creating the perfect end to end customer journey - john jantsch
TRANSCRIPT
#ducttapeselling
Creating the Perfect End to End Customer Journey
John JantschDuct Tape Selling@ducttape
#ducttapeselling
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.
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Organizing behavior• Listening = prospecting• Teaching = presenting• Insight = information sharing• Storybuilding = nurturing• Connecting = closing
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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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1. Map experience2. Questions and
Goals Journey Map3. Audit content4. Consider partners5. Create metrics6. CRM – Automation7. Build the Hourglass
Hourglass building
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Map customer touchpoints• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
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Hourglass Journey Map• Customer Goals• Customer Touchpoints• Customer Questions• Projects
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Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
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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?
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Content powers the journey
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviewsContests
OPC
PeersTrials
Personalization
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Other people’s content
• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it
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Content for referrals
• Invited content• Co-branded content• Sponsored content• Curated content• Incented content
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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
Talkwalker
Signals
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
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Social Surround
• The usual suspects• Go deeper• Custom content• Subscribe and join• Create connection
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The future of marketing is less about demand creation and more about organizing behavior.