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Incite_InvestisDigital_UnderstandingTheJourney_v2.pptx
- 1. 1 Today, relationships are created with information – not people Source: CEB and Google Source: Sirius Decisions
- 2. @samanthakermode | invd.co/incite2019 How the Online Customer Journey Impacts Sales 2
- 3. 3 How We Used To Buy A Car
- 4. 4
- 5. @samanthakermode | invd.co/incite2019 The New Way To Buy A Car
- 6. 6
- 7. @samanthakermode | invd.co/incite2019 7 How the Online Customer Journey Impacts Sales
- 8. @samanthakermode | invd.co/incite2019 Source: Adberdeen Group, Sept 2016- n=211 Why focus on the Customer Journey? 8
- 9. 9 The Customer Journey: All the steps a customer takes to solve their problem. With or without you.
- 10. @samanthakermode | invd.co/incite2019 Foundational Elements Basic Elements of Digital Strategy 10 Is your audience Competitive Current state Strategic initiatives Business
- 11. @samanthakermode | invd.co/incite2019 Tactical Considerations Basic Elements of Digital Strategy 11 Will it live and be shared? Will produce the content? Will you create? Responsible Approver Consulted Informed
- 12. @samanthakermode | invd.co/incite2019 Map to Audience 12
- 13. @samanthakermode | invd.co/incite2019 Audience Defined 13 …anyone who has engaged with your organization in almost any fashion. Engagement leads to providing personal information – email address, job title – and expressing some level of interest in you.
- 14. @samanthakermode | invd.co/incite2019 Owned, Paid & Earned 14
- 15. @samanthakermode | invd.co/incite2019 Advantages of Owning Your Audience 60% of sales come from digital channels
- 16. @samanthakermode | invd.co/incite2019 Advantages of Owning Your Audience Digital ordering keeps costs down
- 17. @samanthakermode | invd.co/incite2019 Advantages of Owning Your Audience 15 million users - a ‘competitive advantage’
- 18. @samanthakermode | invd.co/incite2019 Advantages of Owning Your Audience
- 19. #DSCHI @jktrip | vert.ms/bundle2019 19
- 20. @samanthakermode | invd.co/incite2019 ‘Owned Audience’ – A Competitive Advantage 20
- 21. @samanthakermode | invd.co/incite2019 DOLLAR SHAVE CLUB Owned Audience – A Competitive Advantage
- 22. @samanthakermode | invd.co/incite2019 HARRY’S RAZORS Owned Audience – A Competitive Advantage
- 23. @samanthakermode | invd.co/incite2019 STRATEGY & EXECUTION The Emotional Journey of Digital Marketing
Editor's Notes
- Most of our prospects know who we are before they ever engage with us. Through conferences, our website and other websites where we post content, potential customers are already aware of us. Just last week we had a potential client come to us and when we asked her how she heard about us, she said she Googled us and started reading content on our website. When she felt comfortable enough that we might be a good fit, she contacted us. I imagine it is similar in your business. Today, the relationship starts online and prospects are pretty far down the sales funnel before they make contact. In fact, most relationships are created with information. The content on your site let’s prospects know who you are and what you do. It also allows them to build trust and confidence in you before you even talk with them.
- “57% of the purchase decision is complete before a customer even calls a supplier.” (CEB) CEB Global “67% of the buyer’s journey is now done digitally.” (SiriusDecisions) The best way to move a potential customer through the customer journey is through content marketing. Creating content for each step of the journey. To be there when the potential customer needs you. We will focus on the customer journey throughout this workshop. The biggest thing we see when we bring on a new client is all the content gaps in their customer journey. Typically, we see most of their content in the decision stage as they are focused on selling. Adding more content to the journey helps bring in a larger audience and adds to more sales.
- “57% of the purchase decision is complete before a customer even calls a supplier.” (CEB) CEB Global “67% of the buyer’s journey is now done digitally.” (SiriusDecisions) The best way to move a potential customer through the customer journey is through content marketing. Creating content for each step of the journey. To be there when the potential customer needs you. We will focus on the customer journey throughout this workshop. The biggest thing we see when we bring on a new client is all the content gaps in their customer journey. Typically, we see most of their content in the decision stage as they are focused on selling. Adding more content to the journey helps bring in a larger audience and adds to more sales.
- “57% of the purchase decision is complete before a customer even calls a supplier.” (CEB) CEB Global “67% of the buyer’s journey is now done digitally.” (SiriusDecisions) The best way to move a potential customer through the customer journey is through content marketing. Creating content for each step of the journey. To be there when the potential customer needs you. We will focus on the customer journey throughout this workshop. The biggest thing we see when we bring on a new client is all the content gaps in their customer journey. Typically, we see most of their content in the decision stage as they are focused on selling. Adding more content to the journey helps bring in a larger audience and adds to more sales.
- Kate notes: when invested in TCJ – it returns that investment. Grey – doesn’t have mapped journey Have and have not mapped their journeys ROMI, Service cost Revenue from customer refferea Cross Sell According to the Aberdeen Group, less than 40% of companies have a defined customer journey map. Given the value customer journey management can drive, it’s clear that this is a huge opportunity for any company. Yet today, less than 40 percent of companies have a process to better map their customer journeys. https://www.mcorpcx.com/articles/the-eye-popping-roi-benefits-of-customer-journey-mapping Based on Aberdeen Group research published in their Customer Journey Mapping: Lead The Way To Advocacy brief, some of the specific year-over-year growth that companies with a formal customer journey management program enjoy over those that don’t include: 54% Greater Return on Marketing Investment: Interested in boosting the effectiveness of your marketing spend – reaching more of the right customers, more quickly? Here’s an answer. (24.9% YoY growth with Customer Journey Management, 16.2% without). Over 10 Times Improvement in the Cost of Customer Service: Of the major areas customer experience drives ROI, reduction in costs (in addition to new business from positive word of mouth, greater wallet share and lower churn) are among the easiest to sell internally. (21.2% YoY growth with Customer Journey Management, -2.2% without). 24% More Positive Social Media Mentions: One way to boost word of mouth and social influence - among the most powerful drivers of engagement in the era of smart customers. (20.7% YoY growth with Customer Journey Management, 16.7% without). 3.5 Times Greater Revenue from Customer Referrals: Linking to social media mentions, but even more powerfully to analog conversations, referral customers are some of the least expensive to acquire. (17.9% YoY growth with Customer Journey Management, 5.1% without). 18 Times Faster Average Sales Cycle: What if you could radically accelerate the speed of your sales cycle? Good news: you can! (16.8% YoY growth with Customer Journey Management, 0.9% without). 56% More Cross- and Up-Sell Revenue: With a direct linkage to greater share of wallet and customer lifetime value, increased top- and bottom line revenue follow closely behind. (15.3% YoY growth with Customer Journey Management, 9.8% without).
- This is a definition of the Customer Journey The process you need to get to know your customers and discover exactly what they need. A customer journey tells a complex story of the overall customer experience, from their point of view. Each journey highlights how a customer makes decisions, what motivates them, and the stages they go through to accomplish their goals, among other key insights about your customer. https://sayyeah.com/ A study by McKinsey shows that the further down the customer journey, the less likely a potential customer will add other brands into consideration. This was across a number of verticals including auto, computers, skin care, auto insurance. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey We put together a fictitious customer journey in order to illustrate the content touchpoints along the way. We choose a ‘student’ journey as we thought most of the audience could relate. Each journey will be different depending on your business, what you sell and how long and/or complicated your sales cycle is. I think we can all relate to someone going back to school for an advanced degree….we’ll follow Laura as she navigates through her decision to attend Coronado University (our fictitious University)
- Owned assets Blog posts Email newsletters Social posts Website content Paid placements Sponsored social Paid search Influencer posts Programmatic Earned (3rd-party) Social mentions Media coverage Reviews Links
- Stock grew from $3/share to $295/share
- Based on what we know from clients and feedback from workshops and events. Trough of despair.