RevOps Co-op Weekly #82 - How to Build a Buyer Journey That Delights Customers & Aligns your Team
Without a Buyer Journey Map, your buyers can get lost. Courtney from CWT Consulting shares how to build a thoughtful and holistic customer journey
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How to Build a Buyer Journey That Delights Customers & Aligns your Team
Here at the RevOps Co-Op, we’ve seen a lot of Buyer Journeys. Today, we’re sharing a guide to building a thoughtful and holistic Buyer Journey that can grow and scale with your business.
The Ultimate Buyer Journey Guide
Revenue teams work each day to delight and entice buyers. In the current attention marketplace, it's getting harder and harder to connect with them at the right time, let alone close a sale. That means having a thoughtful and well documented buyer journey is more vital than ever.
When you know your buyer, you can develop a deeper, more human connection with them. Plus, planning the steps of their journey ahead of time helps your entire go-to-market team get aligned.
From the first marketing touch to the sales cycle and beyond, the buyer journey is the way your customers and prospects experience your brand each day.
So, while your personal day-to-day might center around dials, paid ad adjustments, or mining your CRM for business insights, the buyer’s day is constantly in flux and hard to predict. That said, a bad buyer journey map (or no buyer journey map) could cost you thousands, even millions, in revenue.
Why? Because you will inevitably burn out or alienate your customers if you’re missing key steps in the journey or if you are making those steps too difficult to figure out or complete.
An example of this is a B2B SaaS company relying solely on email marketing to generate all their inbound MQLs for cross-sell.
In addition to the regular email cadences one might expect from a SaaS provider, such as monthly newsletters, product updates, and maintenance announcements, the example company started sending monthly emails targeting current customers.
The purpose? Trying to get customers to take a demo of their add-on features and offering a gift card if they did.
These emails, which were product feature heavy and did not account for the needs of consumers, tanked the overall health of their database. Unsubscribes skyrocketed, and the general consensus of the targeted buyers was that the company only wanted a quick cash grab. Thus, they exhausted one of the most valuable - and low cost - marketing channels: email.
How could a buyer journey map help here? Instead of relying on marketing alone to generate more qualified leads, a holistic analysis of the entire go-to-market process could have uncovered the real issues.
In reality, their sales cycle was too long and involved. If the GTM team had taken a look at the entire buyer journey, they could have found the friction points and solved for success. Instead, they drove up CAC by offering gift cards, exhausted their email lists, angered customers, and increased churn. A lose-lose-lose situation.
Does any of this sound familiar? Are you struggling to craft your buyer journey map? Don’t worry! The RevOps Co-Op is here to help.
🗣 From the Community
#04_revops-questions - Account Rotation Best Practices
04/26/22: Does anyone have any reads/best practices/guidelines for Accounts rotation/Accounts rules of Engagement? I am currently working on Accounts rules of engagement to make sure that Prospect Accounts get proper attention and to avoid Accounts hoarding behavior where a Sales Rep would own many accounts and thus get all the incoming Leads that are matched to this Account. Would highly appreciate any help on this one. Many thanks! Read 8 Replies
#04_revops-questions - Deliverability & SPAM Troubleshooting
04/29/22: Hey everyone - I need some help from the marketing ops experts. I'm a new Google Admin and I'm shocked by the number of times I get notified that a rep's account has been suspended for spamming (a couple times per week). This isn't something I'm very experienced with so wanted to get some feedback from the experts.
1. Can someone be suspended for spamming by sending too many emails or do they have to have something they sent tagged as spam?
2. What impact does this have on things like our sender score and domain health?
#08_tools-and-software - Text & Whatsapp Activity Tracking
04/26/22: Hey everyone. We have an issue with our sales teams where they are not using Outreach for their customer contacts, because they say that they are closing via Whatsapp / Text Messages. We can't pull our reps away from this behavior. This is particularly an issue with our Account Managers, not our SDRs/AEs.Our stack right now is SFDC, Outreach, Gong. Gong is used by BDRs and AEs. I don't have a good answer as to why AMs don't use it (i don't know if that is silly and they could be using it, or if Gong is specific for outbound/topoffunnel activities).
Anyone have suggestions on what are the top vendors that offer phone number / text messaging in app software that we can collect data for, that has integration with sfdc/outreach ? Read 11 Replies
#08_tools-and-software - Integrating Mixpanel & Hubspot
04/29/22: Hey folks - does anyone have experience integrating Mixpanel to HubSpot? The marketplace app is so basic that it borders on useless. I'm looking to get event data from Mixpanel into HS custom properties so that I can do PQL type automations. Read 12 Replies.
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🐦 This week in #RevOps Social
Wonder Where They Got This 15% Number 🤔
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📚 Your curated #RevOps reading list
B2B Marketing Attribution (or B2B Revenue Attribution) empowers demand gen teams to map out their customer journeys and connect the dots between marketing and revenue. At a high level, attribution weaves the story that your marketing data is trying to tell about the influence of each touchpoint on core business objectives. As multitouch attribution technology improves, B2B attribution is becoming an increasingly powerful tool for CMOs to wield. Here are 5 way in which CMOs and marketing leaders can take advantage of B2B marketing attribution.
Product Led Sales: what it is and how to get started | Correlated
Product led growth (PLG) is among the top go to market strategies for companies, and it’s easy to see why. Making your product self-serve enables end users to try before they buy, which in turn reduces churn, increases pipeline, and leads to better metrics like NRR (net retention rate) and CAC (customer acquisition cost).
In an increasingly competitive B2B marketplace, speed is a differentiator. Your speed to lead – aka, your lead response time – can make or break your go-to-market (GTM) success.
B2B buying journeys have changed. Studies repeatedly show the majority of buyers are now deep into the Consideration phase of their buying journeys before they ever engage with a seller. So, once they seek to engage, you have no time to waste. Buyers are ready to go, and they’ll seek solutions elsewhere if your lead response time is too long.
🎧 RevOps Podcasts
Defining Demand Generation Without Marketing Jargon | Demand Gen Made Simple
In this episode, I break down what demand generation is by scraping away all of the marketing jargon. It's the latest industry buzzword but what does it actually mean? I describe what it is and how it varies from the traditional lead gen model in an every-day example.
Accelerating Growth With Technology | SalesIQ
What You Will Learn: 1) How to align the tech stack to the GTM strategy 2) Best practices for leveraging technology to enable revenue 3) Empowering the revenue team through automation 4) Driving adoption and value
How To Enter an Organization and Build Ops, with Rachel Nazhand | RevOps Podcast
Today we are excited to have an awesome guest on the show with us, Rachel Nazhand (Head of Business Operations at Lunchbox). Jordan and Rachel have been bouncing ideas around for almost a year in the DMs. He wouldn’t admit it, but it’s probably why he’s so good at his job. Rachel’s POV provides a TON of value. She’s been working with startups for a while. Lunchbox is her fourth. And they’re growing fast, from 60 to 235 employees since the start of the year. So on this episode we’re focusing on what happens when you enter an organization and need to build out ops.
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