Transcript of How To Create an Effective Buyer Journey with Mike Campana
The Healthtech Marketing Show
0:00hello and welcome to the health Tech0:03marketing show I'm your host Jina CEO of0:06Health Launchpad um Health Launchpad is0:10one of the sponsors of this podcast and0:12I also want to give a big thank you to0:15our other sponsor um the awesome folks0:19from HS who've been longtime supporters0:22of a lot of the educational stuff that0:24we we do um hey this is the first Health0:29Tech marketing show live and I think I'm0:31going to try doing this um a lot going0:33forward and so I don't know who's0:36watching out there if you are um you0:38know maybe put some put a put something0:41in the comments um we'd love to we'd0:44love to hear from you so today's show is0:48uh something I'm I'm a I'm big passion0:52very passionate about and that's the the0:55buyer Journey um it's a really0:57foundational piece of any good solid B2B1:02strategy as a as a firm we put a lot of1:04work into it um and um I've I've got a1:10bringing a guest to on today who is1:13somebody who is probably even more1:15passionate about the the the buyer1:18Journey uh than I am and that is my my1:22great friend Mike companion Mike welcome1:25to the show good to see you how are you1:27I'm doing great thank you good so so so1:30Mike and I got to know each other1:32through um a group we run called the1:35health Tech marketing Network which you1:37can find out about on health1:39launchpad.com uh and Mike and I have1:42many things in common bu a journey which1:45we'll get on to and the but the other1:47thing we have in common is we are both1:48fans of what Mike Premier League soccer1:52buddy oh move your head a bit move your1:54head to the right show move your head so1:56people yeah so uh I almost canceled the2:00Today's Show because Mike is a big fan2:02of Liverpool Football Club I'm a big fan2:04of Chelsea you know we are among the top2:07teams in top teams in in the world and2:11uh you know we I think Mike and I could2:14probably spend the next hour talking2:16about Premier League in which case most2:18people would then tune out so we will2:20shift on to Today's Show so Mike tell us2:22about yourself tell us about you your2:24back you know a little bit about your2:25history and why are you so passionate2:27about the buyer Journey yeah yeah I mean2:30I have been in healthcare Information2:32Technology marketing for over 30 years2:35now actually I started off in sales I2:37carried a bag for many years which I2:39think has a great benefit from a2:40marketing perspective because most2:42marketing people aren't in sales or2:43haven't been in sales so I don't have as2:45much empathy for what a salesperson goes2:47through is they're trying to you know2:49Express a message or you know sell a2:51product without really understanding the2:52value proposition so I have a lot of2:54empathy for the sales team but 34 years2:56in sales I started out really focusing2:58on ambulatory techn technology but I've3:00grown my career into um you know mostly3:03the Acute Care in most recent years and3:06um healthc care paay pharmaceutical Life3:08Sciences um running marketing teams um3:12everything from small startups where I3:14was individual contributor but leading3:16the team of to um you know running3:20marketing for you know large3:22International marketing groups with you3:25know large teams of people doing3:27marketing so it's I me you've got a3:30really story background so yeah the3:33buyer Journey why why why is the buyer3:35Journey so important I mean it seems3:38like an obvious question but I think a3:39lot of people kind of gloss over it they3:42they do and you know I I went through3:44back back in like the mid2 i i my3:48company that I worked for at the time a3:49large company was introduced to buyer3:51Journey mapping um from a company called3:54serious decisions where I think a lot of3:56people oh sure yeah absolutely yeah um3:59and and that was great it was a great4:01exercise um but I mean they're they're4:04really I think a lot more than what's4:06needed um I I started studying um a4:09person who works at Price Waterhouse4:11Cooper um named Antonio Wade who does a4:14great um study on bu Journey mapping I4:16really subscribe to her but I think I4:19think I've got her book somewhere yeah4:21well everything that I present I talk4:23about is really based on what Antonia4:25Wade has taught me I mean I I I love her4:28concept the way she does things and4:30that's kind of how I approach B Journey4:32mapping is is through4:34hers um but I think the the biggest4:37problem the reason bu Journey mapping is4:40important is because I think most4:41companies they they look at um a funnel4:45they use a funnel so and you know the4:47funnel has a lot of flaws but the funnel4:49is a great mental uh model to use when4:52you're focusing on opportunities and how4:54opportunities move from one stage to the4:56next stage but the flaws that exist in4:59the funnel are that it it forces you as5:02a marketer I force but encourages you as5:05a marketer to really focus on how you5:08want to sell and not really how the5:09buyer wants to buy right um it ALS it5:13also looks at at the as a single buyer5:16so you're looking at it from a domain5:17perspective I'm trying to sell somebody5:19to XYZ Hospital rather looking at the5:22personas within the hospital how they're5:24participating in that process so the5:27other yeah I I really that I I so agree5:31with you I mean I think the kind of5:33traditional marketing model which is you5:36know5:36b2c awareness interest uh decision5:41action um works really well if you're5:44you know you even even in even in sort5:46of in sort of the Soho small business5:49B2B for more transactional purchases but5:51where youve you've got sales cycles that5:54are 13 plus months uh long which is what5:57the you know according to study hims did6:00late last year is is how long the buyer6:02journey is and the average number of6:04people in a buyer Collective I think is6:07six quarter of groups have a buy a group6:10of more than 10 um yeah that just Aida6:15is not that helpful um right so I mean6:19it also causes friction I think it also6:21causes friction with this with you think6:23you talked to a lot of people in6:24marketing and they you ask them what the6:26relationship is with sales yeah and and6:28it's not great to and it's because of6:30the funnel really because at the top of6:32the funnel usually it's like the6:34marketing responsibility and think it's6:35down to lower in the funnel when you get6:37to the SQL range of the funnel and it6:41becomes more of the sales responsibility6:43and marketing kind of pulls out where we6:45should both be involved in both sides6:47and but because it's not you have that6:49friction and sales looks at markeing as6:51oh you guys are wasting so much money at6:53the top of the funnel and we look at6:55sales say you don't appreciate what6:56we've done at the bottom of the funnel6:58you know right it causes that that7:01friction do you think that it's become7:05you know more of a necessity today is it7:08is is a you know is it is it more7:10important than ever or is it just kind7:12of like it's always been something that7:13you should be doing well I think it's7:15more important than ever that you do it7:17I mean the way people7:20are um making their buying decisions is7:23changing so there there like you said7:25there's more people involved in the7:26buying decision um and each each of7:29those people people have um unique needs7:32they have unique challenges they have7:34unique drivers they have unique ways7:35that they like to um consume information7:39they have unique ways you know places7:41their watering holes that they consume7:42the information is very different so you7:44have to understand all those personas7:46and it's really important that you do7:47Persona mapping as part of this exercise7:50Persona mapping actually everything you7:53do in marketing should start at Persona7:55mapping you need to understand who7:58you're selling to so we're going to get8:00into the bi stages in a minute but let's8:02just do a little detour about Persona8:04mapping because I think there's some8:05debate you know um it's interest one of8:08the books which I absolutely love is you8:10know they ask you answer which is the8:12Marcus Sheridan book about you know his8:16journey into inbound how he basically8:19became essentially one of the8:20evangelists of inbound marketing and his8:23point of view is you need to understand8:25the B Journey but you know he doesn't8:27actually believe in personas tell us a8:29bit about why you're so passionate about8:31them well I mean personas are going to8:34inform you on a lot of things first of8:35all you you're going to look at all the8:38roles that are involved in the8:39decisionmaking process everything from8:41the SE Suite down to the individual8:44users and you're gonna understand what8:46is their role within that organization8:49what is their overarching role and then8:51in their role what are the challenges8:54that they face every day what are the8:56needs that they're trying to solve for8:58What are the8:59um you know what are the the desires9:02that they have the care about what do9:05they care about in their organization9:07those are important to understand9:09everything that those people are going9:11through the other part of it is you9:14learn a little bit more about what their9:17role is in the buying process what9:20indicators they're looking at um and how9:23they are going to consume and and grow9:27information um but most importantly for9:30me is you really understand the watering9:32holes for those people where a CIO9:35consern consumes information is very9:38different than a department head where9:40they're consuming information how they9:41consume inform the type of information9:44that they want to consume where they get9:46it the CIO does not necessarily care9:50about your opinion as a vendor they care9:53about the appending of an analyst and9:55you're going to learn that from doing9:56Bier Journey mapping um they're they're10:00they're looking at the Horizon and and10:02we'll get into this in the stages the10:04bar Journey but they're looking at that10:05Horizon and they're looking for10:07information that they are you know10:10affecting their roles or that they're10:11gonna to be concerned about down the10:12road and that's where the whole buyer10:15Journey starts I love this notion of10:18Wasing HS that's so yeah I've got this I10:21do have this picture of wilderbeast10:25around less less favorable but I do it's10:29a great great metaphor all right so10:31let's get into the B Journey so tell10:32tell us about you know what what are the10:34stages that you focus on when you're10:37building a b Journey well it's important10:39also to know that this is not this is10:41not a linear thing this is a cyclical10:43thing because you're gonna start at what10:45we call the Horizon scanner this is10:47Antonio Wade's big thing the Horizon10:49scanner but as you go down in through10:52the framework of the bar Journey you're10:53going to end up at a client and that10:55client is now again a horizon scanner so10:58it's important to look at it from that11:00perspective it's not linear it's C so11:02you're you're really starting at at the11:04rise of scanner this is going to be your11:06your sweet seet person there a very the11:09Strategic roles within each11:11department so they they're looking out11:13there they're assessing the market11:15trends out there um they're looking at11:18Innovations that's going to help their11:19business grow um typically The Horizon11:22scan is a first person that a company is11:25going to notice from the vendor11:27perspective it's the first person we11:28notice out in the market and that's11:29usually going to be the marketing person11:31too if you're doing ABM kind of stuff11:33you're noticing that Horizon scanner11:35because you're getting those indicators11:37um through your technology stack well so11:41just a sort of observation on this is11:43that you know going back to your11:44original point which is it's not linear11:46it's not kind of like you know it's not11:49as logical and as linear as as it might11:53be depicted I what I like about the11:55notion of like Horizon scanner is is11:57that as you said it's not12:00uh it's it's not a stage it's a state12:04and so you know what you're looking for12:07is who are people who are in that that12:10that state and it's a it changes the way12:13you market so I I I I'd not really heard12:16that uh I'd heard it a while back but I12:19hadn't really embraced it and I really12:20like that sorry car what was so keep12:22going keep going so so and those people12:24you know here's important thing to know12:26about them as they're in that Horizon12:28stage they don't care about you as a12:30vendor they're not looking for answers12:31from you um they're not looking for a12:33sales message they're looking for your12:35ideas they don't care anything about you12:37they're looking for opinions they're12:39looking to have discussions they're12:41looking for insights and Trends and data12:44points right and where are they getting12:46that from they're not getting that from12:47you they don't care what you have to say12:49they're looking at it from you know12:51their analysts they're looking at their12:53peers and other organizations they're12:54going to trade shows and learning you12:57know I I I as a CIO12:59care about my technology stack and how13:02that technology stack um integrates with13:04each other and now I'm at a trade show13:06and I'm learning oh there's a new widget13:08on meaningful use version13:11722 that requires lock in mirror caps am13:14I ready for that I mean those are the13:16questions he's asking you13:17know um so that's that's the first stage13:21of the buyer journey is that Horizon13:22scanner and once you once he realizes as13:26he goes to trade so realizes a new13:27version of meing for use to require lock13:29in caps he's going to talk to the people13:32under him about this you know hey are13:34you are you aware of this we should we13:36should look into this a little bit more13:37so you know if you're the CIO you're13:39talking to your VP of it or something13:41like that and you're going to start13:44exploring this is the Explorer stage and13:46this is typically gonna involve more of13:48a buying team it may just be the CIO and13:52the VP of it it may be something that13:55affects him they're going to bring in13:57the leader of him or it's going to13:58affect um um patient access it may14:02affect you know some other department so14:04they're gonna take those leadership from14:06the Department say hey did you know that14:07lock and Mir caps are gonna be required14:09because I just learn about that in this14:10trade show um so they're start locking14:13Mir caps I don't know what locking am14:15I'm gonna have to look those up it's a14:17made up thing I don't think it14:19exist um so but they know that there's a14:23problem then that problem's going to14:24have to be solved at some high level and14:26they're trying to Def find a point of to14:28find a point of view um and what14:31outcomes they need to achieve when that14:34becomes a requirement so and they're14:36prioritizing whether or not they need to14:37act on this y or you know do I need14:40outside help maybe they're gonna you14:42know get in touch with Gartner or14:43somebody or some other consulting firm14:46and and get some advice on it so what is14:48the information that Explorer is looking14:50for so they're looking for again they're14:53they're looking for opinions and options14:54from those you know analysts and those14:56journalists and those peers of theirs14:59um you know what are um case details15:03that they may be looking so they they15:04may want to build a case so they need15:07calculators to build that case y looking15:09at case studies who else is working on15:11this or maybe what vendors has solved15:13this problem let's find some case15:15studies on this um but mostly it's15:17industry points of view so but once15:20we're done with the Explorer stage when15:21say realize yeah we got an issue then15:23they start looking looking for um15:26Solutions this is what we call the15:28hunter stage is at the third of the five15:29stag Hunter15:31stage yeah so the hunters they know that15:35we know now we need a solution that15:37provides us these locked in mirror caps15:39that's gonna you know have great15:41integration with all the rest of our15:43technology stack they know what the15:45business challenges are they know what15:47they're trying to solve um they know the15:50problem is well defined for them the15:52requirements that they have for their15:53technology stack are very clear for them15:56um they have a high probability that uh15:58that a similar product has been16:01purchased in the past um and they want16:03to know more about that so you know16:06they're gonna go there they're going to16:07start familiarizing themselves with16:08Solutions what is the landscape out16:11there for the solutions they're going to16:13start comparing and contrasting uh16:15options so that's what they're looking16:16for so the information that they're16:18gonna be looking for they're looking for16:20detailed information looking for proof16:22points and looking case studies those16:23are the things that they really care16:25about that's so interesting the way that16:29you're describing it um I I really love16:33the um16:35personification um of the of the state16:38um you know when we do as a company16:41we're doing bio we do bio Journeys all16:43the time it's part of how we do an ABM16:45strategy um I mean it's it's absolutely16:48Central to it um but the um we the way16:51we look at it is just like well problem16:53definition solution16:55definition um and then decisioning and I16:58I I like the way that you first of all17:00you know we I I want to add in the17:02notion of the Horizon scanner because17:04it's kind of like the pre-sale the the17:07pre17:08uh it's it's sort of it precedes a17:11decision to go ahead and actually start17:14a17:15purchase um which I think is is is17:18interesting um the the just as an17:23observation I I know if you have you17:25ever heard of a book called The17:27Challenger customer17:29it written by the guys who wrote The17:31Challenger sale um and uh you know so17:35it's a it's not the Challenger sale is17:38like you know one of the you know one of17:40the best known books in in sales17:41strategy but the challeng of customer17:44was a follow-up which isn't as well17:45known I honestly I like it I like it17:47even better um as a marketer it's a17:51great book um they they did a17:54study of buying groups and what they17:58found was was that buy groups find it18:03challenging to define the problem they18:06find it really challenging where they18:08actually have the biggest conflict is in18:11solution definition so you know first of18:14all it's like well let's agree we've got18:16this problem and it's a priority all18:17right I don't know you know is it as big18:19a problem as this I don't agree okay all18:21right well we should probably move ahead18:23and and think about ways to solve this18:25then it's all over the place because18:28some people say well we can build it in18:29house other people say no no no no no we18:31got to work with a consulting firm what18:32are you talking about there's software18:34out there um so that's where they18:37actually need the most help actually18:40when it when they when they've decided18:41to move ahead and they're picking a18:43vendor that's actually really easy it18:45needs the least18:47help yeah and I think the the The18:50Challenge from a vendor perspective from18:52the marketing is you know that they're18:54going through that right yeah but the18:56challenge is is Who's involved in that18:58within your target market who who is who19:01is sitting at that table you know in the19:03Horizon scanner who that is you probably19:04know in the Explorer stage it's going to19:06be that Horizon scanner plus the people19:08under him from other departments um but19:11then you start moving down and it19:12becomes a lot more robust right when you19:15get into that Hunter stage the third19:17stage the the the Horizon scanner is19:20basically out of the picture he he'll19:21come back in the picture when it comes19:23to time to buy oh yeah interesting yeah19:25he's not in the picture anymore he's19:27done his job as strategist identified19:29the problem I'm turning it over to the19:31the people that really understand the19:34challenges within my organization to19:36come up with solutions for it right so19:38now you're you're in the hunter stage19:40you're involving um all the the the19:43users that are going to be part of it19:45they're you know that they're gonna have19:46to use that technology you're involving19:48procurement you're you're involving it19:51people who have to work on that seamless19:54integration of those Solutions y you're19:56you're securing compliance people make19:58sure that you're not putting you know20:00data exposure risks out there um you20:04have all kinds of legal regulatory20:06people that may be involved it all20:07depends on the solution you're selling20:09and you're selling it to is what's20:10involved but the challenge for marketing20:12is knowing who is at that table and20:15that's where Persona mapping comes into20:17play because in a Persona map you20:20understand all the personas that exist20:22in the hospital that touch your solution20:24and what they care about what your20:26message is to that person based on what20:28they care about and you can look at um20:31the hunter level for some solution and20:33guess who's at that table and now I know20:36who I have to mark it20:38to got it and it just20:42uh what are do you have an examples of20:45Frameworks that you've used we have a20:47framework that we've developed I'm just20:49curious to know sort of you know what20:51type of Frameworks you use when you do20:53Persona mapping Persona I developed my20:56own framework when I did Persona so I I20:58went through that was part of the20:59serious decisions training that we did21:01yeah I've read a bunch of books on21:04Persona mapping I've got several books21:06there's one called the buyer Persona21:08which there have another version of that21:10coming out I heard but I I developed my21:13own you know it doesn't go as deep as21:15serious decisions I think serious21:17decisions they're great but I mean21:19they're they they're they're a lot yeah21:22I don't think I don't think you need to21:24know all that I mean I have I I actually21:26for this presentation I pulled out one21:28of the ones I did when I was at um21:29Healthcare triangle this is a a CIO one21:32it's a simple right yeah yeah yeah you21:34see that so it goes over you know who's21:37in the hospital I mean what the role is21:40of that person in the hospital um it car21:43goes over a summary of all the Care21:44abouts that you have for that person so21:47uh a CIO cares about technology strategy21:50insuring integration data management y21:52yada y then what is his buying Behavior21:54what are his decision drivers what are21:56his roles in this process I summarize21:58that out and then what are his content22:01preferences where does he interact with22:03content and what are the watering holes22:05that he goes to watering holes for me22:07the most important thing um you know a22:09CIO is gonna be part and in the22:11healthcare environment is probably gonna22:13be a member of chime that's a great22:14water for him so when I create content I22:16need it to appear in the chime world22:18right yeah um that's a great example of22:21of of a Persona mapping and I do that22:23for everyone in the hospital then the22:25other side of it which really I don't22:27want to get too much into the Weeds on22:28this called but um there's a messaging22:31framework that sits in the middle of all22:32that right right so you have a product22:35that product um solves a problem so if22:38the C IO cares about um data integration22:42seamless data integration you should be22:44able to write a messaging framework on22:46data integration how your solution22:48provides C dat integration right and22:50that's gonna inform everything that you22:52do when you create content for the buyer22:54Journey so got it so you're what you're22:56doing is you're creating almost like um22:59a matrix right where you've got your23:00persona mapping which is sort of like23:04this is who they are and then the bio23:06journey is is that what are the at each23:08one of those stages what are the issues23:11that they have um and the information23:14they need need at that moment and the23:16information they need and then you know23:17where do they go for that as you say the23:19watering holes one of the one of the23:21techniques that we use uh is you know23:25triggers so particularly when you get to23:29your you know your horizon scanner and23:34um what we what we call Problem Solver23:36but what what was it you call the next23:37stage Explorer right the Explorer stag23:40is what were the what was it that what23:42was it that triggered that purchase to23:45get going and um you know from a23:49messaging and content standpoint that's23:51particularly important right because you23:52want to know you know what are what are23:54the triggers is it like uh they they23:58they're moving to Epic or is it that24:01their uh hcap scores have suddenly24:04tanked you know they're going through a24:07merger of consolidation what whatever it24:09is is what are th what are those those24:11triggers um and then the other thing is24:14is that and this we borrow heavily from24:16the they ask you answer framework which24:18is at each stage what are the questions24:22that the buying group is asking what are24:24they looking for um and so that's kind24:27of how we design design our our journey24:30Maps um anything else any other kind of24:34uh tips and tricks on what they should24:36what you know a if a Marx is out there24:39is in the process of developing their24:41buy Journey map what any other tips and24:43tricks on things they should be thinking24:45about um yeah the well you have other24:49parts of the bar stage um that you need24:51to be concerned about but the the main24:53thing that you want to do is you want to24:55make sure as you're building your bu24:56Journey map that you're not doing in a24:58vacuum right you want to make sure that25:02um sales on Bo you're you're you're25:04basically creating a new kind of25:05relationship with the sales25:07organization there's a there's that25:09friction that exists in the funnel world25:10but you include sales you get um you25:13know socialize this plan with sales and25:16executive sponsor leadership you25:18socialize it with them you include them25:19in the process and you get their Buy in25:22and what you're going to end up with is25:26I I think a much better relation with25:27sales but you're also also going to be25:29um solving another problem that exists25:31with the funnel and that is how25:32marketing is judged right Marketing in a25:36funnel World almost every organization25:38go to marketing is judged on how many25:41leads am I bring in what is the25:43conversion rate of those leads to uh an25:45mql to an SQL what is the opportunity25:49contribution that marketing is making to25:52the sales of the company that that's how25:54they're and they should be judged on25:55that right I'm not saying they should be25:57they should be judged but we all know25:59that marketing is doing a lot more than26:01that yeah the buyer framework when you26:04get buying from sales and sponsorship26:06they get a better deeper understanding26:09of the contribution marketing makes26:11aside from the funnel we do so much more26:14that contributes to the funnel that has26:16nothing to do with the funnel right so26:19this is a way of doing that yeah I26:22curious I mean you know can you26:24translate that into different metrics26:27that become important in that you know26:29so you know how and how do you get26:31alignment on the26:33metrix yeah so uh you know we look think26:36about metrics as um uh input uh26:41indicator and outcome metrics so there's26:43three kinds of metrics that exists an26:45input metric is going to be um you know26:49it's going to measure the productivity26:50of the marketing team basically how how26:52productive were we in marketing26:54indicator metric says okay so marketing26:57was productive um but is marketing26:59hitting the mark with with the content27:01they're creating is it is it hitting the27:03right place and the outcome metrics is27:05going to be how well marketing performed27:08compared to the business strategy and27:10the marketing strategy the set forth27:12right so each one of those parts of the27:16buyer Journey which you know starts at27:17Horizon scanner goes to Explorer then27:20goes into the Hunter and then you have27:22the active buyer and that becomes a27:24client each one of those is going to27:26have unique um input metrics indicator27:29metrics and outcome metrics for27:31example um in the Horizon scanner27:34remember remember that the Horizon27:36scanner doesn't want to hear from you27:38right that're they're not looking for a27:40conversation with with your organization27:42sales they're looking for conversations27:43with with other organizations so your27:46input metrics is going to be as a vendor27:48how many conversations do I have with27:51journalists how many articles am I27:53putting out there how many blogs put out27:54there how many points of views am I27:56creating that are being consum assumed27:59by analysts by journalists by28:02influencers by Healthcare28:04futurists um you know you know how much28:08am I spending on thought leadership28:10promotion those are your input metrics28:12at the hunter stage your indicator me28:15metrics are going to be how many social28:17mentions am I getting how many likes and28:18shares do I have of that content from28:22those28:22analysts um how many people are taking28:26part in surveys that I'm putting28:27together how many F interviews am I28:29having how many how many interactions am28:31I having with named28:33influencers um you know they reading my28:36content they downloading my content how28:37much time they spending it this is a28:39great use of you know one to many ABM by28:42by the way because you're G get a lot of28:44these a lot of these metrics on and then28:47from an outcome perspective um you know28:50a great outcome uh and H stage is is my28:53brand profile how am I raising my brand28:55profile you can measure that by you know28:58articles featuring my thought leadership29:00um or mynes my organizations how many29:02articles are quoting them or are29:04referencing that that content that I'm29:07creating um you know am I getting any29:09kind of mentions in Target Publications29:11you know what is my media share of voice29:13basically um how many people my target29:16audience are engaging with my content29:18the target audience again is not the29:20hunter it is the journalist the analyst29:22that kind of people so you know you're29:25measuring your engagement that now when29:27you move into the Explorer stage you're29:31you're doing a lot of the same things29:32you do in the hunter stage I mean you've29:34got to create because they care about29:35opinions so you're creating a lot of29:36opinion pieces articles and blogs and29:39third-party publication placed articles29:42that you're doing um you know keynote29:45speaking opportunities or panel slots29:47those are your input metrics your output29:50metrics are going to be you know again29:52am I raising my brand profile but um how29:56many attendees are are attending my29:58events that I'm going to you know how30:00many face-to-face engagements and touch30:02points am I having and then your30:03indicator metrics are going to be you30:05know a lot of the same things with the30:07you know your media and social media30:09mentions and likes and shares and it's30:10important to understand you have to have30:12the mtech stack in place for30:14this um to understand these metrics but30:17um you know how's my content performing30:19you're going to get a lot of information30:21from your ABM platform if you're using30:23ABM on how well your content is30:26performing um you know is there are a30:28lot of organic search that's happening30:29my SEO and sem stuff you're getting30:31metrics from your analytics on that um30:34email open rates things like that those30:36are your indicator metrics of how well30:38you're doing at the Explorer stage then30:41you get into the hunter stage and this30:42is where you start really hitting the30:43funnel kind of metrics right your30:45outcomes just in general in the hunter30:46stage are going to be things like your30:48new contracts your leads your unweighted30:51pipeline your conversion you're getting30:53from you're going from mql to Sal to SQL30:56down the down the down the all your win30:58rates things like that from an input31:01you're looking at you know what what are31:03my proof points am I creating how many31:04case studies am I doing what are31:06decisionmaking AIDS that I'm making and31:08decision making AIDS be things like31:10Benchmark tools or calculators or31:12competitor tables or collateral that31:14features features and benefits those are31:16your good decision-making AIDs that31:18you're creating for the people that are31:20making you know in the hunter stage or31:22making their31:23decisions um you know what events am I31:25doing trade shows Road shows round31:27tables these are all metrics that you31:29should be tracking from the input31:31perspective from an indicator you know31:34engagement my case studies you know31:36organic search email open rates things31:39like that those are standard things that31:41marketing does it's marketing31:43101 because I think most people in31:45marketing that look at the funnel that31:47Hunter stage is the what they're most31:49familiar with just in the funnel right31:51it's the it's the bread and butter of31:53marketing then you get into the active31:55buyer stage and you know31:58your input metrics are going to be32:00number of bid support and it's important32:01to understand the active buyer stage in32:03the funnel view is typically where32:05marketing stops most companies stop the32:07marketing department there and this is G32:09Sales respon they think of this is sales32:11responsibility but the the reason it's32:14important to involve sales in this buyer32:16Journey mapping is because you become32:18part of what is traditionally their role32:21you're helping support their bids um32:23you're creating pieces of collateral32:25that help them in in their sales effort32:28you're creating videos and demos working32:30on their demos for them all the SDR32:33stuff that happens um doing Virtual32:36Office tours or helping with their pitch32:37decks things like that all that sales32:39enablement stuff you become part of that32:42and and you're now going to be measur on32:43these things which you're doing anyhow32:45but traditionally you're not measured32:46because you're measured on leads and32:47revenue now you're going to be measured32:49on what is my contribution to the input32:52metrics that help you sell Mr salesman32:55then your indicators are going to be32:56things like you know who's engaging with32:58my collateral the amount of time they33:00spent on it um you know feedback from33:03the purchase process feedback from sales33:05feedback from the client um those are33:08all things that you're going to get from33:10the input and your output's going to be33:12or your outcome is going to be you know33:14my Clos wind rate my you know reduced33:18length of time maybe in the funnel33:19things like that those are things that33:20are good outcome metrics from the active33:22buyer stage and then you get into what33:25marketing rarely gets involved in I33:27think they should be more involved in is33:28that is when you're when someone becomes33:30a client um you need to be able to and33:33this is great if you do one to one ABM33:37especially like micro sites which I'm a33:39big proponent of doing micro sites but33:41you can create um videos you can create33:44webinars you can do new client33:45onboarding assets you can do um one33:49toone ABM programs that you put together33:52um custom messaging on thought33:53leadership events and briefings that33:55they can contribute to clients can33:57contribute to33:58um you know client advisory boards34:00things like that that you can create and34:02then from an indicator you know how many34:04case studies am I getting out of those34:06clients um are they attending events34:08with me are they helping me with some34:10positive Media or social media mentions34:13um you know do we have a number of touch34:15points that we're hitting them on at the34:17end of the day those clients are going34:19to become Horizon scanners again so they34:21need to know all the things that you34:23sell to get a greater share of wallet so34:26I mean they may have engaged me because34:28they want that lock in Mirror cap but we34:30also have a ransomware division and they34:33may be facing ransomware issues or maybe34:35new study that comes on ransomware and34:37when they become a horizon scanner in34:39the background they know that this34:41company I just um bought my locky mirror34:44C from they also do a great job because34:47they've been promoting all their34:48ransomware stuff they do a great job34:50with34:51that wow I might that was F fascinating34:56and really well described uh what I love35:00about it is the way that you map the35:02inputs the tactics that you use along35:05the journey and and uh making sure that35:08you're doing enough of the right things35:10at the right time also you know very35:13interesting the way that you define the35:15role of PR for the um for the Horizon35:18scanners very good and then having35:20metrics along the way I I you know I35:22think it's one of the the most it's one35:25of the best descriptions I think of how35:29to use the buyer35:30Journey that I've heard really really35:33useful and I'm going to you know for35:35anyone listening who wants to you know35:37frantically taking notes I'm going to35:39basically capture that uh in a blog post35:42that will accompany this because I35:43thought that was just incredibly useful35:46all right so um I I want to we need to35:49wrap things up now here but um for35:52anyone any marketer looking to improve35:57uh or get started or improve the way35:59they're doing bu a journey what's this36:01what what's one piece of advice for36:04them um well I give you two piece of36:06advice one is make sure you you involve36:08sales in that process and and probably36:11executive leadership but sales really36:12because you you want to have a new36:14relationship with sales but the other36:16thing I would advise you on is as you go36:18through the process of building a buyer36:20Journey map make sure that your martech36:23stack um is really aligned to that36:25Journey because a mtech stack typically36:27is aligned to a funnel View and it36:29should be but depending on what what36:32you're using for CRM and markting36:33automation you you should be able to um36:37be able to manipulate that so that it36:39addresses things like the Horizon36:41scanners and your hunters and your36:43active buyers you need to have that36:46built into that mtech stack and make36:48sure you have the right marketing36:49operations crew on board too if you know36:52you're have to create a lot more36:53collateral now because you're36:54identifying gaps in collateral um if you36:57know you're going to have the gaps in36:58collateral make sure you have the36:59resources to fill that Gap fantastic37:03thank you Mike37:06uh I knew you knew you had a lot to37:08share about the buy journey and and you37:11really didn't didn't disappoint so I'm37:13so grateful to you for making the time37:15to today and to be you know just so37:18transparent in your process um very very37:21useful I've learned a lot and and I'm37:23I've you know something I I've studied37:26um so uh thank you to you out there for37:30listening for watching not sure how many37:32people are actually watching this live37:34um and uh thank you also to our partners37:38at hyms for your support with this37:40podcast so if you uh if you want to37:44subscribe to this uh there's a you you37:46can find it on YouTube you can also find37:49us on any of the podcast um podcast37:53applications Spotify Apple all of them37:57uh and and uh as I said we'll also have37:59a a short blog post which which will38:01summarize a lot of what Mike Mike38:03described today and there'll be a link38:05down at the bottom at the show notes so38:08with that I'm GNA wrap things up and38:11again thank Mike for for uh for helping38:14me out today and um see you next week38:17for the next show
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