Duct Tape Marketing Consultant NetworkBGI Foundation How to Create The Marketing Hourglass(Customer Journey)
Foun
dati
on
Software Company Marketing Foundation
Establish Access to Completion (A2C) message
Tom Shaver A2C thought leadership
Build Audience awareness with Higher Ed stakeholders
Build Audience Development function
Integrate Audience, Sales and Service
Strategy
Awareness Discovery Evaluating Contracting Implementation Support/RenewConverging
Journey/Hourglass/CRM
Audience Sales Service
Content PlanCMS
Editorial CalendarWordPress Site Marketing Automation
Marketing automation /campaigns
Lead Gen Campaign Plan
Social Plan
Marketing Calendar
Key Performance Indicators
Strategy Discovery Process
The Marketing Hourglass
57% of a typical purchase decision is made before a customer even talks to a supplier.
Source: CEB
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
The future of marketing is less about demand creation and more about organizing behavior.
Relationship – Profit - Outcome
The Marketing and Sales Hourglass
Google Universal Analytics/KISS Metrics/Mixpanel
The Marketing HourglassTM
© 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
1. Map experience2. Audit content3. Consider partners4. Create metrics5. CRM – Automation6. Questions and Goals Journey Map7. Build the Hourglass
Hourglass building
Map customer touchpoints• Marketing• Sales• Enrollment• Service• Education• Follow-up• Finance
• Point of view• Useful• Consistent• Authentic• U vs. V
Content audit
• Marketing partners• Joint ventures• Coopetition• Vendor/supplier
Strategic relationships
Hourglass Journey Map
• Customer Goals• Customer Touchpoints• Customer Questions• Projects
Reverse engineer touchpoints• 90 days• 45 days• At purchase• Trial• Nurture• Trust• Awareness
The Marketing Hourglass
Buying Behaviors Know Like Trust Try
CustomerTouchPoints
Customer Questions
Customer Goals
1.Scheduling; automate management of central room calendar
Customer Expectations
Customer Experience Journey
2. Capacity; expand campus enrollment capacity
3. Efficiency; improve classroom utilization
4. Efficiency; improve allocation of faculty
5. Student success ; align schedules with student needs
What is possible for our industry. How does student friendly
scheduling play into student success initiatives?
What are leading institutions doing to improve outcomes?
To know what everyone else is doing: best practices, study options, outcomes data
Find information and resources that help educate and prepare for new project.
Ideas to Improve
Mobilizing faculty to support productive change
Debunking the iron triangle myth Getting industry to understand that
scheduling is a student service that impacts student outcomes and success.
Objective readiness assesssment_ have survey available on access to completion.
Readiness caluculator available Partnerships that create synergy with
existing systems
Adherence to sales process and system
ROI calculators Custom services and or project scope
depending on client readiness/need
1. Events – conferences, client panels, Ed presentations
2. Outreach to state leaders - Grayling
3. Cold calling4. Social Media/LI/Twitter
(promote blogs and related articles)
5. Mining stakeholders
Recommendations
Is scheduling the right priority for us now?
Is Ad Astra the right Partner ?
What is possible for our institution? How do I mobilize my faculty? How do I know if we are ready for
change?
1. Stakeholder map2. Mining stakeholders3. Webinars4. White papers5. Case studies 6. Tailored demonstrations – ed
briefings7. Interviewing, conversations –
create ORD document
1. Webinars- soundbites of solutions
2. Custom presentation 3. Proposal document4. Client readiness packet5. Review ORD/ROI
1. Can be restricted during RFP process
2. Organic stakeholder engagement-unique, custom ways to get in front of prospect
3. Assessment Score – could start in Discovery go through evaluating and converging
Determine that ad astra is the right partnerDetermine that scheduling is the right priority now.
What is the timing can we move forward now. Do we have enough resources?
How are we going to resource this project?
What are our business goals related to this project?
How do we measure success? Who are the senior stakeholders?
1) How will people learn about our value proposition?2) What will make them want to know more?3) What will lead them to give us permission to share our story?4) How can we offer proof that they can get the result they desire?5) How can we make the buying experience fun, effective and convenient?6) What can we do to measure and ensure our customer gets the result they expected and more?7) What will lead every customer to talk about us to their friends, neighbors and colleagues?
The Hourglass questions
Your Hourglass
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