Marketing Data and the Customer Journey

Joe Aragona

Creative Director, Senior Strategist

Aragona Agency

The New Normal

“Today’s buyer controls the buying process more than today’s seller controls the selling process.”

—Forrester Research

Self-Directed Buyers

Of consumers prefer a

self-directed shopping journey

Retail Dive 2016: https://www.retaildive.com/news/study-digital-interactions-dictate-majority-of-in-store-spending/426356/Forrester 2017: https://go.forrester.com/blogs/the-ways-and-means-of-b2b-buyer-journey-maps-were-going-deep-at-forresters-b2b-forum/

66% 60% 68% 62%

Of business buyers prefer not to interact with a sales rep as the primary source of information

Of business buyers prefer to research on their

own, online

Of business buyers develop

selection criteria or finalize a

vendor list —based solely on digital content

The Marketing Conversation

Enable A Purchase

Develop

Perception

Attract Potential

Buyers

Develop A

Relationship

Make Noise Maintain The

Relationship

DecisionConsiderationAwareness Post-Purchase

Marketing Data • Market research

• Conversation research

• Market survey

• Customer survey

• Competitive research

• Conversation tracking

• Emotive analytics

Marketing Tools

chiefmartech.com: https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/

Marketing Content

Without effective content, data and tools

are irrelevant.

Using Available Data

Of marketers have data-driven

marketing initiatives

22% 21%

Of marketers are employing analytics to

measure marketing ROI

for all marketing engagement

25% 10%

Of marketers are collecting

customer data

Of marketers are able to measure

the customer experience well

LinkedIn: https://www.linkedin.com/pulse/18-stats-marketing-analytics-make-you-nervous-andrea-berg

Determine the Conversation

What is the market conversation?

What is being said?

Who is saying what?

Where do we fit into the conversation?

What can we contribute?

What should we say to attract customers?

How can we influence the conversation?

Conversation Data

Google has made it easy to research the conversation in any

industry

Position For The Conversation

• Page titles • Page descriptions• Image titles and descriptions

• Video titles and descriptions• On-page text

SEO and Key Words

Develop key words and cross reference with a

key word planner

Use a keyword planner that can reveal the search volume of

keywords and even suggest alternatives

Key Word Planning

Share of Voice

Measure:

• Organic keywords

• Pay per click (PPC) keywords

• Impressions

• Reach

• Revenue

• Mentions

• Hashtags

Example: Share of Voice

Specific brand metricTotal market metric

x 100 = %

Manage The Conversation

Example: HubSpot

Example: HubSpot

Example: Hubspot

Example: Hubspot

Maintain the Conversation

• Act on digital breadcrumbs to stay engaged

• Make suggestions

• Develop the relationship

• Move from conversation to lead

Which Data Should You Care About?

What Is The Ideal Tool?

Content Is Key

• Speak to the buyer’s need

• Address key issues or pain points

• Present differentiating value from the buyer’s point of view

• Be strategic

The New Reality

“It is the job of marketing to guide the buyer through the buying journey.”

—Forrester Research

QUESTIONS

Joe Aragona

Creative Director, Senior Strategist

Aragona Agency

E: jaragona@aragonaagency.com

T: 613-836-1892 xt 111