The Marketing Funnel Is Dead: Rethinking Content and the Customer Experience [ThinkContent New York 2018]
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It’s time to retire the funnel, says Dusty DiMercurio, Director, Content Marketing and Social Media, Autodesk. The old model that starts with awareness and ends with conversion doesn’t accurately reflect the customer journey of today. Here, DiMercurio shares his new framework for a unified customer experience strategy that uses content to provide value at every step of the way.
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The Marketing Funnel Is Dead: Rethinking Content and the Customer Experience [ThinkContent New York 2018]
- 1. June 6, 2018 | New York City
- 2. RETHINKING CONTENT & THE CUSTOMER EXPERIENCE Dusty DiMercurio, Director, Content Marketing & Social Media Autodesk @dustycd
- 3. @dustycd
- 5. @dustycd
- 6. THE CUSTOMER JOURNEY NEVER ENDS @dustycd
- 8. DISCOVER: ATTRACT PROSPECTS Challenges & business risks Guidance & business advice Product / solution intro
- 10. DECIDE: GUIDE RESEARCH Solution information & benefits Business impact & case studies Implementation info & trials
- 12. BUY: HELP PURCHASE Recommend a solution mix Purchase advice & add. services Preparation for onboarding
- 15. ONBOARD: AID DEPLOYMENT Guidance on getting started Implementation tips & support Info on community resources
- 17. MASTER: MAXIMIZE VALUE Learning & training tools Solution workflows & interop Sharing to best practices
- 19. RENEW: ENSURE RETENTION Renewal info & resources Current entitlement reminders Investment value extension
- 20. CONTENT ACROSS THE CUSTOMER JOURNEY @dustycd Discover Decide Buy Onboard Renew Master
- 21. DRIVE DEMAND Attract & convert prospects Help people learn & buy Success: Creating customers @dustycd @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND
- 22. SUPPORT SUCCESS Ensure customer success Help them realize value Success: Customer retention @dustycd @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND SUPPORT SUCCESS
- 23. BUILD AFFINITY BUILD AFFINITY Personify brand & vision Supports all journey stages Success: Earning attention @dustycd Discover Decide Buy Onboard Renew Master CREATE DEMAND SUPPORT SUCCESS @dustycd