SMX East 2018 Aligning Marketing With the Customer Journey

#SMX #11 b #MultichannelMarketing @Hoffman8 | @HeatherCooan
Aligning Your Marketing with Your Customer’s Journey
News Flash:
It’s Not About
You…

Revolutionizing the way companies
think about and approach growth!
www.HDCDigital.com
Email to request this deck:
hcooan@hdcdigital.com
Heather Cooan – Founder & Principal Growth Strategist

Amy Bishop, Performance-Marketing Consultant
• Amy Bishop
• Owner, www.CultivativeMarketing.com
• Travel Enthusiast
• Loves cat memes. Okay, any memes.
• Let’s chat: @Hoffman8

▪ We’ll Cover…
– Getting Started
– Your Foundation
– Building Your Infrastructure
– Aligning Content
– Aligning Channels
– Measuring Performance
– Do’s and Don’ts Along The
Way!
Agenda

Where Are You Going?
Getting Started

• Business Goals
• Department Goals
• Gap Analysis
• Addressable Market
• Attainable Market
• Conversion Rates
• Budget
Objective Setting & Campaign Planning
Campaign
Goals
Department
Goals
Business
Goals

The Campaign Purpose
Brand Activation Market Penetration Product Penetration
Reactivation Customer AdvocacyThought Leadership Launch
Retention
New Acquisition
Customer Expansion

Campaign Selection Rubric

There’s a lot
going on below
the surface…
Market Segmentation
Personas
Information Needs
The Path to Purchase
The Plan:
Strategy,Tactics,
Channels, Measurement
Your Messaging

Who Are You Talking To?
The Foundation

The Buyer Journey & Your Sales Process
Prospect
Connect &
Qualify
Research Present
Objection
Handling
Close
Recognizing
Problem
Researching
Options
Researching
Brands
Taking
Action
Purchase
Customer
Experience
Sales Process
Buyer Journey

Buyer AND Customer Journey
• Customers are just as
important as buyers!
• Happy customers create
new buyers.
• Journeys are not linear

AWARENESS
Experiencing
symptoms and doing
research to
understand, frame,
and give a name to
their problem or
opportunity.
CONSIDERATION
Has given a
definition and name
to their situation, and
is committed to
researching available
approaches and
methods to solve it.
DECISION
Has decided on a
solution strategy and
is compiling a list of
vendors/products.
Will whittle down to
short list before
making decision.
INITIATE
Has purchased and
taken ownership of
their purchase. Is
getting used to their
new purchase.
Figuring out new
settings, features, et.
ENGAGE
Is comfortable with
their new purchase,
continues to learn
more about it. Has
begun looking into
and purchasing
complimentary
products or services.
ADVOCACY
Are so pleased with
their purchase,
complimentary
products/services,
and experiences that
they are sharing with
their friends and
family.
Identify your target audience mindset based on where they are in their buyer or
customer journey.
Buyer & Customer Journey Stages Defined

• Competitors
• Decision factors
• Priorities
• Goals
• Market factors
• Problems to solve
• Personas
• Behavior
Market Segmentation

Elderly -
Sedentary
Young &
Active
• Fixed income.
• Difficulty getting in and out of
high vehicles.
• Primary concern: comfort &
ability to handle
• New in their career.
• Active and on the go.
• Primary concerns: mileage,
terrain and storage.
Market Segmentation at Work

Example Market Segmentation Considerations – B2B
Best Fit Worst Fit Segmentation
Problem Solving For
Primary Considerations
Key Decision Maker
FiscalYear
Org Size
OrgType
Budget
Location
Affiliations

Example Market Segmentation Considerations – B2C
Best Fit Worst Fit Segmentation
Problem Solving For
Primary Considerations
Marital Status
Gender
Parent (Y/N)
Household Income
Budget
Location
Interests / Hobbies

Personas
Dig into the things they care about:
• What motivates them?
• How do they spend their time?
• What do they do with their money?
• What would they do with an extra few
thousand dollars? (Family vaca? New
Toy?)
• What are they involved in?
• Where do they get their information?

Why personas matter
On Scholarship Single MomGrad Student Employed FullTime
• Different Incentives
• Different methods for obtaining
information
• Different hobbies
• Different Interests
Female College Students
• Different Priorities
• Different problems to solve
• Different preferences
• Different devices engaged
• Different levels of dispensable income

Purchase Habits Vary by Persona
On Scholarship
Single Mom
Reviews / Input Device Usage Information Sources Priorities
• Seeks
feedback from
roommate,
friends,
student peers
• Laptop + Phone while in
class
• Uses laptop in study groups
and to finish homework in
the evening
• Heavy mobile usage &
periodic desktop
throughout the weekend
• Social Media
• Search Engines
• School forums
• Study Groups
• Mentor
• Blogs/Influencers
• Maintaining
Scholarship
• Preparing for
Career or Grad
School
• Involvement in
Extra-Curricular
Organizations
• Seeks
feedback and
reviews from
other parents
• May ask
friends,
student peers
• Laptop + Phone while in
class
• Limited device usage while
waitressing on weekends
• Is mobile-only in the
evening hours before child is
in be
• Switches back to laptop for
homework late at night
• Social Media
• Search Engines
• Blogs/Influencers
• Mom Groups
• Coworkers
• Customers
• Caring for Child
• Maintaining
Income Stream
• Passing Grades

Buyer & Customer Personas
▪ Who AreYouTrying to Reach?
– Demographics
• Age, Gender, Location, Language
& Slang, Household Income,
Marital Status, Children, etc.
– Interests
• Hobbies, activities,
entertainment, etc.
– Challenges, Pains, & Frustrations
– Goals &Values
– Buying Signals

Buyer & Customer Personas
▪ Who AreYouTrying to Reach?
– Where do they hang out online?
• How do they interact?
– How do they consume content?
– Buyers persona’s may be different
from customer personas
depending on how your product or
service impacts your customer
– Resource: HubSpot Persona
Template
• https://offers.hubspot.com/perso
na-templates

Brand Archetype
The brand’s identity.
Hero Sage Creator Explorer Rebel Everyman
Magician Innocent Ruler Lover Jester Caregiver
How do Customers
Perceive the Brand?
How do Employees
Perceive the Brand?
How doWe Want to
Be Perceived?
What does the
Market Want?

How Do We Talk About Ourselves?
Our
Benefits
What Our
Competitors
Lack

A Message That Matters
Our Benefits
What our
Market(s)
Really Care
About
What Our
Competitors
Lack

Message Strength
Our Benefits
What Our
Market(s)
Really
Care
About
What Our
Competitors Lack
What We
Can Prove

Our Messaging House
Proof Points
Messaging
Pillar
1
Messaging
Pillar
2
Messaging
Pillar
3
Messaging
Pillar
4
Over-Arching
Value Proposition

DO
Foundational Do’s and Don’ts
DON’T
● Create goals that ladder up
● Understand your markets, personas,
and messaging
● Understand your differentiation and
your competitor’s shortfalls
● Use generic messaging
● Try to build a campaign without the
foundation

What Technology Are You Using?
Creating The Infrastructure

OPPORTUNITY
CUSTOMERVISITOR RETURNING
VISITOR
KNOWN
NAME
PROSPECT LEAD
BOFUMOFUTOFU
MAP CRMWAP
Marketing Technology Stack
12

Explicit
Directly Received Info
• Name
• Age
• Title
Implicit
Inferred Information
• Interested in ____
because they
downloaded ______
• Visited page about
____.
Negative
Indicators that it isn’t
a good fit
• Job title =
intern/student
• Email = gmail.com
Gathering data

Automatically Filter & Qualify
22
Interest Score - Behavior
Data
• Website Activity
• Visits to Key Pages
• Content Consumption
• Forms/Offers
• Channel Source
• Email Activity
• Events Attended
Fit – Ideal Customer
Data
• Annual Revenue
• Years in Business
• # of Employees
• Industry
• Website Presence
• Business Email
• JobTitle
FITSCORE
INTEREST SCORE

Lead Routing by Lead Score Example
22
C
B
A
1 5432
D
FITSCORE
INTEREST SCORE
95+
86-90
91-94
81-85
26-3031-3541-45 36-4046-50
51-55
56-60
61-65
66-70
71-74
75-80
0-10 <011-1516-2021-25
Threshold Range Action Owner
A1 95+ Route to
SE’s
Sales
A2, B1-2 81-94 Route to
SDR’s
Sales Dev
A3-5, B3-5,
C1-5, D1-3
10-80 Nurture Marketing
D4-5 0-10 Groom &
Scrap
Marketing

Align Lead Score with Funnel Metrics
22
MQL
Opportunity
Won
Lead
Subscriber
Visitor
SQL
Awareness
“Why Buy?”
Consideration
“Why Buy Now?”
Decision
“Why Buy From Us?”
Hand
Off

X
X
X
X
X
X
X
Adoption
“Achieve & Advance”
Loyalty
“Longevity & Trust”
Advocacy
“Refer & Share
Onboarding
”Deployment & Training”
MQL
Opportunity
Won
Lead
Subscriber
Visitor
SQL
Awareness
“Why Buy?”
Consideration
“Why Buy Now?”
Decision
“Why Buy Virtuous?”
MARKETING
SALES
CUSTOMERSUCCESS
PRODUCT

 CRM Marketing Campaigns
– Entity or object that tracks a variety of
information about an event, mailing,
emailing, or other marketing initiative
– Leads and contacts can be members of
one or more CRM campaigns
What Are CRM Campaigns?

 Benefits
– Tie marketing activities to your pipeline
– Allow measurement of mid-funnel
activities & channel attribution
– Roll-up similar lead sources into a single
object
– Connect online & offline activities
– Enable holistic ROI reporting
– Preserve data integrity & maintain
hygiene
CRM Campaign Benefits

 Align sales & marketing
– Audit current lead sources
– Customize to your organization
 Resources:
– Examples of Common Lead Source Lists
– Google Analytics Tagging Tool
– www.HDCDigital.com/mpl-
portfolio/SMX18
Audit & Customize Lead Source
Current Lead Source Proposed Lead Source
Web Keep
Other Keep
Referral Keep
Tradeshow Keep
Email Campaign Delete. No Data to Map
Advertisement Keep
Sales Prospecting Keep
Paid Search Keep
Partnership Delete.This will be
included under Association

 Consolidate Lead Sources
 Set Lead Source Automatically
– Web to Lead Form (1st touch email
acquisition)
– Marketing Automation Tool (1st touch
visit)
 Don’t Allow it To Change
– Apex Triggers
– Workflows
 Allow Lead Source to Map to Other
Objects
Use Custom Fields for Additional Detail
Original
Lead Source
New Lead
Source
Specific
Lead Source
Lead Action
Dreamforce
2015 –
Visited
Booth
Tradeshow Dreamforce
2015
Visited
Booth
Dreamforce
2015 –
Visited Party
2015
Visited Party
Dreamforce
2016 –
Visited
Booth
2016
Visited
Booth
Dreamforce
2016 –
Visited Party
2016
Visited Party

DO
Infrustructure Do’s and Don’ts
DON’T
● Identify and define funnel taxonomy
● Develop a Sales and Marketing SLA
● Filter and prioritize leads
● Analyze buyer activities to determine
appropriate influence on leadscore
● Work the database!
● Utilize marketing automation
● Granularly define lead sources
● Utilize CRM campaigns
● Contact every cold lead that you
receive
● Don’t silo sales and marketing efforts
● Manually route leads
● Try to create follow up sequences for
each acquisition campaign

How Are You Talking To Your Customers?
Understanding the Journey
& Aligning Content

Nurturing Content Funnel
25
Awareness Consideration Decision
Experiencing symptoms
and doing research to
understand, frame, and
give a name to their
problem or opportunity.
Has given a definition and
name to their situation,
and is committed to
researching available
approaches and methods
to solve it.
Has decided on a solution
strategy and is compiling a
list of vendors/products.
Will whittle down to short
list before making a
decision.

Most customers aren’t
just solving one big
problem. They’re
solving a series of
small problems, which
will contribute to the
larger solution.

Soccer-Mom Sally’s Problem PathSTART
FINISH
2018
Vehicle
Options
Safety
Ratings
Price,
Trade-in
Value &
Financing
Gas
Mileage
Seating
Options
Storage
Space
Colors &
Options
Current vehicle has maintenance issues. It doesn’t feel reliable
and she wants to trade it in.
Has 3 young teens but often carpools with more kids for sports.
Puts in a lot of mileage: safety and gas mileage are high priorities.
Car is
becoming
less
reliable

Acquiring Journey Information
Client-Facing
Resources
First-Party
Data
Your
Market
Publicly
Available
Data
Paths &
Interactions
Objections
& Questions
Market &
Customer
Surveys
Market
Research

Using First-Party Data to Determine Information Needs
Client-
Facing
Resources
First-Party
Data
Your MarketPublicly
Available
Data
Review Paths:
• By Channel
• New vs. Returning
• By Landing Page/Page

Using Client-Facing Resources to Determine Info Needs
Primary Interests
Common Questions
Common Objections
Maintenance/Support Needs & Requests
Sales
Account
Managers
Onboarding Support

Use Third Party Data to Determine the Path
Think With Google
Bing Ads Insights
Nielsen Data
ComScore

Validate the Path with Customers & The Market
Focus
Groups
Market
Surveys
Customer
Interviews

Leveraging Content to Drive the Funnel
What is their
current buying
cycle stage?
What problem
are they solving?
What is needed
to get to the
next step in the
buying cycle?

Content Funnel
25
Awareness Consideration Decision
• Product Reviews
• Proof Points
• Testimonials
• Webinars w/ Customers
• Case Studies
• Thought Leadership
• IndustryTrends
• Pain Points
• Webinars w/ Influencers
• eBooks, Guides, Checklist
• Special Buy Now Promo
• Live Demo
• ROI Calculator
• Speak to Sales

ALIGNING CAMPAIGNS TO THE JOURNEY
22
Awareness Awareness Consideration Consideration Decision
Making the
selection
Awareness Knowledge/education/lead gen Lead gen/pipe development
Create awareness
around a new
problem
Help buyer
identify needs
in solving the
problem
Align solution
with specific set
of business needs
Demonstrate
core features and
functionality
Align problem
with business
issues; drive
urgency
Validate/
reinforce choice
Suspect
Campaigns
Prospect/Opportunity
Campaigns
MQL SQL OPP ClosedLeadSubscriber
Welcome
Campaigns
Customer
Campaigns

Persona Targeting Journey Stage Objective Content
Tobi Day • Female
• Single
• Ages 20-30
• Major US cities
• Tech savvy
• Highly organized
& motivated
• No time for BS
• Self-learner
B –
Consideration
(has defined
the problem
she wants to
solve)
Educate about
the category of
products or
services that
solves her
problem.
Easily digested
short-form
content that
provides
obvious
solutions
quickly.
Branded
tangibles.
Create Campaign Plan/Map: Example Walkthrough

Persona Targeting Journey Stage Objective Content
Clark
Andrews
• Male
• Single
• Ages 20-30
• Major US cities
(tech hubs)
• Highly technical
• Values improved
health, growth &
achievement
• Methodical &
feeler
B – Decision
(know what
solution they
are looking for)
Choose our
product over
other options.
Long-form
content that
differentiates
& validates our
product
against the
competition
with data, case
studies,
feature
comparisons.
Create Campaign Plan/Map: Example Walkthrough

Content Inventory

What’s Missing?
59

What’s Missing?
60

Content Preferences
High-
Engagement
ContentTypes
Channel
Campaign &
Objective
New vs
Returning User

High-Value Content Topics & Types
• Net new vs. Cross-sell
• Role: first touch, nurture, last touch
• Deal Size vs. Average
• Deal Volume
Topics

DO
Content Do’s and Don’ts
DON’T
● Align content with the correct
persona and their information needs
within their stage of the buyer journey
● Research the content that THEY want
– medium, topic, and placement
● Identify what is missing from your site
& your funnel and plan to fill gaps
● Recycle and repurpose content
● Create generic copy that doesn’t add
value.
● Take a one-size fits all approach
● Just write e-books cuz everyone does
● Spam your prospects – Duh!

Where Are You Talking To Your Customers? How Are You Doing?
Channels & Measurement

Scale The Machine
65

Aligning the Channels – Start with Goals
• Determine goals at each
juncture
• Determine how to measure
• Choose the channels to
support those goals

• Where do your customers get information?
• Placement targeting
• Ad Networks
• Affiliates
• Influencers
• YouTube
Reflect Back on Personas
Identify opportunities to get in front of
them based upon where they find their
information.

• How do prospects move through campaigns?
• Which campaigns drive new interest? Which campaigns
drive leads?
Review the Relationship Between Campaigns
Drill down to
campaign-level data.

Path Length & Conversion
Filter to view first interaction, last
interaction source/medium/campaign or
”new visitor” for behavioral insights.
Top Level View >60% Purchase in the first interaction.

Prospecting & Non-brand campaigns have a more distributed bell curve.
Path Length – First Interaction Filter
Takeaways:
1. Filter further than the source channel
2. Use consistent nomenclature for campaigns for ease of filtering

Time Lag in Days
Drill in to view first
interaction, last interaction
source/medium/campaign or
”new visitor” for behavioral
insights.

FirstTouch
LastTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel

FirstTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel
• Evaluating high funnel campaigns
• Focus on growth

LastTouch
High Funnel
Mid-Funnel
Zeroing in On Paths
Low
Funnel • Evaluating low funnel campaigns
• Focus on efficiency

Measuring the Funnel
Infographic
Webinar
Case
Study
Each campaign has a goal to measure.
• Analyzing on-page conversion rates
& traffic sources
• Creating audiences to connect the
dots between channels
Meanwhile Pulling All ofThe Data intoYour
CRM for Big-Picture Attribution

Soccer-Mom Sally’s Problem Path
START
FINISH
What are
2018
Vehicle
Options?
Safety
Ratings
Price &
Financing
Gas MileageSeating
Options
Storage
Space
Colors &
Options
Current vehicle has maintenance issues. It doesn’t feel
reliable and she wants to trade it in.
Has 3 young teens but often carpools with more kids for
sports.
Puts in a lot of mileage: safety and gas mileage are high
priorities.

Optimizing the Path to Purchase
Market Segment Persona Buyer Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
Cars 5+Years Old Soccer Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle comparison
tool
Track Usage
Research: car
comparisons
Unbiased car
comparisons
Mobile Video VideoViews
Consideration: Choosing
a car
Gas mileage, Safety
ratings, Seating info
Desktop Video or Guide
Video or Guide
Views
Consideration: Financing
& Expenses
Financing Options Desktop Financing Estimator Track Usage
Cars 5+Years Old Soccer Mom Preference Dealership Information Mobile
Dealer Locator / Appt
Set
Track Usage
Cars 5+Years Old Soccer Mom Preference
Reviews, Price
Comparisons
Desktop
Vehicle Ratings &
Supporting Content
TrackVisits
Cars 5+Years Old Soccer Mom Purchase Contact Information Mobile
Phone Call /
Directions
Track Calls /
Locates

Channel
Market
Segment
Persona Buyer Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
Goal
Metric
Connect
to next
Channel
Cars 5+Years Old
Soccer
Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison
tool
Track Usage
Cars 5+Years Old
Soccer
Mom
Research: car
comparisons
Unbiased car
comparisons
Cars 5+Years Old
Soccer
Mom
Consideration:
Choosing a car
Gas mileage,
Safety ratings,
Seating info
Desktop
Video or
Guide
Video or
GuideViews
Cars 5+Years Old
Soccer
Mom
Consideration:
Financing &
Expenses
Financing
Options
Desktop
Financing
Estimator
Track Usage
Cars 5+Years Old
Soccer
Mom
Preference
Dealership
Information
Mobile
Dealer
Locator / Appt
Set
Track Usage
Cars 5+Years Old
Soccer
Mom
Preference
Reviews, Price
Comparisons
Desktop
Vehicle
Ratings &
Supporting
Content
TrackVisits
Soccer Contact Phone Call / Track Calls /

Channel
Market
Segment
Persona Buyer Stage
Information
Needed
Device
Usage
Action or
Resource
Tracking
Goal
Metric
Connect
to next
Channel
Cars 5+Years Old
Soccer
Mom
Research: car
comparisons
Unbiased car
comparisons
Desktop
Vehicle
comparison
tool
Track Usage
Cars 5+Years Old
Soccer
Mom
Research: car
comparisons
Unbiased car
comparisons
Cars 5+Years Old
Soccer
Mom
Consideration:
Choosing a car
Gas mileage,
Safety ratings,
Seating info
Desktop
Video or
Guide
Video or
GuideViews
Cars 5+Years Old
Soccer
Mom
Consideration:
Financing &
Expenses
Financing
Options
Desktop
Financing
Estimator
Track Usage
Cars 5+Years Old
Soccer
Mom
Preference
Dealership
Information
Mobile
Dealer
Locator / Appt
Set
Track Usage
Cars 5+Years Old
Soccer
Mom
Preference
Reviews, Price
Comparisons
Desktop
Vehicle
Ratings &
Supporting
Content
TrackVisits
Soccer Contact Phone Call / Track Calls /
Create Audiences to Keep Campaigns in Sync & Measure the Audience
Performance in the Next Step of the Journey

Red Light Stop, Green Light Go
Exclude Low
Funnel
Audiences in
Higher Funnel
Campaigns
Sculpt
Progressively
Lower Funnel
Audiences to
Lower Funnel
Campaigns

Measuring Each Campaign
Multi-channel
Attribution &
LifetimeValue
3
Contribution to
subsequent stage
2
Micro Conversion
GoalVolume
1

Measuring Each Campaign
Multi-channel
Attribution &
LifetimeValue
3
Contribution to
subsequent stage
2
Micro Conversion
Goal Volume
1
Triangulate where issues lie.
Low micro-conversion goal?Could
be the goal, or the campaign.
High micro conversion, low funnel
progression?Could be a flaw with
the next stage or lead quality
issue.

Data Collection

Content they’ve
engaged with
Channel that
drove traffic
Products
purchased &
shown interest in
Contact info &
info for other
account contacts

Don’t Forget to Leverage Your CRM!

DO
Channel & Measurement Do’s and Don’ts
DON’T
● Analyze existing data to make
informed decisions
● Look for opportunities to obtain fuel
for future steps in the journey
● Determine goals for each step in the
journey
● Hold campaigns accountable
● Plan to re-engage and reactivate
fallout
● Do utilize your CRM campaigns
● Measure the longtail of the sales cycle
● Build disparate campaigns that don’t
communicate
● Build a linear, timed campaign with no
flexibility
● Don’t fight over attribution – business
goals rule – Team Revenue FTW!

hcooan@hdcdigital.com
@HeatherCooan
www.linkedin.com/in/hcooan
Thanks, Let’s Connect!
amy@cultivativemarketing.com
@hoffman8
www.linkedin.com/in/amybishopmarketing

LEARN MORE: UPCOMING @SMX EVENTS
THANK YOU!
SEE YOU AT THE NEXT #SMX

SMX East 2018 Aligning Marketing With the Customer Journey

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SMX East 2018 Aligning Marketing With the Customer Journey