webinar: how to personalize your b2b buying experience · 2019-06-27 · how to personalize your...

How To Personalize Your B2B Buying Experience(And Get Customers To Love You Like They Love Amazon, Netflix, and Spotify)

Webinar:

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Your Presenters:

Chris VandermarelDirector of Product MarketingPathFactory

Mark Kilens VP of Content and CommunityDrift

Fun Facts:

• 5+ year Marketo Power User, Career Marketer

• Father of three (under 2 y/o)• Leafs Fan (boo Bruins)

Fun Facts:

• Invented a snowmaking machine• Was flying planes before driving• Bruins fan (boo Leafs)

How did you make your last considered

purchase?

I was an

Enabled Buyer

I was an Enabled Buyer

• How?

• Immediately had access to all the information I needed• Specs, Pictures, Video, Location, Options, Reviews, Comparisons

• Seamlessly moved from one piece of content to the next• Didn’t need to fill out any forms• Didn’t need to wait (hours) for a salesperson to follow-up• The Sales Person could personalize their conversation with me

The On-Demand World lets people get things done in a frictionless way.

And enables them by matching supply with demand in real-time.

Creating An Educated Buyer

The Average Amount of Content a Buyer Consumes Before Making a Purchase Decision.

10.4 Pieces

Google Zero Moment of Truth Study, 2011

Heading Two

Meet Steve.Steve is your buyer.

STEVE

eBook

What happens today?

Website Form No More Content

Wait Sales Call

B2B Doesn’t Work Like That

81%of Millennial & Gen X decision makers didn’t download a piece of content because they didn’t want to fill out the form.

“Millennials and Gen X Decision-Makers Achieving More Together”, LinkedIn Marketing Solutions Blog, March 2017

MARKETERS CREATE FRICTION

HOW BUYERS SPEND THEIR TIME

Source: Gartner

Stop Marketing at Prospects.

Start Helping Them Buy.

How Would this Look, Ideally?

How To Start & Have More Conversations

Proactively engage website visitors, drive webinar registrations, encourage content downloads, and engage sales prospects with personalized, proactive messaging.

Quickly understand buyer needs through one-to-one conversations to determine buyer intent and qualification.

Appropriately recommending actions to buyers and customers through one-to-one conversations at all stages of your marketing and sales funnel.

How would this look?

The Steve ChannelSTEVE IS YOUR NEXT B2B BUYER

- Hyper-relevant, real-time recommendations

- Packaged content Steve cares about

- Letting him binge in the moment

- Learn more about Steve all the time

(Active Content)

THE BENEFITS OF ENABLING YOUR BUYER

Create higher quality demand that

converts better.

Get out of the way of the buyer so they can

move faster.

Get better return from channels and

programs.

IMPROVE CONVERSION

REDUCE CYCLE TIMES

OPTIMIZE MARKETING SPEND

See Your Next Campaign in a Content Track

pathfactory.com/demo

FREE WEBSITE ASSESSMENT

https://now.drift.click/t/assessment

THANK YOU

Remove friction for the B2B Buyer