from capture to close - the buyer's journey

From  Capture  to  Close  

The  Buyer’s  Journey  

Today’s  Presenters  

Sam  Boush  President,  Lead  Lizard  

 Josh  Thorngren  Dir.  Strategic  Services,  Lead  Lizard  

 Lizandro  Mascot,  Lead  Lizard  

The  Buyer’s  Journey  

•  What  is  the  Buyer’s  Journey?  •  The  Buyer’s  Journey  as  a  Framework  

•  The  new  landscape  of  research  and  purchase  consideraGon  

Research  

•  Research  to  Point  of  Purchase  – MarkeGng  AutomaGon  – Customer  Interviews  – Sales  

Database  Hygiene  

•  Start  with  clean  data  •  Data  deep-­‐dive  •  Gain  insights  from:  – CRM  – MarkeGng  AutomaGon    – Web  AnalyGcs  

•  Measure  improvement  

Map  the  Journey  “Everybody’s  different.  You  can’t  assume  everyone  starts  out  at  stage  one  and  walks  through  the  remaining  stages.  Making  it  easy  to  find  different  types  of  content  will  help  prospects  opt  in  at  the  appropriate  stage.”    

                             -­‐  Mathew  Sweezey,  MarkeGng  AutomaGon  Evangelist        Pardot,  a  salesforce.com  company  

Align  with  Sales  

•  Buyer  Personas  •  Response  to  online  behaviors  •  IdenGfy  stages  

Map  the  Journey  

•  IdenGfy  travelers  •  Chart  the  landscape  •  Learn  how  decisions  are  made  •  Follow  journey  past  purchase  

Who’s  passing  the  baton?  

•  Pay  aWenGon  to  who  engaged  •  Map  out  recent  customers  

Map  Content  

•  Early  Stage  –  Infographic,  White  Paper,  ArGcle    

•  Mid  Stage  –  Case  Study,  Demo  Video,  Analyst  Report    

•  Late  Stage  –  Pricesheet,  ROI  Calculator,  Feature  Guide  

Nurture  Tracks  

•  Map  tracks  to  stages  in  buyer’s  journey  

•  Segment  by  buyer  persona  

QuesGons?  

Demand  GeneraGon  Best  PracGces  

   Sam  Boush  –  President  sam@leadlizard.com    Josh  Thorngren  –  Dir.  Strategic  Services  josh@leadlizard.com    

Lead  Lizard  on  Social  Media  

Facebook  facebook.com/LeadLizard  

 LinkedIn  linkedin.com/company/lead-­‐lizard/  

 TwiWer  twiWer.com/LeadLizard    

Buyer’s  Journey  Resources  

•  Pardot  Materials  Buyer’s  Journey  Scoring:  hWp://bit.ly/18jxGzz    Buyer’s  Journey  Funnel:  hWp://bit.ly/173BHIx      

•  Lead  Lizard  Materials  Buyer’s  Journey  White  Paper:  hWp://bit.ly/17uxPue