The Customer Journey Funnel: The Key to Sustainable Growth
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The document discusses how the traditional sales funnel model no longer works for modern customers. Today's customers conduct extensive online research before making purchases and are less influenced by sales pushes. The customer journey is now complex with many digital interactions. The goal for companies is to build brand loyalty and advocacy through a modern marketing funnel approach. This involves planning content strategies to attract and engage customers at each stage from exploration to advocacy. It also requires preparing organizations to have a customer-first mindset and comprehensively analyzing the customer journey funnel.
The Customer Journey Funnel: The Key to Sustainable Growth
- 1. The Customer Journey Funnel: The Key to Sustainable Growth
- 2. But consumers have changed a lot over the years. Research online before shopping Check email at least once a day Adults use Facebook Trust online reviews as much as personal recommendations Source: Hubspot, Pew Research Center, BrightLocal Sales funnels have been around for over a century.
- 3. The modern buyer discovers, researches, and makes decisions entirely on their own terms. 59% of buyers prefer to do research online instead of interacting with a sales rep because the rep pushes a sales agenda rather than helps solve a problem. Source: Forrester
- 4. The Old Sales Funnel Doesn’t Work Today.
- 5. Finding leads and pushing them toward a purchase isn’t a sustainable strategy.
- 6. Today’s customer journey is complex. The Car-Buying Process: One Consumer's 900+ Digital Interactions* *Source: https://www.thinkwithgoogle.com/consumer-insights/consumer-car-buying-process-reveals-auto-marketing-opportunities/
- 7. The ultimate goal isn’t a simple purchase, It’s brand loyalty and advocacy.
- 9. Plan. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Develop a Strategic Digital Marketing Plan with Measurable Impact
- 10. Plan: Story Alignment Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Start with Why.
- 11. Plan: 3Ps Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ People, Process and Platform ● ● ● ●
- 12. Attract. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Exploration & Education
- 13. Attract: Your Own Inbound Machine Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/
- 14. Attract: Conveying Value Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Focus on your inbound content. Outbound (push) marketing 85% of people fast-forward TV ads 200 million are on the Do Not Call Registry 45% of direct mail never gets opened Inbound (pull) marketing
- 15. Nurture. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Decision Making
- 16. Nurture: Delivering Value Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ The value of your content comes from being helpful to your customers while bringing them closer to your brand.
- 17. Nurture: Tools and Tactics Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ ● SEO and SEM. Attract the right audience. ● Tap into existing audiences. Leverage social media. ● Segmentation. Deliver highly relevant messages to specific groups. ● Automation. Keep prospects in a positive feedback loop.
- 18. Convert. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Customer/Purchase
- 19. Convert: Simplify Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Key Questions: ● Why do they buy? ● Why don’t they buy? ● What variables can you test? ● What can (and should) be automated? Keep it simple (for the customer). Make the buying process as easy as possible, and learn from your users.
- 20. Engage. Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ Buyer Stage: Advocacy Champion
- 21. Engage: Turn Customers into Brand Advocates Source: https://beintheknow.co/do-you-have-a-modern-marketing-funnel-to-drive-sales/ ● Identify key customers ● Connect with them on a personal level ● Create amazing experiences for them and encourage sharing Put your existing customers to work! Make sharing easy Send some swag Use affiliate programs
- 22. Preparing your organization. ● Understand the needs of your customers ● Build agile, multidisciplinary teams ● Align departments and bridge silos ● Learn from other industries Both new and existing businesses must adapt to a customer-first mindset.
- 23. Analyze your funnel and touchpoints. Comprehensive auditing is critical. Identify, from end to end, what is working and what isn’t.