marko savic - martech and the buyer journey
TRANSCRIPT
MarTech and the buyer journey@markosaviccofounder/ceo @getfunnelcake
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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
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