Aligning Your Marketing Team and Strategy with the Modern Customer Journey
- 1. Gary DeAsi
Senior Manager,
Digital Marketing & Brand
SmartBear Software
@gdaz
Aligning Your
Marketing Strategy
& Team with the
Modern Customer Journey
customerjourneymarketer.com
- 4. : The complete sum of experiences
that customers go through as they
interact with a company/brand across
multiple touch points over time.
Customer Journey
customerjourneymarketer.com
- 5. 70% of the buyer’s journey
occurs online before
engaging with a sales rep
customerjourneymarketer.com
- 7. 77
“The right people, with the right
experiences, at the right time!”
But for realsies,
how do you do that?
- 10. Click here to learn more about this model
customerjourneymarketer.com
- 11. Stages/Models Tips and N2K
• Customers can enter at any stage
• Don’t think linear
• Choose the right model for your business
• Define stages by customer POV, not just yours.
Questions and barriers…
• Encompass all scenarios
• Clear definitions
• Objectives and success definitions
• Training and reinforcement!
• Get internal buy-in
customerjourneymarketer.com
- 12. Understanding your Customers
Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
customerjourneymarketer.com
- 13. 1313
Using Competitor XYZ
not actively looking to
switch solutions
Using Competitor
XYZ actively looking
to switch solutions
Has a pain/problem,
has never used a paid
solution before
Doesn’t know they
have a problem yet
Has used a competitor
before, new company
doesn’t have a solution
Using a free tool,
recycled lead now
actively looking for
solution
- 14. Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
customerjourneymarketer.com
- 15. 1515
Demand
Type Characteristics Objectives Requirements
Established
Market
• Majority recognize as
necessary
• Well-defined, contested
market with established
solutions
• Battling for market share
• Differentiate solution
features/capabilities
• Quantify incremental value vs
competitors
• Calculate total cost of ownership
advantages
• Competitive
positioning and
differentiation
• Overcome cost of
switch
New
Paradigm
• Retools/optimizes existing
process
• Solves known current
problem better
• Replaces current line item
• Educate buyers there is a better
way solve problem than current
legacy solutions
• Quantify the cost of status quo
doing nothing
• Justify the cost of new paradigm vs
status quo legacy solution
• Process/solution
change
• Hone in on pitfalls and
risks associated with
existing legacy
solutions
• Focus on innovation,
change, future
New
Concept
• Disruptive
• No budgetary line item
• Requires issue/problem
creation
• Illuminate issues buyers may not
be aware they had and/or
associate with pain points
• Help buyers prioritize opportunities
• Make buyers aware solutions exist
and the value in solving problems
• Market Leadership
• Evangelism
• Early adopters
• Target influential,
motivated prospects
- 16. 1616
Information
• Search and browsing behavior
• Research and nurture needs
• Messaging
• Barriers to overcome
• Questions to answer
INTELLIGENCE
- 17. How do you get all this information?
Online Surveys
Interviews
Networking
Data & Research
customerjourneymarketer.com
- 20. Engagement Education Research Evaluation Justification Purchase
Adoption -
Advocacy
Content Strategy
Social Strategy
Lead Nurturing
Paid Advertising
Web: SEO & Conversion
PR
Marketing Operations
Analytics and Reporting
Alignment & Execution
customerjourneymarketer.com
- 24. 2424
Content Audit: Identify Content Gaps
SmartBear Confidential and Proprietary
Number assets / stage
Types of assets / stage
Performance of assets
Age of content
Location of content
Distribution strategy
Optimization, enhancement,
and re-purposing
Keyword research
- 26. 2626SmartBear Confidential and Proprietary
? ?
“Why do I have a problem?!"
“What solutions are available?
What factors should I consider?”
“Does this product solve my problem(s)
& meet my needs/requirements?”
"Why should I choose this? How can I get
my boss and team members on board?”
“Hello, brand, do I like you, are you relevant to me?”
“How do I get it? How difficult will it be to
implement and change current process?”
- 37. 3737
*Scoring, Behavioral Data + Segmentation
Engagement
Education,
Research
Evaluation
Justification,
Purchase
Adoption –
Advocacy
Closed Won, Renewals
a) Completed Trial (Open, working)
b) Open Opportunity
a) Scored QL (100+)
b) During trial
Score = 10-99
Score < 10
- 39. Stages Metrics
Engagement,
Education,
Research
Blog traffic
Resource traffic
Content Downloads
QLs (Non-trial score-ups)
Evaluation
Product section traffic
Trials
Trial Activations
Justification,
Purchase
Opportunities opened
Opportunities closed won
Adoption,
Retention,
Expansion,
Advocacy
Renewals
Up-sell, Cross-sell opportunities
NPS
Influitive members/activity
customerjourneymarketer.com
- 41. 4141
Why Agile?
• Project planning/management
• Time + workload management
• Faster reaction time
• Collaboration (Global)
• Prioritization
• Visibility/transparency
• Accountability
• Efficiency
• Break down silos
- 44. Current Sprint System
Length: Two weeks (10 business days)
Delivery Vehicles:
• Epics: Overarching project (multiple sprints)
• Stories: High level summary of problem sent to Manager
• Tasks: Execution items with hours attached (assigned to sprint)
Meetings:
• Retrospective/Review – how did we do? What went well? What
can we improve? Big wins?
• Mid-Sprint “Half-time show” – how are we tracking? Blockers?
Priority changes? Have what we need for H2?
• Sprint Commit – What does everyone have on our plates?
Priorities? Details and deadlines? Can we commit?
- 45. 4545
“I _____________, take you
_______________________ ,
to be my lawfully wedded JIRA issue, to
honor and cherish you, for better, for
worse, in sickness and health until we
are parted by ____________”
Honor Thine Commitments!
SmartBear Confidential and Proprietary
[~gary.deasi]
MTD-577 Team Customer Journey Training
Due: 7/July/16
- 46. First 10 Sprints Since Adding Commit Session
64.82%
79.42% 78.34%
88.26% 85.71%
95.96%
90.25% 92.06%
91.88%
95.55%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
728 814 828 911 925 1009 1023 1106 1120 1204
Traffic Team Sprint Results: % Commited Execution Hours Completed
728 814 828 911 925 1009 1023 1106 1120 1204
customerjourneymarketer.com
- 47. Current Sprint System
• Backlog: “To do” list of tasks not assigned to a sprint
• Execution hours: time spent actually executing tasks
• “Personal Problems”: OOO/PTO, Doctor’s, Travel, Interviews, Meeting
• “Flex” time: time planned in sprint for incoming unplanned tasks, or
to be used for ideation, experimentation, optimization, or backlogged
tasks
• “Flex” tasks: unplanned tasks assigned to sprint after commit session
• “Gypsy” tasks: a task that keeps getting pushed back sprint after
sprint
customerjourneymarketer.com
- 50. Agile Lessons Learned
Get organizational buy-in
Mold system to your organization, not the other way around
Iterative, collaborative process - feedback, evolution
Sprint length = 2-4 Weeks
Benchmark your bandwidth
Build in flex time. Plan for the unpredictable, time-sucks (20-50%)
Minimize upkeep – low touch
Specificity, break down tasks into bite size pieces
Review and commit before sprint
Sprint and backlog to deflect unnecessary requests – use the backlog!
If it’s not in the sprint it doesn’t exist.
customerjourneymarketer.com