The document discusses creating an effective customer journey by tracking metrics at each stage of the buying process. It recommends establishing key performance indicators to measure lead generation costs, activities, and progression through the stages. Regular analysis of metrics and customer insights allows optimization of marketing and personalization to keep leads engaged and identify those at risk of dropping off. An iterative approach is needed to continuously refine the process as customer and market dynamics change over time.

1. Crea%ng
an
Insanely
Great
Customer
Journey
Status
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Evaluate
Solu%on
Solu%ons
Purchase
Business
Internal
Case
Buy
In
B2B
lead
scoring
and
marke%ng
op%miza%on
need
stage
by
stage
metrics
Mike
Connor
(mike@spicecatalyst.com)
www.spicecatalyst.com

2. Crea%ng
an
Insanely
Great
Customer
Journey
Stage
by
stage
lead
scoring
and
tracking
is
cri%cal
to
building
and
forecas%ng
business
and
gaining
Status
insight
to
help
op%mize
marke%ng
Quo
Refer
Explore
Op%ons
Purchase
Expand
Use
Business
Case
Trigger
Validate
Point
Internal
Value
Buy
In
Deploy
Evaluate
Solu%on
Solu%ons

3. Crea%ng
an
Insanely
Great
Customer
Journey
Stakeholder
agreement
on
criteria
&
metrics
are
the
star%ng
point
Status
Trigger
Quo
Point
Explore
Op%ons
Evaluate
Solu%ons
Business
Case
Internal
Buy
In
Purchase
Deploy
Solu%on
Validate
Value
Expand
Use
Refer
Use
outcome
based
metrics
that
qualify
&
track
entry
into,
ac?vi?es
&
?me
within
&
exit
from
each
stage

4. Crea%ng
an
Insanely
Great
Customer
Journey
Stage
by
stage
metrics
are
also
cri%cal
to
establishing
lead
genera%on
and
nurturing
costs
and
iden%fying
ac%vi%es
and
materials
that
need
improvement

5. Crea%ng
an
Insanely
Great
Customer
Journey
Metrics
and
analy%cs
help
segment
prospects
and
enable
more
personalized
nurturing
They
can
also
be
use
to
iden?fy
when
a
high
quality
lead
is
at
risk
and
ini?ate
appropriate
ac?vi?es
and
outreach

6. Crea%ng
an
Insanely
Great
Customer
Journey
The
watch
word
-­‐
keep
it
simple!
X
In
today’s
world
it’s
easy
to
dial
in
a
lot
of
data.
The
key.
Focus
on
the
few
that
count.
We
have
data!

7. Crea%ng
an
Insanely
Great
Customer
Journey
The
basics?
You
can
add
more
based
on
your
needs,
but
these
make
a
great
star?ng
point!
q An
overall
score
based
on
the
ac?vi?es
engaged
in
q A
company
score
that
tracks
ac?ve
leads
from
each
company
q Scores
for
different
product
or
solu?ons
based
on
interest
q An
aging
score
that
reduces
as
the
?me
between
ac?vi?es
increase
q Use
of
materials
and
ac?vi?es
and
users
feedback
on
their
value
and
contribu?on
to
decision
making
q Value
of
closed
leads
and
costs
of
ac?vi?es
and
materials

8. Crea%ng
an
Insanely
Great
Customer
Journey
To
make
this
successful
you
need
.
.
.
Customer
Insight!
Base
everything
on
a
really
clear
understanding
of
who
the
influencers
and
decision
makers
are
and
what
their
needs
and
goals
are
for
each
stage
of
their
buying
process
With
that
knowledge
and
content
that
aligns
with
those
needs
your
ability
to
define
and
track
the
value
and
progress
of
leads
will
increase
significantly.

9. Crea%ng
an
Insanely
Great
Customer
Journey
Con%nual
Learning
&
Innova%on
This
isn’t
something
you
can
do
at
the
start
of
the
year
and
then
forget
about.
Status
Quo
Trigger
Refer
Point
Expand
Explore
Op%ons
Validate
Value
Deploy
Evaluate
Solu%on
Solu%ons
Purchase
Business
Internal
Case
Buy
In
The
dynamic
nature
of
B2B
markets,
products,
compe??on,
customer
behavior
and
marke?ng
efforts,
means
constant
monitoring
and
modifica?on
of
the
process
is
required

10. Crea%ng
an
Insanely
Great
Customer
Journey
Thank
You
Your
thoughts
and
comments
are
appreciated!
www.spicecatalyst.com
Your
Agile
Business
Accelera%on
Agency
Let’s
get
this
done!
Mike
Connor
(mike@spicecatalyst.com)