Building  The  Perfect  End-­‐To-­‐End  Customer  Journey  

John  Jantsch  Duct  Tape  Selling  @ducttape  

                   The    

         realities                              of  sales  and                    marketing                                    today  

No  one  talks  about  boring  businesses    

People  don’t  need  more  information    

Everyone  knows  when  you  fail    

Don’t  call  us,  we’ll  call  you    

Trust  is  always  on          trial    

DeEinition  of  Marketing  

Know   Like   Trust  

DeEinition  of  Sales  

Try   Buy   Repeat   Refer  

57%  of  a  typical  purchase  decision  is  made  before  a  customer  even  talks  to  a  supplier.  

         Source:  CEB  

53%  of  those  surveyed  claimed  that  the  sales  experience  itself  was  one  of  the  greatest  contributing  factors  in  continued  loyalty  to  the  brand..  

         Source:  CEB  

Rela6onship  

The  Marketing  and  Sales  Hourglass  

Inbound  Marke6ng  

Outbound  Marke6ng  

Inbound  Selling  

The  Marketing  and  Sales  Hourglass  

Blending  Sales  and  Marketing  •   Shared  planning  •   Shared  editorial  •   Shared  social  •   Shared  engagement  •   Shared  measurement  

     Strategy  Before            Tactics  

Crea6ng  an  incredible  customer  journey  is  mostly  about  choosing  the  right  customers  

DeEine    your  ideal    customer  

ProEitable  Refer

+Pro6it  =  Ideal  

Detractors   Refer  

Profi

t  

Referrals  

Create  personas  •   How  would  I  spot      your  ideal  customer?  •   Sketch  them  

   

Commit  to      a  Value      Proposition  (core  message)  

Customer  insights  survey  •   Why  did  you  hire  us/buy  from  us?  •   What’s  one  thing  we  do  that  you  love?  •   What’s  one  thing  we  do  that  others  don’t?  •   If  you  were  to  refer  us  what  would  you  say?  •   Tell  me  about  three  other  companies  you  love?  •   Keyword  search  •   One  word  test    

Build  your        Marketing        and  Sales    Hourglass  

• Who  and  how,  ads,  referrals,  networking  Know  

• Website,  blog  content,  social  media,    Like  

•  SEO,  webinars,  materials,  ebooks  Trust  

• Workshops,  evaluations,  demos  Try  

•  Service  team,  new  customer  kit  Buy  

• Post  project  review,  cross  selling,  events  Repeat  

• Champion  events,  partner  intros  Refer  

©  Duct  Tape  Marke5ng  –  all  rights  reserved  

Map  the  customer  journey  • Marketing  • Sales  • Enrollment  • Service  • Education  • Follow-­‐up  • Finance  

Content  journey  

Awareness   Trust   Educa6on   Engagement   Conversion  

Content  builds  awareness  

•   Blog  posts  •   Events  •   Advertising  

Content  builds  trust  

•   How  to  content  •   Reviews  •   Testimonials  •   Articles  

Content  educates  

•   eBooks  •   Newsletter  •   Workshops  •   Demonstrations  •   FAQs  •   Survey  data    

Content  creates  engagement  

•   Automatic  referrals        and  reviews  •   Video  success  stories  •   Video  testimonial  party  

Content  for  referrals  •   Invited  content  •   Co-­‐branded  content  •   Sponsored  content  •   Curated  content  •   Incented  content  

Collect   Curate   Create   Share   Engage  

Social  journey  

Hootsuite  Feedly  

Talkwalker  Radian6  

Pulse  Feedly  Scoop.it  Newsle  

Word  Swag  Canva  List.ly  

Visual.ly  

Hootsuite  Feedly  Buffer  

Nimble  Groups  

Contactually  

Collect  • Customers  –  Twitter  Lists  •  Journalists  –  Alerts  •  InEluencers  -­‐  Alltop  • Competitors  –  RivalIQ  •  Industry  –  Quora  Feeds  • Blogs  –  Feedly  

Lead  Conversion  Process  •   Discover  –  Next  step  •   Present  –  Seminar  •   Nurture  –  Sales  cycle  •   Transact  –  Same  experience  •   Review  -­‐  results  

 

“Effective  marketing  eliminates  the  need  to  sell.”  

Building  The  Perfect  End-­‐To-­‐End  Customer  Journey  

John  Jantsch  Duct  Tape  Selling  @ducttape