creating the perfect end to end customer journey

#ducttapeselling

Creating the Perfect End to End Customer Journey

John JantschDuct Tape Selling@ducttape

#ducttapeselling

The

realities of sales and

marketing today

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No one talks about boring businesses

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People don’t need more information

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Everyone knows when you fail

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Don’t call us, we’ll call you

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Trust is always on trial

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57% of a typical purchase decision is made before a customer even talks to a supplier.

Source: CEB

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The funnel is broken

“When it comes to lead and referral generation, a happy customer is the best tool.”

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53% of those surveyed claimed that the sales experience itself was one of the greatest contributing factors in continued loyalty to the brand..

Source: CEB

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The future of marketing is less about demand creation and more about organizing behavior.

#ducttapeselling

Relationship – Profit - Outcome

The Marketing and Sales Hourglass

#ducttapeselling

Definition of Marketing

Know Like Trust

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Definition of Sales

Try Buy Repeat Refer

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Organizing behavior

• Listening = prospecting• Teaching = presenting• Insight = information sharing• Storybuilding = nurturing• Network building = closing

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Guiding the customer journey

Content Context = Perfect Customer Journey X

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Build your Marketing and Sales Hourglass

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• Who and how, ads, referrals, networkingKnow

• Website, blog content, social media, Like

• SEO, webinars, materials, ebooksTrust

• Workshops, evaluations, demosTry

• Service team, new customer kitBuy

• Post project review, cross selling, eventsRepeat

• Champion events, partner introsRefer

© Duct Tape Marketing – all rights reserved

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Map the customer journey• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance

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The Marketing Hourglass

Buying Behaviors Know Like Trust Try

CustomerTouchPoints

Customer Questions

Customer Goals

1.Scheduling; automate management of central room calendar

Customer Expectations

Customer Experience Journey

2. Capacity; expand campus enrollment capacity

3. Efficiency; improve classroom utilization

4. Efficiency; improve allocation of faculty

5. Student success ; align schedules with student needs

What is possible for our industry. How does student friendly

scheduling play into student success initiatives?

What are leading institutions doing to improve outcomes?

To know what everyone else is doing: best practices, study options, outcomes data

Find information and resources that help educate and prepare for new project.

Ideas to Improve

Mobilizing faculty to support productive change

Debunking the iron triangle myth Getting industry to understand that

scheduling is a student service that impacts student outcomes and success.

Objective readiness assesssment_ have survey available on access to completion.

Readiness caluculator available Partnerships that create synergy with

existing systems

Adherence to sales process and system

ROI calculators Custom services and or project scope

depending on client readiness/need

1. Events – conferences, client panels, Ed presentations

2. Outreach to state leaders - Grayling

3. Cold calling4. Social Media/LI/Twitter

(promote blogs and related articles)

5. Mining stakeholders

Recommendations

Is scheduling the right priority for us now?

Is Ad Astra the right Partner ?

What is possible for our institution? How do I mobilize my faculty? How do I know if we are ready for

change?

1. Stakeholder map2. Mining stakeholders3. Webinars4. White papers5. Case studies 6. Tailored demonstrations – ed

briefings7. Interviewing, conversations –

create ORD document

1. Webinars- soundbites of solutions

2. Custom presentation 3. Proposal document4. Client readiness packet5. Review ORD/ROI

1. Can be restricted during RFP process

2. Organic stakeholder engagement-unique, custom ways to get in front of prospect

3. Assessment Score – could start in Discovery go through evaluating and converging

Determine that ad astra is the right partnerDetermine that scheduling is the right priority now.

What is the timing can we move forward now. Do we have enough resources?

How are we going to resource this project?

What are our business goals related to this project?

How do we measure success? Who are the senior stakeholders?

#ducttapeselling

Content powers connection

Awareness Trust Education Engagement Conversion

Blog postsEvents

Advertising

How toReviews

TestimonialsArticles

eBooksDemos

WorkshopsFAQs

Case studiesInterviewsContests

OPC

PeersTrials

Personalization

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Content for awareness

• Blog posts• Events• Advertising

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Content for trust

• How to content• Reviews• Testimonials• Articles

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Content that educates

• eBooks• Newsletter• Workshops• Demonstrations• FAQs• Survey data

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Content that creates engagement

• Automatic referrals and reviews• Video success stories• Video testimonial party

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Other people’s content

• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it

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Content that converts

• In person events• Case studies• Contests• ROI calculators• Results• Certificates

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Content for referrals

• Invited content• Co-branded content• Sponsored content• Curated content• Incented content

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Total Content System

• Create a list of monthly Landmark Content Themes

• Develop your Content Delivery Platform

• Integrate your content with Core Business Objectives

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June July Aug Sept Oct Nov

Theme Content Marketing

Referrals Strategic Partners

Building Authority

Lead Conversion

Advertising

Blog 2X 4X 2X 4X 2X 4X

Guest 2X 2X 2X 2X 2X 2X

Podcast 1X 1X 1X 1X 1X 1X

White Paper 1X 1X 1X

Ex Article/OE 1X 1X 1X 1X 1X 1X

Case Studies

LI article 1X 1X 1X 1X 1X 1X

Curate 1X 1X 1X 1X 1X 1X

Social Media See Social Plan

G+ HO 1X 1X 1X

Content Plan & Editorial Calendar

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Collect Curate Create Share Engage

Context journey

HootsuiteFeedly

TalkwalkerSignals

PulseFeedly

Scoop.itNewsle

Word SwagCanvaList.ly

Visual.ly

HootsuiteFeedlyBuffer

NimbleGroups

Contactually

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Collect• Customers – Twitter Lists• Journalists – Alerts• Influencers - Alltop• Competitors – RivalIQ• Industry – Quora Feeds• Blogs – Feedly

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Collect• Hootsuite• Feedly• Talkwalker• Diigo

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Curate

• Scoop.it• Newsle• Feedly

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Create

• Word Swag• Canva• List.ly• Visual.ly

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Share

• Hootsuite• Feedly• Buffer• Republish

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Engage

• CRM – BatchBook/Hatchbuck• Groups – LinkedIn/Facebook• Contactually• Rapportive

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Social Surround

• The usual suspects• Go deeper• Custom content• Subscribe and join• Create connection

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Social Media Connection Plan

Element Collect Curate Create Share

Tactics

Goals

Marketing Priorities

Social Journey

Get good at listening and following influencers

Get good at filtering and aggregating information

Tools

HootsuiteFeedlyTalkwalkerDiigo

1. Build Twitter Lists of influencers

2. Subscribe to industry related blogs

3. Create bookmarking tag structure

4. Create relevant alerts for customers, journalists, key terms

5. Clean up branding on all profiles

Recommendations

1. Build custom pages on Scoop.it for one core content topichttp://www.scoop.it/t/higher-education-reform

2. Recruit guest bloggers

Establish amplification of owned media assets

1. Apply for LinkedIn Author statushttp://specialedition.linkedin.com/publishing/

2. Amplify blog and content asset weekly

3. Create one visual content element to share

1. Identify 10-12 pieces of content daily to share

2. Expand influencer network with shares

3. Focus on engaging journalists

Engage

1. Get social customer data into CRM tool

2. Build social assets for outreach

3. Establish customer and prospect engagement and sharing routine

LinkedIn PulseScoop.itFeedly

HootsuiteBuffer

HootsuiteFeedlyBuffer

HootsuiteSocial CRMChatter in Salesforce

Establish influencer networking

Use social activity to drive sales engagement

#ducttapeselling

Complete Sales Process• Discover – Next step• Present – Seminar• Nurture – Sales cycle• Transact – Same experience• Review - results

#ducttapeselling

The future of marketing is less about demand creation and more about organizing behavior.

#ducttapeselling

Relationship – Profit - Outcome

The Marketing and Sales Hourglass

#ducttapeselling

Let us create this journey for your business!

John Jantschducttapemarketing.comjohn@ducttapemarketing.com