Navigating the Customer Journey
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Navigating the Customer Journey
Eric McClatchy Senior Consultant, SmartAcre, Inc.
Twitter: @ericmcclatchy linkedin.com/in/ericmcclatchy
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a customer journey is the customer's experience from initial contact through becoming a loyal customer
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Awareness
PR/Outreach
Content Marketing
Events / Webinars
SEO
Social Ads
Consideration
PPC
Online Ads
Remarketing
Blog
Lead Nurturing
Case Studies
CRO
Website
Workflow
Purchase
Sales Enablement
Usage DataKnowledgebase
In-Product Messaging
Community
Onboarding
Retention
Social
Nurtures
Blog
Promos
Advocacy
Customer Journey Marketing
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Customer Journey Tactics
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Customer Story
Zen Planner
HubSpot Customer
SmartAcre Client
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Organic SearchAwareness
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Social PublishingAwareness
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Paid SocialAwareness
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BloggingAwareness
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Paid SearchConsideration
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Gated ContentConsideration
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Re-TargetingConsideration
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Landing Page OptimizationConsideration
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Email Nurture WorkflowConsideration
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Personalized ContentConsideration
Purchase
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Lead Scoring
Purchase
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Assign and Notify Sales
Purchase
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Review Their Journey
Purchase
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Sales Activity Tracking
Retention
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Customer On-boarding
Retention
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Resource Library
Retention
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Usage Data
Advocacy
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Social Monitoring
Advocacy
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Referral Program
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Take-aways
• Life is a journey not a campaign. • The customer Journey spans across multiple business units
- Marketing / Sales / Service • Create a customized experience for each Persona • Periodically audit your customer’s experience
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