Building The Perfect End-To-End Customer Journey with John Jantsch

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Building a business today is less about creating demand than it is about leading a journey for your customer. Today’s buyer has many ways to find the products and services they acquire. What …

Building a business today is less about creating demand than it is about leading a journey for your customer. Today’s buyer has many ways to find the products and services they acquire. What differentiates your brand is the customer experience, requiring Marketing, Sales and Customer Service work together to delight your customer. John Jantsch, author and owner of Duct Tape Marketing, to learn the 7 behaviors every customer wants to experience. Learn how to map the perfect customer journey as well as measure and track your success.

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  • 1. Building  The  Perfect  End-­‐To-­‐End   Customer  Journey   John  Jantsch   Duct  Tape  Selling   @ducttape  
  • 2.                    The              realities                              of  sales  and                    marketing                                    today  
  • 3. No  one  talks   about  boring   businesses    
  • 4. People  don’t   need  more   information    
  • 5. Everyone   knows  when   you  fail    
  • 6. Don’t  call  us,   we’ll  call  you    
  • 7. Trust  is   always  on          trial    
  • 8. DeEinition  of  Marketing   Know   Like   Trust  
  • 9. DeEinition  of  Sales   Try   Buy   Repeat   Refer  
  • 10. 57%  of  a  typical  purchase  decision  is   made  before  a  customer  even  talks   to  a  supplier.            Source:  CEB  
  • 11. 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  
  • 12. Rela6onship   The  Marketing  and  Sales  Hourglass  
  • 13. Inbound   Marke6ng   Outbound   Marke6ng   Inbound   Selling   The  Marketing  and  Sales  Hourglass  
  • 14. Blending  Sales  and  Marketing   •   Shared  planning   •   Shared  editorial   •   Shared  social   •   Shared  engagement   •   Shared  measurement  
  • 15.      Strategy   Before            Tactics  
  • 16. Crea6ng  an  incredible   customer  journey  is  mostly   about  choosing  the  right   customers  
  • 17. DeEine     your  ideal     customer  
  • 18. ProEitable   Refer +Pro6it  =   Ideal   Detractors   Refer   Profit   Referrals  
  • 19. Create  personas   •   How  would  I  spot      your  ideal  customer?   •   Sketch  them      
  • 20. Commit  to      a  Value      Proposition   (core  message)  
  • 21. Customer  insights  survey   •   Why  did  you  hire  us/buy  from  us?   •   What’s  one  thing  we  do  that  you  love?   •   What’s  one  thing  we  do  that  others  don’t?   •   If  you  were  to  refer  us  what  would  you  say?   •   Tell  me  about  three  other  companies  you  love?   •   Keyword  search   •   One  word  test    
  • 22. Build  your        Marketing        and  Sales     Hourglass  
  • 23. •  Who  and  how,  ads,   referrals,  networking  Know   •  Website,  blog  content,   social  media,    Like   •  SEO,  webinars,   materials,  ebooks  Trust   •  Workshops,   evaluations,  demos  Try   •  Service  team,  new   customer  kit  Buy   •  Post  project  review,   cross  selling,  events  Repeat   •  Champion  events,   partner  intros  Refer   ©  Duct  Tape  Marke5ng  –  all  rights  reserved  
  • 24. Map  the  customer  journey   • Marketing   • Sales   • Enrollment   • Service   • Education   • Follow-­‐up   • Finance  
  • 25. Content  journey   Awareness   Trust   Educa6on   Engagement   Conversion  
  • 26. Content  builds  awareness   •   Blog  posts   •   Events   •   Advertising  
  • 27. Content  builds  trust   •   How  to  content   •   Reviews   •   Testimonials   •   Articles  
  • 28. Content  educates   •   eBooks   •   Newsletter   •   Workshops   •   Demonstrations   •   FAQs   •   Survey  data    
  • 29. Content  creates  engagement   •   Automatic  referrals        and  reviews   •   Video  success  stories   •   Video  testimonial  party  
  • 30. Content  for  referrals   •   Invited  content   •   Co-­‐branded  content   •   Sponsored  content   •   Curated  content   •   Incented  content  
  • 31. Collect   Curate   Create   Share   Engage   Social  journey   Hootsuite   Feedly   Talkwalker   Radian6   Pulse   Feedly   Scoop.it   Newsle   Word  Swag   Canva   List.ly   Visual.ly   Hootsuite   Feedly   Buffer   Nimble   Groups   Contactually  
  • 32. Collect   • Customers  –  Twitter  Lists   • Journalists  –  Alerts   • InEluencers  -­‐  Alltop   • Competitors  –  RivalIQ   • Industry  –  Quora  Feeds   • Blogs  –  Feedly  
  • 33. Lead  Conversion  Process   •   Discover  –  Next  step   •   Present  –  Seminar   •   Nurture  –  Sales  cycle   •   Transact  –  Same  experience   •   Review  -­‐  results     “Effective  marketing   eliminates  the  need   to  sell.”  
  • 34. Building  The  Perfect  End-­‐To-­‐End   Customer  Journey   John  Jantsch   Duct  Tape  Selling   @ducttape