“So, then I guess, they’d go to our website and find the contact email for a salesperson.”
This is a direct quote, used here with permission on the condition of anonymity, from a client describing their current Customer Journey.
Though they had an accurate description of the steps someone would have to take to become a customer, they weren’t creating an engaging journey that made prospects want to move from one step to the next.
This is a very common misconception that dooms many a B2B marketing campaign.
Fortunately, it’s a misconception that’s easily remedied and it all comes down to the concept of gratitude.
Here’s the method that works like a charm with our clients:
- Take your existing Customer Journey and plot out every decision point, from choosing to hear more about you to engaging with your company to becoming a client.
- Zoom into each step and rank the level of gratitude your prospects are likely to feel on a scale of 1-10 (10=”Thank you, thank you, thank you!”).
Any step that’s below a seven is a step not worth taking and is sucking the life out of your marketing efforts.
- Do whatever it takes to get each step up to snuff, whether that’s adding incentives, making a step easier, or eliminating a step entirely.
Try it out and let us know what you think, or feel free to share works for you in mapping your own customer journeys.