In this edition of The Journey, we decided to take a closer look at the levels of interaction a typical B2B buyer has on your website. More specifically, how many touchpoints on average does it require to convert visitors into Sales Qualified Leads (SQL) or any other bottom of funnel goal. See our analysis below to uncover how many pageviews, reads and sessions do these journeys usually require. But before we dive in, why is it even a question we think that’s worth asking?
The Buyer-led Journey
A Gartner research found that 83% of the buyers’ time is spent researching independently or discussing internally, and only 17% talking with the supplier. With several suppliers, this comes down to 5%.
Here’s how Gartner visualizes the buyer journey stages, interactions and decision points for enterprise software:
Touchpoints on the website
Trendemon connects buyer journeys from the website to bottom-of-funnel goals like SQLs, closed won opportunities and even bottom line revenue. We wanted to see how many touchpoints on the individual user level it takes for a first time website visitor to reach SQL stage.
Key Takeaways From Our Data –
Our next research will focus on analyzing entire accumulative account-based journeys and try to put the SQL individual goal in context compared to account-level opportunities.
What are Orchestrations?
Orchestrations are self-optimizing and self-sequencing sets of Offers that automatically move your visitors through the buyer’s journey stages toward a main objective. Think of them as self-driving vehicles for your buyers personas – you define the destination and the system takes care of the rest.
Offers are calls-to-action, content recommendations, surveys or forms. They are the gateways through which your visitors can easily get from one page or section to the other or engage with certain promotions. You can group different offers together using tags and then specify in the orchestration, which offer tags you would like to use.
Bye-bye to A/B tests
This means that instead of having to create multiple campaigns and manually optimize between them, Trendemon can automatically serve the best performing offer (for both engagement and conversion) to the relevant audience.
With orchestrations, there’s no need to create different campaigns for different stages of the journey. You can simply tag all the offers which are relevant to a specific persona and Trendemon will automatically sequence them based on the goal you’ve selected.
For example, if a user has already filled a form, Trendemon will not serve them another gated content and if an engaged visitor has consumed enough non-gated content but is still anonymous, Trendemon can show them a gated offer.
Here are some examples of compelling orchestrations:
Our Hubspot certified app integration is now part of the latest HubSpot collection for ABM.
We’ve been partnering with Hubspot for almost 5 years and we’re proud to take our collaboration to the next level by entering new categories.
Today, we’re happy to share that we’ve been selected as part of the new Account-Based Marketing app collection available on the HubSpot App Marketplace.
Across the whole month of May, we will be featured exclusively in a Hubspot flywheel campaign, promoting recommended partners that are endorsed for their added value by integrating ABM insights into the Hubspot platform.
Under the Hubspot ABM Marketplace category we are offering the following features to mutual customers:
Check out our updated integration listing here for more details and features.