meeting engineers along the buyer's journey
Post on 07-Aug-2015
234 Views
Preview:
TRANSCRIPT
1
Meeting Engineers along the Buyer’s Journey
Subtitle Boldface Color
2
Do you expect to be better at marketing to engineers
tomorrow?
3
What do you know about Siemens?
4
TechnologicalPioneer
ComplexProjects
ConsultativeApproach
5
$
!
6
Why is this happening?
7
Only 15 years ago…
8
Now…
9
10
This is our journey(so far)
11Exercise developed by Dan Roam
12Exercise developed by Dan Roam
13Exercise developed by Dan Roam
14Exercise developed by Dan Roam
15
1 Buyers are on a journey
$
16
1 Buyers are on a journey
$
2 Buyers are Personas
17
1 Buyers are on a journey
$
2 Buyers are Personas
3 There are different journeys
$
$
$
18
1 Buyers are on a journey
$
2 Buyers are Personas
3 There are different journeys
$
$
$
4 Lead quality matters
QUALITY
QUANTITY
19
S K I L LS
5 Grow skills
20
Our Five Breakthroughs
• Buyers are on a journey• Buyers are personas• There are different journeys• Lead quality matters• Grow skills
21
22
The SiriusDecisions Rearchitected Demand Waterfall
© 2014 SiriusDecisions. All Rights Reserved
23
The Buyer’s Journey
The 3 Stages of the Buyer's Journey in the Copier Technology Industry, by Lindsay Kelley: https://www.linkedin.com/pulse/20141029124104-7121829-the-3-stages-of-the-buyer-s-journey-in-the-copier-technology-industry
24
The Buyer’s Journey
The new, multi-channel meandering buyer’s journey, courtesy of Forrester, as reviewed by Wendy Covey at: http://www.trewmarketing.com/smartmarketingblog/marketing-for-engineers/always-helping-creating-self-qualifying-sales-process/#sthash.ESDKgKmh.dpuf
25
The Buyer’s Journey
TechTarget 2009 Media Consumption Benchmark Report 2: http://www.techtarget.com/downloads/research/TechTargetMediaConsumptionReport_10012009.pdf
26
Bu
yer
1B
uye
r 2
Bu
yer
3B
uye
r 4
Bu
yer
n
The Buyer’s JourneyThe Buyers’ Journey
27
Mission:Identify prospective buyers whom the sales force should contact (today)
28
29
30
31
32
33
Map the journeypersona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
34
Create the assetspersona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
Technical white paper
Product infoTrade articles
Vendor solution info
DemoOptions
ProposalService
agreement
Economic white paper
- - Option Costs Proposal Financing
- - Vendor profile -Proposal
T&COther T&C
35
Drive conversionpersona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
Technical white paper
Product infoTrade articles
Vendor solution info
DemoOptions
ProposalService
agreement
Economic white paper
- - Option Costs Proposal Financing
- - Vendor profile -Proposal
T&COther T&C
36
37
The low-consideration purchase
“It is broken and must be fixed
today”“It is within my
budget authority”
“I am standardized on product X from
vendor Y”
38
The high-consideration purchase
“It is broken but we have time to think about the long-term”
“We have budget for the project but want
to explore the available options”
“My vendor is forcing me into a migration”
“A vendor has shown me a potentially better way to address my needs”
39
The transformational purchase“We have never considered buying what you are selling”
“We will need time to pull
together a group to investigate
this”
“We are investing to make a step-change in our
capabilities”
40
41
42
This is when we realized how badly we needed a common vernacular.
This is an established market.
I mean the *demand type* is established
market
What?
What?
We have learned that demand type is a critical
element of strategic marketing planning.
What?
marketing business
43
Investment in standardized training
44
45
With the first three breakthroughs we had created a hot lead factory
Hot Hot Hot
46
We had already put an SLA in place with our Sales force
47
But….
Hot
Hot
48
When does hot = hot?
49
A standard for lead quality
50
51
Results
• Improved sales follow up rate• Increased pipeline• Closed business• More breakthroughs identified…
52
Example
53
S K I L LS
5 Grow skills
54
5
S K I L LS
Grow skills
5 ? 6 ?
7 ?
55
Our Five Breakthroughs
• Buyers are on a journey• Buyers are personas• There are different journeys• Lead quality matters• Continuously grow skills
Insert more breakthroughs here…
56
Questions?
57
top related