building the perfect end-to-end customer journey with john jantsch
TRANSCRIPT
![Page 1: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/1.jpg)
Building The Perfect End-‐To-‐End Customer Journey
John Jantsch Duct Tape Selling @ducttape
![Page 2: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/2.jpg)
The
realities of sales and marketing today
![Page 3: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/3.jpg)
No one talks about boring businesses
![Page 4: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/4.jpg)
People don’t need more information
![Page 5: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/5.jpg)
Everyone knows when you fail
![Page 6: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/6.jpg)
Don’t call us, we’ll call you
![Page 7: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/7.jpg)
Trust is always on trial
![Page 8: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/8.jpg)
DeEinition of Marketing
Know Like Trust
![Page 9: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/9.jpg)
DeEinition of Sales
Try Buy Repeat Refer
![Page 10: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/10.jpg)
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
![Page 11: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/11.jpg)
![Page 12: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/12.jpg)
![Page 13: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/13.jpg)
![Page 14: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/14.jpg)
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
![Page 15: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/15.jpg)
Rela6onship
The Marketing and Sales Hourglass
![Page 16: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/16.jpg)
Inbound Marke6ng
Outbound Marke6ng
Inbound Selling
The Marketing and Sales Hourglass
![Page 17: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/17.jpg)
Blending Sales and Marketing • Shared planning • Shared editorial • Shared social • Shared engagement • Shared measurement
![Page 18: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/18.jpg)
Strategy Before Tactics
![Page 19: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/19.jpg)
Crea6ng an incredible customer journey is mostly about choosing the right customers
![Page 20: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/20.jpg)
DeEine your ideal customer
![Page 21: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/21.jpg)
ProEitable Refer
+Pro6it = Ideal
Detractors Refer
Profi
t
Referrals
![Page 22: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/22.jpg)
Create personas • How would I spot your ideal customer? • Sketch them
![Page 23: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/23.jpg)
Commit to a Value Proposition (core message)
![Page 24: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/24.jpg)
Customer insights survey • Why did you hire us/buy from us? • What’s one thing we do that you love? • What’s one thing we do that others don’t? • If you were to refer us what would you say? • Tell me about three other companies you love? • Keyword search • One word test
![Page 25: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/25.jpg)
Build your Marketing and Sales Hourglass
![Page 26: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/26.jpg)
• Who and how, ads, referrals, networking Know
• Website, blog content, social media, Like
• SEO, webinars, materials, ebooks Trust
• Workshops, evaluations, demos Try
• Service team, new customer kit Buy
• Post project review, cross selling, events Repeat
• Champion events, partner intros Refer
© Duct Tape Marke5ng – all rights reserved
![Page 27: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/27.jpg)
Map the customer journey • Marketing • Sales • Enrollment • Service • Education • Follow-‐up • Finance
![Page 28: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/28.jpg)
Content journey
Awareness Trust Educa6on Engagement Conversion
![Page 29: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/29.jpg)
Content builds awareness
• Blog posts • Events • Advertising
![Page 30: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/30.jpg)
Content builds trust
• How to content • Reviews • Testimonials • Articles
![Page 31: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/31.jpg)
Content educates
• eBooks • Newsletter • Workshops • Demonstrations • FAQs • Survey data
![Page 32: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/32.jpg)
Content creates engagement
• Automatic referrals and reviews • Video success stories • Video testimonial party
![Page 33: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/33.jpg)
Content for referrals • Invited content • Co-‐branded content • Sponsored content • Curated content • Incented content
![Page 34: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/34.jpg)
Collect Curate Create Share Engage
Social journey
Hootsuite Feedly
Talkwalker Radian6
Pulse Feedly Scoop.it Newsle
Word Swag Canva List.ly
Visual.ly
Hootsuite Feedly Buffer
Nimble Groups
Contactually
![Page 35: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/35.jpg)
Collect • Customers – Twitter Lists • Journalists – Alerts • InEluencers -‐ Alltop • Competitors – RivalIQ • Industry – Quora Feeds • Blogs – Feedly
![Page 36: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/36.jpg)
Lead Conversion Process • Discover – Next step • Present – Seminar • Nurture – Sales cycle • Transact – Same experience • Review -‐ results
“Effective marketing eliminates the need to sell.”
![Page 37: Building The Perfect End-To-End Customer Journey with John Jantsch](https://reader030.vdocuments.mx/reader030/viewer/2022032514/55d4f02ebb61eb9a438b46d7/html5/thumbnails/37.jpg)
Building The Perfect End-‐To-‐End Customer Journey
John Jantsch Duct Tape Selling @ducttape