[webinar slides] align your marketing mix to your buyers’ journey: solution search stage
DESCRIPTION
Following the successful webinar about the complete Buyers’ Journey, Erez Barak of Optify and Christine Crandell of New Business Strategies, partnered again to explore one of the most important stages in the Journey, the Solution Search. The Buyers Journey is a set of organizing principles for aligning company functions and roles to enable, engage and establish enduring relationships with buyers. The Solution Search stage, a sub-stage of the Buyer Enablement stage, is where prospects are starting to research solutions, offering you the opportunity to be first in their mind. Companies that want to be included in the short list of alternative solutions must know how to market during this stage and what marketing tactics to use. Watch this webinar to learn: - An overview of the Buyers’ Journey - The importance of the Solution Search stage of the Buyers’ Journey - How to balance your marketing through the Solution search stage - How to choose the right marketing tactics to be on the top of the list Read more at: http://www.optify.net/webinars/align-marketing-mix-buyers-journey-solution-search-stage/TRANSCRIPT
©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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
What is the Buyers’ Journey?
The Buyers’ Journey™ is a
methodology that companies use
to enable, engage and establish
enduring, profitable relationships
with buyers.
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Buyers’ Journey
Evalua/on
Valida/on
Problem Defini/on
Solu/on Search
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Iden/fy
Ac/on Taken
Des/na/on
Learned
Conversa/on
Discover Their ‘Process’
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Industry Association
Blogs
Social Community Industry
Analyst Webinar
White Paper Media Site
Online Demo
Somebody’s Uncle
Where Do They Go?
©2012 Third Door Media, Inc.
Why Adopt the Buyers’ Journey?
• Accelerate sales by 3 to 5 times
• Reduce cost of sales by 30+%
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Problem Definition: How to Tie a Tie
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Solution Search Objectives
Buyer Marketer Understand root cause Learn what peers did
Convert to leads Iden<fy the stage
Collect data Segment
©2012 Third Door Media, Inc.
Buyer Activity #1: Gather best prac<ces
`
©2012 Third Door Media, Inc.
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
`
©2012 Third Door Media, Inc.
Buyer Activity #2: Collaborate with industry peers
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Buyer Activity #3: Understand possible outcomes
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
Buyer Activity #4: Discover solu<on alterna<ves
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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
©2012 Third Door Media, Inc.
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.
©2012 Third Door Media, Inc.
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.
©2012 Third Door Media, Inc.
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