[webinar slides] align your marketing mix to your buyers’ journey: solution search stage

©2012 Third Door Media, Inc.

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


Buying is social, self-directed, trust-based & transparent

Harder and harder to ‘reach’ buying teams

Experience disruptions result in disengagement

There are no “Customers”, only “Buyers”

‘Lifetime Experience’ is a key decider

Buyers are in control

New Rules


What is the Buyers’ Journey?

The Buyers’ Journey™ is a

methodology that companies use

to enable, engage and establish

enduring, profitable relationships

with buyers.


Buyers‘ Journey

Buyer Influence Circle

2

1 3

1.  Buyer Enablement •  Self-‐directed pre-‐

purchase inves<ga<on

2.  Purchase •  Valida<on of

selec<on decision 3.  Buyer Engagement

•  Adop<on, experience, and value realiza<on


Buyers’ Journey

Evalua/on

Valida/on

Solu/on Search

Problem Defini/on

Buyer Enablement:

•  Problem Defini/on Commitment to solving the problem

•  Solu/on Search Understand how Peers solved the problem

•  Evalua/on Select approach, evaluate alterna<ves and short-‐list

•  Valida/on CONTACT vendors and validate selec<on decision


Buyers’ Journey

Evalua/on

Valida/on

Problem Defini/on

Solu/on Search


It’s All About the 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


Iden/fy

Ac/on Taken

Des/na/on

Learned

Conversa/on

Discover Their ‘Process’


Where Do They Go? Places •  Blogs •  Webinars •  Social communi<es •  White paper websites •  Conferences & Tradeshows •  Consultant websites for

best prac<ces •  Private & public industry

communi<es

People •  Industry peers •  Industry analysts •  Friends and colleagues •  Networking via LinkedIn, etc.

Decisions: •  Desired approach •  Target outcome •  Solu<on Parameters •  Success metrics


Industry Association

Blogs

Social Community Industry

Analyst Webinar

White Paper Media Site

LinkedIn

Online Demo

Somebody’s Uncle

Where Do They Go?


Why Adopt the Buyers’ Journey?

•  Accelerate sales by 3 to 5 times

•  Reduce cost of sales by 30+%


Custom

er Experience

Mar

ketin

g

Buyers’ Journey

Evaluation

Validation

Purchase Value Delivery

Nurture & Retain

Value Streams

Expanded Adop/on

Evangelism

Solution Search

Problem Definition

Sales

Con

tact

s/Le

ads

Opportunities

Custom

ers and Advocates

Solution Search

Solu/on Search in Your Words


Buyers’ Journey

Solu/on Search

Solu/on Search Key Characteris/cs

Mar

ketin

g

Con

tact

s/Le

ads

Mar

ketin

g 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 company/product as a possible solu;on How: SEO, case studies, referral program, videos, webinars, press releases, display 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


Problem Definition: How to Tie a Tie


Solution Search Objectives

Buyer Marketer Understand root cause Learn what peers did

Convert to leads Iden<fy the stage

Collect data Segment


Buyer Activity #1: Gather best prac<ces

`


Marketing Activity #1: Offer best prac<ces

How Where •  Write, produce and offer free content •  Op<mize content for search •  Syndicate content •  Op<mize content landing pages for conversion

•  Your site and blog •  Search Engines •  Social Networks •  Syndica<on networks •  Tradeshows, conferences •  Trade publica<ons

`


Buyer Activity #2: Collaborate with industry peers


Marketing Activity #2: Evangelize peers

How Where •  Stay connected to your customer/user base •  Encourage shares, likes, tweets and retweets •  Develop an evangelists program •  Encourage word of mouth in your organiza<on •  Offer case studies •  Par<cipate in industry discussions on the topic

•  Private & public industry communi<es •  Consultant websites for best prac<ces •  Review sites •  Facebook, LinkedIn, Twi]er


Buyer Activity #3: Understand possible outcomes


Marketing Activity #3: Educate on possible outcomes

How Where •  Provide Q&A and FAQ’s on the topic •  Cover and write about solu<ons you don’t support •  Allow access to free assessment tools, like ROI calculators, simula<ons, etc.

•  Encourage discussions about issues

•  Your site, blog and user community •  Webinars •  Social communi<es •  Q&A sites •  Conferences & Tradeshows


Buyer Activity #4: Discover solu<on alterna<ves


Marketing Activity #4: Be a solu<on alterna<ve

How Where •  Clearly posi<on yourself as an alterna<ve •  Include your solu<on when comparing alterna<ves •  Offer the different alterna<ves •  Make sure you’re listed on the major directories and review sites

•  Choose your SEO terms carefully

•  Review sites •  Wikipedia •  Search engines •  Trade publica<ons and expert blogs


Solution Search Stage Summary

Buyer Marketer Objec<ves Understand root cause

Learn what peers did Convert to leads 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


Nurturing the Solution Search 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


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


Optify – Marketing in 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


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.


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.


hZp://www.op/fy.net/ erez@op/fy.net Follow us on twiZer: @op/fy

hZp://searchmarke/ngnow.com webcasts@searchmarke/ngnow.com hZp://twiZer.com/SMNWebcasts

hZp://www.facebook.com/NewBusinessStrategies Chris/[email protected] Follow us on twiZer: @chriscrandell

[webinar slides] align your marketing mix to your buyers’ journey: solution search stage

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