![]() ![]() Somebody thinks it’s the funniest thing in the world to fill out a form with a bunch of junk data, they get sent to your CRM, and even worse, they are routed to a sales rep for follow up because they were able to MQL somehow. Disqualified records are still entering the lifecycle process. So if your company finds extreme value when bubbling up “hot” leads to your sales team for follow up through a lead lifecycle process, introducing a customer lifecycle process on top might be the cherry you’re looking for. As I mentioned previously, records at existing customer accounts (usually contacts) are great people to market to because they are already receiving value from your product. While a major milestone in the journey, in my opinion, it’s far from the final destination. Organizations may tend to think the final destination is converting a lead to a contact record (I’m a Salesforce guy, so I’ll use their nomenclature). What are some common errors in tracking the buyer’s journey?Ĭouldn’t be your company, right? It may not be, but here are some points to think about when assessing your lifecycle process in Marketo: Your current lifecycle process doesn’t encompass the full buyer’s journey. In short, a Revenue Model is a great way to track the buyer’s journey within Marketo, but not everybody is doing it correctly. While there is a chance your business can’t offer additional products to existing customers, for many other companies simply becoming a customer isn’t the final destination. One example, in particular, is to introduce stages into your buyer’s journey after an individual becomes a customer. However, you can (and should) customize the model to match how your business operates. ![]() Out of the box, Marketo will come with a default Revenue Model created in the instance. The Revenue Model will illustrate all of the potential paths an individual can take in your buyer’s journey, whether or not that’s directly along the Success Path. In Marketo, this can be documented using Revenue Models. Regardless of where your company is, it’s important to get alignment on what the journey entails and what the key moments are with that journey, otherwise known as the lead lifecycle. Some can be very complicated, and deservedly so, while others could be more simplistic in nature. But how can you go about tracking that in the first place? How can buyer journey data be tracked in your business?Įvery company’s buyer’s journey is different. ![]() In all seriousness, though, this is what the buyer’s journey is all about: knowing where your prospects and customers are in your buying cycle and guiding them across the finish line to do business with your company. Some may have just left the driveway while others are stranded in the middle of nowhere with a flat tire (I can relate). But our prospects aren’t always at the same juncture in that buying journey. As B2B marketers, our goal is to guide individuals to the final destination, which is usually a closed won opportunity. Our prospects, and hopefully one day customers, all have a variety of different destinations they are trying to get to and take different routes to arrive there. The same concept can be applied to the buyer’s cycle in the B2B marketing world. ![]() What comes to mind when you think of the word “journey”? Right away I think of a cross-country roadtrip and all the sights you see before you reach your final destination. Nonetheless, while we aren’t in the business of creating the next Disney brand, the journey really is what matters – especially when it comes to marketing automation and operations. During my research I came across a quote he was famous for saying: “It’s not about the destination it’s about the journey.” I’m not sure if I can recall the quote so easily because I had to say it with a drawn-on mustache during my presentation to the class or because the quote can be applied to many scenarios in life. The project required me to learn about his upbringing, his accomplishments, and the passion behind what he did. Ralph Waldo Emerson for a school project in elementary school. ![]()
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