(d)the customer journey
TRANSCRIPT
Fred Hess
Improving Your Customer’s Buying Journey For Fun and
Profit
The old marketing
funnel is broken
People don’t need more information
The reality of sales and marketing today
Customers are saying “Don’t call us, we’ll call you”
The reality of sales and marketing today
Trust is always on trial
The reality of sales and marketing today
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB Global
Most of us think this is our sales process
This is most likely your sales process
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 Global
These are the phases most customers go through
What are you doing to help them decide to do business with you?
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People don’t like to be sold to
But they love to buy!
Think about how you can help them buy!
© Duct Tape Marketing – all rights reserved
• Message, ads, referrals, networking, earned mediaKnow
• Website, blog content, social media, podcast, articles, toolsLike
• SEO, webinars, marketing materials, white papers, self-serveTrust
• Workshops, evaluations, demo, DIY training, starter, freemiumTry
• Service team, new customer kitBuy• Post project review, cross selling,
customer eventsRepeat• Champion events, partner intros,
peer2peer roundtablesRefer
Examples of what can be provided at each touchpoint
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Use NPS on your current customers
Net Promoter Score survey:• On a scale from 1 to 10, how likely are you to refer us to
someone else?• Why did you choose that rating?• How could we have done better?
Scores:1-6 = detractors – probably won’t buy again7-8 = neutral – may buy again9-10 = fan, promoter, raving fan
Then design your Ideal Customer Journey
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How?
Step 1
Define customers
Who are our best
customers?
Step 2
Analyze experience
What is their
current experience?
Step 3
Analyze touchpoints
Which touchpoints most impact
success?
Step 4
Design experience
What is the ideal
experience?
Step 5
Monitor experience
Are we delivering the ideal
experience?
Know
Like
Trust
Try
Buy
Repeat
Refer
Determine what you can provide at each touchpoint
Content for awareness
• Blog posts• Events• Advertising
Content for trust
• How-to content• Reviews• Testimonials• Articles
Content that educates
• eBooks• Newsletter• Workshops• Demonstrations• FAQs• Survey data
Content that creates engagement• Automatic referrals and reviews• Video success stories• Video testimonial party
Content that converts• In person events• Case studies• Contests• ROI calculators• Results• Certificates
Other people’s content• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it
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Know
Like
Trust
Try
Buy
Repeat
Refer
Determine what you can provide at each touchpoint
Map your customer journey
Know Like Trust Try Buy Repeat Refer
Promotion Ads, articles,referrals
Website content, email
Marketing kit Nurturing content
New customer kit
Quarterly events
Partner intros, peer-peer webinars
Product Newsletter White paper Webinar Core offerings
Maintenance offerings, membership
Community
Process Sales presentation
Evaluation meeting
Service team, contract, delivery
Post project survey, cross-sell presentation
Results reviews
Content Plan & Editorial Calendar
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
Questions?