How to Improve Marketing Effectiveness with Customer Journeys
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How Top Performing Marketers are Winning with Customer Journeys @MICHAELSHARKEY CEO & Co-founder
Transcript of How to Improve Marketing Effectiveness with Customer Journeys
How Top Performing Marketers are Winning with Customer Journeys
@MICHAELSHARKEY CEO & Co-founder
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A Simple & Visual Approach to Journey MarketingMaking customer journey marketing accessible to millions of marketers
• Founded in 2012
• Offices in San Francisco, Sydney, London
• Over 3,000 customers
• Focused on customer experience
of consumers are turned off by
generic marketing
72%
Marketing that doesn’t feel like marketing
What are top performing marketers doing?
Mapping their customer’s journey. 88% drive better customer acquisition, NPS and retention.
Making more data driven decisions by investing in data and predictive analytics.
Source: 2016 State of Customer Journey Marketing Report
A seismic shift in customer data
What most of us do today…
What top performers are doing:
Focus beyond acquisition
@MICHAELSHARKEY
Customer Journey Marketing Framework
@MICHAELSHARKEY
Customer journey examples
“How can we have the best chance of converting every lead?”
• Segmentation / Qualification:
• Contact database size
• Nurture email interaction
• Demographics e.g. job title, company size
• Better customer experience:
• Targeted nurturing content based on interests shown during trial
• Self book time with product specialist
• Join a convient group demo session
• Similar experience independent of deal size
Nurtured Non-Nurtured
Conversion Rate 18.3% 6.4% 2.9x
ASP $112 $82 1.4x
“How can we have the best chance of converting every lead?”
“How do I identify people who have high intent but haven’t converted?”
@MICHAELSHARKEY
“Are people getting the answers they need from our knowledge base?”
@MICHAELSHARKEY@MICHAELSHARKEY
“Are people getting the answers they need from our knowledge base?”
@MICHAELSHARKEY@MICHAELSHARKEY
“How can we get our promoters to help spread the word and make them feel special?”
@MICHAELSHARKEY@MICHAELSHARKEY
of promoters review Autopilot
44%
“How can we get our promoters to help spread the word and make them feel special?”
@MICHAELSHARKEY@MICHAELSHARKEY@MICHAELSHARKEY
“How can we help our customers get more value out of our product?”
@MICHAELSHARKEY
How are top performers winning?
Mapping the customer journey across the business
Building personal & contextual “acquire, nurture, grow” journeys
Investing in data and organizing the “customer graph”
Setting goals and tracking results to make better decisions and refine the customer experience
Questions?
Michael Sharkey CEO & Co-founder
@michaelsharkey
Download the report http://bit.ly/cjm-2016
