b2b buyer journey and content marketing
TRANSCRIPT
This is what we’ve learned from running 100+ B2B marketing programs
1. Know Your PersonaWho Where What
2. Is Content still the King?
3. Technology is an Enabler
Without the right plan and process it is useless
4. Listen to your data and adapt accordingly
Analyze touch points and learn the journey that your buyers go through
5. Different People - Multiple Journeys and Funnel Stages
Digital enables you to communicate with them based on their journey and stages
Publication Date: Jan 2014 Last Lead Date: December 2015
Connecting The Dots
The Story of EyalJANUARY 7, 2014
Anonymous Visitor Reading about B2BTalks
FEBRUARY 6, 2014
Anonymous Visitor Reading about B2BTalks
and company site
MARCH 17, 2014
Registered to B2BTalks
APRIL 10, 2014
Opened an email
JUNE 9, 2014
Registered to B2BTalks
JUNE 5, 2014
Opened an email
JUNE 23, 2014
Read our blog posts about Marketing Automation
JUNE 18, 2014
Opened an email
JUNE 24, 2014
Visited our Marketing Automation landing page -
but didn’t filled the form
JULY 8, 2014Visited our clients and team page
Then we invited him for a coffee… And opened a new opp in Salesforce.
Insights and Impact• Insights
• Engagement length could be as long as 6 months before they become an opportunity
• Converting anonymous traffic to known leads is very tough • Impact
• Marketing programs and budget: we increased the amount of events and content that we are creating - answering the conversion challenge
• Pipeline : We are able to better predict our funnel growth and cycle • Sales: We increased our sales efficiency - we meet our leads in the
right time, offering the right service/product
Key Points • Persona is key to successful marketing programs -
digital makes it a must. • Technology is an enabler - but you need processes and
plans that can benefit from it • Listen to your data, learn from it and react to these
insights - even if it means change of plans • In every given moment, you are facing multiple journeys
and funnel stages. Take into consideration and harness technology and marketing know how to act upon it.