Influencer marketing
Affiliate marketing
Events, tradeshows and conferences (including speaking)
Pay-per-click advertising
(including display ads and remarketing)
Social media marketing
(paid and unpaid)
Content marketing (including on targeted sites/properties)
Podcasting
Account-based marketing
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Cold email marketing
(purchase list or acquired list)
Click on each stage to see the associated tactics, technologies and metrics for that that particular stage to help you in the planning, management and measurement of your sales and marketing initiatives.
Each stage of the
Cyclonic Buyer Journey
has its own set of tactics,
metrics and technologies.
Metrics
Technologies
Tactics
PRE-AWAReNESS
Technologies
Tactics
PRE-AWAReNESS
Metrics
Conversion rate of engaged prospects to sales opportunities
Engagement rate on targeted individuals
Connect rate on targeted individuals
Total targeted accounts and total targeted individuals in those accounts
Total available market
Metrics
Technologies
Tactics
PRE-AWAReNESS
Influencer marketing
Affiliate marketing
Events, tradeshows and conferences (including speaking)
Pay-per-click advertising
(including display ads and remarketing)
Social media marketing
(paid and unpaid)
Video marketing
Podcasting
Conversion rate optimization
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Organic search engine optimization
Metrics
Technologies
Tactics
AWAReNESS
Metrics
Technologies
Tactics
AWAReNESS
Conversion rate of visitors to sales opportunities
Social reach (followers, connections, friends)
Net new contacts added to the database
Site-wide conversion rate
Website visitors
Metrics
Technologies
Tactics
AWAReNESS
Sales-qualified leads from organic search
Visitors from organic search
Website design (including pillar pages and UX consideration)
Content marketing
(including on targeted sites/properties)
Lead nuturing
Website chat feature
Lead scoring
Blogging and guest blogging
Email marketing
Metrics
Technologies
Tactics
EDUCATION
Sales-qualified leads from educational content
Subscribers to the blog, podcast or video content
Views on video assets
CTA button conversion rates
Landing page conversion rates
Metrics
Technologies
Tactics
EDUCATION
Webinar attendees and webinar registrants
Metrics
Technologies
Tactics
EDUCATION
Email marketing
Lead scoring
Blogging and guest blogging
Events, tradeshows and conferences (including speaking)
Social media marketing
(paid and unpaid)
Influencer marketing
Content marketing
(including on targeted sites/properties)
Lead nuturing
Video marketing
Conversion offers (assessments, whitepapers, guides, infographics, webinars, etc.)
Podcasting
Website chat feature
Website design (including pillar pages and UX consideration)
Conversion rate optimization
Organic search engine optimization
Metrics
Technologies
Tactics
Blogging and guest blogging
Advocacy (including reviews and references)
Influencer marketing
Social media marketing
(paid and unpaid)
Content marketing
(including on targeted sites/properties)
Email marketing
Lead scoring
Lead nuturing
Video marketing
Website chat feature
Website design (including pillar pages and UX consideration)
Content for sales team (case studies, success stories and video references)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
CONSIDERATION
Metrics
Technologies
Tactics
CONSIDERATION
Lead nurturing click-through and open rates
Email click-through and email open rates
Conversion rate on marketing-qualified leads to sales-qualified leads
Number of sales-qualified leads
Percentage of highly qualified leads versus total leads based on lead score
Metrics
Technologies
Tactics
Consideration
Metrics
Technologies
Tactics
Email marketing
Blogging and guest blogging
Advocacy (including reviews and references)
Sales training
Sales coaching
Content marketing
(including on targeted sites/properties)
Lead scoring
Lead nuturing
Video marketing
Website chat feature
Website design (including pillar pages and UX consideration)
Content for sales team (case studies, success stories and video references)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Evaluation
Metrics
Technologies
Tactics
EVALUATION
Conversion rate of prospects from
Evaluation Stage to Rationalization Stage
Downloads of Evaluation Stage content
Conversion rates on sales opportunities to proposals/agreements submitted
Open and click-through rates on sales-sent emails
Conversion rate of sales-qualified leads to sales opportunities
Metrics
Technologies
Tactics
Evaluation
Metrics
Technologies
Tactics
Advocacy (including reviews and references)
Sales training
Sales coaching
Content marketing
(including on targeted sites/properties)
Lead scoring
Lead nuturing
Video marketing
Content for sales team (case studies,
success stories and video references)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Rationalization
Metrics
Technologies
Tactics
Rationalization
Number of people viewing proposals and time
viewing proposals
Conversion rate of prospects in Rationalization Stage to final decision (“yes” or “no”)
Percentage of submitted proposals that
ask for references
Days from verbal agreement to signed contract
Metrics
Technologies
Tactics
Rationalization
Metrics
Technologies
Tactics
Advocacy (including reviews and references)
Sales training
Sales coaching
Content for sales team (case studies,
success stories and video references)
Sales process design (including email templates, ROI models, recommendations deck and contacts/agreements)
Decision
Metrics
Technologies
Tactics
DECISION
New revenue versus new revenue goals
Average dollar value of new customers
Average length of the sales cycle
Close rate on proposals/agreements submitted
Metrics
Technologies
Tactics
DECISION
Metrics
Technologies
Tactics
Active referral program
Upsell and cross-sell customer marketing programs
Knowledge base creation for customer service
ONGOING DELIVERY
Metrics
Technologies
Tactics
ONgoing delivery
Renewal rate or churn rate
Percentage of customers who buy multiple product or service lines
Number of referenceable customers
Net promoter score
Metrics
Technologies
Tactics
ONGOING Delivery
Number of referral-based leads
Customer surveys
Customer service communication (email templates)
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
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My Analysis
Start Building Relationships That Inspire Growth
For Your Company With A Free 30-Minute Analysis
Of Your Buyer Journey
» Schedule My Analysis
PRE-AWARENESS
METRICS
Total available market
Total targeted accounts and total targeted individuals in those accounts
Engagement rate on targeted individuals
Conversion rate of engaged prospects to sales opportunities
Influencer marketing
TACTICS
TECHNOLOGIES
Connect rate on targeted individuals
Cold email marketing
(purchase list or acquired list)
Account-based marketing
Podcasting
Conversion offers
(assessments, whitepapers, guides, infographics, webinars, etc.)
Content marketing (including on targeted sites/properties)
Affiliate marketing
Social media marketing
(paid and unpaid)
Pay-per-click advertising
(including display ads and remarketing)
Events, tradeshows and conferences (including speaking)
