Understanding Buyer Behavior Mapping Behavior to Revenue Models Benchmarking Your Results Buyer Persona Specific Models Avoiding Lip Service

1. Benchmarking the Buyer’s Journey
Aligning buying behavior to your revenue model
John Muehling | Director, Solution Consulting
September 4, 2014

2. Speaker Intro
2 Benchmarking the Buyer’s Journey
September 6, 2014
LeadMD
@myleadmd
/company/leadmd-inc.
leadmd.com/blog
John Muehling
Director, Solution Consulting
LeadMD
@johnmuehling
/in/johnmuehling
john@leadmd.com

3. Outline for Today
 Understanding Buyer Behavior
 Mapping Behavior to Revenue Models
 Benchmarking Your Results
 Buyer Persona Specific Models
 Avoiding Lip Service
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September 6, 2014

4. UNDERSTANDING
BUYERS
How we build trust
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5. Traditional Buying Concept
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6. Look Familiar?
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7. How we really buy
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8. MAPPING BEHAVIOR
Buyer Journeys & Marketing’s Effect on the Journey
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9. Perception vs. Reality
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10. A.I.D.A.
 Awareness – the customer is aware
of the existence of a product or
service
 Interest – actively expressing an
interest in a product group
 Desire – aspiring to a particular brand
or product
 Action – taking the next step towards
purchasing the chosen product
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11. A.I.D.A. Evolution
 A.I.D.C.A.S. – added elements of Confident &
Satisfaction
 C.A.B. – refined version focusing more on
cognitive thinking, feeling & emotion
 T.I.R.E.A. – breaks down components further &
begins to define as a progressive journey more
aligned with today’s buyer’s journey
 R.E.A.N. – Reach, Engage, Activate, Nurture
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12. Combining the Two Models
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13. Traditional Terms Have Value
 Identify & Research
– (MAL): Marketing Accepted Leads
– MQL: Marketing Qualified Leads
 Evaluation & Formal RFP
– SAL: Sales Accepted Leads
– SQL: Sales Qualified Leads
 Opportunity Pipeline Stages
 Use & Loyalty
– Customers
– Lost Opportunities
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14. BENCHMARK
LeadMD Metrics Matrix
Client Lead Data Analysis
Company Business Name: XXXXXXXX
Project Start Date: September 1, 2014
Met r i c Ba sel i n e Tar g et
Total Revenue (Current Quarter) $2,343,750.00 $3,431,250.00
Average Deal Size $25,000.00 $25,000.00
Average Length of Sales Cycle (Days) 90 90
# of Quarterly Inquiries 3000 3050
Inquiry to MQL Conversion % 25% 30%
MQL to SAL Conversion % 50% 60%
SAL to SQL Conversion % 50% 50%
SQL to Close/Win Conversion % 50% 50%
Revenue Indicators
Conversion Metrics
Projected Revenue: $ 3,431,250.00
LeadMD Lift from Target: $1,087,500.00
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September9 6/6, /2014

15. PERSONA REVENUE PATHS
All buying journeys are not equal
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16. Research Models
 Company vs. Consumer
–Company Driven
 Initial Awareness
–Consumer Driven
 Active Evaluation
– Social Interaction
– Online Data Gathering
–Word of Mouth
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17. Breaking Down the Conversation
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18. Marketing Meets The Buyer
Marketing Effectiveness
Content Research
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19. AVOIDING LIP SERVICE
Shifting Away from a Fundamental Approach
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20. Barriers to Success
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21. Murder by Numbers
 Only 22% of marketers use analytics to
manage campaigns(beagle)
 Only 38% of marketers have a single view of
interaction with content across digital touch
points (forrester)
 82% of Marketers report being incented on lead
volume (leadmd)
 Only 27% of B2B leads are sales-ready
when first generated(marketing sherpa)
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22. The Final Blow
90% of business buyers
say when they’re ready
to buy, they’ll find you
(DemandGen Report)
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23. Final Thoughts
 We need to evaluate the model
 We have to change our thinking
 We need seek out the conversation
 We need to focus on nurture
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24. QUESTIONS?
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25. LeadMD combines the resources of a digital marketing agency with revenue-focused sales and
marketing alignment strategy, all through the use of on-demand cloud technology. Creating, managing
and converting quality leads in higher numbers is how we enable our clients to out-perform their
competitors and out-market their peers.
The most effective way to engage more prospects and convert better leads is through Conversational
Marketing. At LeadMD, we will help your team leverage email and online channels to build buyer trust
and engagement through cutting-edge technology such as Marketing Automation. When your focus is
on building a demand generation process that truly drives revenue, it’s time to engage LeadMD and fix
your funnel.
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