The Marketing Funnel Is Dead: Rethinking Content and the Customer Experience [ThinkContent New York 2018]

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It’s time to retire the funnel, says Dusty DiMercurio, Director, Content Marketing and Social Media, Autodesk. The old model that starts with awareness and ends with conversion doesn’t accurately reflect the customer journey of today. Here, DiMercurio shares his new framework for a unified customer experience strategy that uses content to provide value at every step of the way.

Marketing

THE CUSTOMER JOURNEY NEVER ENDS
@dustycd

DISCOVER: ATTRACT PROSPECTS
@dustycd
Discover

DISCOVER:
ATTRACT
PROSPECTS
Challenges & business risks
Guidance & business advice
Product / solution intro

DECIDE: GUIDE RESEARCH
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DECIDE:
GUIDE RESEARCH
Solution information & benefits
Business impact & case studies
Implementation info & trials

BUY: HELP PURCHASE
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BUY:
HELP PURCHASE
Recommend a solution mix
Purchase advice & add. services
Preparation for onboarding

TRANSACTION TIME
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ONBOARD: AID DEPLOYMENT
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Onboard

ONBOARD:
AID DEPLOYMENT
Guidance on getting started
Implementation tips & support
Info on community resources

MASTER: MAXIMIZE VALUE
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Master

MASTER:
MAXIMIZE VALUE
Learning & training tools
Solution workflows & interop
Sharing to best practices

RENEW: ENSURE RETENTION
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RENEW:
ENSURE RETENTION
Renewal info & resources
Current entitlement reminders
Investment value extension

CONTENT ACROSS THE CUSTOMER JOURNEY
@dustycd
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Decide
Buy
Onboard
Renew
Master

DRIVE DEMAND
Attract & convert prospects
Help people learn & buy
Success: Creating customers
@dustycd
@dustycd
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Decide
Buy
Onboard
Renew
Master
CREATE DEMAND

SUPPORT SUCCESS
Ensure customer success
Help them realize value
Success: Customer retention
@dustycd
@dustycd
Discover
Decide
Buy
Onboard
Renew
Master
CREATE DEMAND SUPPORT SUCCESS

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The Marketing Funnel Is Dead: Rethinking Content and the Customer Experience [ThinkContent New York 2018]

1. June 6, 2018 | New York City

2. RETHINKING CONTENT & THE CUSTOMER EXPERIENCE Dusty DiMercurio, Director, Content Marketing & Social Media Autodesk @dustycd

3. @dustycd

5. @dustycd

6. THE CUSTOMER JOURNEY NEVER ENDS @dustycd

7. DISCOVER: ATTRACT PROSPECTS @dustycd Discover

8. DISCOVER: ATTRACT PROSPECTS Challenges & business risks Guidance & business advice Product / solution intro

9. DECIDE: GUIDE RESEARCH @dustycd Discover Decide

10. DECIDE: GUIDE RESEARCH Solution information & benefits Business impact & case studies Implementation info & trials

11. BUY: HELP PURCHASE @dustycd Discover Decide Buy

12. BUY: HELP PURCHASE Recommend a solution mix Purchase advice & add. services Preparation for onboarding

13. TRANSACTION TIME @dustycd Discover Decide Buy

14. ONBOARD: AID DEPLOYMENT @dustycd Discover Decide Buy Onboard

15. ONBOARD: AID DEPLOYMENT Guidance on getting started Implementation tips & support Info on community resources

16. MASTER: MAXIMIZE VALUE @dustycd Discover Decide Buy Onboard Master

17. MASTER: MAXIMIZE VALUE Learning & training tools Solution workflows & interop Sharing to best practices

18. RENEW: ENSURE RETENTION @dustycd Discover Decide Buy Onboard Renew Master

19. RENEW: ENSURE RETENTION Renewal info & resources Current entitlement reminders Investment value extension

20. CONTENT ACROSS THE CUSTOMER JOURNEY @dustycd Discover Decide Buy Onboard Renew Master

21. DRIVE DEMAND Attract & convert prospects Help people learn & buy Success: Creating customers @dustycd @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND

22. SUPPORT SUCCESS Ensure customer success Help them realize value Success: Customer retention @dustycd @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND SUPPORT SUCCESS

23. BUILD AFFINITY BUILD AFFINITY Personify brand & vision Supports all journey stages Success: Earning attention @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND SUPPORT SUCCESS @dustycd

24. THANK YOU @dustycd dustydimercurio