creating the perfect end to end customer journey
TRANSCRIPT
#ducttapeselling
Creating the Perfect End to End Customer Journey
John JantschDuct Tape Selling@ducttape
#ducttapeselling
The
realities of sales and
marketing today
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No one talks about boring businesses
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People don’t need more information
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Everyone knows when you fail
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Don’t call us, we’ll call you
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Trust is always on trial
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57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
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The funnel is broken
“When it comes to lead and referral generation, a happy customer is the best tool.”
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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
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The future of marketing is less about demand creation and more about organizing behavior.
#ducttapeselling
Relationship – Profit - Outcome
The Marketing and Sales Hourglass
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Definition of Marketing
Know Like Trust
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Definition of Sales
Try Buy Repeat Refer
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Organizing behavior
• Listening = prospecting• Teaching = presenting• Insight = information sharing• Storybuilding = nurturing• Network building = closing
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Guiding the customer journey
Content Context = Perfect Customer Journey X
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Build your Marketing and Sales Hourglass
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• Who and how, ads, referrals, networkingKnow
• Website, blog content, social media, Like
• SEO, webinars, materials, ebooksTrust
• Workshops, evaluations, demosTry
• Service team, new customer kitBuy
• Post project review, cross selling, eventsRepeat
• Champion events, partner introsRefer
© Duct Tape Marketing – all rights reserved
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Map the customer journey• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
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The Marketing Hourglass
Buying Behaviors Know Like Trust Try
CustomerTouchPoints
Customer Questions
Customer Goals
1.Scheduling; automate management of central room calendar
Customer Expectations
Customer Experience Journey
2. Capacity; expand campus enrollment capacity
3. Efficiency; improve classroom utilization
4. Efficiency; improve allocation of faculty
5. Student success ; align schedules with student needs
What is possible for our industry. How does student friendly
scheduling play into student success initiatives?
What are leading institutions doing to improve outcomes?
To know what everyone else is doing: best practices, study options, outcomes data
Find information and resources that help educate and prepare for new project.
Ideas to Improve
Mobilizing faculty to support productive change
Debunking the iron triangle myth Getting industry to understand that
scheduling is a student service that impacts student outcomes and success.
Objective readiness assesssment_ have survey available on access to completion.
Readiness caluculator available Partnerships that create synergy with
existing systems
Adherence to sales process and system
ROI calculators Custom services and or project scope
depending on client readiness/need
1. Events – conferences, client panels, Ed presentations
2. Outreach to state leaders - Grayling
3. Cold calling4. Social Media/LI/Twitter
(promote blogs and related articles)
5. Mining stakeholders
Recommendations
Is scheduling the right priority for us now?
Is Ad Astra the right Partner ?
What is possible for our institution? How do I mobilize my faculty? How do I know if we are ready for
change?
1. Stakeholder map2. Mining stakeholders3. Webinars4. White papers5. Case studies 6. Tailored demonstrations – ed
briefings7. Interviewing, conversations –
create ORD document
1. Webinars- soundbites of solutions
2. Custom presentation 3. Proposal document4. Client readiness packet5. Review ORD/ROI
1. Can be restricted during RFP process
2. Organic stakeholder engagement-unique, custom ways to get in front of prospect
3. Assessment Score – could start in Discovery go through evaluating and converging
Determine that ad astra is the right partnerDetermine that scheduling is the right priority now.
What is the timing can we move forward now. Do we have enough resources?
How are we going to resource this project?
What are our business goals related to this project?
How do we measure success? Who are the senior stakeholders?
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Content powers connection
Awareness Trust Education Engagement Conversion
Blog postsEvents
Advertising
How toReviews
TestimonialsArticles
eBooksDemos
WorkshopsFAQs
Case studiesInterviewsContests
OPC
PeersTrials
Personalization
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Content for awareness
• Blog posts• Events• Advertising
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Content for trust
• How to content• Reviews• Testimonials• Articles
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Content that educates
• eBooks• Newsletter• Workshops• Demonstrations• FAQs• Survey data
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Content that creates engagement
• Automatic referrals and reviews• Video success stories• Video testimonial party
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Other people’s content
• Custom RSS feeds• Republish, Share, RT• Curate• Storify/Scoop.it
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Content that converts
• In person events• Case studies• Contests• ROI calculators• Results• Certificates
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Content for referrals
• Invited content• Co-branded content• Sponsored content• Curated content• Incented content
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Total Content System
• Create a list of monthly Landmark Content Themes
• Develop your Content Delivery Platform
• Integrate your content with Core Business Objectives
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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
Content Plan & Editorial Calendar
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Collect Curate Create Share Engage
Context journey
HootsuiteFeedly
TalkwalkerSignals
PulseFeedly
Scoop.itNewsle
Word SwagCanvaList.ly
Visual.ly
HootsuiteFeedlyBuffer
NimbleGroups
Contactually
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Collect• Customers – Twitter Lists• Journalists – Alerts• Influencers - Alltop• Competitors – RivalIQ• Industry – Quora Feeds• Blogs – Feedly
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Collect• Hootsuite• Feedly• Talkwalker• Diigo
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Curate
• Scoop.it• Newsle• Feedly
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Create
• Word Swag• Canva• List.ly• Visual.ly
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Share
• Hootsuite• Feedly• Buffer• Republish
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Engage
• CRM – BatchBook/Hatchbuck• Groups – LinkedIn/Facebook• Contactually• Rapportive
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Social Surround
• The usual suspects• Go deeper• Custom content• Subscribe and join• Create connection
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Social Media Connection Plan
Element Collect Curate Create Share
Tactics
Goals
Marketing Priorities
Social Journey
Get good at listening and following influencers
Get good at filtering and aggregating information
Tools
HootsuiteFeedlyTalkwalkerDiigo
1. Build Twitter Lists of influencers
2. Subscribe to industry related blogs
3. Create bookmarking tag structure
4. Create relevant alerts for customers, journalists, key terms
5. Clean up branding on all profiles
Recommendations
1. Build custom pages on Scoop.it for one core content topichttp://www.scoop.it/t/higher-education-reform
2. Recruit guest bloggers
Establish amplification of owned media assets
1. Apply for LinkedIn Author statushttp://specialedition.linkedin.com/publishing/
2. Amplify blog and content asset weekly
3. Create one visual content element to share
1. Identify 10-12 pieces of content daily to share
2. Expand influencer network with shares
3. Focus on engaging journalists
Engage
1. Get social customer data into CRM tool
2. Build social assets for outreach
3. Establish customer and prospect engagement and sharing routine
LinkedIn PulseScoop.itFeedly
HootsuiteBuffer
HootsuiteFeedlyBuffer
HootsuiteSocial CRMChatter in Salesforce
Establish influencer networking
Use social activity to drive sales engagement
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Complete Sales Process• Discover – Next step• Present – Seminar• Nurture – Sales cycle• Transact – Same experience• Review - results
#ducttapeselling
The future of marketing is less about demand creation and more about organizing behavior.
#ducttapeselling
Relationship – Profit - Outcome
The Marketing and Sales Hourglass
