23. 23. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: sales rep by product line engage email signature sales enablement
  24. 24. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: sales rep by product line engage email signature sales enablement
  25. 25. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm segment: region revenue persona engage demand webinars SEO emailinbound sales enablement
  26. 26. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: region revenue persona engage webinars SEO email demand
  27. 27. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? segment: region revenue persona engage webinars SEO email demand
  28. 28. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage demand email signatures direct mail display ads inbound sales enablement LinkedIn
  29. 29. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
  30. 30. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
  31. 31. 5# conex @ randyfrisch whyhow what content experiencgrowthhow will we go to market? abm 2000 accounts engage email signatures direct mail display ads LinkedIn
  32. 32. 5# conex @ randyfrisch DEALS 2x AS LIKELY TO CLOSE 3x DEAL SIZE
  33. 33. 5# conex @ randyfrisch PERSONALIZED CONTENT EXPERIENCE WINS
  34. 34. 5# conex @ randyfrisch HOW DO YOU JUSTIFY THIS AS A PRIORITY? of B2B buyers expect a personalized buying experience 79% of marketers see improvements due to personalization, with more than half reporting a lift greater than 10% 88% believe their efforts to personalize their content have been ineffective 54% Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content Evergage Press release: New Evergage Study Shows Compelling Personalization Benefits Instacart 68 Personalization Statistics Every Digital Advertiser Must Keep In Mind
  35. 35. 5# conex @ randyfrisch MOST CHALLENGING FACTORS OF PERSONALIZATION Content Purpose Rank Usage Takes too many resources 1 42.20% Takes too much time 2 36.00% Current tech stack doesnot support 3 32.90% Levelof personalization wewant isn’t scalable 4 31.10% Requires expertise we don’t have available 5 30.40% Don’t know where tostart 6 17.30% # conex @ randyfrisch Heinz Marketing, The New Marketing Standard: How Today’s Successful B2B Marketers Accelerate the Buyer’s journey with Content
  36. 36. 5# conex @ randyfrisch EXPERIENCE $ DATA $$$ SALESPEOPLE $$$$$$ DISTRIBUTION
  37. 37. 5# conex @ randyfrisch EXPERIENCE $
  38. 38. 5# conex @ randyfrisch EXPERIENCE $$$ INVEST IN EXPERIENCE OR DON’T SPEND A SINGLE DOLLAR @ randyfrisch Thank You

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