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Marko Savic - MarTech and the buyer journey
- 1. MarTech and the buyer journey @markosavic cofounder/ceo @getfunnelcake
- 5. Data
- 6. 1. We have too much data We don’t know what to do with it Sales and Marketing feels like S&M Challenges
- 7. My Story
- 8. 1. What is MarTech 2. How to pick tools the right way 3. Getting actual insights Today’s journey
- 9. All the tools we use to interact with our customers
- 10. 17 tools
- 13. We make “Stacks” Marketing isn’t pancakes
- 15. Webinars Lattice Engines: Show Me Your Stack Uberflip: MarTech Hacks
- 16. Tech > Buyer
- 17. Tech < Buyer
- 18. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics Five (not so) easy steps
- 19. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics
- 20. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics forentrepreneurs.com/building-the-machine/
- 25. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics
- 32. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics
- 33. How do we know if the buyer moved to the next stage in their journey?
- 34. How many touchpoints does it take for a buyer to become a lead?
- 35. Where are the gaps between our process and our buyer’s journey?
- 36. Are these gaps for a segment of buyers, for a specific rep, or deal stage?
- 37. Where does marketing influence our buyer in the funnel?
- 38. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics
- 39. Assumption People find our blog on Twitter
- 40. Assumption People find our blog on Twitter Metric Click-through rates to blog posts
- 41. 1. Map your buyer journey Find where you can influence it Ask if you’re helping your buyer Answer your questions with metrics Use MarTech to get metrics
- 51. We don’t buy tech that doesn’t integrate. FIRST RULE
- 52. We don’t buy tech that doesn’t integrate. SECOND RULE
- 54. Getting insights Moving from assumptions to reality
- 55. 1. Excel BI platforms Buyer journey reporting Options for insights
- 56. “Cost effective” Time consuming Requires staff training Manual, continuous work Excel
- 57. “Cost effective” Time consuming Requires staff training Manual, continuous work Excel
- 59. Lots of possibilities Expensive software Requires expensive full-time staff Fragile Business Intelligence Software
- 60. Lots of possibilities Expensive software Requires expensive full-time staff Fragile Business Intelligence Software
- 62. Out-of-the-box solution Early category Not easily customized (yet) Prescriptive analytics Buyer Journey Reporting (SaaS)
- 63. Out-of-the-box solution Early category Not easily customized (yet) Prescriptive analytics Buyer Journey Reporting (SaaS)
- 64. Impact 1. Increase deal velocity Improve sales and marketing relationship with accountability Faster feedback on campaigns = better ROI
- 65. 1. Keep the focus on your buyer, not technology 2. Everything needs to integrate 3. You need a reporting solution Summary
- 66. Ask your team: how do we know if our buyer moved to the next stage in their journey? Challenge
- 67. Q & A
Editor's Notes
- Before we jump in… I reference a lot of stuff in this talk. You can take photos of each slide but we’ll make the resources we’re going to talk about today on our blog. We also have a newsletter, it goes out every two weeks with the best articles we find around the web.
- Plus we explain memes, like this.
- Every marketers favourite four letter word
- Design school Agency – 5 to 50, BlackBerry, CMW, Bell, HTC, etc. In-House – Demand gen, go-to-market, analysis - Ran into my own MarTech challenges, getting tools to work correctly, etc. FunnelCake
- Design school Agency – 5 to 50, BlackBerry, CMW, Bell, HTC, etc. - Creative & technology director - Used old-school tools like Omniture In-House – Demand gen, go-to-market, analysis - Creative director - Ran into my own MarTech challenges, getting tools to work correctly, etc. - want the team to be able to execute on the buyer journey but don't have the insights to do it today - Eloqua, SF, GA, internal… all the things - flat budget for 3 years - Spent weeks trying to wrap my head around our own data FunnelCake
- Include examples, i.e. Salesforce, Marketo, Hootsuite
- EXAMPLES: CRM, AUTOMATION, LEAD SCORING
- I don’t how that slide makes you feel, but it makes me do this.
- To cope with this we put together this idea of “stacks” – it’s a lot of all those tech categories you might run into.
- Here’s a sample – you can use this to plot out all the tools you need. It goes through the various stages of the purchase funnel You just plunk tools into here
- We’re focused on tech instead of figuring out ways to help our buyer
- So how do we start implementing technology in a buyer focused way?
- It’s not easy!
- This is David Skok Amazing series of blog post Everything from how to build personas to buyer journeys to your sales process This stuff is really hard to get right
- This is not a buyer journey – this is your funnel
- This is not a buyer journey – this is your funnel
- This is not a buyer journey – this is your funnel
- This is hard to build This is what a sample for one buyer looks like. The details don’t matter. Non-linear. How do you get this? Focus relentlessly on your customers, ask them It’s even more difficult than this
- David Skok, building the machine. Build this process identify your buyers. build it for your different personas, channels, etc. Focus relentlessly on your customers, ask them 0 add title
- Here’s four questions…
- So NOW we’re ready to talk about technology
- So obviously we need some sort of social management tool
- And we have to connect it to our website to see clickthrough rates
- And to automation to see if we’re turning these anonymous people into known contacts. This is a pretty simple example but you’ll see how integration is key.
- So if we go back to our handy martech stack We’re going to just pop Twitter into this Awareness box here
- Twitter is just an awareness tool, right?
- NOPE! Remember this?
- I use Twitter all the time. I use it for research, to find out if others are using a tool, to get support while I’m using software, and to share how much I like something once I use it. That’s not just awareness. This applies to so much more than Twitter. We need to stop thinking of things like our website, content marketing, and social media. The buyer journey helps us understand that.
- Okay. So we know what we need our tools to do. Let’s go buy them. There are two rules.
- If you don’t? Custom work. Hacks. Integrations. You don’t want to end up selling your development team’s soul to the flying spaghetti monster Delaying actual jobs
- My story, Igloo Eloqua, Salesforce, email, twitter, linkedin, Google analytics Mapped in Excel Weeks of work but super valuable - if your team isn’t qualified, is the best use of their time?
- that’s all your money
- that’s all your money
- 6-12m deployment Near real-time reporting Slow to change with process updates
- 6-12m deployment Near real-time reporting Slow to change with process updates
- 6-12m deployment Near real-time reporting Slow to change with process updates
- No need to configure Instant reporting
- 1 day deployment near real-time reporting
- Increase deal velocity Improve sales and marketing accountability/relationship Faster feedback
- And if they can’t tell you, you can ask me