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What to Say Next: How B2B Marketers Can Turn Analytics into Actionable Buyer Insights

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When it comes to your marketing campaigns and content, how do you know what to say, when to say it, and who to say it to? Find out how to start tracking and measuring your buyer journey so that you can optimize your efforts throughout the funnel.

When it comes to your marketing campaigns and content, how do you know what to say, when to say it, and who to say it to? Find out how to start tracking and measuring your buyer journey so that you can optimize your efforts throughout the funnel.

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What to Say Next: How B2B Marketers Can Turn Analytics into Actionable Buyer Insights

  1. 1. What to Say Next: How B2B Marketers Can Turn Analytics into Actionable Buyer Insights Dayna Rothman, VP of Marketing and Sales Development at BrightFunnel @dayroth
  2. 2. Marketing Attribution Tracking ABM Analytics Web Tracking and Ad Network Integration Independent Platform Solution Revenue Funnel Analysis Forecasting and Prediction Data Validation and Process Optimization Sales Activity Analysis
  3. 3. Today’s buyer journey is complex. Interactions take place on multiple channels, in multiple different ways.
  4. 4. Marketers Do a Lot! Lead Generation: •Paid programs and ads •Events •Webinars/Virtual Events •Website/content •Social •SEO Funnel Acceleration: •Database blasts •Email nurturing •Account-Based Marketing •Accelerator programs •Retargeting ads Brand Awareness: •Social •Content •Events •Blog •Influencer marketing
  5. 5. The holy grail of marketing is turning the buyer journey into a science. But…A Lot of Programs Are Based on Guesswork
  6. 6. #B2BMX
  7. 7. But, this seems hard. How do we, as marketers, get to the bottom of the customer journey??
  8. 8. Leveraging data to determine what marketing and sales touches work throughout your funnel enables you to better orchestrate your customer journey.
  9. 9. What Should You Track to Orchestrate the Buyer Journey? • First touch attribution—what brings people into your funnel • Multi touch attribution—look at every marketing touch to see what accelerates people through your funnel • Last touch attribution—what converts people to become customers • Velocity—how fast a piece of content, a channel, or a campaign moves people through your funnel • Full account analysis—how everything adds up in order to determine the best path to sale
  10. 10. What Should You Say?
  11. 11. #B2BMX Content marketing is the fuel for all of your demand generation campaigns. So before you figure out when and where to communicate to your customers, you need to figure what you should communicate.
  12. 12. #B2BMX But how do you know for sure that you are sending the right content and message? You need to test and measure.
  13. 13. What Content Brings People In? • First-touch attribution for content downloads on multiple channels • Content that sources pipeline and revenue • Website landing pages • Unique page views • Referral sources
  14. 14. What Content Accelerates People? • Multi-touch attribution for content that moves leads through your funnel on multiple channels • Content that influences pipeline and revenue • Content that converts leads from MQL, SQL, and Opps
  15. 15. What Content Converts People to Customers? • Last-touch attribution for content that moves leads to the bottom of your funnel • Content that converts opps to closed
  16. 16. Is Your Content Still Relevant? • Always keep track of content trends • Are people still downloading your content? • Are the right people still downloading your content? • Is your content still relevant month over month and quarter over quarter
  17. 17. Where Should You Say It?
  18. 18. You Need to Look at Both Channel and Campaign • Marketing Channel: • Email • Content syndication • Physical events • Field events • Webinars • Advertising • Social • Marketing Campaign • Specific email sent • Specific vendor and offer • Specific physical event • Specific field event • Specific webinar • Specific ad and offer • Specific social post
  19. 19. What Channels Source the Best Accounts and Leads? • What channels are best for driving first-touch pipeline and revenue? • Is there a difference? • What channels source the highest quality leads • Do leads that originate from different channels move through the funnel at a different velocity?
  20. 20. What Specific Campaigns Bring People In? • What programs--across all channels-- are the best for sourcing pipeline and revenue? • What programs should you double down on for next quarter and what programs should you dump? • What is the ROI of each program vs. what it is bringing in?
  21. 21. What Channels Accelerate People? • What channels perform best in the later stages of the funnel? • What channels accelerate leads through the funnel to become opps and deals • What channels influence the most pipeline and revenue? • Is there a difference between what works for mid-funnel and what works for top-of-funnel? • What channels move people through your funnel the fastest?
  22. 22. What Specific Campaigns Accelerate People? • What are the specific programs that work for accelerating and engaging people in the middle and bottom of your funnel? • What programs are influencing the most pipeline and revenue? • Is it different by segment? Target account type? Company size, etc? • What programs move people through the funnel the fastest?
  23. 23. When Should You Say It?
  24. 24. Now it’s time to put it all together to determine timing—what is the optimal order for your content and campaigns.
  25. 25. Remember, Everything Should be Mapped to Your Sales Funnel
  26. 26. • Make sure that you connect all leads and contacts to an account • Look at full journey—including all influencers in decision cycle • Look at trends in: • The order of what content is downloaded • What channels and campaigns were effective in what areas of the funnel (first-touch vs. multi-touch) • How fast certain campaigns move leads down the funnel • How sales activity integrates into the overall buyer journey Opportunity and Account Analysis
  27. 27. Opportunity Example: Marketing Activity Examine full deal engagement by looking at all of the marketing touches for each key contact: Findings •11 total contacts •First touch: • LinkedIn Ad •Middle touches: • Email nurture • Dreamforce booth • Infographic • ABM Guide •Last touches: • Analyst Report: Attribution guide • ABM Theory and Measurement • Virtual Event
  28. 28. Opportunity Example: Sales Activity Examine all sales activity in a deal to see how it fits in with marketing activity: Key Insights: •Email-centric focus for sales •Sales follow-up for each key marketing activity •Email asks for meetings •Email asks for meetings at tradeshows •Emails re: what prospect is missing out on •Emails with case studies •Closing emails
  29. 29. Opportunity Analysis: Channel Engagement What channels are engaging the most contacts within an opportunities Key Insights: •30% of engagements with external vendor emails •26% of engagements with webinars •22% of engagements with internal emails
  30. 30. Opportunity Analysis: Decision Team What are the titles of the people in an account that engage the most: Key Insights •64% of engagement with marketing was with manager level employees •29% of engagement with marketing was with VPs or Directors •No engagement with CXO roles
  31. 31. Look At Channel Velocity
  32. 32. • Track engagement per account and segment • Know what works for bringing people in and accelerating them through your funnel • Know what works for different roles and titles, and know which roles and titles typically engage with what content, channels, and programs • Know the velocity of different channel types and campaigns • Orchestrate the ideal buyer journey based on results • Constantly keep testing and optimizing! Putting it All Together
  33. 33. Buyer Journey Example Based on 6 month cohort: •First-Touch (TOFU): 1. Content Syndication: ABM Ebook •Multi-Touch (MOFU): 1. ADR Outreach 2. Website Visit: Definitive Guide to Multi-Touch Attribution 3. Email Nurture 4. Internal Webinar 5. Email Call for Demo: $50 Amazon GC • Multi-Touch (BOFU): 1. Tradeshow: Sirius Decisions 2. Direct Mail: Cookie Campaign 3. Field Event: Dinner 4. Content: Invoca Case Study • Last Touch (BOFU) 1. ADR Outreach 2. Content: Buyer Guide
  34. 34. 5 Key Takeaways 1. The holy grail of marketing is turning the buyer journey into a science 2. Orchestrate your customer journey by leveraging data and analytics 3. Look at single-touch and multi-touch attribution to know what to say and when to say it 4. Determine the best path-to-sale by looking at full account analyses across your target accounts and opps 5. Constantly keep testing and optimizing for success!
  35. 35. Q&A

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