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Navigating the
Customer Journey
Eric McClatchy
Senior Consultant,
SmartAcre, Inc.
Twitter: @ericmcclatchy
linkedin.com/in/ericmcclatchy
2
emcclatchy@getsm...
a customer journey
is the customer's experience from initial
contact through becoming a loyal customer
3
4
Awareness
PR/Outreach
Content
Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Email
Online Ads
Remarketing
...
5
Customer Journey Tactics
6
Customer Story
Zen Planner
HubSpot Customer
SmartAcre Client
7
Organic SearchAwareness
8
Social PublishingAwareness
9
Paid SocialAwareness
10
BloggingAwareness
11
Paid SearchConsideration
12
Gated ContentConsideration
13
Re-TargetingConsideration
14
Landing Page OptimizationConsideration
15
Email Nurture WorkflowConsideration
16
Personalized ContentConsideration
Purchase
17
Lead Scoring
Purchase
18
Assign and Notify Sales
Purchase
19
Review Their Journey
Purchase
20
Sales Activity Tracking
Retention
21
Customer On-boarding
Retention
22
Resource Library
Retention
23
Usage Data
Advocacy
24
Social Monitoring
Advocacy
25
Referral Program
26
Take-aways
• Life is a journey not a campaign.
• The customer Journey spans across multiple business units
- Marketing ...
THANK YOU! | emcclatchy@getsmartacre.com
lehighvalley.hubspotusergroups.com
Check back for our next event!
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Lehigh Valley HUG- Navigating the Customer Journey

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Customer Journey

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Lehigh Valley HUG- Navigating the Customer Journey

  1. 1. Navigating the Customer Journey
  2. 2. Eric McClatchy Senior Consultant, SmartAcre, Inc. Twitter: @ericmcclatchy linkedin.com/in/ericmcclatchy 2 emcclatchy@getsmartacre.com
  3. 3. a customer journey is the customer's experience from initial contact through becoming a loyal customer 3
  4. 4. 4 Awareness PR/Outreach Content Marketing Events / Webinars SEO Social Ads Consideration PPC Email Online Ads Remarketing Blog Lead Nurturing Case Studies CRO Website Workflow Purchase Sales Enablement Usage Data Knowledgebase In-Product 
 Messaging Community Onboarding Retention Social Nurtures Blog Promos Advocacy Customer Journey Marketing
  5. 5. 5 Customer Journey Tactics
  6. 6. 6 Customer Story Zen Planner HubSpot Customer SmartAcre Client
  7. 7. 7 Organic SearchAwareness
  8. 8. 8 Social PublishingAwareness
  9. 9. 9 Paid SocialAwareness
  10. 10. 10 BloggingAwareness
  11. 11. 11 Paid SearchConsideration
  12. 12. 12 Gated ContentConsideration
  13. 13. 13 Re-TargetingConsideration
  14. 14. 14 Landing Page OptimizationConsideration
  15. 15. 15 Email Nurture WorkflowConsideration
  16. 16. 16 Personalized ContentConsideration
  17. 17. Purchase 17 Lead Scoring
  18. 18. Purchase 18 Assign and Notify Sales
  19. 19. Purchase 19 Review Their Journey
  20. 20. Purchase 20 Sales Activity Tracking
  21. 21. Retention 21 Customer On-boarding
  22. 22. Retention 22 Resource Library
  23. 23. Retention 23 Usage Data
  24. 24. Advocacy 24 Social Monitoring
  25. 25. Advocacy 25 Referral Program
  26. 26. 26 Take-aways • Life is a journey not a campaign. • The customer Journey spans across multiple business units - Marketing / Sales / Service • Create a customized experience for each Persona • Periodically audit your customer’s experience
  27. 27. THANK YOU! | emcclatchy@getsmartacre.com lehighvalley.hubspotusergroups.com Check back for our next event!

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