Customer Journey Mapping Drives 40% Increase in Marketing ROI

© 2014 NBS Consulting Group, Inc. | Tel: 415.309.7017
Customers are constantly re-framing
how they interact with you based on:
how well you fit their evolving needs,
 their opinions on what you’re selling, and
 how well past interactions with you
matched their expectations.

Customer Experience?
“A buyer’s satisfaction and
perceived benefit with or about
a brand’s messages, people,
processes, products or services,
through any interaction across
all touch points, over a
relationship’s lifetime journey.”
© 2013 New Business Strategies
What is …

The Challenge...
CEOs believe their
management
teams do not
understand
customer
expectations.
CMOs own the
largest share of the
customer journey -
yet - feel
underprepared to
deliver on the
buyers’ experience.

What‘s solving the challenge worth?
20+% more

Sellers’ Compass™ …
A services path that
shows companies
how to deliver
customer experiences
that become their
biggest brand and
sales differentiator.

The Customer Journey Open Loop
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
Contacts
Opportunities
“Customers”
Sellers’
Compass™
CustomerCare
Marketing
Traditional linear sales funnels
look at the buyer from the
sellers’ perspective.
The Sellers’ Compass ™looks at
the journey from the
perspective of the buyer trying
to solve a problem.

Buyer Enablement Stage …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
BuyerEnablement
Sellers’
Compass™
CustomerCare
Marketing
Buyer Enablement Stage
• Define:
Commit to solving the problem
• Search
Understand the approach Peers
selected & start business case
• Evaluate
Evaluate alternatives, vendors
and short-list
• Validate
Test short-list & end-user
benefits & validate selection

Buyer Engagement Stage …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
BuyerEngagement
Sellers’
Compass™
CustomerCare
Marketing
Buyer Engagement Stage
• Deliver
Implement solution, train users
& address any initial issues
• Nurture
Evaluate ‘quality’ of relationship
& initial ROI is realized
• Value
Expect various value streams &
deeper relationship
• Expand
Promote & expand product(s)
adoption internally & repeat buy
• Evangelize
Self-initiated WOM endorsement
of product, seller value &
relationship

Where Sellers shoot themselves in the foot, repeatedly …
Evaluate
Validate
Purchase
Deliver
Nurture
Value
Expand
Evangelize
Search
Define
Sales
B2B
Sellers’
Compass™
CustomerCare
Marketing
• 1st Disrupter
Marketing content
doesn’t meet buyer need
• 2nd Disrupter
Marketing to Sales
handoff
• 3rd Disrupter
Sales to Service/Support
Handoff
• 4th Disrupter
Churn from unmet
expectations
• 5th Disrupter
Vendor stays tactically
focused and can’t step
into strategic relationship
Disrupters

Implement needle-
mover fixes to drive
higher conversions,
close rates, service
scores and reduce
churn.
Fix
Map buyers’ journey
and conduct gap
analysis to define
where and why
experience negatively
impacts growth.
Learn
Align people, strategy,
process and
technology to buyers
and help employee
consistently deliver on
expectations.
Align
Innovate a
differentiated
customer experience
and operationalize it
through business
model and strategy
changes.
Innovate
4 Steps to Customer Leadership (and More Revenue)

Fix
Learn
Align
Innovate
Sellers’ Compass™ Services Path
Journey
Grow
Empower
Excel
• Journey Map
• Content Strategy
• Omni-Campaigns….
• Lead2Close
• Sales Enablement
• Technology & Data
• ...and more
• Experience
Innovation
• Market Strategy
• Change
Management
• … and more
• Organizational
Alignment
• Training
• VOC, VOE
• … and more
45 days
90 days
1 – 2 Qtrs

How to get started …
Step 3: CONTENT & OFFER STRATEGY (14 days)
• Know exactly what content to offer when, where
and to whom
• Optimize offers to pull buyers through their own
journey and build preference along the way
OMNI-CHANNEL CAMPAIGN FRAME (14 days)
• Know exactly what to do in campaigns based on
where buyers are in their journey and what they
value
Step 1: BLUEPRINT WORKSHOP (1 day)
• Comprehensive assessment
• Step-by-step prioritized action plan to achieve
objectives
Step 2: JOURNEY MAP (30 - 45 days)
• Detailed map of what prospects do, want, value
• Understand how to drive “WOW” interactions
1
2
3
4
Learn
Journey

50%
Aligns content development with buying process
REDUCTION OF MARKETING CONTENT
INCREASE IN ACCEPTED LEADS
INCREASE IN REVENUE
30%
20%
What’s the ROI from the “Learn” step? ….
40% INCREASE IN MARKETING ROI
100% INCREASE IN CAMPAIGN RESULTS

Proven
Fast time-to-value
Measurable results
From the buyer’s perspective
Comprehensive yet easy understand
Doesn’t require a lot your team’s time
Actionable deliverables & recommendations
Why the Sellers’ Compass works….

Company Overview
• Great Place To Work Institute is a company with
a global partner network that delivers culture,
training, organization advisory services along
with their renowned lists of best places to work.
Challenge
• “Inside-out” and internally focused culture that
was negatively impacting revenue. New products
were late, not to customer expectations and
teams were not aligned to business goals.
Benefits
• With NBS, GPTW employees visioned a ‘valued’
customer experience, developed a strategic
annual plan, tied employee MBOs to deliver the
plan which resulted a 30% increase in revenue.
“The Sellers’ Compass™ is a unique.
It guided us through to more
effectively enable, engage and
establish enduring relationships with
our customers.”
CEO
Reduce churn...

Company Overview
• Lithium is a leading social customer care,
marketing and community software vendor
serving over 400 iconic brands.
Challenge
• Lithium sales was not successful gaining
market share in new target markets. The BoD
and CEO wanted to know why. The CMO and
CRO wanted to know how to implement more
effective sales and marketing methods.
Benefits
• NBS’ work resulted in new go-to-market
strategy and blueprints, sales playbook, and
integrated campaign framework. It also drove
was new messaging, content strategy, tools
which all drove increased wins and growth.
Break into new markets...
“The Sellers’ Compass™ is really
about understanding your customer
….. Without it we can only GUESS
what that is.
It allows us “permission to engage”
the target audience in a way that is
helpful, trusted and relevant”
Dir Demand Gen

A new way ….
“In short, their approach and
services work…with quick
time-to-value.
The philosophy around
their Sellers’ Compass™ is so
powerful, I have aligned my
marketing, sales and support
teams to this approach.”
Brian Carr
Chief Revenue Officer

Company Overview
• Good Technology delivers the world's most
comprehensive secure mobility solution to
over 5,000 companies in 130 countries
including all of the Fortune 100.
Challenge
• Good’s selling and marketing model, field-
level partner collaboration, and campaign-to-
cash processes would not scale to meet the
BoD’s aggressive growth expectations.
Benefits
• NBS aligned sales and marketing, re-
engineered marketing/sales processes and
technology systems, and product strategy.
The result was 40% increase in marketing ROI
and 30% increase in pipeline.
“We could not have achieved
this in less than 6 months
without New Business
Strategies’ drive and
commitment to our success.”
SVP Marketing & Product Management
Drive faster growth...

Good Technology‘s F500 Journey Map
Short-List
&
Contact
Long Run
Trial
Corporate
Standard
Deliver
Nurture
Value
Expand
Evangelize
Kick
Tires
&
Learn
Research
&
Educate
B2B
Customer
Journey
Buyer Enablement
Educate : Educate themselves on issues,
market trends, technology & outcomes
Learn : Understand trends, relevance to
their situation, technology architecture
& identify vendors
Short-List : Build business case,
backchannel vendors, short list to 2 and
contact
Long Running Trial : Gain benefits
without vendor lock-in
Purchase : Select a corporate standard
and review every 3 years

Small changes with big impact…
Campaigns Redefined
• Frequency
Set campaign/touch frequency
based on research findings
• Content
Dropped 50% of assets & tailored
remaining to meet expectations
for each Journey step
• Call-to-Actions
Matched specific CTAs to Journey
Step Tollgates
• Digital Strategy
Narrowed & matched channels
with content based on research
Restructured lead hand-off to
include detailed contact
background & interaction history
Selling Redefined
• Language
Changed language & messaging to
match customers’ tone,
terminology, & benefits/value
• Call-to-Actions
Matched specific CTAs and Sales
Tools to Journey Step Tollgates
• Align Sales Cycle to Journey
Matched major account selling
strategy to buyers’ business cycles
to remove QE friction
• Social Selling
Roadmap of how to engage with
target buyers early on via social
Restructured lead hand-off to
include detailed contact
background & interaction history

Good Technology’s results….
• Overall:
• 30% increase in marketing generated pipeline
• 40% increase in lead velocity
• 50% reduction in marketing asset inventory
• 3 month Payback on Sellers’ Compass™
Journey services
• Net new and Install Base Campaign
Performance:
• Over 293% Increase in campaign open rates
• Over 772% increase in clickthroughs

Who we are...
We help companies turn customer
experience into their biggest sales and brand
differentiator
with our Sellers’ Compass services..

Christine.crandell@newbizs.com
+1.415.309.7017
How Can We
Help?

Customer Journey Mapping Drives 40% Increase in Marketing ROI

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Customer Journey Mapping Drives 40% Increase in Marketing ROI