SlideShare a Scribd company logo
Gary DeAsi
Senior Manager,
Digital Marketing & Brand
SmartBear Software
@gdaz
Aligning Your
Marketing Strategy
& Team with the
Modern Customer Journey
customerjourneymarketer.com
22
4M+
users
25K+
organizations
194
countries
15+
products
Marketing Organization
Demand Gen
Creative
Web
Operations
Functionally
“Market Manager”
& Product Marketing
X4
Vertically
customerjourneymarketer.com
: The complete sum of experiences
that customers go through as they
interact with a company/brand across
multiple touch points over time.
Customer Journey
customerjourneymarketer.com
70% of the buyer’s journey
occurs online before
engaging with a sales rep
customerjourneymarketer.com
66
ROAD TO ADVOCACY
90% of the buyer’s
journey is self-directed
77
“The right people, with the right
experiences, at the right time!”
But for realsies,
how do you do that?
Adopting a Stages Model
and Key Considerations
customerjourneymarketer.com
Adopting a Customer Journey Stages Model
Click here to learn more about this model
customerjourneymarketer.com
Stages/Models Tips and N2K
• Customers can enter at any stage
• Don’t think linear
• Choose the right model for your business
• Define stages by customer POV, not just yours.
Questions and barriers…
• Encompass all scenarios
• Clear definitions
• Objectives and success definitions
• Training and reinforcement!
• Get internal buy-in
customerjourneymarketer.com
Understanding your Customers
Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
customerjourneymarketer.com
1313
Using Competitor XYZ
not actively looking to
switch solutions
Using Competitor
XYZ actively looking
to switch solutions
Has a pain/problem,
has never used a paid
solution before
Doesn’t know they
have a problem yet
Has used a competitor
before, new company
doesn’t have a solution
Using a free tool,
recycled lead now
actively looking for
solution
Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
customerjourneymarketer.com
1515
Demand
Type Characteristics Objectives Requirements
Established
Market
• Majority recognize as
necessary
• Well-defined, contested
market with established
solutions
• Battling for market share
• Differentiate solution
features/capabilities
• Quantify incremental value vs
competitors
• Calculate total cost of ownership
advantages
• Competitive
positioning and
differentiation
• Overcome cost of
switch
New
Paradigm
• Retools/optimizes existing
process
• Solves known current
problem better
• Replaces current line item
• Educate buyers there is a better
way solve problem than current
legacy solutions
• Quantify the cost of status quo
doing nothing
• Justify the cost of new paradigm vs
status quo legacy solution
• Process/solution
change
• Hone in on pitfalls and
risks associated with
existing legacy
solutions
• Focus on innovation,
change, future
New
Concept
• Disruptive
• No budgetary line item
• Requires issue/problem
creation
• Illuminate issues buyers may not
be aware they had and/or
associate with pain points
• Help buyers prioritize opportunities
• Make buyers aware solutions exist
and the value in solving problems
• Market Leadership
• Evangelism
• Early adopters
• Target influential,
motivated prospects
1616
Information
• Search and browsing behavior
• Research and nurture needs
• Messaging
• Barriers to overcome
• Questions to answer
INTELLIGENCE
How do you get all this information?
Online Surveys
Interviews
Networking
Data & Research
customerjourneymarketer.com
Team Education: Customer Journey “Battlecards”
NOW WHAT?...
Engagement Education Research Evaluation Justification Purchase
Adoption -
Advocacy
Content Strategy
Social Strategy
Lead Nurturing
Paid Advertising
Web: SEO & Conversion
PR
Marketing Operations
Analytics and Reporting
Alignment & Execution
customerjourneymarketer.com
Content Strategy
customerjourneymarketer.com
Metrics
Goals &
Objectives
Content
Audit
Content
Plan
Aligning Content Strategy: Planning Process
Traffic
Free tool downloads
Leads Generated
Content Downloads
QLs
Trials
Trial Activations
Opportunities
Opportunities Won
Renewals
Upsell, Cross-sell
%
customerjourneymarketer.com
2323SmartBear Confidential and Proprietary
Aligning Content Strategy: Content Audit
2424
Content Audit: Identify Content Gaps
SmartBear Confidential and Proprietary
 Number assets / stage
 Types of assets / stage
 Performance of assets
 Age of content
 Location of content
 Distribution strategy
 Optimization, enhancement,
and re-purposing
 Keyword research
Metrics
Goals &
Objectives
Content
Audit
Content
Plan
Content Strategy: Planning Process
Traffic
Leads Generated
Content Downloads
QLs
Trials
Trial Activations
Opportunities
Opportunities Won
Renewals
Upsell, Cross-sell
%
Topics
Formats
Timeline
Budget
Resources
customerjourneymarketer.com
2626SmartBear Confidential and Proprietary
? ?
“Why do I have a problem?!"
“What solutions are available?
What factors should I consider?”
“Does this product solve my problem(s)
& meet my needs/requirements?”
"Why should I choose this? How can I get
my boss and team members on board?”
“Hello, brand, do I like you, are you relevant to me?”
“How do I get it? How difficult will it be to
implement and change current process?”
Multi-Stage Content, Linking, CTAs
Education (Problem)
Research (Solution)
Evaluation (Product)
Channel
Alignment
customerjourneymarketer.com
Properties and Communities
Blog & Social
Resource
Centers
Product
Sections
Community
& Support
Resource/“Learn” Centers “educational”
3131
Product Sections
Product
Sections
“Commercial”
Paid Advertising
Paid Social
3rd party Email
Sponsored Content
adwords
Re-marketing
customerjourneymarketer.com
Paid Advertising: Remarketing
Resource Center Product SectionOpen Source Download
eBook Trial
Lead Nurturing
Top Funnel
During Trial
Bottom Funnel
Customer
customerjourneymarketer.com
*eBooks
Infographics
Webinars
Blogs
Slideshares
Videos
Documentation
Checklists
Tutorials
Guides
Weekly training
FAQ
Case Studies
Testimonials
ROI Calculators
Sell your Boss
Analyst Reports
BOFU Webinars
Top BottomTrial
Operations,
Scoring, Metrics
customerjourneymarketer.com
3737
*Scoring, Behavioral Data + Segmentation
Engagement
Education,
Research
Evaluation
Justification,
Purchase
Adoption –
Advocacy
Closed Won, Renewals
a) Completed Trial (Open, working)
b) Open Opportunity
a) Scored QL (100+)
b) During trial
Score = 10-99
Score < 10
SFDC Campaign Field + Score Weights
+10
+30
+50
customerjourneymarketer.com
Stages Metrics
Engagement,
Education,
Research
 Blog traffic
 Resource traffic
 Content Downloads
 QLs (Non-trial score-ups)
Evaluation
 Product section traffic
 Trials
 Trial Activations
Justification,
Purchase
 Opportunities opened
 Opportunities closed won
Adoption,
Retention,
Expansion,
Advocacy
 Renewals
 Up-sell, Cross-sell opportunities
 NPS
 Influitive members/activity
customerjourneymarketer.com
Agile
customerjourneymarketer.com
4141
Why Agile?
• Project planning/management
• Time + workload management
• Faster reaction time
• Collaboration (Global)
• Prioritization
• Visibility/transparency
• Accountability
• Efficiency
• Break down silos
20132012 2014 2015
Agile Tools and Systems: 2012-2016
2016
Agile system 1 Agile system 2
RE-ORG
Current Sprint System
Demand Gen CreativeWeb Operations
Teams
Team Managers
Market Manager (x4)
Customers
customerjourneymarketer.com
Current Sprint System
Length: Two weeks (10 business days)
Delivery Vehicles:
• Epics: Overarching project (multiple sprints)
• Stories: High level summary of problem sent to Manager
• Tasks: Execution items with hours attached (assigned to sprint)
Meetings:
• Retrospective/Review – how did we do? What went well? What
can we improve? Big wins?
• Mid-Sprint “Half-time show” – how are we tracking? Blockers?
Priority changes? Have what we need for H2?
• Sprint Commit – What does everyone have on our plates?
Priorities? Details and deadlines? Can we commit?
4545
“I _____________, take you
_______________________ ,
to be my lawfully wedded JIRA issue, to
honor and cherish you, for better, for
worse, in sickness and health until we
are parted by ____________”
Honor Thine Commitments!
SmartBear Confidential and Proprietary
[~gary.deasi]
MTD-577 Team Customer Journey Training
Due: 7/July/16
First 10 Sprints Since Adding Commit Session
64.82%
79.42% 78.34%
88.26% 85.71%
95.96%
90.25% 92.06%
91.88%
95.55%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
728 814 828 911 925 1009 1023 1106 1120 1204
Traffic Team Sprint Results: % Commited Execution Hours Completed
728 814 828 911 925 1009 1023 1106 1120 1204
customerjourneymarketer.com
Current Sprint System
• Backlog: “To do” list of tasks not assigned to a sprint
• Execution hours: time spent actually executing tasks
• “Personal Problems”: OOO/PTO, Doctor’s, Travel, Interviews, Meeting
• “Flex” time: time planned in sprint for incoming unplanned tasks, or
to be used for ideation, experimentation, optimization, or backlogged
tasks
• “Flex” tasks: unplanned tasks assigned to sprint after commit session
• “Gypsy” tasks: a task that keeps getting pushed back sprint after
sprint
customerjourneymarketer.com
4848
Sprint 0610 Retrospective: 10AM
Sprint 0624 Commit: 2PM
Sprint 0624 Start
Mid-sprint check-in,
calendar review
Metrics
MMs send “big rocks”
Aligning Your Marketing Team and Strategy with the Modern Customer Journey
Agile Lessons Learned
 Get organizational buy-in
 Mold system to your organization, not the other way around
 Iterative, collaborative process - feedback, evolution
 Sprint length = 2-4 Weeks
 Benchmark your bandwidth
 Build in flex time. Plan for the unpredictable, time-sucks (20-50%)
 Minimize upkeep – low touch
 Specificity, break down tasks into bite size pieces
 Review and commit before sprint
 Sprint and backlog to deflect unnecessary requests – use the backlog!
 If it’s not in the sprint it doesn’t exist.
customerjourneymarketer.com
Gary DeAsi
gary.deasi@smartbear.com
https://www.linkedin.com/in/garydeasi
@gdaz
Thank you!
customerjourneymarketer.com

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Aligning Your Marketing Team and Strategy with the Modern Customer Journey

  • 1. Gary DeAsi Senior Manager, Digital Marketing & Brand SmartBear Software @gdaz Aligning Your Marketing Strategy & Team with the Modern Customer Journey customerjourneymarketer.com
  • 3. Marketing Organization Demand Gen Creative Web Operations Functionally “Market Manager” & Product Marketing X4 Vertically customerjourneymarketer.com
  • 4. : The complete sum of experiences that customers go through as they interact with a company/brand across multiple touch points over time. Customer Journey customerjourneymarketer.com
  • 5. 70% of the buyer’s journey occurs online before engaging with a sales rep customerjourneymarketer.com
  • 6. 66 ROAD TO ADVOCACY 90% of the buyer’s journey is self-directed
  • 7. 77 “The right people, with the right experiences, at the right time!” But for realsies, how do you do that?
  • 8. Adopting a Stages Model and Key Considerations customerjourneymarketer.com
  • 9. Adopting a Customer Journey Stages Model
  • 10. Click here to learn more about this model customerjourneymarketer.com
  • 11. Stages/Models Tips and N2K • Customers can enter at any stage • Don’t think linear • Choose the right model for your business • Define stages by customer POV, not just yours. Questions and barriers… • Encompass all scenarios • Clear definitions • Objectives and success definitions • Training and reinforcement! • Get internal buy-in customerjourneymarketer.com
  • 12. Understanding your Customers Individual Job roles, personas Motivators Problems, pain points Terminology & language Buying triggers How solve problem before? Organization Industry vertical Company size Business model, strategy Technology stack Org structure Geo locations customerjourneymarketer.com
  • 13. 1313 Using Competitor XYZ not actively looking to switch solutions Using Competitor XYZ actively looking to switch solutions Has a pain/problem, has never used a paid solution before Doesn’t know they have a problem yet Has used a competitor before, new company doesn’t have a solution Using a free tool, recycled lead now actively looking for solution
  • 14. Understanding your Business Product or Service Value propositions Key features, capabilities Differentiators Complexity of solution Use cases Technical specifications Technology partnerships Sales Pricing model Sales model Length of sales cycle $ ASP Barriers & objections Complexity of buying decision Market Market maturity Demand type Market share Competitive landscape Positioning Market trends customerjourneymarketer.com
  • 15. 1515 Demand Type Characteristics Objectives Requirements Established Market • Majority recognize as necessary • Well-defined, contested market with established solutions • Battling for market share • Differentiate solution features/capabilities • Quantify incremental value vs competitors • Calculate total cost of ownership advantages • Competitive positioning and differentiation • Overcome cost of switch New Paradigm • Retools/optimizes existing process • Solves known current problem better • Replaces current line item • Educate buyers there is a better way solve problem than current legacy solutions • Quantify the cost of status quo doing nothing • Justify the cost of new paradigm vs status quo legacy solution • Process/solution change • Hone in on pitfalls and risks associated with existing legacy solutions • Focus on innovation, change, future New Concept • Disruptive • No budgetary line item • Requires issue/problem creation • Illuminate issues buyers may not be aware they had and/or associate with pain points • Help buyers prioritize opportunities • Make buyers aware solutions exist and the value in solving problems • Market Leadership • Evangelism • Early adopters • Target influential, motivated prospects
  • 16. 1616 Information • Search and browsing behavior • Research and nurture needs • Messaging • Barriers to overcome • Questions to answer INTELLIGENCE
  • 17. How do you get all this information? Online Surveys Interviews Networking Data & Research customerjourneymarketer.com
  • 18. Team Education: Customer Journey “Battlecards”
  • 20. Engagement Education Research Evaluation Justification Purchase Adoption - Advocacy Content Strategy Social Strategy Lead Nurturing Paid Advertising Web: SEO & Conversion PR Marketing Operations Analytics and Reporting Alignment & Execution customerjourneymarketer.com
  • 22. Metrics Goals & Objectives Content Audit Content Plan Aligning Content Strategy: Planning Process Traffic Free tool downloads Leads Generated Content Downloads QLs Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell % customerjourneymarketer.com
  • 23. 2323SmartBear Confidential and Proprietary Aligning Content Strategy: Content Audit
  • 24. 2424 Content Audit: Identify Content Gaps SmartBear Confidential and Proprietary  Number assets / stage  Types of assets / stage  Performance of assets  Age of content  Location of content  Distribution strategy  Optimization, enhancement, and re-purposing  Keyword research
  • 25. Metrics Goals & Objectives Content Audit Content Plan Content Strategy: Planning Process Traffic Leads Generated Content Downloads QLs Trials Trial Activations Opportunities Opportunities Won Renewals Upsell, Cross-sell % Topics Formats Timeline Budget Resources customerjourneymarketer.com
  • 26. 2626SmartBear Confidential and Proprietary ? ? “Why do I have a problem?!" “What solutions are available? What factors should I consider?” “Does this product solve my problem(s) & meet my needs/requirements?” "Why should I choose this? How can I get my boss and team members on board?” “Hello, brand, do I like you, are you relevant to me?” “How do I get it? How difficult will it be to implement and change current process?”
  • 27. Multi-Stage Content, Linking, CTAs Education (Problem) Research (Solution) Evaluation (Product)
  • 29. Properties and Communities Blog & Social Resource Centers Product Sections Community & Support
  • 32. Paid Advertising Paid Social 3rd party Email Sponsored Content adwords Re-marketing customerjourneymarketer.com
  • 33. Paid Advertising: Remarketing Resource Center Product SectionOpen Source Download eBook Trial
  • 34. Lead Nurturing Top Funnel During Trial Bottom Funnel Customer customerjourneymarketer.com
  • 37. 3737 *Scoring, Behavioral Data + Segmentation Engagement Education, Research Evaluation Justification, Purchase Adoption – Advocacy Closed Won, Renewals a) Completed Trial (Open, working) b) Open Opportunity a) Scored QL (100+) b) During trial Score = 10-99 Score < 10
  • 38. SFDC Campaign Field + Score Weights +10 +30 +50 customerjourneymarketer.com
  • 39. Stages Metrics Engagement, Education, Research  Blog traffic  Resource traffic  Content Downloads  QLs (Non-trial score-ups) Evaluation  Product section traffic  Trials  Trial Activations Justification, Purchase  Opportunities opened  Opportunities closed won Adoption, Retention, Expansion, Advocacy  Renewals  Up-sell, Cross-sell opportunities  NPS  Influitive members/activity customerjourneymarketer.com
  • 41. 4141 Why Agile? • Project planning/management • Time + workload management • Faster reaction time • Collaboration (Global) • Prioritization • Visibility/transparency • Accountability • Efficiency • Break down silos
  • 42. 20132012 2014 2015 Agile Tools and Systems: 2012-2016 2016 Agile system 1 Agile system 2 RE-ORG
  • 43. Current Sprint System Demand Gen CreativeWeb Operations Teams Team Managers Market Manager (x4) Customers customerjourneymarketer.com
  • 44. Current Sprint System Length: Two weeks (10 business days) Delivery Vehicles: • Epics: Overarching project (multiple sprints) • Stories: High level summary of problem sent to Manager • Tasks: Execution items with hours attached (assigned to sprint) Meetings: • Retrospective/Review – how did we do? What went well? What can we improve? Big wins? • Mid-Sprint “Half-time show” – how are we tracking? Blockers? Priority changes? Have what we need for H2? • Sprint Commit – What does everyone have on our plates? Priorities? Details and deadlines? Can we commit?
  • 45. 4545 “I _____________, take you _______________________ , to be my lawfully wedded JIRA issue, to honor and cherish you, for better, for worse, in sickness and health until we are parted by ____________” Honor Thine Commitments! SmartBear Confidential and Proprietary [~gary.deasi] MTD-577 Team Customer Journey Training Due: 7/July/16
  • 46. First 10 Sprints Since Adding Commit Session 64.82% 79.42% 78.34% 88.26% 85.71% 95.96% 90.25% 92.06% 91.88% 95.55% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% 120.00% 728 814 828 911 925 1009 1023 1106 1120 1204 Traffic Team Sprint Results: % Commited Execution Hours Completed 728 814 828 911 925 1009 1023 1106 1120 1204 customerjourneymarketer.com
  • 47. Current Sprint System • Backlog: “To do” list of tasks not assigned to a sprint • Execution hours: time spent actually executing tasks • “Personal Problems”: OOO/PTO, Doctor’s, Travel, Interviews, Meeting • “Flex” time: time planned in sprint for incoming unplanned tasks, or to be used for ideation, experimentation, optimization, or backlogged tasks • “Flex” tasks: unplanned tasks assigned to sprint after commit session • “Gypsy” tasks: a task that keeps getting pushed back sprint after sprint customerjourneymarketer.com
  • 48. 4848 Sprint 0610 Retrospective: 10AM Sprint 0624 Commit: 2PM Sprint 0624 Start Mid-sprint check-in, calendar review Metrics MMs send “big rocks”
  • 50. Agile Lessons Learned  Get organizational buy-in  Mold system to your organization, not the other way around  Iterative, collaborative process - feedback, evolution  Sprint length = 2-4 Weeks  Benchmark your bandwidth  Build in flex time. Plan for the unpredictable, time-sucks (20-50%)  Minimize upkeep – low touch  Specificity, break down tasks into bite size pieces  Review and commit before sprint  Sprint and backlog to deflect unnecessary requests – use the backlog!  If it’s not in the sprint it doesn’t exist. customerjourneymarketer.com