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![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.](https://image.slidesharecdn.com/webinarslide-solutionsearchstageoptify-120117193135-phpapp02/85/Webinar-Slides-Align-Your-Marketing-Mix-to-Your-Buyers-Journey-Solution-Search-Stage-19-320.jpg)
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[Webinar Slides] Align Your Marketing Mix to Your Buyers’ Journey: Solution Search Stage
The document discusses the importance of aligning marketing strategies with the buyer's journey, emphasizing the shift in buyer behavior towards self-directed, social, and trust-based processes. It outlines the stages of the buyer's journey, highlighting the need for effective engagement and support to nurture potential clients through their solution search. Key takeaways include the need to personalize communication, provide valuable information, and build credibility to meet buyer expectations.
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[Webinar Slides] Align Your Marketing Mix to Your Buyers’ Journey: Solution Search Stage
- 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. 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. What is theBuyers’ 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. 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. 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. Valida/on Evalua/on Buyers’ Solu/on Journey Search Problem Defini/on ©2012 Third Door Media, Inc.
- 7. It’s All Aboutthe 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. Discover Their ‘Process’ Iden/fy Des/na/on Conversa/on Learned Ac/on Taken ©2012 Third Door Media, Inc.
- 9. Where Do TheyGo? 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. Where Do TheyGo? Industry Association LinkedIn Social Industry Community Analyst Webinar Somebody’s Uncle White Paper Media Site Blogs Online Demo ©2012 Third Door Media, Inc.
- 11. Why Adopt theBuyers’ Journey? • Accelerate sales by 3 to 5 times • Reduce cost of sales by 30+% ©2012 Third Door Media, Inc.
- 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. 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. Problem Definition: How to Tie a Tie ©2012 Third Door Media, Inc.
- 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. Buyer Activity #1: Gather best prac<ces ` ©2012 Third Door Media, Inc.
- 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. Buyer Activity #2: Collaborate with industry peers ©2012 Third Door Media, Inc.
- 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. Buyer Activity #3: Understand possible outcomes ©2012 Third Door Media, Inc.
- 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. Buyer Activity #4: Discover solu<on alterna<ves ©2012 Third Door Media, Inc.
- 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. Solution Search StageSummary 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. Nurturing the SolutionSearch 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. 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. Optify – Marketingin 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. 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. 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. 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.