Building	
  The	
  Perfect	
  End-­‐To-­‐End	
  
Customer	
  Journey	
  
John	
  Jantsch	
  
Duct	
  Tape	
  Selling	
  
@...
 	
  	
  	
  	
  	
  	
  	
  	
  	
  The	
  	
  
	
  	
  	
  	
  	
  realities	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
 ...
No	
  one	
  talks	
  
about	
  boring	
  
businesses	
  
	
  
People	
  don’t	
  
need	
  more	
  
information	
  
	
  
Everyone	
  
knows	
  when	
  
you	
  fail	
  
	
  
Don’t	
  call	
  us,	
  
we’ll	
  call	
  you	
  
	
  
Trust	
  is	
  
always	
  on	
  	
  
	
  	
  	
  trial	
  
	
  
DeEinition	
  of	
  Marketing	
  
Know	
   Like	
   Trust	
  
DeEinition	
  of	
  Sales	
  
Try	
   Buy	
   Repeat	
   Refer	
  
57%	
  of	
  a	
  typical	
  purchase	
  decision	
  is	
  
made	
  before	
  a	
  customer	
  even	
  talks	
  
to	
  a	
...
53%	
  of	
  those	
  surveyed	
  claimed	
  that	
  
the	
  sales	
  experience	
  itself	
  was	
  one	
  
of	
  the	
  ...
Rela6onship	
  
The	
  Marketing	
  and	
  Sales	
  Hourglass	
  
Inbound	
  
Marke6ng	
  
Outbound	
  
Marke6ng	
  
Inbound	
  
Selling	
  
The	
  Marketing	
  and	
  Sales	
  Hourglass	
...
Blending	
  Sales	
  and	
  Marketing	
  
• 	
  Shared	
  planning	
  
• 	
  Shared	
  editorial	
  
• 	
  Shared	
  socia...
 	
  	
  Strategy	
  
Before	
  
	
  	
  	
  	
  	
  Tactics	
  
Crea6ng	
  an	
  incredible	
  
customer	
  journey	
  is	
  mostly	
  
about	
  choosing	
  the	
  right	
  
customers	
  
DeEine	
  	
  
your	
  ideal	
  	
  
customer	
  
ProEitable	
  
Refer
+Pro6it	
  =	
  
Ideal	
  
Detractors	
   Refer	
  
Profit	
  
Referrals	
  
Create	
  personas	
  
• 	
  How	
  would	
  I	
  spot	
  
	
  	
  your	
  ideal	
  customer?	
  
• 	
  Sketch	
  them	
  ...
Commit	
  to	
  	
  
	
  a	
  Value	
  	
  
	
  Proposition	
  
(core	
  message)	
  
Customer	
  insights	
  survey	
  
• 	
  Why	
  did	
  you	
  hire	
  us/buy	
  from	
  us?	
  
• 	
  What’s	
  one	
  thi...
Build	
  your	
  	
  
	
  	
  Marketing	
  	
  
	
  	
  and	
  Sales	
  	
  
Hourglass	
  
•  Who	
  and	
  how,	
  ads,	
  
referrals,	
  networking	
  Know	
  
•  Website,	
  blog	
  content,	
  
social	
  media...
Map	
  the	
  customer	
  journey	
  
• Marketing	
  
• Sales	
  
• Enrollment	
  
• Service	
  
• Education	
  
• Follow-...
Content	
  journey	
  
Awareness	
   Trust	
   Educa6on	
   Engagement	
   Conversion	
  
Content	
  builds	
  awareness	
  
• 	
  Blog	
  posts	
  
• 	
  Events	
  
• 	
  Advertising	
  
Content	
  builds	
  trust	
  
• 	
  How	
  to	
  content	
  
• 	
  Reviews	
  
• 	
  Testimonials	
  
• 	
  Articles	
  
Content	
  educates	
  
• 	
  eBooks	
  
• 	
  Newsletter	
  
• 	
  Workshops	
  
• 	
  Demonstrations	
  
• 	
  FAQs	
  
...
Content	
  creates	
  engagement	
  
• 	
  Automatic	
  referrals	
  	
  
	
  	
  and	
  reviews	
  
• 	
  Video	
  succes...
Content	
  for	
  referrals	
  
• 	
  Invited	
  content	
  
• 	
  Co-­‐branded	
  content	
  
• 	
  Sponsored	
  content	...
Collect	
   Curate	
   Create	
   Share	
   Engage	
  
Social	
  journey	
  
Hootsuite	
  
Feedly	
  
Talkwalker	
  
Radia...
Collect	
  
• Customers	
  –	
  Twitter	
  Lists	
  
• Journalists	
  –	
  Alerts	
  
• InEluencers	
  -­‐	
  Alltop	
  
•...
Lead	
  Conversion	
  Process	
  
• 	
  Discover	
  –	
  Next	
  step	
  
• 	
  Present	
  –	
  Seminar	
  
• 	
  Nurture	...
Building	
  The	
  Perfect	
  End-­‐To-­‐End	
  
Customer	
  Journey	
  
John	
  Jantsch	
  
Duct	
  Tape	
  Selling	
  
@...
Building The Perfect End-To-End Customer Journey with John Jantsch
Building The Perfect End-To-End Customer Journey with John Jantsch
Building The Perfect End-To-End Customer Journey with John Jantsch
Upcoming SlideShare
Loading in...5
×

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

1,671

Published on

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.

Published in: Business, News & Politics
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,671
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
57
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

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

  1. 1. Building  The  Perfect  End-­‐To-­‐End   Customer  Journey   John  Jantsch   Duct  Tape  Selling   @ducttape  
  2. 2.                    The              realities                              of  sales  and                    marketing                                    today  
  3. 3. No  one  talks   about  boring   businesses    
  4. 4. People  don’t   need  more   information    
  5. 5. Everyone   knows  when   you  fail    
  6. 6. Don’t  call  us,   we’ll  call  you    
  7. 7. Trust  is   always  on          trial    
  8. 8. DeEinition  of  Marketing   Know   Like   Trust  
  9. 9. DeEinition  of  Sales   Try   Buy   Repeat   Refer  
  10. 10. 57%  of  a  typical  purchase  decision  is   made  before  a  customer  even  talks   to  a  supplier.            Source:  CEB  
  11. 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. 12. Rela6onship   The  Marketing  and  Sales  Hourglass  
  13. 13. Inbound   Marke6ng   Outbound   Marke6ng   Inbound   Selling   The  Marketing  and  Sales  Hourglass  
  14. 14. Blending  Sales  and  Marketing   •   Shared  planning   •   Shared  editorial   •   Shared  social   •   Shared  engagement   •   Shared  measurement  
  15. 15.      Strategy   Before            Tactics  
  16. 16. Crea6ng  an  incredible   customer  journey  is  mostly   about  choosing  the  right   customers  
  17. 17. DeEine     your  ideal     customer  
  18. 18. ProEitable   Refer +Pro6it  =   Ideal   Detractors   Refer   Profit   Referrals  
  19. 19. Create  personas   •   How  would  I  spot      your  ideal  customer?   •   Sketch  them      
  20. 20. Commit  to      a  Value      Proposition   (core  message)  
  21. 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. 22. Build  your        Marketing        and  Sales     Hourglass  
  23. 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. 24. Map  the  customer  journey   • Marketing   • Sales   • Enrollment   • Service   • Education   • Follow-­‐up   • Finance  
  25. 25. Content  journey   Awareness   Trust   Educa6on   Engagement   Conversion  
  26. 26. Content  builds  awareness   •   Blog  posts   •   Events   •   Advertising  
  27. 27. Content  builds  trust   •   How  to  content   •   Reviews   •   Testimonials   •   Articles  
  28. 28. Content  educates   •   eBooks   •   Newsletter   •   Workshops   •   Demonstrations   •   FAQs   •   Survey  data    
  29. 29. Content  creates  engagement   •   Automatic  referrals        and  reviews   •   Video  success  stories   •   Video  testimonial  party  
  30. 30. Content  for  referrals   •   Invited  content   •   Co-­‐branded  content   •   Sponsored  content   •   Curated  content   •   Incented  content  
  31. 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. 32. Collect   • Customers  –  Twitter  Lists   • Journalists  –  Alerts   • InEluencers  -­‐  Alltop   • Competitors  –  RivalIQ   • Industry  –  Quora  Feeds   • Blogs  –  Feedly  
  33. 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. 34. Building  The  Perfect  End-­‐To-­‐End   Customer  Journey   John  Jantsch   Duct  Tape  Selling   @ducttape  
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×