b2b buyer journey and content marketing

www.pravdam.com

Buyer’s Journey and The End of Random

Acts of Marketing

This is what we’ve learned from running 100+ B2B marketing programs

1. Know Your PersonaWho Where What

2. Is Content still the King?

3. Technology is an Enabler

Without the right plan and process it is useless

4. Listen to your data and adapt accordingly

Analyze touch points and learn the journey that your buyers go through

5. Different People - Multiple Journeys and Funnel Stages

Digital enables you to communicate with them based on their journey and stages

Publication Date: Jan 2014 Last Lead Date: December 2015

Connecting The Dots

The Story of EyalJANUARY 7, 2014

Anonymous Visitor Reading about B2BTalks

FEBRUARY 6, 2014

Anonymous Visitor Reading about B2BTalks

and company site

MARCH 17, 2014

Registered to B2BTalks

APRIL 10, 2014

Opened an email

JUNE 9, 2014

Registered to B2BTalks

JUNE 5, 2014

Opened an email

JUNE 23, 2014

Read our blog posts about Marketing Automation

JUNE 18, 2014

Opened an email

JUNE 24, 2014

Visited our Marketing Automation landing page -

but didn’t filled the form

JULY 8, 2014Visited our clients and team page

Then we invited him for a coffee… And opened a new opp in Salesforce.

Insights and Impact• Insights

• Engagement length could be as long as 6 months before they become an opportunity

• Converting anonymous traffic to known leads is very tough • Impact

• Marketing programs and budget: we increased the amount of events and content that we are creating - answering the conversion challenge

• Pipeline : We are able to better predict our funnel growth and cycle • Sales: We increased our sales efficiency - we meet our leads in the

right time, offering the right service/product

www.pravdam.com

Thank you! kfir@pravdam.com m:+972544958066

Key Points • Persona is key to successful marketing programs -

digital makes it a must. • Technology is an enabler - but you need processes and

plans that can benefit from it • Listen to your data, learn from it and react to these

insights - even if it means change of plans • In every given moment, you are facing multiple journeys

and funnel stages. Take into consideration and harness technology and marketing know how to act upon it.