How to Improve Marketing Effectiveness with Customer Journeys

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Watch the video along with the slides: https://www.youtube.com/watch?v=fDQGrheUPR4 Try Autopilot free for 30 days: https://autopilothq.com/free-trial.html Successful B2B marketing is no longer just about acquisition. Today's top performers know they must focus on the entire customer journey to drive faster revenue growth, higher satisfaction ratings, and better customer retention. Check out Michael Sharkey's talk from Growth Marketing Conference B2B in San Francisco to learn how you can win with customer journeys and grow your business with automation. Michael Sharkey is CEO & Co-founder of Autopilot, visual marketing software for automating customer journeys. Prior to founding Autopilot with his two brothers, Michael joined his brother Chris to grow start-up Stayz into a top Australian rental booking site which was acquired by FairFax Digital in 2006 and again by HomeAway for $225M in 2013. Michael also co-founded digital marketing agency Sharkey Media where he helped grow Australian startups. Mike named Autopilot after his love of flying and is also a passionate vegan and animal lover.

Marketing

How Top Performing Marketers are
Winning with Customer Journeys
@MICHAELSHARKEY
CEO & Co-founder

of consumers are
turned oﬀ by
generic marketing
72%
Marketing that doesn’t feel like marketing

What are top performing marketers doing?
Mapping their customer’s journey.
88% drive better customer
acquisition, NPS and retention.
Making more data driven
decisions by investing in data
and predictive analytics.
Source: 2016 State of Customer Journey Marketing Report

@MICHAELSHARKEY
Customer Journey Marketing Framework

@MICHAELSHARKEY
Customer journey examples

“How can we have the best chance of
converting every lead?”
• Segmentation / Qualiﬁcation:
• Contact database size
• Nurture email interaction
• Demographics e.g. job title, company size
• Better customer experience:
• Targeted nurturing content based on interests shown
during trial
• Self book time with product specialist
• Join a convient group demo session
• Similar experience independent of deal size
Nurtured Non-Nurtured
Conversion Rate 18.3% 6.4% 2.9x
ASP $112 $82 1.4x

“How can we have the best chance
of converting every lead?”

“How do I identify people who have
high intent but haven’t converted?”
@MICHAELSHARKEY

“Are people getting the answers they
need from our knowledge base?”
@MICHAELSHARKEY@MICHAELSHARKEY

“How can we get our promoters to help spread
the word and make them feel special?”
@MICHAELSHARKEY@MICHAELSHARKEY
of promoters
review Autopilot
44%

“How can we get our promoters to help spread
the word and make them feel special?”
@MICHAELSHARKEY@MICHAELSHARKEY@MICHAELSHARKEY

“How can we help our customers get more
value out of our product?”
@MICHAELSHARKEY

How are top performers winning?
Mapping the customer
journey across the business
Building personal & contextual
“acquire, nurture, grow” journeys
Investing in data and organizing
the “customer graph”
Setting goals and tracking results
to make better decisions and
reﬁne the customer experience

Questions?
Michael Sharkey
CEO & Co-founder
@michaelsharkey
mike@autopilothq.com
Download the report
http://bit.ly/cjm-2016

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How to Improve Marketing Effectiveness with Customer Journeys

1. How Top Performing Marketers are Winning with Customer Journeys @MICHAELSHARKEY CEO & Co-founder

2. 2 A Simple & Visual Approach to Journey Marketing Making customer journey marketing accessible to millions of marketers • Founded in 2012 • Oﬃces in San Francisco, Sydney, London • Over 3,000 customers • Focused on customer experience

3. of consumers are turned oﬀ by generic marketing 72% Marketing that doesn’t feel like marketing

4. What are top performing marketers doing? Mapping their customer’s journey. 88% drive better customer acquisition, NPS and retention. Making more data driven decisions by investing in data and predictive analytics. Source: 2016 State of Customer Journey Marketing Report

5. A seismic shift in customer data

6. What most of us do today…

7. What top performers are doing:

8. Focus beyond acquisition

9. @MICHAELSHARKEY Customer Journey Marketing Framework

10. @MICHAELSHARKEY Customer journey examples

11. “How can we have the best chance of converting every lead?” • Segmentation / Qualiﬁcation: • Contact database size • Nurture email interaction • Demographics e.g. job title, company size • Better customer experience: • Targeted nurturing content based on interests shown during trial • Self book time with product specialist • Join a convient group demo session • Similar experience independent of deal size Nurtured Non-Nurtured Conversion Rate 18.3% 6.4% 2.9x ASP $112 $82 1.4x

12. “How can we have the best chance of converting every lead?”

13. “How do I identify people who have high intent but haven’t converted?” @MICHAELSHARKEY

14. “Are people getting the answers they need from our knowledge base?” @MICHAELSHARKEY@MICHAELSHARKEY

15. “Are people getting the answers they need from our knowledge base?” @MICHAELSHARKEY@MICHAELSHARKEY

16. “How can we get our promoters to help spread the word and make them feel special?” @MICHAELSHARKEY@MICHAELSHARKEY of promoters review Autopilot 44%

17. “How can we get our promoters to help spread the word and make them feel special?” @MICHAELSHARKEY@MICHAELSHARKEY@MICHAELSHARKEY

18. “How can we help our customers get more value out of our product?” @MICHAELSHARKEY

19. How are top performers winning? Mapping the customer journey across the business Building personal & contextual “acquire, nurture, grow” journeys Investing in data and organizing the “customer graph” Setting goals and tracking results to make better decisions and reﬁne the customer experience

20. Questions? Michael Sharkey CEO & Co-founder @michaelsharkey mike@autopilothq.com Download the report http://bit.ly/cjm-2016

How to Improve Marketing Effectiveness with Customer Journeys

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