meeting engineers along the buyer's journey
TRANSCRIPT
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Meeting Engineers along the Buyer’s Journey
Subtitle Boldface Color
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Do you expect to be better at marketing to engineers
tomorrow?
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What do you know about Siemens?
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TechnologicalPioneer
ComplexProjects
ConsultativeApproach
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$
!
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Why is this happening?
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Only 15 years ago…
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Now…
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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
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1 Buyers are on a journey
$
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1 Buyers are on a journey
$
2 Buyers are Personas
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1 Buyers are on a journey
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2 Buyers are Personas
3 There are different journeys
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$
$
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1 Buyers are on a journey
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2 Buyers are Personas
3 There are different journeys
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$
$
4 Lead quality matters
QUALITY
QUANTITY
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S K I L LS
5 Grow skills
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Our Five Breakthroughs
• Buyers are on a journey• Buyers are personas• There are different journeys• Lead quality matters• Grow skills
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The SiriusDecisions Rearchitected Demand Waterfall
© 2014 SiriusDecisions. All Rights Reserved
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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
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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
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The Buyer’s Journey
TechTarget 2009 Media Consumption Benchmark Report 2: http://www.techtarget.com/downloads/research/TechTargetMediaConsumptionReport_10012009.pdf
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Bu
yer
1B
uye
r 2
Bu
yer
3B
uye
r 4
Bu
yer
n
The Buyer’s JourneyThe Buyers’ Journey
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Mission:Identify prospective buyers whom the sales force should contact (today)
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Map the journeypersona Stage 1 Stage 2 Stage 3 Stage 4 Stage 5 Stage n
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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
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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
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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”
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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”
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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”
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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
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Investment in standardized training
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With the first three breakthroughs we had created a hot lead factory
Hot Hot Hot
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We had already put an SLA in place with our Sales force
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But….
Hot
Hot
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When does hot = hot?
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A standard for lead quality
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Results
• Improved sales follow up rate• Increased pipeline• Closed business• More breakthroughs identified…
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Example
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S K I L LS
5 Grow skills
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5
S K I L LS
Grow skills
5 ? 6 ?
7 ?
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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…
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Questions?
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