Guide Prospects Through the Buying Journey with Marketing Automation

•

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The document discusses guiding prospects through the buying journey. It describes understanding where buyers are in their process and sending them the right messages at the right time. It outlines the different stages buyers go through from unaware to purchase. It also discusses personalizing communications based on what is known about buyers from their behaviors and other data. The goal is to move buyers through the stages using nurtured, personalized communications until they make a purchase.

Tecnología

© 2014 Marketo, Inc. Proprietary and Confidential
Guide Prospects Through the Buying
Journey
Michael Berger
Director of Product Marketing
Marketo

© 2014 Marketo, Inc. Proprietary and Confidential
2 Related Concepts
Buyer’s Journey
• Understand the buyer and
their buying process
• Create the right message,
right time, right place

© 2014 Marketo, Inc. Proprietary and Confidential
Main Concepts
Buyer Journey
• Understand the buyer and their buying process
• Message content and place
Buying Stage
• Where the buyer is along the Buying Journey
• Message timing
Revenue Model (Funnel)
• How we track marketing performance at the
aggregate level

© 2014 Marketo, Inc. Proprietary and Confidential
Journey Research Phase
Who
Role
Why
Pain
How
Process
When
Timing
Where
Research

© 2014 Marketo, Inc. Proprietary and Confidential
Buyer Journey
Unaware
or
Complacent
Awareness
Loosening
of Status
Quo
Committing
to Change
Exploring
Solutions
Evaluation Selection
When

© 2014 Marketo, Inc. Proprietary and Confidential
Buyer Stages
EARLY MID LATE
Unaware
or
Complacent
Awareness
Loosening
of Status
Quo
Committing
to Change
Exploring
Solutions
Evaluation Selection

© 2014 Marketo, Inc. Proprietary and Confidential
Buyer Journey
EARLY MID LATE
Unaware
or
Complacent
Awareness
Loosening
of Status
Quo
Committing
to Change
Exploring
Solutions
Evaluation Selection
Why
Where

© 2014 Marketo, Inc. Proprietary and Confidential
Buyer Stages + Content Strategy
EARLY MID LATE
Unaware
or
Complacent
Awareness
Loosening
of Status
Quo
Committing
to Change
Exploring
Solutions
Evaluation Selection
Awareness
Educational
Entertaining
Help Buyer’s
Find You, Help
Build a Case
Why Marketo?

© 2014 Marketo, Inc. Proprietary and Confidential
Unaware
or
Complacent
Awareness
Loosening
of Status
Quo
Committing
to Change
Exploring
Solutions
Evaluation SelectionAnonymous
Name
Engaged
Target
Opportunity
Customer
MQL
SQL
EARLY MID LATESTAGE
EARLY MID LATECONTENT

© 2014 Marketo, Inc. Proprietary and Confidential
Anonymous
Name
Engaged
Target
Opportunity
Customer
MQL
SQL
Anonymous
Name
Engaged
Target
Opportunity
Customer
MQL
SQL
Anonymous
Name
Engaged
Target
Opportunity
Customer
MQL
SQL
Anonymous
Name
Engaged
Target
Opportunity
Customer
MQL
SQL
EARLY
MID
LATE

© 2014 Marketo, Inc. Proprietary and Confidential
Personalization Enablers
Inferred Information (e.g. IP address)
+
Demographic (e.g. Job Title)
+
Firmographic (e.g. Company Size)
+
External Data Value Changes (e.g. CRM)
+
Behaviors (e.g. Web Visits)

© 2014 Marketo, Inc. Proprietary and Confidential
Examples
• Personalized web experience
• Personalized nurture
• Personalized sales engagement

© 2014 Marketo, Inc. Proprietary and Confidential

© 2014 Marketo, Inc. Proprietary and Confidential
Build Journey

© 2014 Marketo, Inc. Proprietary and Confidential
Define Journey Transitions

© 2014 Marketo, Inc. Proprietary and Confidential
Define Buyers/Segments

© 2014 Marketo, Inc. Proprietary and Confidential
Add them to Nurture

© 2014 Marketo, Inc. Proprietary and Confidential
Personalized Nurture

© 2014 Marketo, Inc. Proprietary and Confidential
Adapt Nurture off Journey

© 2014 Marketo, Inc. Proprietary and Confidential
Define Nurture Transitions

© 2014 Marketo, Inc. Proprietary and Confidential
Measure Success

© 2014 Marketo, Inc. Proprietary and Confidential
Any Questions?
• Thank You!

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As privacy and data protection regulations evolve rapidly, organizations operating in multiple jurisdictions face mounting challenges to ensure compliance and safeguard customer data. With state-specific privacy laws coming up in multiple states this year, it is essential to understand what their unique data protection regulations will require clearly. How will data privacy evolve in the US in 2024? How to stay compliant? Our panellists will guide you through the intricacies of these states' specific data privacy laws, clarifying complex legal frameworks and compliance requirements. This webinar will review: - The essential aspects of each state's privacy landscape and the latest updates - Common compliance challenges faced by organizations operating in multiple states and best practices to achieve regulatory adherence - Valuable insights into potential changes to existing regulations and prepare your organization for the evolving landscape

TrustArc Webinar - Stay Ahead of US State Data Privacy Law Developments

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The value of a flexible API Management solution for Open Banking Steve Melan, Manager for IT Innovation and Architecture - State's and Saving's Bank of Luxembourg Apidays New York 2024: The API Economy in the AI Era (April 30 & May 1, 2024) ------ Check out our conferences at https://www.apidays.global/ Do you want to sponsor or talk at one of our conferences? https://apidays.typeform.com/to/ILJeAaV8 Learn more on APIscene, the global media made by the community for the community: https://www.apiscene.io Explore the API ecosystem with the API Landscape: https://apilandscape.apiscene.io/

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Following the popularity of "Cloud Revolution: Exploring the New Wave of Serverless Spatial Data," we're thrilled to announce this much-anticipated encore webinar. In this sequel, we'll dive deeper into the Cloud-Native realm by uncovering practical applications and FME support for these new formats, including COGs, COPC, FlatGeoBuf, GeoParquet, STAC, and ZARR. Building on the foundation laid by industry leaders Michelle Roby of Radiant Earth and Chris Holmes of Planet in the first webinar, this second part offers an in-depth look at the real-world application and behind-the-scenes dynamics of these cutting-edge formats. We will spotlight specific use-cases and workflows, showcasing their efficiency and relevance in practical scenarios. Discover the vast possibilities each format holds, highlighted through detailed discussions and demonstrations. Our expert speakers will dissect the key aspects and provide critical takeaways for effective use, ensuring attendees leave with a thorough understanding of how to apply these formats in their own projects. Elevate your understanding of how FME supports these cutting-edge technologies, enhancing your ability to manage, share, and analyze spatial data. Whether you're building on knowledge from our initial session or are new to the serverless spatial data landscape, this webinar is your gateway to mastering cloud-native formats in your workflows.

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Created by Mozilla Research in 2012 and now part of Linux Foundation Europe, the Servo project is an experimental rendering engine written in Rust. It combines memory safety and concurrency to create an independent, modular, and embeddable rendering engine that adheres to web standards. Stewardship of Servo moved from Mozilla Research to the Linux Foundation in 2020, where its mission remains unchanged. After some slow years, in 2023 there has been renewed activity on the project, with a roadmap now focused on improving the engine’s CSS 2 conformance, exploring Android support, and making Servo a practical embeddable rendering engine. In this presentation, Rakhi Sharma reviews the status of the project, our recent developments in 2023, our collaboration with Tauri to make Servo an easy-to-use embeddable rendering engine, and our plans for the future to make Servo an alternative web rendering engine for the embedded devices industry. (c) Embedded Open Source Summit 2024 April 16-18, 2024 Seattle, Washington (US) https://events.linuxfoundation.org/embedded-open-source-summit/ https://ossna2024.sched.com/event/1aBNF/a-year-of-servo-reboot-where-are-we-now-rakhi-sharma-igalia

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Guide Prospects Through the Buying Journey with Marketing Automation

3. © 2014 Marketo, Inc. Proprietary and Confidential Main Concepts Buyer Journey • Understand the buyer and their buying process • Message content and place Buying Stage • Where the buyer is along the Buying Journey • Message timing Revenue Model (Funnel) • How we track marketing performance at the aggregate level

7. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Why Where

8. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Stages + Content Strategy EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Awareness Educational Entertaining Help Buyer’s Find You, Help Build a Case Why Marketo?

9. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Ignorance is Bliss

10. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Sponsored email from Healthcare Management Online with eBook offer “Digital Marketing and Privacy in Healthcare”

11. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Nurture with Relevant Top of Funnel Content

12. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Send Analyst Report on Marketing Automation

13. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Marketing Automation Buyer’s Kit offered upon inbound web visit

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15. © 2014 Marketo, Inc. Proprietary and Confidential Buyer Journey EARLY MID LATE Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation Selection Yay, they purchase Marketo!

16. © 2014 Marketo, Inc. Proprietary and Confidential Unaware or Complacent Awareness Loosening of Status Quo Committing to Change Exploring Solutions Evaluation SelectionAnonymous Name Engaged Target Opportunity Customer MQL SQL EARLY MID LATESTAGE EARLY MID LATECONTENT

17. © 2014 Marketo, Inc. Proprietary and Confidential Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL Anonymous Name Engaged Target Opportunity Customer MQL SQL EARLY MID LATE

18. © 2014 Marketo, Inc. Proprietary and Confidential Personalization Enablers Inferred Information (e.g. IP address) + Demographic (e.g. Job Title) + Firmographic (e.g. Company Size) + External Data Value Changes (e.g. CRM) + Behaviors (e.g. Web Visits)

Notas del editor

Who researches, influences or selects? Is there a typical buying process? Where do they
We hear a lot about “right message to the right person at the right time”, well that’s really what personalizing a buyer’s journey is all about. So how does the system help a marketer do this at scale

Guide Prospects Through the Buying Journey with Marketing Automation

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