Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014

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This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world.

There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing, customer journey and persona profile mapping.

This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market.

Published in: Marketing

Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014

  1. 1. @VirtualCMO The Funnel Marketing & Sales Funnel The Customer/Personas & a bit more Conversion in the Funnel = success!
  2. 2. Content TABLE OF CONTENTS •  The Marketing and Sales Funnel Framework •  TOFU •  MOFU •  BOFU •  Measuring the Funnel •  Questions Appendix: •  Optimization •  Start at BOFU •  Customer Centric Framework •  Customer Journey Mapping •  Mini exercise •  Persona Profiling •  Customer Database (think customer data model not technical DB) •  Funnel Metrics applied to a Marketing Program Me! @VirtualCMO
  3. 3. Intro This is part 2 of multi-part series of frameworks, practical tools, skills and examples of tools to help marketing teams (and organizations) adopt in the digital world. There are plenty of other approaches and some are more 360 customer relationship – we took these approaches as they fit most organizations and cultures we work with or where they are in the adoption curve and are stepping stones towards that 360 degree approach. We focused on the digital funnel for use in marketing. As the say Rome was not built in a day and what is key for us is frameworks for team to be able to work within that are easy and simple to understand and use – we don’t want to Six Sigma our teams into process for the sake of process or lack of innovation. This is part 2 the basic frameworks for a digital (any/all) marketing core competency and team – the focus on being customer centric and taking an outside-in view of the market. Part 1 was an Agile Marketing Framework – view on: •  SlideShare - http://www.slideshare.net/redshane/virtual-cmo-agile-marketingframework-mar-2013 •  LinkedIn - http://www.linkedin.com/profile/view?id=122511&trk=nav_responsive_tab_profile @VirtualCMO
  4. 4. The Funnel & Marketing (sales) BRAND & BUZZ Generates Brand Awareness TOFU (Top of the Funnel) Builds General Awareness to Attract Visitors / Leads MOFU (Middle of the Funnel) Turns visitors into leads, Nurtures leads & UpSell BOFU (Bottom of the Funnel) Turns leads into MQL Deepens Product Awareness Build Sales Support Tools REVENUE/SALES Converts MQL / Leads Into Customers What? Awareness Interest Intent MARKETeeRiING (Marketing + Other Teams) BUILDS & IMPLEMENTS STUFF [TOOLS – Marketo etc … APPS, ETC.] TO SUPPORT MARKETING & REVENUE GOALS Purchase The Company organizes efforts/resources to reflect the marketing and sales funnel. @VirtualCMO
  5. 5. The Funnel 4 distinct types of interactions or needs driven by customer behavior Who is socialKO? Do for Me? Why socialKO? Awareness TOFU Interest MOFU Intent BOFU Contact Me Purchase REVENUE/SALES/ eCOM @VirtualCMO
  6. 6. TOFU Marketing applies specific focus on: •  Building general awareness •  Building brand proposition Awareness •  Attracting visitors/leads to digital channels (& physical) •  TOFU Building communications channels @VirtualCMO
  7. 7. MOFU Marketing applies specific focus on: •  Converting visitors into leads •  Nurturing visitors for when they are ready to engage in the future •  Nurturing can increase lead optimization by avg. 30%+ Awareness TOFU Interest MOFU @VirtualCMO
  8. 8. BOFU Marketing applies specific focus on: •  •  •  Validation for buying Deepening product awareness Sales Support Tools Awareness Turning leads into qualified leads (MQL – Marketing Qualified Lead) Adobe Digital Marketing Optimization Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimization activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue.* Interest MOFU Intent •  TOFU BOFU Purchase REVENUE/ SALES/ eCOM @VirtualCMO
  9. 9. Measuring the Funnel: sample exec report Of Note 2nd month post beta: §  Website Visits = 50% of <… > & other competitors §  20% month over month growth §  SEO reach grew from 10 keywords to 68 keywords on Google §  4 organic media coverage (+ Partnership media outreach) Jan 2014 Channel /Tactic Social KO Website Reach 800,000 from live Page Views PR Awareness Interest 2.5M UV per month MOFU Intent Social Share TOFU BOFU 115,000 DB Promo 1 390,000 Unique Users Top 10 Articles eMail 2500 CTA Users $ 9 @VirtualCMO
  10. 10. @VirtualCMO
  11. 11. Appendix TABLE OF CONTENTS •  Optimization •  Start at BOFU •  Customer Centric Framework •  Customer Journey Mapping •  Mini exercise •  Persona Profiling •  Customer Database (think customer data model not technical DB) •  Funnel Metrics applied to a Marketing Program Me! @VirtualCMO
  12. 12. Optimization Adobe Digital Marketing Optimisation Survey found that a majority of companies (53%) spend less than 5% of their total marketing budgets on optimisation activities, despite the fact that a small uplift in conversion rates can translate into thousands of dollars of extra revenue. •  Marketing Funnel •  MOFU and BOFU •  Post CTA •  In the Product (digital/SaaS even physical) •  Motivate the Capture/Share of the “WOW” moments •  Marketing Campaigns •  Test Creative/Concepts •  Refine weekly •  CTA •  Clear Concise •  Just one per “real estate” •  Context = right time, right place, right next step •  Clear options if not ready for certain “buy” type CTA Start at the BOFU it has xX impact on the Funnel @VirtualCMO
  13. 13. Customer Centric Framework CUSTOMERS THE FUNNEL ENGAGEMENT & REVENUE CHANNELS: DIGITAL & OFF-LINE SocialKO CUSTOMER CENTRIC ORG @VirtualCMO
  14. 14. Customer Journey Mapping A customer journey map allows you to walk in “your” customers’ shoes by traveling with them as they interact with your company – full life cycle.  Tips to Begin Mapping: •  Clear on what you want, begin with end in mind •  Know who you are mapping, pick a generic customer representation •  Talk to cross section, both internally and externally, customers too! •  Must-haves, critical customers needs at each step, to move step to step, what “they” think & feel •  Nice-to-haves, it’s complex and lots of data/insights, weigh this •  Visualize map clearly when you share •  Share it, bad and good, close gaps and identify best practices •  Take action on the map •  Paralysis, Analysis, avoid it. It’s the key stuff that counts, who they are and what’s important to them! @VirtualCMO
  15. 15. Short Mapping Touch Point Exercise What are the top 5 offline and online touch points* for <audience persona> for each of the following: awareness, sign up, download app, buy a product and renewal (weight top 5 – 1% to 100%) Awareness Sign Up on socialKO Download App Buy a membership Renew Refer via Social Offline 1 2 3 4 5 Online 1 2 3 4 5 @VirtualCMO
  16. 16. Persona Profiling (b2b example)  BACKGROUND: •  Basic details about persona’s role •  Key info about the persona’s company •  Relevant background info, like education or hobbies, traits …  GOALS: •  Persona’s primary goal •  Persona’s secondary goal •  Personal goals (look good, promote etc …)  DEMOGRAPHICS: •  Company Info (size, $, employees, etc …) •  Person:  CHALLENGES: •  Primary challenge to persona’s success •  Secondary challenge to persona’s success •  Personal challenges (have they skillset, support, buy-in …) •  •  •  •  Gender Age Range Title (where it ranks in company) Decisions maker, influencer, blocker, etc …  IDENTIFIERS: •  Buzz words •  Company Culture •  Leader/Follower  HOW WE HELP: •  How you solve your persona’s challenges •  How you help your persona achieve goals •  Can you help them personally/career C o n d u ct interviews with your target audience to about the learn ir goals and chall eng more deta es in il. 16 @VirtualCMO
  17. 17. Persona Profiling  REAL QUOTES: •  Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona.  COMMON OBJECTIONS: •  Identify the most common objections your persona will raise during the sales process. Identifying common objections will help your sales team be better prepared during their conversations.  MARKETING MESSAGING: •  How should you describe your solution to your persona?  ELEVATOR PITCH: •  Make describing your solution simple and consistent across everyone in your company. Esta b mes lishing y sagin our g prep a entir res your e to co organiza n t mes vey the ion sage sam e . real ga din Inclu o from ons ot omm ph ive C reat ckphoto C to ne or iS everyo ame s s help ion the s envi n. o pers @VirtualCMO
  18. 18. Customer Database: think “customer data model” not tech DB DB) The more robust your customer data model is the more successful marketing teams will be with customer engagement (acquisition and retention) and supporting revenues. Add as much info to a contact •  Web Analytics •  Targeting Data/Segmentation •  Behaviorial •  Social Media Use a customer database that is easy for all teams to leverage •  Data Input •  Manage Funnels •  Manage Revenue Pipelines •  Reporting •  Personalization There are great plug-ins e.g. •  Social Profiles Make sure your customer database allows for Import/Export/API for data •  e.g. Marketing Info •  Lead Nurturing events •  eMail activity and integrations •  Product Up/Cross Sell •  CMS •  Ad Serving/Integration •  … Helps to map and connect customer journey @VirtualCMO
  19. 19. Detailed Funnel Measurement: sample Social Media FB twitter eMail Instagram Promo 1 Drip Campaign Valentine Reach 1.05M 100k 150k 1.2M Action 1 … likes ..RT .. likes … read Action 2 … coms .. Fav .. coms … CTR ConRate ..% Landing Page … UV ConRate TBC PR 2.5M UV per month ...% … UV … UV … UV … UV TOFU Interest … UV Awareness MOFU Intent BOFU #down loads # Users ConRate CTA ..% Users &/or $ # eCards # pCards # cards x $... = Revenue. Simple ROI = Revenue - Costs @VirtualCMO
  20. 20. Credits where rightfully due Chris Walker The Million Social CMO (Head of Marketing at the WOOFipedia.com / AKC.org) who was co-creator and guinea pig, or some of his teams were J David Skok (Partner/Serial Entrepreneur) Matrix Partners & king of SaaS insights and metric to drive a SaaS based business, relevant to all businesses. Mike Volpe (CMO) and the team @ Hubspot who provided the the foresight to drive a form of Agile and Funnels into Marketing Best Practices The Marketo team for helping with automation best practices for nurturing the Funnel in sales and marketing. Some other teams who helped Chris and I create our versions of Agile Marketing & the Funnel for Agile Marketing teams, but unnamed for confidentiality reasons For a copy of the source PPT please email me at shane@social-KO.com for a copy! @VirtualCMO
  21. 21. Me – a Digital CMO. Strategic - Digital + Mobile + Social + Technology. B2B, B2C & B2B2C markets. Early stage to Mature F500. •  2 Tech Companies Acquired by F500 Shane Lennon @VirtualCMO •  To Oracle •  To Pitney Bowes SocialKO – Co-Founder •  Scaled 5 Start Ups + Traditional Marketing Teams •  Traditional F500 Mkt Approach to Digital Demand Gen Engine in 9 months, 3 x ROI, 2x $1M+ multi year sales Roles: CMO x4, •  2 Realignments / Re-Orgs + 2 x Digital Transformation •  Top 5 Digital Agency Web1.0 CSO, CdMO, SVP Product, Digital, VP Biz Dev, Corp Dev, Client Services even CTO Digital Profile: https://www.vizify.com/virtualcmo Blog: https://medium.com/@VirtualCMO LinkedIn: http://www.linkedin.com/in/shanelennon Social Streams: https://www.rebelmouse.com/CMO/ Fun Blog (tumblr), Google+, Pinterest Instagram e: shane@atVirtualCMO.com •  AGENCY.COM (pre & post IPO) •  50 Tech/Services Partnerships •  1st Mobile Stock Trading App •  1st Location Based Mobile Social Network – gypsii •  3M+ users in 18 months •  B2B2C Ad Campaign Dashboard & Server •  New Digital Consumer Brand – WOOFipedia (AKC) •  1.3M social media audience •  Mobile UGC App & Digital Media Site •  Marketing Tech Stack (Web+Mobile+CMS+LeadNurture+CRM +DB) •  eCommerce Edu Gaming & Rewards •  DUtheMath + Atom Factory Talent Artists •  100,000 Social Media Users in 6 weeks •  55% Website Conversion Rate •  Digital+Social Greeting Card Industry Disruptor •  Cleverbug •  Mobile Content/WOM/Social Media B2B2C platforms •  BestBuzz and MyCityWay •  Digital CMO Workshops & Trend Pieces •  Advised over 10+ start ups (hands off and hands on roles) •  Wearable Tech for Pet Market – Biz Plan funded $2.6M WOOFtag @VirtualCMO

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