marko savic - martech and the buyer journey

MarTech and the buyer journey@markosaviccofounder/ceo @getfunnelcake

honest.getfunnelcake.com

# @ % $

Data

1. We have too much dataWe don’t know what to do with itSales and Marketing feels like S&M

Challenges

My Story

1. What is MarTech2. How to pick tools the right way3. Getting actual insights

Today’s journey

All the tools we use to interact with our customers

17 tools

Over 1,800 tools

chiefmartech.com

We make “Stacks”Marketing isn’t pancakes

WebinarsLattice Engines: Show Me Your Stack

Uberflip: MarTech Hacks

Tech > Buyer

Tech < Buyer

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

Five (not so) easy steps

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

forentrepreneurs.com/building-the-machine/

Awareness

Purchase

Customer

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

How do we know if the buyer moved to the next stage in their journey?

How many touchpoints does it take for a buyer to become a lead?

Where are the gaps between our process and our buyer’s journey?

Are these gaps for a segment of buyers, for a specific rep, or deal stage?

Where does marketing influence our buyer in the funnel?

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

AssumptionPeople find our blog on Twitter

AssumptionPeople find our blog on Twitter

MetricClick-through rates to blog posts

1. Map your buyer journeyFind where you can influence itAsk if you’re helping your buyerAnswer your questions with metricsUse MarTech to get metrics

We don’t buy tech thatdoesn’t integrate.

FIRST RULE

We don’t buy tech thatdoesn’t integrate.

SECOND RULE

Getting insightsMoving from assumptions to reality

1. ExcelBI platformsBuyer journey reporting

Options for insights

“Cost effective”

Time consumingRequires staff trainingManual, continuous work

Excel

“Cost effective”

Time consumingRequires staff trainingManual, continuous work

Excel

Lots of possibilities

Expensive softwareRequires expensive full-time

staffFragile

Business Intelligence Software

Lots of possibilities

Expensive softwareRequires expensive full-time

staffFragile

Business Intelligence Software

Out-of-the-box solution

Early categoryNot easily customized (yet) Prescriptive analytics

Buyer Journey Reporting (SaaS)

Out-of-the-box solution

Early categoryNot easily customized (yet) Prescriptive analytics

Buyer Journey Reporting (SaaS)

Impact1. Increase deal velocityImprove sales and marketing relationship with accountabilityFaster feedback on campaigns = better ROI

1. Keep the focus on your buyer, not technology2. Everything needs to integrate3. You need a reporting solution

Summary

Ask your team: how do we know if our buyer moved to the next stage in their journey?

Challenge

Q & A