The buyers journey and how to improve it. (Dark)

1. Fred Hess
Improving Your Customer’s Buying
Journey For Fun and Profit

2. The old
marketing
funnel
is broken

3. People don’t
need more
information
The reality of sales and marketing today

4. Customers are
saying “Don’t
call us, we’ll
call you”
The reality of sales and marketing today

5. Trust is always
on trial
The reality of sales and marketing today

6. 57% of a typical purchase decision is made
before a customer even talks to a supplier.
Source: CEB Global

7. Most of us think this is our sales process

8. This is most likely your sales process

9. 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 Global

10. These are the phases most customers go through
What are you doing to help them
decide to do business with you?

11. People don’t like to be sold to
But they love to buy!
Think about how you can help them buy!
11

12. © Duct Tape Marketing – all rights reserved
• Message, ads, referrals, networking,
earned mediaKnow
• Website, blog content, social media,
podcast, articles, toolsLike
• SEO, webinars, marketing materials,
white papers, self-serveTrust
• Workshops, evaluations, demo, DIY
training, starter, freemiumTry
• Service team, new customer kitBuy
• Post project review, cross selling,
customer eventsRepeat
• Champion events, partner intros,
peer2peer roundtablesRefer
Examples of what can be provided at each touchpoint

13. Use NPS on your current customers
Net Promoter Score survey:
• On a scale from 1 to 10, how likely are you to refer us
to someone else?
• Why did you choose that rating?
• How could we have done better?
Scores:
1-6 = detractors – probably won’t buy again
7-8 = neutral – may buy again
9-10 = fan, promoter, raving fan
13

14. Then design your
Ideal
Customer
Journey

15. How?
15
Step 1
Define
customers
Who are our
best
customers?
Step 2
Analyze
experience
What is their
current
experience?
Step 3
Analyze
touchpoints
Which
touchpoints
most impact
success?
Step 4
Design
experience
What is the
ideal
experience?
Step 5
Monitor
experience
Are we
delivering
the ideal
experience?

16. Know
Like
Trust
Try
Buy
Repeat
Refer
Determine what you can provide at each touchpoint

17. Content for awareness
• Blog posts
• Events
• Advertising

18. Content for trust
• How-to content
• Reviews
• Testimonials
• Articles

19. Content that educates
• eBooks
• Newsletter
• Workshops
• Demonstrations
• FAQs
• Survey data

20. Content that creates engagement
• Automatic referrals
and reviews
• Video success stories
• Video testimonial party

21. Content that converts
• In person events
• Case studies
• Contests
• ROI calculators
• Results
• Certificates

22. Other people’s content
• Custom RSS feeds
• Republish, Share, RT
• Curate
• Storify/Scoop.it

23. 23

24. 24

25. 25

26. Know
Like
Trust
Try
Buy
Repeat
Refer
Determine what you can provide at each touchpoint

27. Map your customer journey
Know Like Trust Try Buy Repeat Refer
Promotion Ads,
articles,
referrals
Website
content,
email
Marketing kit Nurturing
content
New
customer
kit
Quarterly
events
Partner
intros, peer-
peer
webinars
Product Newsletter White paper Webinar Core
offerings
Maintenance
offerings,
membership
Community
Process Sales
presentation
Evaluation
meeting
Service
team,
contract,
delivery
Post project
survey, cross-
sell
presentation
Results
reviews

28. Content Plan & Editorial Calendar
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

29. Questions?