Regardless of what you are selling, your business should be working to attract and convert customers. In this workshop, learn how to use sales funnel and customer journey frameworks to map an epic customer journey online.
Originally presented at Carnegie Mellon University Tepper School of Business "Connects Series" by Laurie Barkman, CEO SmallDotBig
2017 short stack - Understanding and Developing Sources of Competitive Adva...Stamats
This short stack (25 slides of less) will look at what competitive advantage is, why it matters, how it works, and how to develop a source of competitive advantage
Think Creative, Think Data, Think Measurability - Our proprietary thinking framework @ ARM WorldWide will help you think right for your brand or for your customer (brand or product). Our framework ensures that research around the brand as well as category, competition, TG understanding is thorough / as good as a brand manager to be able to crack right consumer insights leading to desired strategy. And then follows ideation, different technics have been shared which will help you think big, bold, unique and linked with consumer insight. Execution pillar will help you plan well, plan right and plan efficiently. Last pillar of the framework gives you, as a planner (whether working for a brand or with a brand) assurance of output of your efforts.
Robert Sherry : Digital Media Sales Fundamentals 2-27-18Robert Sherry
A Media Sales tutorial focused on influencer marketing, digital, and social media sales fundamental, yet relevant for all media salespeople and marketers.
MangoTango - Using Market Research for Entrepreneurs - May 2016MangoTango
Presentation to entrepreneurs in Cambodia demonstrating how to use Market Research tools and techniques to create an effective company strategy and business plan.
Business Development for Small Businesses and FreelancersJennifer Dodson
I recent spoke on business development for an AIGA DC speaker series on running a business. The slides provide tips on identifying your audience, defining your value, creating realistic goals, and refining your message.
2017 short stack - Understanding and Developing Sources of Competitive Adva...Stamats
This short stack (25 slides of less) will look at what competitive advantage is, why it matters, how it works, and how to develop a source of competitive advantage
Think Creative, Think Data, Think Measurability - Our proprietary thinking framework @ ARM WorldWide will help you think right for your brand or for your customer (brand or product). Our framework ensures that research around the brand as well as category, competition, TG understanding is thorough / as good as a brand manager to be able to crack right consumer insights leading to desired strategy. And then follows ideation, different technics have been shared which will help you think big, bold, unique and linked with consumer insight. Execution pillar will help you plan well, plan right and plan efficiently. Last pillar of the framework gives you, as a planner (whether working for a brand or with a brand) assurance of output of your efforts.
Robert Sherry : Digital Media Sales Fundamentals 2-27-18Robert Sherry
A Media Sales tutorial focused on influencer marketing, digital, and social media sales fundamental, yet relevant for all media salespeople and marketers.
MangoTango - Using Market Research for Entrepreneurs - May 2016MangoTango
Presentation to entrepreneurs in Cambodia demonstrating how to use Market Research tools and techniques to create an effective company strategy and business plan.
Business Development for Small Businesses and FreelancersJennifer Dodson
I recent spoke on business development for an AIGA DC speaker series on running a business. The slides provide tips on identifying your audience, defining your value, creating realistic goals, and refining your message.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Brand equity and customer purchase decisionWhistling Crow
Acquiring, retaining and ensuring customer loyalty are business firm's focus. However, in the 21st century, brand equity has become a key asset to be developed by organization's towards their customers as a customer driven strategy.
This was a three-hour lecture presented to participants in the BizTec technology entrepreneurship competition, held at the Haifa Technion in December 2010.
When participants were invited to the lecture, they were directed to a survey about their marketing knowledge, and what they hoped to gain from the lecture. This served as the market research that was analyzed throughout the lecture.
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
I had the pleasure of mentoring the 2012 class of entrepreneurs at Founder Institute Chicago. Here is the presentation I delivered on "Market Research for Startups". The lesson provides high level guidance on: (i) what types of markets to pursue; (ii) how to find data on your market; (iii) how to define your competitors; (iv) how to cost-effectively do market research; and (v) how to determine if you can win, or if you should walk away. This lesson helps entrepreneurs with learning how to do the necessary market research upfront, before wasting a ton of money on a bad idea.
Here is a link to the matching video for the audio part of the presentation: http://redrocketvc.blogspot.com/2012/06/video-george-deeb-teaches-market.html.
For more lessons, read my 101 Startup Lessons on the Red Rocket website (www.RedRocketVC.com) or follow me on Twitter (www.twitter.com/georgedeeb).
Digital Media Stream Introduction to Content Marketing April 2017Dave Watson
Introduction to content marketing, content strategy, buyer persona definition and aligning your content plan with your sales process and pipeline strategy.
Tammy Duggan-Herd - Life After Lead GenAMASanDiego
A single landing page is fine if all you want to do is collect leads, but if you want them to actually turn into customers (and revenue), you need a lead nurturing campaign. That’s why this workshop is dedicated to teaching you how to create a multi-touch lead nurturing campaign, from creating your strategic foundation to writing the content for your premium assets. Attendees will work together to map out their very own lead nurturing campaign.
How to create content that fuels your sales funnel (pdf)Stickyeyes
Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing.
Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including:
- How to define your sales process & buying cycle.
- How to understand how your target audiences behave online, and what content they are looking for.
- How to map your content onto your target audience and customer persona groups.
- How and why to deploy relevant content at different stages within the sales cycle.
Successful Brand Management: Moving from a Product-Centric Focus
to a Customer-Centric Business Model by Susanne Kushner at SVPMA Monthly Event May 2002
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Brand equity and customer purchase decisionWhistling Crow
Acquiring, retaining and ensuring customer loyalty are business firm's focus. However, in the 21st century, brand equity has become a key asset to be developed by organization's towards their customers as a customer driven strategy.
This was a three-hour lecture presented to participants in the BizTec technology entrepreneurship competition, held at the Haifa Technion in December 2010.
When participants were invited to the lecture, they were directed to a survey about their marketing knowledge, and what they hoped to gain from the lecture. This served as the market research that was analyzed throughout the lecture.
Presented for the Rocklin Chamber of Commerce as part of their Business Excellence Series. This presentation focused on:
- What branding is
- Steps in Creating Your Brand
- Brand Marketing Strategies
- Online Brand Management
- Offline Brand Management
I had the pleasure of mentoring the 2012 class of entrepreneurs at Founder Institute Chicago. Here is the presentation I delivered on "Market Research for Startups". The lesson provides high level guidance on: (i) what types of markets to pursue; (ii) how to find data on your market; (iii) how to define your competitors; (iv) how to cost-effectively do market research; and (v) how to determine if you can win, or if you should walk away. This lesson helps entrepreneurs with learning how to do the necessary market research upfront, before wasting a ton of money on a bad idea.
Here is a link to the matching video for the audio part of the presentation: http://redrocketvc.blogspot.com/2012/06/video-george-deeb-teaches-market.html.
For more lessons, read my 101 Startup Lessons on the Red Rocket website (www.RedRocketVC.com) or follow me on Twitter (www.twitter.com/georgedeeb).
Digital Media Stream Introduction to Content Marketing April 2017Dave Watson
Introduction to content marketing, content strategy, buyer persona definition and aligning your content plan with your sales process and pipeline strategy.
Tammy Duggan-Herd - Life After Lead GenAMASanDiego
A single landing page is fine if all you want to do is collect leads, but if you want them to actually turn into customers (and revenue), you need a lead nurturing campaign. That’s why this workshop is dedicated to teaching you how to create a multi-touch lead nurturing campaign, from creating your strategic foundation to writing the content for your premium assets. Attendees will work together to map out their very own lead nurturing campaign.
How to create content that fuels your sales funnel (pdf)Stickyeyes
Ensuring that you are delivering the right content, to the right audience, at the right time in the buying process is no easy task, but it is critical to get this right in order to drive a return on investment from content marketing.
Our latest webinar, hosted by Phil McGuin, Director of Demand Generation at Stickyeyes broke down the fundamental elements to building and implementing a sales driven content strategy including:
- How to define your sales process & buying cycle.
- How to understand how your target audiences behave online, and what content they are looking for.
- How to map your content onto your target audience and customer persona groups.
- How and why to deploy relevant content at different stages within the sales cycle.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
Think Creative, Think Data, Think Measurability - Our proprietary thinking framework @ ARM WorldWide will help you think right for your brand or for your customer (brand or product). Our framework ensures that research around the brand as well as category, competition, TG understanding is thorough / as good as a brand manager to be able to crack right consumer insights leading to desired strategy. And then follows ideation, different technics have been shared which will help you think big, bold, unique and linked with consumer insight. Execution pillar will help you plan well, plan right and plan efficiently. Last pillar of the framework gives you, as a planner (whether working for a brand or with a brand) assurance of output of your efforts.
when you want to sell any thing, You have to plan to develop a sales funnel. Without developing sales funnel you will fail at product branding or product marketing.
Five Steps In Building A Bullet Proof Content Marketing StrategyGreg Shuey
Here are the slides from my presentation at the 2016 Great Salt Lake Business Conference where I discussed the five steps in building a bullet proof content marketing strategy.
Are you considering building Buyer Personas and Journey Maps? In this comprehensive guide on how to research your Buyers, you'll learn:
- How to get started
- How to organize your research
- How much work is involved
- The best practices for Buyer Personas, Journey Maps and conducting interviews
Live Webinar: How to Kick-Start a Successful Content Marketing Strategy - Qui...LinkedIn
Seth Godin says that “Content marketing is the only marketing left.”
The marketing world appears to be agreeing with him, as content marketing budgets continue to grow exponentially. But as you build your content strategy, how can you be sure that you’re setting out on a path to success from Day One?
Join us for this dynamic, live webcast co-hosted by LinkedIn and the award-winning content marketing agency King Content. Speakers include Jon Lombardo, Creative Lead for LinkedIn’s Creative Agency, and Lieu Pham, VP, Strategy & Innovation for King Content.
We will explore the fundamentals to building a strong content marketing strategy—giving you the tools and confidence to secure the budget and succeed from the very start. We’ll cover three key concepts:
- Why you need to do a content audit—and how to do one
- What types of content you should produce for your audience
- How to measure success against short and long-term objectives
Marketing Automation: The Future of Sales & MarketingRoom 214
Although marketing automation has been around for 6+ years, many companies (B2B AND B2C) are just now in the consideration phase.
This presentation offers an explanation of marketing automation in the context of modern digital marketing models (Paid, Owned, Earned in addition to the Digital Path to Success Model).
We look at the relevant history leading up to marketing automation ("the missing platform"), in addition to how it works, it's core elements and some top-line stats regarding the reasons companies choose to use it.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
2. 20+ years of “multi-marketing”
B2C
Omni-Channel
B2B
Software & Services
3. Who is in the audience today?
A.Entrepreneurs looking for ideas to grow their
business.
B.Students preparing for job interviews.
C.Professionals enhancing their toolbox.
D.Just here for the food.
4. Today’s agenda
(4) Map the customer journey
(1) Buyer personas
(2) Influencers and decision makers
(5) “Bonus round” + Q&A
(3) SSF marketing funnels
6. Buyer Persona
Define who you are trying to reach
• Characteristics that describe the companies or
individuals you want as customers.
• Composite picture of the real people who buy,
or might buy, products or services like yours.
7. Why Buyer Personas matter
• Crowded advertising space
• Democratized tools for ads
• Marketing stack sophistication
• Ultra targeted communications
8. Define major elements for
each persona
• Location (and excluding location)
• Age range
• Gender
• Interests
• Education level
• Job title
• Income level
• Relationship status
• Languages
• Favorite websites
• Buying motivation
• Buying concerns
13. Start broad, then drill-down
First, identify broad buying groups
1. End Consumer
2. Wholesale
Accounts
• Men purchasing
for themselves
• Women or men
buying as gifts
• Women
purchasing for
themselves
17. How? Talk to real people.
• Ask buyers to walk you through their decision, starting with the moment they
decided to solve this problem.
• Each in-depth conversation should take 20 to 30 minutes. Take notes.
• Have an agenda, but be flexible to go off-script.
19. Four types of buyers
All yield influence
• Technical Buyer – screen out and evaluate
suppliers products and services
• User Buyer – use and benefit from the
suppliers offering
• Economic Buyer – ultimately approve the
purchase of the suppliers products and
services
• Coach – can guide and inform you
The New Strategic Selling, Miller Heiman
20. Learn about buying motivations
and concerns
• Priority initiatives
• Success factors
• Perceived barriers
• Buying process
• Decision criteria **
** Also talk to non-buyers and
those who chose a competitor.
21. Questions to ask buyers
• Priority initiatives: What are the 3-5 problems or areas that you
dedicate time, budget, and political capital to?
• Success factors: What are the tangible or intangible metrics or
rewards that you associate with success?
• Perceived barriers: What factors could prompt you to question
whether or not this solution/product can help with achieving your
success factors?
• Buying process: What process do you follow in exploring and
selecting a solution that can overcome perceived barriers and
achieve your success factors?
• Decision criteria: What aspects of each product will you assess in
evaluating alternative solutions available?
• Include insights from buyers who chose a competitor and those
who decided not to buy at all.
22. Interviewing buyers
Software Buyer
• Priority initiatives:
• Success factors:
• Perceived barriers:
• Buying process:
• Decision criteria:
Hiring great engineers
Cost to hire; time to hire; retention rates
Not HR experts. Busy engineering team.
Cost. Ease of use.
Use product. Ask questions. Talk to Support.
Type of Buyer: Economic
27. SSF Method
Create different marketing funnels for
different decision making lanes.
Fast Lane
• Acutely aware of
the need.
• Keeping them
awake at night
• Ready to
purchase a
solution, as long
as it meets their
needs and
overcomes their
objections.
Sidewalk
• Unaware of
the problem
you can solve.
• Experiencing
the problem,
but not yet
ready to act.
• Far from
being ready to
buy anything
from you.
Slow Lane
• Aware of the need.
• Starting to look, want
to find a solution
before it gets worse.
• Want to make an
informed choice.
• Actively seeking
information and
looking up to
authority figures to
show them the way.
Inc. 2016; SSF attributed to Scott Oldford of INFINITUS. Images from Freepik.
28. SSF example:
Software Economic Buyer
• Takes a long
time to get
candidates hired.
• Team working
long hours.
• Recently lost
good candidate
to competitor.
• Spoke to CEO
forum about
problems.
• CEOs
recommended
software.
• Researched
solutions online.
• Signed up for
free trial.
• Spoke with
Support Team.
• Evaluated
product with
key managers.
34. Today’s agenda
(4) Map the customer journey
(1) Customer targets and personas
(2) Influencers and decision makers
(3) SSF marketing funnels
(5) “Bonus round” + Q&A
35. What is a customer journey
map?
• Visual representation of steps and perceptions
that a specific customer goes through over a
period of time to accomplish a specific goal
that may include some interactions with your
company.
• Identify how customers view the process by
putting interactions in the context of the
customer’s goals, objectives and activities.
36. How to map the journey of
your customers
1. Begin with a client or persona and a particular journey.
2. Develop a chronological list of the stages of the journey.
3. Develop an objective for each stage.
4. For each stage, note the steps and whether your
company is involved.
5. Record customers’ expectations. Record potential
obstacles and bright spots.
6. For each stage, plot the expectations versus the actual
experience.
7. For each stage, what would make the life of the
customer easier, and make the outcome better?
43. Today’s agenda
(4) Map the customer journey
(1) Customer targets and personas
(2) Influencers and decision makers
(3) SSF marketing funnels
(5) “Bonus round” + Q&A
44. How I hire…
• Strengths + motivations + fit
• Self-starter
• Coachable
• Relevant experience or springboard
• Owner identity
• Teammate identity
• Accountable
• Connects the dots
• Likeable
45. What I read…
• What will inform my role?
• What are my customers
reading?
• What will help me
understand the macro
view of my industry?
• What are my competitors
up to?
• What will make me a
better leader?
• HBR
• McKinsey Insights
• Medium
• Content Marketing
Institute
• News alerts
• Industry publications
and newsletters
• Competitive emails
• Influence Without
Authority, Cohen &
Bradford
• One Minute Manager,
Ken Blanchard
• 7 Habits of Highly
Effective People,
Stephen Covey
46. Whether your budget is $0.00
or $100,000,000…
• Talk to customers
• Tailor your selling strategy
• Test and learn
• Measure & celebrate
• Double down on wins
• Be honest about what didn’t work
47. Summary
• Start with buyer personas as the foundation of
your internet selling strategy.
• Understand who influences decisions.
• Map the buyer journey and marketing
touchpoints to provide value and consideration
by buyer readiness -- sidewalk, slow, and fast
lanes.
• Get started and modify over time– it’s your
company’s own journey. Enjoy the ride!
Fictitious online business manufacturing and selling wallets for men.
End consumer – purchase for themselves or as a gift
Decision criteria. Also talk to non-buyers and those who chose a competitor.
Examples: AE – parents w/ credit card are economic buyer
Burns White – RFP; railroad client; influencer impact
Customer journey map B2C and B2B examples
Consumer products like Apple, Amazon, Disney
B2B and consulting firms like IBM, McKinsey
Improve and distinguish the customer experience