crafting the customer journey · crafting the customer journey 2 2 overdrive helps companies...

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Crafting the Customer Journey

Harry J. GoldCEO/Managing Partner

MTech SummitDecember 3, 2018

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Overdrive helps companies compete and win in today’s hyper-competitive digitized marketplace and integrate:

•Digital-first strategy and planning

•Persuasion oriented creative

•Search marketing (SEO/SEM)

•Account-based marketing (ABM)

•Online media (display, social, video)

•Content development

•Website and application development

•Social media marketing

About Overdrive Interactive

MITX Interactive Agency of the Year

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Crafting the Customer Journey

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The Lines Are Blurring

Search Engine Optimization

Paid Search Management

Online Media

Social MediaCreative, Website

Development

Email, Marketing Automation

Analytics

IntegratedDigital

.

OptimizeTrack, Report and Respond

Brand

Search Engine Marketing▪ Organic

▪ Paid

▪ Online PR/Linking

Online Media▪ Sponsorships

▪ Banner Campaigns

▪ Product Listings

▪ Email/RSS Feeds

▪ White Paper Syndication

Social Media▪ Social Networks

▪ Content Channels

▪ Blogs

Drive

Call Centers

Webinars/Trade Shows

Site NetworkMain and Mini Sites

Landing PagesData Capture

Applications and Incentives

Capture

SalesMaterials

DatabaseMarketing Automation/Nurture

CRM/LeadDatabase

Telemarketing

eAlerts

Social/Viral

Direct Mail

SalesTeam

Convert

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The Brand Embrace

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Marketing Engineers

Marketing Professionals

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The trick is to always be asking…

What is the next step in escalating a prospect through the sales process?

“And Then What?”

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“And Then What” Chronological Arrangement

Chronologically arranging the components of the customer and data journey reveals how they all work together and where glitches and high impact points of optimization live.

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• Are we reaching the right people at the right time? (ABM + Intent)

• Are we covering the right content and keywords? (Search)

• Are we paying the right price? (Budget)

• Are we targeting the right devices? (Download/trial vs. contact vs. engagement)

Media

• Is our tracking working? (Benchmarking)

• Is everything else actually working? (Glitches that might damage our brand, reputation or media investment?)

• Is our MarCom stack integrated? (Marketing automation and triggered events, tags installed, APIs connected, data fields aligned,etc.?)

Technical

• Are we connecting prospects to the right places? (Landing pages and destinations)

• Are we making it valuable, productive and pleasurable for prospects to engage with us? (CX/customer experience and content)

• Are we selling the conversation? (Encouraging sales escalation)

• Where are the high impact opportunities for conversion rate optimization? (Conversion rate optimization)

• Are we building the brand? (Branding and demand gen)

Persuasion

Optimize the Full Journey On 3 Layers

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And Then What…

• User sees a digital ad with a content offer and clicks

• User arrives on a targeted landing page with form and offer

• System sets required tracking and retargeting cookies

• Google Analytics, Dart, Google Network Retargeting, Marketo (or other marketing automation platform)

• User fills out data capture form and becomes a lead

• System kicks out personalized auto-reply email with additional offer

• User also presented with more engagement options on confirmation page

• Engaging video, relevant links, more materials, additional offers, etc.

• User is encouraged to share the content via Facebook, Twitter, email or other means

• Consumer data is sent into Marketo and SalesForce for lead scoring and future marketing automation

• Leads are tracked and reported for ROI and campaign optimization

• Future promotions and offers are sent to prospect via marketing automation platform and nurture program

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Barbara from BigTech clicks on a paid search content offer for “lead generation agency”

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…and arrives on persuasive landing page where various tracking and retargeting cookies are set.

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Barbara fills out the form and becomes

a lead.

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Content and engagement options are delivered and the conversion is tracked on various platforms.

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Barbara downloads the PDF infographic.

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The system pushes out an auto-reply email to Barbara from Overdrive sales rep.

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Marketo ports lead into SalesForce and sends Sales Rep an instant lead alert.

Barbara Smith

bsmith@bigtech.com

BigTech

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Sales rep calls the lead immediately!(5 minutes or less))

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Lead Quality

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Call your leads and answer the phone!

The fastest way to improve lead quality…

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35% to 50%of sales go to the vendor that responds first, yet less than 5%

of vendors call leads within 5 minutes.

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Sadly, Barbara does not answer Sales Rep’s email and phone inquires.

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Sales rep triggers a nurture campaign to Barbara via SalesForce/marketing automation integration.

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Nurture Email and Landing Page #1: Google Analytics Audit Engagement Offer

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Nurture Email and Landing Page #2: Search Marketing Map Content Offer

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Nurture Email and Landing Page #3: Paid Search Audit Offer

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Nurture Email and Landing Page #4: ABM Roadmap Content Offer

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Nurture Email and Landing Page #5: ABM Workshop Engagement Offer

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Nurture Email and Landing Page #6: Social Media Map Content Offer

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Nurture Email and Landing Page #7: End-to-End Digital Marketing Seminar Engagement Offer

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Barbara comes back to the site and starts looking at service pages (as opposed to just downloading thought leadership

assets) indicating possible intent.

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Barbara’s lead status and visit to high value service pages triggers a personalized email from sales.

Do you need expert advice?

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Sales rep gets a High Value Web Visitor Alert and instantly clicks links for CRM and web history.

Barbara Smith

BigTech

BigTech

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Sales rep instantly calls Barbara while she is actively researching digital agencies and gets the meeting!

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Sample Dashboard Design

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Reverse IP Lookup / ID Intenders

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Search Marketing Intent Reporting

DATE RANGE: 02/2014 – 10/2014

IMPRESSIONS:

21,367,613

COMPANIES VISITING VIA PAID SEARCH

▪ SAMPLE TERMS:

• mobile site performance

• media delivery

• CDN

• application acceleration

• web performance

• web security

Companies identified through reverse IP lookup

CLICKS:240,426

ACTIONS: 3,221

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Google Analytics ABM Report

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Google Display Network, Retargeting and Custom Audiences

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Retargeting in Action

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Retargeting and the Brand Embrace

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Custom Audiences

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Ecomm ApparelBrand

General

ABMMobile

Ecomm

Omni-

Channel

Segmented Retargeting and Audience Pools

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ABM Nurture Campaign via Remarketing Display and/or Social

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Display/Social Nurture Campaign

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Home Page Personalization:Default

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Home Page Personalization:Finance

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Home Page Personalization:Healthcare

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Home Page Personalization:Technology

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Home Page Personalization: Technology

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0

10

20

30

40

50

60

70

Awareness Research Negotiation Purchase

Search Engines

BtoB Search

Vendor Site

Industry Information

TechTarget/Google

Search is Primary Research ResourceDuring All Phases of Purchase Funnel

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Search Behavior Varies By Buying Stage

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Crafting the Customer Journey with SEO and Content Development

discover

research

purchase

CDNContent distribution networkWhat is a CDNGlobal website performance

Top CDNsTop content distribution networksHow to choose the right CDNGlobal website performance solution

BigTechBigTech CDNBigTech vs Limelight NetworksCDN pricing

Setting up CDNVideo speed testBigTech tech supportBigTech CDN settings

support

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Key Takeaways

• Always be asking, “And then what?”

• Arrange everything in chronological order (no matter what your vertical)

• Optimize on 3 levels: media, technical and persuasive

• Optimize your most popular journeys first

• Remember the golden window and call leads right away

• Use inferred data as sales intelligence

• Mirror your email nurture campaigns with display, social and search

• Identify your high impact points of optimization – then benchmark, test and measure

.

Thank You.Any Questions?

Harry J. Gold

CEO/Managing Partner

Direct 617-254-5000 x 1100

hgold@OverdriveInteractive.com