The document discusses the customer journey and provides tactics for different stages of the journey. It describes the customer journey as starting from initial awareness of a company or product through becoming a loyal customer. It then provides examples of tactics for different stages of the journey, including awareness, consideration, purchase, and retention.

1. Navigating the
Customer Journey

2. Eric McClatchy
Senior Consultant,
SmartAcre, Inc.
Twitter: @ericmcclatchy
linkedin.com/in/ericmcclatchy
2
emcclatchy@getsmartacre.com

3. a customer journey
is the customer's experience from initial
contact through becoming a loyal customer
3

4. 4
Awareness
PR/Outreach
Content
Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Email
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage Data
Knowledgebase
In-Product
Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing

5. 5
Customer Journey Tactics

6. 6
Customer Story
Zen Planner
HubSpot Customer
SmartAcre Client

7. 7
Organic SearchAwareness

8. 8
Social PublishingAwareness

9. 9
Paid SocialAwareness

10. 10
BloggingAwareness

11. 11
Paid SearchConsideration

12. 12
Gated ContentConsideration

13. 13
Re-TargetingConsideration

14. 14
Landing Page OptimizationConsideration

15. 15
Email Nurture WorkflowConsideration

16. 16
Personalized ContentConsideration

17. Purchase
17
Lead Scoring

18. Purchase
18
Assign and Notify Sales

19. Purchase
19
Review Their Journey

20. Purchase
20
Sales Activity Tracking

21. Retention
21
Customer On-boarding

22. Retention
22
Resource Library

23. Retention
23
Usage Data

24. Advocacy
24
Social Monitoring

25. Advocacy
25
Referral Program

26. 26
Take-aways
• Life is a journey not a campaign.
• The customer Journey spans across multiple business units
- Marketing / Sales / Service
• Create a customized experience for each Persona
• Periodically audit your customer’s experience

27. THANK YOU! | emcclatchy@getsmartacre.com
lehighvalley.hubspotusergroups.com
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