How to Find New Customers with a Detailed Customer Journey Map

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This document discusses using a customer journey map and detailed content plan to find new customers for a life science marketing company. It describes mapping the customer's buying journey across awareness, consideration, evaluation, and delight stages. A content plan matrix maps types of content like webinars, articles, and videos to different offers and customer personas at each stage. The content is then repurposed into smaller pieces to engage customers throughout their journey and drive sales.

Marketing

Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1
Offer 2
Persona B Offer 1
Offer 2
Buyer’s Journey
S
A
L
E
Content Plan Matrix

What kind of content?
• Industry trends
• Thought leader interviews
• Workplace tips
• Technology comparisons
• Customer reviews
• Application information
• Instructional videos
Multiple topics Multiple formats
• Blog posts
• Journal articles
• Videos
• Podcasts
• Webinars
• Infographics
• Email

A Detailed Content Plan
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide
Offer 2 Blog post Webinar Web
Page/Brochure
Maintenance
Video
Persona B Offer 1 White paper Video FAQ Welcome Kit
Offer 2 Curated Articles Podcast Lease Options Letter
S
A
L
E

Buyer’s Journey Map
Based on First Principles

4 Types of Questions
• Where is my opportunity?
• What are my options?
• Does your solution fit my needs?
• How will I be successful?

Awareness
Where is my opportunity?
Are there new regulations to be aware of?
What are the trends in my industry?
How are my customers’ markets changing?

Consideration
What are my options?
Who can help me solve this problem?
What should I be looking for?
How do I evaluate a solution?

Evaluation
How does your solution fit my needs?
Will it work for my application?
What does the workflow look like?
What is the total cost of ownership?

Retention
How will I be successful?
How do I get started quickly?
Who should I call for help?
How do I validate my new method?

Planning tool output
Evaluation FAQ
How are samples prepared?
How is data captured?
Will it integrate with 3rd party products?
Is it compliant with relevant regulations?
How much maintenance is needed?
How often is maintenance needed?
Can I get a demonstration?
What do I need for a demonstration?
Can I lease it?
What kind of warranty is available?
Are parts readily available?
Can I purchase online?

Plan to Repurpose
Create smaller pieces of
original content (like LEGO
bricks) to use as is,
aggregate into larger
deliverables or repurpose.

Start with Webinar One
Webinar
Becomes 5 Blog Posts!
The Call to Action for the webinar is: Watch the video, Listen to the interview with…
The Call to Action for each blog post is: Watch the webinar

Content Plan Matrix
Awareness Consideration Evaluation Delight
Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide
Offer 2 Blog post Video Web
Page/Brochure
Maintenance
Video
Persona B Offer 1 White paper Video FAQ Welcome Kit
Offer 2 Curated Articles Podcast Lease Options Letter
S
A
L
E

The Content Planning Tool
• Ensures integrated content across the buying cycle
• Quickly shows your choices for deliverables at each stage of
the buying cycle and options to repurpose
• Creates a outline for every deliverable you select
• Simplifies your content planning FOREVER

Questions?
chris@words2wow.com
+1.925.322.1451

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How to Find New Customers with a Detailed Customer Journey Map

1. LIFE SCIENCE MARKETING RADIO How to Find New Customers with a Detailed Customer Journey Map

2. Let’s talk about content marketing

3. Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Offer 2 Persona B Offer 1 Offer 2 Buyer’s Journey S A L E Content Plan Matrix

4. What kind of content? • Industry trends • Thought leader interviews • Workplace tips • Technology comparisons • Customer reviews • Application information • Instructional videos Multiple topics Multiple formats • Blog posts • Journal articles • Videos • Podcasts • Webinars • Infographics • Email

5. A Detailed Content Plan Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide Offer 2 Blog post Webinar Web Page/Brochure Maintenance Video Persona B Offer 1 White paper Video FAQ Welcome Kit Offer 2 Curated Articles Podcast Lease Options Letter S A L E

6. Buyer’s Journey Map Based on First Principles

7. 4 Types of Questions • Where is my opportunity? • What are my options? • Does your solution fit my needs? • How will I be successful?

8. Awareness Where is my opportunity? Are there new regulations to be aware of? What are the trends in my industry? How are my customers’ markets changing?

9. Consideration What are my options? Who can help me solve this problem? What should I be looking for? How do I evaluate a solution?

10. Evaluation How does your solution fit my needs? Will it work for my application? What does the workflow look like? What is the total cost of ownership?

11. Retention How will I be successful? How do I get started quickly? Who should I call for help? How do I validate my new method?

12. Delivery Format

13. Planning tool output Evaluation FAQ How are samples prepared? How is data captured? Will it integrate with 3rd party products? Is it compliant with relevant regulations? How much maintenance is needed? How often is maintenance needed? Can I get a demonstration? What do I need for a demonstration? Can I lease it? What kind of warranty is available? Are parts readily available? Can I purchase online?

14. Form of the answer (web page)

15. Plan to Repurpose Create smaller pieces of original content (like LEGO bricks) to use as is, aggregate into larger deliverables or repurpose.

16. Start with Webinar One Webinar Becomes 5 Blog Posts! The Call to Action for the webinar is: Watch the video, Listen to the interview with… The Call to Action for each blog post is: Watch the webinar

17. Content Plan Matrix Awareness Consideration Evaluation Delight Persona A (Content) Offer 1 Webinar White Paper Video Quick Start Guide Offer 2 Blog post Video Web Page/Brochure Maintenance Video Persona B Offer 1 White paper Video FAQ Welcome Kit Offer 2 Curated Articles Podcast Lease Options Letter S A L E

18. The Content Planning Tool • Ensures integrated content across the buying cycle • Quickly shows your choices for deliverables at each stage of the buying cycle and options to repurpose • Creates a outline for every deliverable you select • Simplifies your content planning FOREVER

19. Questions? chris@words2wow.com +1.925.322.1451

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