Demand Gen Report's first session of the Lead LifeCycle Series sponsored by LeadMD #LLCSeries

1. Session sponsored by!
#LLCseries
Benchmarking
the Buyers
Journey!
!

2. #LLCseries
Questions / ON24 Logistics !
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About Demand Gen Report!
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6. #LLCseries
Panelists!
Moderator
JusRn
Gray,
CEO,
Lead
MD
Andrew
Gaffney,
Editor,
Demand
Gen
Report

7. Benchmarking the Buyers Journey
Aligning buying behavior to your revenue model
Justin Gray, CEO
July 21, 2014

8. 7/21/148
Speaker Intro
Benchmarking: The Value of LeadMD
JusFn
Gray
CEO,
LeadMD
@jgrayma-er
/in/leadmd
jgray@leadmd.com
LeadMD
@myleadmd
/company/leadmd-­‐inc.
leadmd.com/blog

9. 7/21/149
Outline for Today
Benchmarking: The Value of LeadMD
§ Understanding Buyer Behavior
§ Mapping Behavior to Revenue Models
§ Benchmarking Your Results
§ Buyer Persona Specific Models
§ Lip Service: The Barriers to Revenue Modeling
§ Questions

10. UNDERSTANDING
BUYERS
How we build trust
7/21/14Presentation Title10

11. Traditional Buying Concept
7/21/14Presentation Title11

12. Look Familiar?
7/21/14Presentation Title12

13. How we really buy
7/21/14Presentation Title13

14. MAPPING BEHAVIOR
Buyer journeys & Marketing’s Effect on the Journey
7/21/14Presentation Title14

15. Duh! The Role of Perception:
7/21/14Presentation Title15

16. A.I.D.A.
§ Awareness – the customer is aware
of the existence of a product or
service
§ Interest – actively expressing an
interest in a product group
§ Desire – aspiring to a particular brand
or product
§ Action – taking the next step towards
purchasing the chosen product
7/21/14Presentation Title16

17. Combine the Two Models
§ Buyers Process .vs Marketers Process
7/21/14Presentation Title17

18. Traditional Terms Have Value
§ Create Uniform Definitions
– Initial Consideration
§ (MAL): Marketing Accepted Leads
§ MQL: Marketing Qualified Leads
– Active Evaluation
§ SAL: Sales Accepted Leads
§ SQL: Sales Qualified Leads
– Pipeline Stages
– Purchase
§ Customers
§ Lost Opportunities
7/21/14Presentation Title18

19. 7/21/1419 7/21/1419
BENCHMARK
LeadMD'Metrics'Matrix
Client'Lead'Data'Analysis
Company'Business'Name:'XXXXXXXX
Project'Start'Date:'September'1,'2014
Metric Baseline Target
Total'Revenue'(Current'Quarter) $2,343,750.00 $3,431,250.00
Average'Deal'Size $25,000.00 $25,000.00
Average'Length'of'Sales'Cycle'(Days) 90 90
#'of'Quarterly'Inquiries 3000 3050
Inquiry'to'MQL'Conversion'% 25% 30%
MQL'to'SAL'Conversion'% 50% 60%
SAL'to'SQL'Conversion'% 50% 50%
SQL'to'Close/Win'Conversion'% 50% 50%
Conversion'Metrics
Revenue'Indicators
Projected'Revenue: 3,431,250.00$'''''''''''''''''
LeadMD'Lift'from'Target: $1,087,500.00
Benchmarking: The Value of LeadMD

20. PERSONA REVENUE PATHS
All buying journeys are not equal
7/21/14Presentation Title20

21. The Constant Between Models
7/21/14Presentation Title21
Content Research
MarketingEffectiveness

22. Research Models
§ Company vs Consumer
§ Initial Awareness
– Company Driven
§ Active Evaluation
– Consumer Driven
§ Social Interaction
§ Online Data Gathering
§ Word of Mouth
7/21/14Presentation Title22

23. AVOIDING LIP SERVICE
When push comes to shove
7/21/14Presentation Title23

24. Barriers to Success
7/21/14Presentation Title24

25. Murder by Numbers
§ Only 22% of marketers use analytics to
manage campaigns(beagle)
§ Only 38% of marketers have a single view of
interaction with content across digital
touchpoints(forrester)
§ 82% of Marketers report being incented on
lead volume (leadmd)
§ Only 27% of B2B leads are sales-ready
when first generated(marketing sherpa)
7/21/14Presentation Title25

26. The Final Blow
§ 90% of business
buyers say when
they’re ready to
buy, they’ll find
you(DemandGen Report)
7/21/14Presentation Title26

27. The Conversation Continues
7/21/14Presentation Title27

28. Final Thoughts
§ We have to change our thinking
§ We need seek out the conversation
§ We need to focus on nurture
§ We need to evaluate the model
7/21/14Presentation Title28

29. QUESTIONS
Open forum
7/21/14Presentation Title29

30. 7/21/1430 Benchmarking: The Value of LeadMD

31. #LLCseries
Q&A // Panelists!
Moderator
JusRn
Gray,
CEO,
Lead
MD
Andrew
Gaffney,
Editor,
Demand
Gen
Report

32. #LLCseries
Lead LifeCycle Series Prize Box!
Register,
a>end
and
tweet
the
Lead
LifeCycle
Series
sessions
using
the
#LLCseries
hashtag
to
be
entered
into
the
Prize
Box
giveaway!
The
more
sessions
you
a>end
and
tweet,
the
higher
the
chance
at
winning
one
of
these
awesome
prizes!
See
the
full
contest
details
and
rules
at:
h>p://www3.demandgenreport.com/lls14/contest-­‐rules.html

33. #LLCseries
Thanks for attending this session!!
Make
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Series:
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