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The Customer Journey Funnel: The Key to Sustainable Growth

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Creating a modern funnel to accommodate marketing and sales in today's market requires a strong understanding of the dynamics of customer behavior and the way processes should be structured to guide users down the path to purchase.

The terms "sales funnel" and "marketing funnel" don't quite fit the bill like they used to. Let's explore what a customer journey funnel is, and why it's so vital to organizations.

Published in: Marketing
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The Customer Journey Funnel: The Key to Sustainable Growth

  1. 1. The Customer Journey Funnel: The Key to Sustainable Growth
  2. 2. But consumers have changed a lot over the years. Research online before shopping Check email at least once a day Adults use Facebook Trust online reviews as much as personal recommendations Source: Hubspot, Pew Research Center, BrightLocal Sales funnels have been around for over a century.
  3. 3. The modern buyer discovers, researches, and makes decisions entirely on their own terms. 59% of buyers prefer to do research online instead of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem. Source: Forrester
  4. 4. The Old Sales Funnel Doesn’t Work Today.
  5. 5. Finding leads and pushing them toward a purchase isn’t a sustainable strategy.
  6. 6. Today’s customer journey is complex. The Car-Buying Process: One Consumer's 900+ Digital Interactions* *Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
  7. 7. The ultimate goal isn’t a simple purchase, It’s brand loyalty and advocacy.
  8. 8. A Modern Customer Journey Funnel. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
  9. 9. Plan. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Develop a Strategic Digital Marketing Plan with Measurable Impact
  10. 10. Plan: Story Alignment Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Start with Why.
  11. 11. Plan: 3Ps Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ People, Process and Platform ● ● ● ●
  12. 12. Attract. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Exploration & Education
  13. 13. Attract: Your Own Inbound Machine Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
  14. 14. Attract: Conveying Value Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Focus on your inbound content. Outbound (push) marketing 85% of people fast-forward TV ads 200 million are on the Do Not Call Registry 45% of direct mail never gets opened Inbound (pull) marketing
  15. 15. Nurture. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Decision Making
  16. 16. Nurture: Delivering Value Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ The value of your content comes from being helpful to your customers while bringing them closer to your brand.
  17. 17. Nurture: Tools and Tactics Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ ● SEO and SEM. Attract the right audience. ● Tap into existing audiences. Leverage social media. ● Segmentation. Deliver highly relevant messages to specific groups. ● Automation. Keep prospects in a positive feedback loop.
  18. 18. Convert. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Customer/Purchase
  19. 19. Convert: Simplify Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Key Questions: ● Why do they buy? ● Why don’t they buy? ● What variables can you test? ● What can (and should) be automated? Keep it simple (for the customer). Make the buying process as easy as possible, and learn from your users.
  20. 20. Engage. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Advocacy Champion
  21. 21. Engage: Turn Customers into Brand Advocates Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ ● Identify key customers ● Connect with them on a personal level ● Create amazing experiences for them and encourage sharing Put your existing customers to work! Make sharing easy Send some swag Use affiliate programs
  22. 22. Preparing your organization. ● Understand the needs of your customers ● Build agile, multidisciplinary teams ● Align departments and bridge silos ● Learn from other industries Both new and existing businesses must adapt to a customer-first mindset.
  23. 23. Analyze your funnel and touchpoints. Comprehensive auditing is critical. Identify, from end to end, what is working and what isn’t.

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