[Webinar Slides] Align Your Marketing Mix to Your Buyers’ Journey: Solution Search Stage


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Following the successful webinar about the complete Buyers’ Journey, Erez Barak of Optify and Christine Crandell of New Business Strategies, partnered again to explore one of the most important stages in the Journey, the Solution Search.

The Buyers Journey is a set of organizing principles for aligning company functions and roles to enable, engage and establish enduring relationships with buyers. The Solution Search stage, a sub-stage of the Buyer Enablement stage, is where prospects are starting to research solutions, offering you the opportunity to be first in their mind. Companies that want to be included in the short list of alternative solutions must know how to market during this stage and what marketing tactics to use.

Watch this webinar to learn:
- An overview of the Buyers’ Journey
- The importance of the Solution Search stage of the Buyers’ Journey
- How to balance your marketing through the Solution search stage
- How to choose the right marketing tactics to be on the top of the list

Read more at: http://www.optify.net/webinars/align-marketing-mix-buyers-journey-solution-search-stage/

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[Webinar Slides] Align Your Marketing Mix to Your Buyers’ Journey: Solution Search Stage

  1. 1. Align  your  marke/ng  mix  to  your   Buyers  Journey:     Solu/on  Search  Stage   January  17,  2012-­‐  1  PM  EST   Speakers:     Chris/ne  Crandell,  New  Business  Strategies   Erez  Barak,  Op/fy  ©2012 Third Door Media, Inc.
  2. 2. New Rules There are no “Customers”, only “Buyers” Buyers are in control   Buying is social, self-directed, trust-based & transparent ‘Lifetime Harder and harder to ‘reach’ buying teams Experience’ is a key decider Experience disruptions result in disengagement©2012 Third Door Media, Inc.
  3. 3. What is the Buyers’ Journey? The Buyers’ Journey™ is a methodology that companies use to enable, engage and establish enduring, profitable relationships with buyers.©2012 Third Door Media, Inc.
  4. 4. Buyers‘  Journey   1.  Buyer  Enablement     •  Self-­‐directed  pre-­‐ purchase   2 inves<ga<on   2.  Purchase   Buyer     •  Valida<on  of   selec<on  decision   Influence   3.   Buyer  Engagement   Circle   1 3 •  Adop<on,   experience,  and   value  realiza<on  ©2012 Third Door Media, Inc.
  5. 5. Buyer  Enablement:     Valida/on   •     Problem  Defini/on   Commitment  to  solving   the  problem   Evalua/on   •     Solu/on  Search   Understand  how  Peers   Buyers’   solved  the  problem       Solu/on   Journey   •     Evalua/on   Search   Select  approach,  evaluate   alterna<ves  and  short-­‐list   Problem   •     Valida/on     Defini/on   CONTACT  vendors  and   validate  selec<on  decision    ©2012 Third Door Media, Inc.
  6. 6. Valida/on   Evalua/on   Buyers’   Solu/on   Journey   Search   Problem   Defini/on  ©2012 Third Door Media, Inc.
  7. 7. It’s All About the Homework Objec<ves:   •  Understand  root  cause   •  Learn  what  peers  did   Key  Ac<vi<es:   •  Gather  best  prac<ces   •  Collaborate  with  industry  peers   •  Understand  possible  outcomes   •  Discover  solu<on  alterna<ves    ©2012 Third Door Media, Inc.
  8. 8. Discover Their ‘Process’ Iden/fy Des/na/on Conversa/on Learned Ac/on  Taken©2012 Third Door Media, Inc.
  9. 9. Where Do They Go? Places     People   •  Blogs   •  Industry  peers   •  Webinars   •  Industry  analysts   •  Social  communi<es   •  Friends  and  colleagues   •  White  paper  websites   •  Networking  via  LinkedIn,  etc.   •  Conferences  &  Tradeshows   •  Consultant  websites  for   Decisions:   best  prac<ces   •  Desired  approach   •  Private  &  public  industry   •  Target  outcome   communi<es   •  Solu<on  Parameters   •  Success  metrics  ©2012 Third Door Media, Inc.
  10. 10. Where Do They Go? Industry Association LinkedIn Social Industry Community Analyst Webinar Somebody’s Uncle White Paper Media Site Blogs Online Demo©2012 Third Door Media, Inc.
  11. 11. Why Adopt the Buyers’ Journey? •  Accelerate sales by 3 to 5 times •  Reduce cost of sales by 30+%©2012 Third Door Media, Inc.
  12. 12. Solu/on  Search  in  Your  Words   Opportunities Sales Purchase Value   Validation Delivery   Customer Experience Customers and Advocates Marketing Contacts/Leads Nurture   Evaluation &  Retain   Buyers’   Solution Journey   Solution Search Value   Streams   Search Problem Expanded   Definition Adop/on   Evangelism  ©2012 Third Door Media, Inc.
  13. 13. Solu/on  Search  Key  Characteris/cs   Stage:  Solu<on  Search   Understand  how  peers  solved  the  problem     Where:  Trade  publica;ons,  search  engines,   blogs,  referrals,  social  media,  relevant  market   places     What:  Create  awareness  and  posi;on  your   Contacts/Leads company/product  as  a  possible  solu;on   Marketing Marketing   Buyers’   How:  SEO,  case  studies,  referral  program,  videos,   Journey   webinars,  press  releases,  display   Solu/on     Search   Call  to  ac/on:  Read  the  case  study,  watch  the   video,  learn  more,  register  for  the  webinar     What  to  measure:   Views,  visits  to  case  study  pages,  referring   keywords,  impressions,  referring  sites,  conversion   pages    ©2012 Third Door Media, Inc.
  14. 14. Problem Definition: How to Tie a Tie©2012 Third Door Media, Inc.
  15. 15. Solution Search Objectives Buyer   Marketer   Understand  root  cause   Convert  to  leads   Learn  what  peers  did   Iden<fy  the  stage   Collect  data   Segment  ©2012 Third Door Media, Inc.
  16. 16. Buyer Activity #1: Gather  best  prac<ces   `©2012 Third Door Media, Inc.
  17. 17. Marketing Activity #1: Offer  best  prac<ces   ` How   Where   •  Write,  produce  and  offer  free  content   •  Your  site  and  blog   •  Op<mize  content  for  search   •  Search  Engines   •  Syndicate  content     •  Social  Networks   •  Op<mize  content  landing  pages  for  conversion   •  Syndica<on  networks     •  Tradeshows,  conferences   •  Trade  publica<ons  ©2012 Third Door Media, Inc.
  18. 18. Buyer Activity #2: Collaborate  with  industry  peers  ©2012 Third Door Media, Inc.
  19. 19. Marketing Activity #2:   Evangelize  peers   How   Where   •  Stay  connected  to  your  customer/user  base   •  Private  &  public  industry  communi<es   •  Encourage  shares,  likes,  tweets  and  retweets   •  Consultant  websites  for  best  prac<ces   •  Develop  an  evangelists  program     •  Review  sites   •  Encourage  word  of  mouth  in  your  organiza<on   •  Facebook,  LinkedIn,  Twi]er   •  Offer  case  studies   •  Par<cipate  in  industry  discussions  on  the  topic  ©2012 Third Door Media, Inc.
  20. 20. Buyer Activity #3: Understand  possible  outcomes©2012 Third Door Media, Inc.
  21. 21. Marketing Activity #3: Educate  on  possible  outcomes How   Where   •  Provide  Q&A  and  FAQ’s  on  the  topic   •  Your  site,  blog  and  user  community   •  Cover  and  write  about  solu<ons  you  don’t  support   •  Webinars   •  Allow  access  to  free  assessment  tools,  like  ROI   •  Social  communi<es   calculators,  simula<ons,  etc.   •  Q&A  sites   •  Encourage  discussions  about  issues   •  Conferences  &  Tradeshows  ©2012 Third Door Media, Inc.
  22. 22. Buyer Activity #4: Discover  solu<on  alterna<ves©2012 Third Door Media, Inc.
  23. 23. Marketing Activity #4: Be  a  solu<on  alterna<ve How   Where   •  Clearly  posi<on  yourself  as  an  alterna<ve     •  Review  sites   •  Include  your  solu<on  when  comparing  alterna<ves   •  Wikipedia   •  Offer  the  different  alterna<ves   •  Search  engines   •  Make  sure  you’re  listed  on  the  major  directories   •  Trade  publica<ons  and  expert  blogs   and  review  sites   •  Choose  your  SEO  terms  carefully  ©2012 Third Door Media, Inc.
  24. 24. Solution Search Stage Summary Buyer   Marketer   Objec<ves   Understand  root  cause   Convert  to  leads   Learn  what  peers  did   Iden<fy  the  stage   Collect  data   Segment   Ac<vity  #1   Gather  best  prac<ces   Offer  best  prac<ces       Ac<vity  #2   Collaborate  with  industry  peers   Evangelize  peers   Ac<vity  #3   Understand  possible  outcomes   Educate  on  possible  outcomes   Ac<vity  #4   Discover  solu<on  alterna<ves   Be  a  solu<on  alterna<ve  ©2012 Third Door Media, Inc.
  25. 25. Nurturing the Solution Search Stage •  Iden/fy  main  interests   •  Segment  using  profile  and  interest   •  Score  based  on  behavior  and  profile   •  Personalize  communica<on  to  align  with  segment   •  Know  when  leads  mature     •  Encourage  moving  to  the  next  stage  ©2012 Third Door Media, Inc.
  26. 26. Key Takeaways •  Buying is social, trust-based, self-directed and transparent •  Understanding the self-directed journey and their expectations of Buyers’ is key driving demand •  Directly align roles and marketing activities to where your buyers go and whom they talk to •  Design your marketing programs to be role specific to leverage their unique steps •  Enable your buyers; give value information freely; and build credibility and trust©2012 Third Door Media, Inc.
  27. 27. Optify – Marketing in Real Time »  Founded in 2008 and publicly released in March 2010, now has over 3,000 accounts »  Enables marketers to drive more traffic and leads with SEO and social media, convert visitors to customers, and measure and share results »  Optify customers see over 100% increase in organic traffic and over 300% increase in leads in less than 4 months »  Resources: »  Featured customers and testimonials are available at www.optify.net/customer-testimonials/ ,or read our case studies at www.optify.net/category/case-studies/ »  We offer 4 Editions www.optify.net/editions-pricing/ and a 14-day free trial www.optify.net/sign-up/ »  Learn more at www.optify.net©2012 Third Door Media, Inc.
  28. 28. Christine Crandell, President, New Business Strategies Christine Crandell is a B2B marketing and strategy expert with more than 20 years’ success in driving demand and strategy for leading technology organizations around the world. Her approach to marketing and strategy has led to recognition as one of Silicon Valley’s Most Influential Women for 2010 by the Silicon Valley/San Jose Business Journal.©2012 Third Door Media, Inc.
  29. 29. Erez Barak, VP of Products, and Co-Founder Optify Erez Barak is Vice President of Products and Co-Founder at Optify. Frequent speaker at industry events. Prior to Optify, Erez was a director of product marketing in HP’s Software business unit. He was recently named among the Top 25 Innovators by Seattle Business Magazine.©2012 Third Door Media, Inc.
  30. 30. hZp://www.op/fy.net/   erez@op/fy.net       Follow  us  on  twiZer:  @op/fy     hZp://www.facebook.com/NewBusinessStrategies   Chris/ne.crandell@newbizs.com       Follow  us  on  twiZer:  @chriscrandell   hZp://searchmarke/ngnow.com       webcasts@searchmarke/ngnow.com   hZp://twiZer.com/SMNWebcasts  ©2012 Third Door Media, Inc.