Meeting Engineers along the Buyer's Journey: Dan Staresinic, Vice President of Marketing and Communications, Process Industries & Drives, Siemens Industry Inc. By now most marketers understand that every B2B buyer is on a journey, usually as part of a team that is tasked to make the best technology buying decision for their company. What happens when one or more of the buyers are Engineers? How do concepts like personas, demand type, conversion and content mapping fit together for marketers who want to help these engineers to buy from them?

1. Meeting Engineers along
the Buyer’s Journey
Subtitle Boldface Color
1

2. Do you expect to be better at
marketing to engineers
tomorrow?
2

3. What do you know about
Siemens?
3

4. Technological
Pioneer
Complex
Projects
Consultative
Approach
4

5. $
!
5

6. Why is this happening?
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7. Only 15 years ago…
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8. Now…
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9. 9

10. This is our journey
(so far)
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11. Exercise developed by Dan Roam 11

12. Exercise developed by Dan Roam 12

13. Exercise developed by Dan Roam 13

14. Exercise developed by Dan Roam 14

15. 1 Buyers are on a journey
$
15

16. 1 Buyers are on a journey
$
2 Buyers are Personas
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17. 1 Buyers are on a journey
$
2 Buyers are Personas
3 There are different journeys
$
$
$
17

18. 1 Buyers are on a journey
$
2 Buyers are Personas
3 There are different journeys
$
$
$
4 Lead quality matters
QUALITY
QUANTITY
18

19. S K I L LS
5 Grow skills
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20. Our Five Breakthroughs
• Buyers are on a journey
• Buyers are personas
• There are different journeys
• Lead quality matters
• Grow skills
20

21. 21

22. The SiriusDecisions Rearchitected Demand Waterfall
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© 2014 SiriusDecisions. All Rights Reserved

23. The Buyer’s Journey
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The 3 Stages of the Buyer's Journey in the Copier Technology Industry, by Lindsay Kelley:
https://www.linkedin.com/pulse/20141029124104-7121829-the-3-stages-of-the-buyer-s-journey-in-the-copier-
technology-industry

24. The Buyer’s Journey
24
The new, multi-channel meandering buyer’s journey, courtesy of Forrester, as reviewed by Wendy Covey at:
http://www.trewmarketing.com/smartmarketingblog/marketing-for-engineers/always-helping-creating-self-qualifying-
sales-process/#sthash.ESDKgKmh.dpuf

25. The Buyer’s Journey
25
TechTarget 2009 Media Consumption Benchmark Report 2:
http://www.techtarget.com/downloads/research/TechTargetMediaConsumptionReport_10012009.pdf

26. Buyer1
Buyer2
Buyer3
Buyer4
Buyern
The Buyer’s JourneyThe Buyers’ Journey
26

27. Mission:
Identify
prospective
buyers whom
the sales force
should contact
(today)
27

28. 28

29. 29

30. 30

31. 31

32. 32

33. Map the journey
persona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
33

34. Create the assets
persona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
Technical
white paper
Product info
Trade articles
Vendor
solution info
Demo
Options
Proposal
Service
agreement
Economic
white paper
- - Option Costs Proposal Financing
- - Vendor profile -
Proposal
T&C
Other T&C
34

35. Drive conversion
persona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
Technical
white paper
Product info
Trade articles
Vendor
solution info
Demo
Options
Proposal
Service
agreement
Economic
white paper
- - Option Costs Proposal Financing
- - Vendor profile -
Proposal
T&C
Other T&C
35

36. 36

37. The low-consideration purchase
“It is broken and
must be fixed
today”
“It is within my
budget authority”
“I am standardized
on product X from
vendor Y”
37

38. The high-consideration purchase
“It is broken but we have time
to think about the long-term”
“We have budget for
the project but want
to explore the
available options”
“My vendor is forcing me
into a migration”
“A vendor has shown me
a potentially better way
to address my needs”
38

39. The transformational purchase
“We have never considered
buying what you are selling”
“We will need
time to pull
together a group
to investigate
this”
“We are investing to make
a step-change in our
capabilities”
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40. 40

41. 41

42. This is when we realized how badly we needed a common vernacular.
This is an
established market.
I mean the *demand
type* is established
market
What?
What?
We have learned that
demand type is a critical
element of strategic
marketing planning.
What?
marketing business
42

43. Investment in standardized training
43

44. 44

45. With the first three breakthroughs
we had created a hot lead factory
45
Hot Hot Hot

46. We had already put an SLA in
place with our Sales force
46

47. But….
47

48. 48
When does hot = hot?

49. A standard for lead quality
49

50. 50

51. 51
Results
• Improved sales follow up rate
• Increased pipeline
• Closed business
• More breakthroughs identified…

52. Example
52

53. S K I L LS
5 Grow skills
53

54. 5
S K I L LS
Grow skills
5 ? 6 ?
7 ?
54

55. Our Five Breakthroughs
• Buyers are on a journey
• Buyers are personas
• There are different journeys
• Lead quality matters
• Continuously grow skills
Insert more breakthroughs here…
55

56. Questions?
56

57. 57