The webinar discusses how to enhance the buyer journey by aligning sales efforts with buyer needs through Ideal Customer Profiles (ICPs) and buyer personas. It emphasizes the importance of understanding the buyer's experience and using cadences to create a better buying experience. Key takeaways include identifying buyer needs, mapping their journey, and implementing effective engagement strategies.

1. The Buyer Journey
Closing the Gap Using SalesLoft Cadences

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InStereo Welcome!
Ginger Tranter, Sr. Manager
Customer Education
Your Host for Today

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InStereo Housekeeping Items
● All lines are muted
● The webinar is being recorded and will be emailed to
you directly a few days later
● Use the Q&A chat box to enter your question

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InStereo Introductions
Bill Galfano, Co-founder
Sales Leadership
Digital Marketing Background
Adam Post, Co-founder
Digital Marketing Expert
Former Sales Guy

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InStereo Introductions
Deliver a richer buyer experience.
Get more revenue.
Create Demand Engage Buyers Convert Customers

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InStereo Today’s Discussion
In this webinar we will discuss:
1. How to use ICP and Buyer Personas to focus sales efforts on the right
prospects
2. How to understand your buyers’ experience with your brand through
Buyer Journeys
3. How to use Cadences to deliver a better buying experience for your
customers

7. © 2018. SalesLoft. All Rights Reserved.
InStereo Focus on the Buyer
Sales reps often consider:
“What do I need to do next?”
Discovery Demo Scope Proposal Negotiate Commit Close
Instead, they need to consider:
"What does my buyer need?”

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InStereo Focus on the Buyer
Sales teams must:
● Spend time on the right prospects
● Understand the path of each buyer persona in the buying process
● Support what the buyer needs

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InStereo Defining the Buyer Journey
Ideal Customer Profile
A description of a fictitious account
which gets significant value from
your product or service, and
provides significant value to your
company.
● Geography
● Size (Revenue/EE)
● Industry
● Technology
Buyer Persona
A buyer persona is a semi-fictional
representation of your ideal buyer
based on market research and real
data about your existing
customers.
● Goal: Align and attract
● Speak their language
● Address their challenges
● Support their process

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InStereo Defining the Buyer Journey
Ideal Customer Profile Buyer Persona
U.S.-based, Enterprise
$500M+, 1,000+ employees
Financial Services
Salesforce, AWS, SAP

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InStereo The Buyer Journey
The process buyers go through to become aware of,
evaluate, and purchase a new product or service.

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InStereo The Buyer Journey

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InStereo The Buyer Journey

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Cadence |ˈkādns| noun
A repeatable series of
steps that mimic your
sales process.
InStereo The Buyer Journey & Cadences
The goal is to deliver an
exceptional experience by
delivering just what the buyer
needs in the context of their
buying stage.
Cadences enable the delivery
of an exceptional buyer
experience.

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InStereo Customer Story
SaaS Marketing Intelligence Platform
Problem
● Client successfully setting demos with interested prospects… BUT
● After first demo, prospects often request a 2nd demo with broader team
● After 2nd demo, prospects disappear, huge drop-off in engagement
● Sales reps making individual attempts to re-engage, minimal response
● Drop-off after demos is huge barrier to achieving sales targets

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InStereo Cadence Use Case
SaaS Marketing Intelligence Platform
Objective
Increase sales by keeping prospects engaged throughout sales process
Solution
● Define Ideal Customer Profile, Buyer Personas, Journey Mapping!
● Journey Mapping exposed prospect concerns after demos:
○ Perceived complexity of tools
○ Lack of knowledge for how tools fit into process
○ Unknown ROI
● Proactively address these topics in demo
● Create post-demo cadence with value-add content to address these concerns

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InStereo Cadences

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InStereo
Quick Poll

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InStereo In Closing...
1. Understand your ICP and buyer personas
2. Know your buyers’ ideal journey, not just your internal sales process;
Identify gaps between buyer needs and current-state process
3. Implement cadences to engage with buyers!

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InStereo We’re here to help...
Need a hand optimizing your
buyer experience?
InStereo services can help.
Let’s talk!
Bill Galfano Adam Post
bill.galfano@instereo.io adam.post@instereo.io
612-386-1106 773-573-7190