are you ready to build your customer journey?
TRANSCRIPT
A pathway to sophistication and ROI
DISCOVERY
FOUNDATION
Time
Capa
bility
AMPLIFY
ACTIVATE
ENLIGHTEN
What are your business objectives for this quarter/year…
1. ATTRACTING NEW CUSTOMERS
2. GROWING NEW MARKETS
3. CONVERTING CUSTOMERS
4. RETAINING CUSTOMERS
5. IMPROVING CUSTOMER
LIFETIME VALUE
STARTING CHECKLIST ü Align your expectations with your potential ü Know the strengths/weaknesses of your
marketing team – commit to core strengths
ü Understand if you have the mark tech in place to enable this
ü Benchmark – measure everything
60%
40%
80%
20% 20%
80%
HIGH GROWTH EARLY GROWTH START UP
BUILDERS DRIVERS
WHERE SHOULD YOU FOCUS YOUR ENERGIES?
Lay the foundations for future success. Builders are foundation items and recurring campaigns designed to create and expand assets.
BUILDERS (Foundation) § Top of funnel i.e. Blogging,
Social engagement § Media relations § Search engine optimisation § Martech stack integrated § Data capture § Single identity management § Preference Management § Website conversion
optimisation
No immediate impact on lead gen or conversion rates in the near term. They are critical to the long term success of the program.
DRIVERS § Lead nurturing § Lifecycle programs § Original research reports § Persona-based
lead generation § Referral programs § Retargeting advertisements § Website conversion
These capitalise on existing assets and infrastructure to accelerate success.
A Funnel Approach to the Customer Journey
CONVERSION
DEMAND GENERATION
AWARENESS KNOWELDGE
INTEREST
CONSIDERATION INTENT
PURCHASE
ACTIVATION REPEAT
PREFERENCE
LOYALTY REFERRAL/ENDORSEMENT
ADVOCAY/EVANGELISM
RELATIONSHIP
PROPOGATION
Customer rewards
Reminders / refill / renewal/reactivation
Subscriber Welcome
Nurture
Browse/Cart Abandonment CONVERSION
DEMAND GENERATION
AWARENESS KNOWELDGE
INTEREST
CONSIDERATION INTENT
PURCHASE
ACTIVATION REPEAT
PREFERENCE
LOYALTY REFERRAL/ENDORSEMENT
ADVOCAY/EVANGELISM
RELATIONSHIP
PROPOGATION
Post purchase series/ Onboarding
Advocacy programs
CONVERSION
DEMAND GENERATION
AWARENESS KNOWELDGE
INTEREST
CONSIDERATION INTENT
PURCHASE
ACTIVATION REPEAT
PREFERENCE
LOYALTY REFERRAL/ENDORSEMENT
ADVOCAY/EVANGELISM
RELATIONSHIP
PROPOGATION
Lead Nurture
DATA CHECKLIST ü What data is available? ü What are the objectives? ü What do the insights tell us if
anything? ü What are the possible financial
impacts?
PERSONAS
PERSONA CHECKLIST ü Who are they? ü What are their needs? ü What is their value to your
organisation? ü What is the desired experience and
relationship for each persona? ü What value can we create for each
and when?
PLAN
EXPECTATIONS & POTENTIAL
INTEGRATE
FUNNEL APPROACH
FOUNDATIONS
DRIVERS
PERSONALISE ADAPT
MEASURE