BUILDING CUSTOMER JOURNEYS Are you really ready?

Jeff Clark Managing Partner @jeffjpclark

VISIT: www.engagedigital.com.au

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MAJOR INSIGHT

Users and considers have the same issues.

n Budget n Resources & Time n Not clear on needs

Looking back to go forward

A pathway to sophistication and ROI

DISCOVERY

FOUNDATION

Time  

Capa

bility  

AMPLIFY

ACTIVATE

ENLIGHTEN

ACTIVATE

#1

Understand the needs Know your limits Plan Set the objectives

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?

FOUNDATION

#2

Get the building blocks in place

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.

AMPLIFY

#3

Set up those Drivers

Drivers are campaigns designed to capitalise on existing foundations to accelerate success.

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

Don’t bite off too much. Pick part of the funnel for your first project.

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

Positioning Early Troubling Late Troubling Education Long/complex sales cycle

ENLIGHTEN

#4

Customer Journey Mapping

DATA INSIGHTS Where should you focus. Can you back it up?

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 Interpret segments Confirm personas

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?

DON’T JUST CREATE PERSONAS. Append them in your database + Queries/Contact Lists

CREATE SCORING MODELS FOR EACH PERSONA.

CUSTOMER JOURNEY DESIGN Map the journey and define the treatments

BUILD Create and test your program. Do in stages.

MEASURE AND REFINE Continue to try to influence at every stage.

PLAN

EXPECTATIONS & POTENTIAL

INTEGRATE

FUNNEL APPROACH

FOUNDATIONS

DRIVERS

PERSONALISE ADAPT

MEASURE

www.engagedigital.com.au @engagemarketing

JEFF CLARK jclark@engagedigital.com.au @jeffjpclark