how to improve marketing effectiveness with customer journeys

How Top Performing Marketers are Winning with Customer Journeys

@MICHAELSHARKEY CEO & Co-founder

2

A Simple & Visual Approach to Journey MarketingMaking customer journey marketing accessible to millions of marketers

• Founded in 2012

• Offices in San Francisco, Sydney, London

• Over 3,000 customers

• Focused on customer experience

of consumers are turned off by

generic marketing

72%

Marketing that doesn’t feel like marketing

What are top performing marketers doing?

Mapping their customer’s journey. 88% drive better customer acquisition, NPS and retention.

Making more data driven decisions by investing in data and predictive analytics.

Source: 2016 State of Customer Journey Marketing Report

A seismic shift in customer data

What most of us do today…

What top performers are doing:

Focus beyond acquisition

@MICHAELSHARKEY

Customer Journey Marketing Framework

@MICHAELSHARKEY

Customer journey examples

“How can we have the best chance of converting every lead?”

• Segmentation / Qualification:

• Contact database size

• Nurture email interaction

• Demographics e.g. job title, company size

• Better customer experience:

• Targeted nurturing content based on interests shown during trial

• Self book time with product specialist

• Join a convient group demo session

• Similar experience independent of deal size

Nurtured Non-Nurtured

Conversion Rate 18.3% 6.4% 2.9x

ASP $112 $82 1.4x

“How can we have the best chance of converting every lead?”

“How do I identify people who have high intent but haven’t converted?”

@MICHAELSHARKEY

“Are people getting the answers they need from our knowledge base?”

@MICHAELSHARKEY@MICHAELSHARKEY

“Are people getting the answers they need from our knowledge base?”

@MICHAELSHARKEY@MICHAELSHARKEY

“How can we get our promoters to help spread the word and make them feel special?”

@MICHAELSHARKEY@MICHAELSHARKEY

of promoters review Autopilot

44%

“How can we get our promoters to help spread the word and make them feel special?”

@MICHAELSHARKEY@MICHAELSHARKEY@MICHAELSHARKEY

“How can we help our customers get more value out of our product?”

@MICHAELSHARKEY

How are top performers winning?

Mapping the customer journey across the business

Building personal & contextual “acquire, nurture, grow” journeys

Investing in data and organizing the “customer graph”

Setting goals and tracking results to make better decisions and refine the customer experience

Questions?

Michael Sharkey CEO & Co-founder

@michaelsharkey

mike@autopilothq.com

Download the report http://bit.ly/cjm-2016