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Crafting The Customer Journey
The document outlines strategies for crafting effective customer journeys in a competitive digital marketplace, emphasizing the integration of various marketing tactics like SEO, content development, and account-based marketing. It highlights the importance of timely lead responses and optimizing customer interactions across multiple levels—media, technical, and persuasive. Key takeaways include the need for continuous assessment of the customer journey, prompt lead follow-ups, and the use of data analytics to enhance marketing effectiveness.
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Crafting The Customer Journey
- 1. . Crafting the Customer Journey HarryJ. Gold CEO/Managing Partner MTech Summit December 3, 2018
- 2. 2 2Crafting the CustomerJourney Overdrive helps companies compete and win in today’s hyper-competitive digitized marketplace and integrate: •Digital-first strategy and planning •Persuasion oriented creative •Search marketing (SEO/SEM) •Account-based marketing (ABM) •Online media (display, social, video) •Content development •Website and application development •Social media marketing About Overdrive Interactive MITX Interactive Agency of the Year
- 3. 3 3Crafting the CustomerJourney Crafting the Customer Journey
- 4. 4 4Crafting the CustomerJourney The Lines Are Blurring Search Engine Optimization Paid Search Management Online Media Social Media Creative, Website Development Email, Marketing Automation Analytics Integrated Digital
- 5. . Optimize Track, Report andRespond Brand Search Engine Marketing ▪ Organic ▪ Paid ▪ Online PR/Linking Online Media ▪ Sponsorships ▪ Banner Campaigns ▪ Product Listings ▪ Email/RSS Feeds ▪ White Paper Syndication Social Media ▪ Social Networks ▪ Content Channels ▪ Blogs Drive Call Centers Webinars/Trade Shows Site Network Main and Mini Sites Landing Pages Data Capture Applications and Incentives Capture Sales Materials Database Marketing Automation/Nurture CRM/Lead Database Telemarketing eAlerts Social/Viral Direct Mail Sales Team Convert
- 6. 6 6Crafting the CustomerJourney The Brand Embrace
- 7. 7 7Crafting the CustomerJourney Marketing Engineers Marketing Professionals
- 8. 8 8Crafting the CustomerJourney The trick is to always be asking… What is the next step in escalating a prospect through the sales process? “And Then What?”
- 9.
- 10. 10 10Crafting the CustomerJourney “And Then What” Chronological Arrangement Chronologically arranging the components of the customer and data journey reveals how they all work together and where glitches and high impact points of optimization live.
- 11. 11 11Crafting the CustomerJourney •Are we reaching the right people at the right time? (ABM + Intent) •Are we covering the right content and keywords? (Search) •Are we paying the right price? (Budget) •Are we targeting the right devices? (Download/trial vs. contact vs. engagement) Media •Is our tracking working? (Benchmarking) •Is everything else actually working? (Glitches that might damage our brand, reputation or media investment?) •Is our MarCom stack integrated? (Marketing automation and triggered events, tags installed, APIs connected, data fields aligned, etc.?) Technical •Are we connecting prospects to the right places? (Landing pages and destinations) •Are we making it valuable, productive and pleasurable for prospects to engage with us? (CX/customer experience and content) •Are we selling the conversation? (Encouraging sales escalation) •Where are the high impact opportunities for conversion rate optimization? (Conversion rate optimization) •Are we building the brand? (Branding and demand gen) Persuasion Optimize the Full Journey On 3 Layers
- 12. 12 12Crafting the CustomerJourney And Then What… • User sees a digital ad with a content offer and clicks • User arrives on a targeted landing page with form and offer • System sets required tracking and retargeting cookies • Google Analytics, Dart, Google Network Retargeting, Marketo (or other marketing automation platform) • User fills out data capture form and becomes a lead • System kicks out personalized auto-reply email with additional offer • User also presented with more engagement options on confirmation page • Engaging video, relevant links, more materials, additional offers, etc. • User is encouraged to share the content via Facebook, Twitter, email or other means • Consumer data is sent into Marketo and SalesForce for lead scoring and future marketing automation • Leads are tracked and reported for ROI and campaign optimization • Future promotions and offers are sent to prospect via marketing automation platform and nurture program
- 13. 13 13Crafting the CustomerJourney Barbara from BigTech clicks on a paid search content offer for “lead generation agency”
- 14. 14 14Crafting the CustomerJourney …and arrives on persuasive landing page where various tracking and retargeting cookies are set.
- 15. 15 15Crafting the CustomerJourney Barbara fills out the form and becomes a lead.
- 16. 16 16Crafting the CustomerJourney Content and engagement options are delivered and the conversion is tracked on various platforms.
- 17. 17 17Crafting the CustomerJourney Barbara downloads the PDF infographic.
- 18. 18 18Crafting the CustomerJourney The system pushes out an auto-reply email to Barbara from Overdrive sales rep.
- 19. 19 19Crafting the CustomerJourney Marketo ports lead into SalesForce and sends Sales Rep an instant lead alert. Barbara Smith [email protected] BigTech
- 20. 20 20Crafting the CustomerJourney Sales rep calls the lead immediately! (5 minutes or less))
- 21. 21 21Crafting the CustomerJourney Lead Quality
- 22. 22 22Crafting the CustomerJourney Call your leads and answer the phone! The fastest way to improve lead quality…
- 23. 23 23Crafting the CustomerJourney
- 24. 24 24Crafting the CustomerJourney 35% to 50%of sales go to the vendor that responds first, yet less than 5% of vendors call leads within 5 minutes.
- 25. 25 25Crafting the CustomerJourney Sadly, Barbara does not answer Sales Rep’s email and phone inquires.
- 26. 26 26Crafting the CustomerJourney Sales rep triggers a nurture campaign to Barbara via SalesForce/marketing automation integration.
- 27. 27 27Crafting the CustomerJourney Nurture Email and Landing Page #1: Google Analytics Audit Engagement Offer
- 28. 28 28Crafting the CustomerJourney Nurture Email and Landing Page #2: Search Marketing Map Content Offer
- 29. 29 29Crafting the CustomerJourney Nurture Email and Landing Page #3: Paid Search Audit Offer
- 30. 30 30Crafting the CustomerJourney Nurture Email and Landing Page #4: ABM Roadmap Content Offer
- 31. 31 31Crafting the CustomerJourney Nurture Email and Landing Page #5: ABM Workshop Engagement Offer
- 32. 32 32Crafting the CustomerJourney Nurture Email and Landing Page #6: Social Media Map Content Offer
- 33. 33 33Crafting the CustomerJourney Nurture Email and Landing Page #7: End-to-End Digital Marketing Seminar Engagement Offer
- 34. 34 34Crafting the CustomerJourney Barbara comes back to the site and starts looking at service pages (as opposed to just downloading thought leadership assets) indicating possible intent.
- 35. 35 35Crafting the CustomerJourney Barbara’s lead status and visit to high value service pages triggers a personalized email from sales. Do you need expert advice?
- 36. 36 36Crafting the CustomerJourney Sales rep gets a High Value Web Visitor Alert and instantly clicks links for CRM and web history. Barbara Smith BigTech BigTech
- 37. 37 37Crafting the CustomerJourney Sales rep instantly calls Barbara while she is actively researching digital agencies and gets the meeting!
- 38. 38 38Crafting the CustomerJourney
- 39. 39 39Crafting the CustomerJourney Sample Dashboard Design
- 40. 40 40Crafting the CustomerJourney Reverse IP Lookup / ID Intenders
- 41. 41 41Crafting the CustomerJourney Search Marketing Intent Reporting DATE RANGE: 02/2014 – 10/2014 IMPRESSIONS: 21,367,613 COMPANIES VISITING VIA PAID SEARCH ▪ SAMPLE TERMS: • mobile site performance • media delivery • CDN • application acceleration • web performance • web security Companies identified through reverse IP lookup CLICKS: 240,426 ACTIONS: 3,221
- 42. 42 42Crafting the CustomerJourney Google Analytics ABM Report
- 43. 43 43Crafting the CustomerJourney Google Display Network, Retargeting and Custom Audiences
- 44. 44 44Crafting the CustomerJourney Retargeting in Action
- 45. 45 45Crafting the CustomerJourney Retargeting and the Brand Embrace
- 46. 46 46Crafting the CustomerJourney Custom Audiences
- 47. 47 47Crafting the CustomerJourney Ecomm Apparel Brand General ABM Mobile Ecomm Omni- Channel Segmented Retargeting and Audience Pools
- 48. 48 48Crafting the CustomerJourney ABM Nurture Campaign via Remarketing Display and/or Social
- 49. 49 49Crafting the CustomerJourney Display/Social Nurture Campaign
- 50. 50 50Crafting the CustomerJourney Home Page Personalization: Default
- 51. 51 51Crafting the CustomerJourney Home Page Personalization: Finance
- 52. 52 52Crafting the CustomerJourney Home Page Personalization: Healthcare
- 53. 53 53Crafting the CustomerJourney Home Page Personalization: Technology
- 54. 54 54Crafting the CustomerJourney Home Page Personalization: Technology
- 55. 55 55Crafting the CustomerJourney 0 10 20 30 40 50 60 70 Awareness Research Negotiation Purchase Search Engines BtoB Search Vendor Site Industry Information TechTarget/Google Search is Primary Research Resource During All Phases of Purchase Funnel
- 56. 56 56Crafting the CustomerJourney Search Behavior Varies By Buying Stage
- 57. 57 57Crafting the CustomerJourney Crafting the Customer Journey with SEO and Content Development discover research purchase CDN Content distribution network What is a CDN Global website performance Top CDNs Top content distribution networks How to choose the right CDN Global website performance solution BigTech BigTech CDN BigTech vs Limelight Networks CDN pricing Setting up CDN Video speed test BigTech tech support BigTech CDN settings support
- 58. 58 58Crafting the CustomerJourney Key Takeaways • Always be asking, “And then what?” • Arrange everything in chronological order (no matter what your vertical) • Optimize on 3 levels: media, technical and persuasive • Optimize your most popular journeys first • Remember the golden window and call leads right away • Use inferred data as sales intelligence • Mirror your email nurture campaigns with display, social and search • Identify your high impact points of optimization – then benchmark, test and measure
- 59. . Thank You. Any Questions? HarryJ. Gold CEO/Managing Partner Direct 617-254-5000 x 1100 [email protected]