Stacking Growth | The B2B Marketing Podcast
Snacks 21: Inbound Buying Experience
Jul 17, 2024
Sidney Waterfall, an expert in optimizing the inbound buying experience, joins Steph Crugnola to discuss defining the inbound buying experience, ways to optimize the process, and core KPIs for measurement tools. They explore childhood snacks and delve into enhancing funnel conversion and efficiency through data analysis and segmentation of the buying process.
12:45
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Quick takeaways
- Regular auditing helps identify areas for improvement in inbound buying experience workflows and systems.
- Tracking core KPIs aids in diagnosing funnel performance and targeting initiatives for specific funnel aspects.
Deep dives
Inbound Buying Experience Optimization
Sydney explains the concept of the inbound buying experience, highlighting its journey from a user visiting a homepage to the flow of declared intent on the website, including form fill, routing, sales, and closure. To optimize this experience, it is crucial to understand and document the current state of workflows and systems within the organization. Regular auditing, especially for new members, helps identify areas for improvement and enhances marketing and sales efforts.
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