Say goodbye to the traditional marketing funnel. Workshop for startups at Tribe Tampere, Finland

1. Digital Customer Journey
SAY GOODBYE TO THE TRADITIONAL MARKETING FUNNEL
Delfin Vassallo
@DJVassallo
/in/DelfinVassallo

5. Dynamic Customer Journey
*Social selling: techniques to influence buyers and changemakers by T. Hughes
**Carnegie Mellon University, Heinz College Survey 2016
***CEM 2011
75% of buyers are influenced by
information found on social media**
YouTube
Videos
Online
search
Social
Media
Reviews
CONSIDERATION
AWARENESS PURCHASE
EVALUATION
EXPERIENCE
LOYALTY
ADVOCACY
1
PLANNING
2
PRE-SALE
3
SALE
4
POST-SALE
Before purchase
After purchase
Customer journey
Sales & Marketing
Experience shared becomes next
prospect’s ZMOT
When buyers research online, they’re 80% of the
times on salesperson avoidance mode*
67% (~85%) of B2B buyer’s journey happens
online, before they talk to a sales person***
KEY INSIGHT: We must be present throughout the customer’s journey, so
that when they’re ready to purchase, we are top of mind in a positive way

6. Company website
Authoritative content for support
Online community
Strategic use of tactics
CONSIDERATION
AWARENESS PURCHASE
EVALUATION
EXPERIENCE
LOYALTY
ADVOCACY
1
PLANNING
2
PRE-SALE
3
SALE
4
POST-SALE
Before purchase
After purchase
Customer journey
Sales & Marketing
Focus
Experience shared becomes next
prospect’s ZMOT
Company website
UX - First impression ~5 secs
Brand values reflected
SEO
Blog
Video resources
Digital Marketing
Display ads
Email / Newsletter
Video reviews
Live streaming
Engage News & PR
Articles on industry magazines
Events & Expos
Influential blogs
Social Media & Social Selling
FB engage & Live streaming
YT feature reviews, deep dive demos
IG what can you do with product, company
life
TW respond & engage
LI company life and values
Other social venues: community fans
discussion forums
Engage
Engage
Educate
Entertain
Digital Marketing
Video tutorials
Live streaming
Customer’s newsletter
Educate
Entertain
Educate
Engage

7. Measuring Success
Action
Company launches
Digital Marketing
& Social Media
initiatives
Reaction
People respond
positively to this
Non-financial
Impact
30k ppl like page
+20% website traffic
3x brand mentions
Investment
Financial
Impact
3,000 net new customers
+25% sales

8. • Track every KPI relating it with
your business objectives
• Traffic generated by SEO
• Leads by source: inbound web,
seminars, tradeshows
• Compare metrics with your
increase in leads & sales
• Every effort should focus on how to
influence final consumer
• Commit your team members to take
initiative on conversations
• How the target can share or discuss
with others your content
• Very specific
• Where the activity will develop
• Whom you are targeting
• How it synchronizes with offline activities
• Define KPI’s and how will be measured
• How they will work together
• Who will implement and manage them
• Measurement process
Define your
objectives
Choose
your tactics
& tools
Execute for
engagement
Track
results
Developing your strategy

9. @djvassallo
/in/delfinvassallo
QUESTIONS?
(comments,
arguments,
complaints…)