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?

11

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

23

24

25

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?