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good afternoon everybody this is susan sweeney from elearning you and i want to welcome you to become a marketing engineer crafting the customer journey this webinar will be led by harry gold ceo of overdrive interactive and i'm going to let harry tell you a little bit about himself now before we jump in just a little housekeeping we will be announcing a download link at the end of the webinar so you can get these slides in addition we'll be doing q a if you have a question please enter it in the question box and we will answer it at the end of the webinar of course if we don't get to your question we will follow up with you in the coming days okay harry take it away oh well thank you susan why don't we just jump right in so uh this is becoming a marketing engineer crafting the customer journey so um as susan said before we jump in just a little bit about me and my company um you know while i love doing these webinars my actual day job is running digital marketing programs for both b2b and b2c companies um who are primarily out there trying to generate leads i mean we have company clients are really out there building their brands but they usually come to us because they're trying to encourage very specific actions they're trying to encourage very specific behaviors like filling out a form or booking an appointment or booking a room or buying something so that's what we're really good at and that's what we're going to focus on here is really getting people to do the things that you want them to do and we and we get this done by integrating all the major food groups of digital marketing so digital first strategy and planning persuasion oriented creative search marketing account based marketing online media content development web and application development and of course social all the things that organizations need under one roof to open and widen their digital marketing and branding channels okay so let's jump in and start talking about um digital marketing and let's start a little broad here and just i i want to give you guys um some uh just a way of looking at media that helps you integrate it all together in your minds and the first thing to really understand is that the lines are really blurring between all the things we do we have search engine optimization paid search management online media social media creative and website development email crm and marketing automation and of course analytics and you bring all this together and what you have is integrated digital and you have to understand how all of these things support each other and relate to each other to be a contemporary marketer so for example you may be doing paid search okay but you need great creative you need great landing pages to get your paid search to work it's you know because paid search on its own all that's going to do is put your ad in front of people the right people the right time it doesn't make them click it doesn't make them convert it doesn't make them like you as a brand or become a customer and you're certainly not going to trick them into doing that you have to convince them to do it don't trick them into clicking on something convince them to click on it so you have paid search but you need great landing pages and creative to get the click and then make people do what you want them to do now let's say only a small portion of your audience that you drove to your website through paid search converts let's say on a good day it's three percent well those three out of 100 people go into your crm system and you start sending them emails and nurture campaigns and things like that but the rest of the people the other 97 out of 100 people who were looking for a hotel room in the town that your hotel is in or um wanted to buy the product and was looking for information on the products that you sell well 97 out of 100 of those people didn't convert so you set a cookie on their browser and now you're following them around the web with display ads we've all gone to zappos and put something in our shopping cart and then left and now you have zappos ads following you around the web so you may not be able to afford to advertise to all people all the time but certainly anyone who came to your site look at your products but didn't buy or didn't convert you can certainly afford to be retargeting them for say the next 30 days and you really can't afford not to you want to stay top of mind with these people so this is how things work together right and once you have an idea of how everything works together you can start to sort of formulate these schematics that that let you visualize your marketing infrastructure so i'm going to show you an example of one so usually um when we go into a client they already have a very established brand so we're really not the curators or the creators of their brand however what we what we're doing online is building their brand and we do have to understand their brand we have to understand it from a graphical standpoint from a tonality standpoint from a legal and compliance standpoint we have to understand their products and under that brand umbrella the first component we deploy is drive drive is search engine marketing online media social media all driving into capture that's my site network my landing pages webinars trade shows call centers all those places where i connect with a target audience capture their information and i put that into convert now keep in mind this is more of a lead gen sort of demand gen infrastructure i mean if you're a hotel or something like that and they call in obviously they go right to your sales team and you book them right away but for some businesses like if you were marketing a conference or something like that it was a bigger decision and they were talking to more people you're going to put them in your your your crm and lead database or your email marketing platform and you're going to push out email and direct mail communications to that prospect until they're ready to either call you and book a room or book a vacation or whatever it is or they want to talk to a sales rep about your conference facilities or something like that um now obviously the sales team are drawing from those leads in real time but a lot of people just aren't ready to talk and what you want to do is start to nurture those people especially in the b2b world and then obviously everything we do is wrapped in optimize the ability to track report and respond to what works and what and what doesn't work so this particular construct is called drive capture convert optimize and when you become a true marketing engineer you can sort of start to scheme out these things and and diagram these infrastructures that you're managing and the reality is i go into some really large companies and we rally around this image because the people managing all these activities are literally spread out in different departments and different offices in different parts of the world and there's even different companies participating so having a visual of everything everyone's doing together and how it all works together lets people understand where they fit into the ecosystem and how the information and leads flow through the sales funnel so what's happening well what's happening is we're all marketing professionals but we have to now become marketing engineers and i don't mean you have to become a programmer or developer but you do have to be able to communicate with programmers and developers and online media people and search people and and creative people you have to understand the vernacular of modern marketing okay and there's a trick to becoming a marketing engineer and i'm going to turn you all into marketing engineers right now so the key to becoming a true marketing engineer is to ask this one simple question all the time and then what what is the next step in escalating a prospect through the sales process right you know a lot of people are busy working on their email but then they don't think about the landing page or they're working on their paid search and they have a good landing page they generate leads but then they have no idea where the leads go in their organization and then what forces you to map the customer journey and understand all the hops and all the things powering those hops from the first impression through sale to retention and cross-sell so the trick is to say and then what and then what and then what all the time and i'm going to unpack this for you so it becomes clearer so here you have a bunch of stuff this is what most people see when they think of digital it's emails and it's social ads and it's marketo and google and salesforce and you know dashboards and banner ads and mobile and just all this stuff you know and when you do a big campaign there could literally be hundreds of components all just glommed together so here's the key of and then what when you ask and then what it forces you to put everything you do into chronological order okay so when you chronologically arrange all the components of a customer and data journey it reveals all the points of integration it reveals how everything works together and it also reveals the high impact points of optimization when you go through your customer journey and you lay everything out you test everything and you examine it okay and you look at the flow of everything again it shows you how everything fits together but more importantly you can go through and optimize which means you can run through this thing you can flick fix any glitches you can get rid of distractions you can optimize messaging and you can really identify those high impact points of optimization so the key is to really map a whole customer journey through from the first impression all the way through to the last sale and if you don't understand or know what a lot of the components are in between that first impression and the last sale that's that's a cue for you to investigate what they are now you don't have to go super deep but you can go into youtube or google and google these technologies or these terms and figure out what they are so the and then what forces you to put everything into chronological order not only the customer journey but the data as well okay so again let's i'm gonna unpack this a little more for you okay let's go on and then what stream of consciousness um of what a typical customer journey might look like okay so a user sees a digital ad with a content offer and they click ok great and then what well then they arrive on a targeted landing page with a form and an offer you see how i'm deconstructing this down to its most obvious component parts i know this seems parochial but this is what you have to do so the user arrives on a targeted landing page with a form and an offer okay great then what happens well now all this technical stuff is going to happen and this is where you have to put your marketing engineer hat on i have to set a google analytics cookie a dark cookie a retargeting cookie a marketo cookie or or any other marketing automation platform what are all the things happening when someone first arrives at your site what are all the cookies we're setting and what are we tracking and all that stuff so okay they came to our site um and now they filled out the form it became a lead bravo we got a lead we got a form complete now this is where people's brains often stop um they think i got my lead job well done but in reality of your business this is only the beginning of the relationship it's not the end it's the beginning because now you have to convert that lead so instead of just showing them this blank box that says thank you we'll get back to you shortly or a big white page with just like thanks we'll get back to you shortly which by the way says to people hey thanks for engaging with us you can go now and what people do is they go right back to google and then they click on the next competitor and they start engaging with them so user fills out a data capture form becomes a lead don't end it there the system should kick out a personalized auto reply email with an additional offer and instead of a big blank white thank you page or a page simply delivering you know the white paper or whatever it is present them with more engagement options so instead of a confirmation page make it an engagement page here's your white paper here's the answer to your question or we'll get back to you shortly oh and by the way here's a video to watch here's more relevant links here's more things to do here's more ways we can keep you engaged maybe we send you off to social media and we get you to connect with us on social media okay but don't end it after they pick up after they fill out a legion form keep them engaged so then the consumer data so now we have to follow that data the consumer data is sent into marketo and salesforce for lead scoring and future marketing automation leads are tracked and reported for roi and campaign optimization and then future promotions and offers are sent to the prospect via marketing automation and nurture programs so this is sort of like the stream of consciousness you have to be able to recite as a modern day marketer and understand what all these little components are and it's really not that much i mean most people already know 75 of this stuff they just haven't really connected it together in chronological order and and sort of graduated to become a marketing engineer they still look at it as sort of component parts floating out around all over the place but again the key is that chronological order okay so let's bring this to life and let's look at what it would actually look like if someone went down a customer journey and i'm going to use my favorite company as an example my company okay so here's barbara from ibm and she clicks on a paid search content offer for the keyword lead generation agency so she google's lead generation agency she sees this ad from us and it's free lead gen metrics timeline 14 metrics you need to optimize your full sales funnel from impression to roi and she lands on a landing page with all the landing page best practices we're showing the the pdf we're showing the thing that you're getting we're putting the form right there brief description one thing to really do on the page really focused and of course boom we're setting all these cookies for all these traffic tracking and marketing automation and retargeting and programmatic um platforms that we're using okay so then what happens well barbara fills out the form and becomes a lead yay we're very happy we got a great form complete from barbara smith over at ibm so what happens now well then we present her with a thank you page we say here you can download the lead gen metrics timeline here's some here's some uh links to our services and here's some case studies you can check out and of course because she converted all of these platforms are picking up the fact that that she converted and they're tabulating that into our monthly report and then barbara downloads the pdf infographic and you can see here this is a very simple pdf infographic but it shows you know all the major metrics for lead generation your spend your impressions cpm clicks click-through rate and cost per click your conversion math metrics like conversions conversion rates cpl marketing and then your your crm metrics marketing qualified leads cost for marketing qualified lead opportunities cost per opportunity and then there's your sort of revenue stats pipeline growth sales cost for sale total sales average sale and then of course media roi so this is what barbara downloaded okay and then what happened instant auto reply email from our sales rep eric wally all customized with eric's contact information and it looks like a very personalized email and he's thanking her for downloading the lead gen metrics timeline and he's offering his services should she ever want to talk now the other thing that happens is marketo ports the lead into salesforce and sends eric an instant lead alert so he gets an alert barbara from ibm you know really hot prospect just filled out a forum on our website and what does eric do eric picks up the call eric picks up the phone and he calls barbara immediately in five minutes or less now i want to go on a little tangent here because i want to talk about lead quality people very often complain complain about lead quality and then we secret shop them and they're not calling their leads for days now look at these stats this was a study done by kellogg and mit and inside sales amongst other organizations and they said speed matters there's something called the golden window it's within five minutes only five percent of companies are calling their leads within five minutes so if you want to be more competitive than 95 of your competitors call your leads right away call your leads if you call your leads within five minutes that is 21 times more effective than calling after 30 minutes why because people are present right they're they're actively um searching on for what you sell they're engaging with you they've they already know a little something about you they were just on your site and now you have first mover advantage you can get on the phone with them first okay and this is important because people really complain about lead quality it's the bin you know starting in about 2016 people are like okay enough lead volume let's talk about lead quality and they really became quite concerned with lead quality so the fastest way to improve the quality of your leads is to call your leads and of course answer the phone so if you're spending all kinds of money on advertising and you're generating leads make sure you have at least a couple bdrs in business speak that's a business development rep it's not a high-priced sales person but it's at least someone who can get on the phone and very quickly get in touch with your prospect or email your prospect and set up an actual call with your sales rep so the fastest way to improve lead quality is to triage them instantly remember that and again i said that 35 or 50 of sales goes to the vendor that responds first okay so that's enough of that tangent i just really want to talk about the fact that um you need to answer the phone and respond to your leads very quickly now sadly barbara does not respond to eric's email or phone inquiries despite the fact that he called her within five minutes and of course that's not unexpected all she did was download a white paper it was just more of a touch you know he was just saying hello and making sure that we are embedding our brand in her mind just a little bit more okay so barbara didn't respond to eric so now we trigger a nurture campaign and you can see this is sort of a simple design map of a very simple uh drip campaign which is just sequencing new prospects through all of our various content and engagement offers okay so about a week after that whole interaction barbara gets her first email this one is an engagement offer it means we're trying to get her to talk to us and let us do a little exercise let her let us do a google analytics audit so what we're selling here is a conversation so we send her this email we're like here you go google analytics audit no you know no obligation and of course there's a landing page and a little video that you can watch for that offer okay barbara doesn't respond to that now we're gonna send your email number two this is a this is a content offer so now we're saying hey barbara how about downloading our search marketing map and then we we alternate now we're doing a paid search offer and landing page now we're doing an abm roadmap content offer email and landing page for number four number five we're doing an abm workshop engagement offer email number six social media map content offer and landing page and finally nurture email and landing page number seven end-to-end digital marketing seminar engagement offer now we don't offer this to every company of course but for barbara from ibm we would gladly go in there and do a digital marketing presentation for them okay so now we've sequenced barbara through seven emails over seven weeks okay um and she hasn't requested a conversation with us okay so now a little time goes by and barbara after all of that comes back to the site and starts looking at service pages as opposed to just downloading thought leadership assets she's actually on our site and she's looking at search engine optimization and she's looking at marketing automation and we can track that down to her as an individual because of marketo she filled out a form she's cookied we know she's at our site checking things out okay and again this is different now she's actually looking at product pages so what happens again marketo is going to kick out an instant personalized email saying hey you know barbara we're still here for you we'd love to speak with you okay and also eric gets a high value um visitor alert saying barbara just came to the website um and was checking stuff out he can click on a link and immediately see barbara's whole behavioral history from the website so he can he knows how we met her he knows um the products she's been looking at the assets she's downloaded so we really get a lot of context on the client so then he instantly calls her back and now he gets her on the phone and gets the meeting and makes the sale and then of course we measure everything with dashboards that tell us what's going on in chronological order and i'll just show you a quick example so here's a dashboard we designed this one in excel we can do it in tableau psi sense whatever you want but you can see here you need a nice dashboard with nice metrics in chronological order this is what i mean by chronological order impressions clicks click-through rate cost cost per click form fills cos conversion rate and cost per action right that's chronological order as the data spills out so you have the chronological order of the customer journey and you have the chronological order of the data so there's an executive summary monthly highlights companies you know reverse ip lookup so we can tell them what companies were hitting their site various campaign performance keyword performance all this good stuff so anyway i'm not going to take you through you know the full dashboard but here's the moral of this story if you are running marketing programs hit the pause button and you don't have a dashboard or you don't have a regular weekly or monthly report that you're looking at or even a daily report hit the pause button for a couple days design a nice report and relaunch because if you can't if you can't measure it you can't improve it and then of course once you have a dashboard in excel you can port it into tableau or scisence or any data visualization tool if you wanted super fancy you know online dashboards and things like that okay so that was the show now as promised here is the url where you can download this deck and see the recorded webinar you can just go to overdriveinteractive.com engineer and then you can get these slides okay so let's jump in to some questions here one is uh okay so i'm gonna do about three questions again if i don't get to all your questions please forgive us we will follow up and try to answer your questions uh individually if if we didn't get to your question um in this q a session okay so here's a question where is the best place to start okay so when we go into a company and we start mapping their customer journeys and we start laying out all of the the the um pages and forms and ads and materials a customer has to go through in order to become a customer we tend to start with the widest boulevards what do i mean by that i mean we tend to look at the journeys that the most people are that that the largest volumes of people are taking so we don't pick some customer journey that only three people are taking a month we look at like what are the widest doors what are the widest boulevards that people are walking through as they pass through our customer journey we look for a customer journey that has a thousand travelers a month or or 10 000 travelers a month instead of a couple so where do you start you start with your most popular journeys now there's a couple important things to remember when you do this when you go into a customer journey and you start you know examining all the ads and media programs ads landing pages emails call scripts you start to see a lot of things wrong with it you start to see things you can improve and fix and when you do that for a couple of your more popular customer journeys you're actually fixing many customer journeys across your enterprise because if if there was a glitch and you fixed it it not only fixed it for that journey but if it was a problem with your website you probably fixed that problem that also existed in many other customer journeys so you want to go through and start improving your customer journeys technically and creatively and when you do that for your most popular journeys and i know i'm going on and on about this you will improve all your other customer journeys as well you fix it in one place and it might correct the problem in 20 places so that's where we tell people to start you know and again when we go in and we start mapping and optimizing customer journeys we start with the most popular and valuable journeys okay so another question here um well this is a good question when you go through these customer journeys what kinds of glitches and issues do you find okay so let me give you the major categories of glitches we find first of all we go into the customer journey very often we find that their media their their paid search and their display and their retargeting is mismanaged or misaligned from a targeting standpoint it's not connecting to persuasive landing pages so the first thing is go in and clean up the media right the second thing we often find wrong is you know the customer journey itself you have landing pages that don't have the right persuasive copy or they're dropping people on the homepage or they're giving people too many options at some point in the journey and they don't know where to go we're finding places where people stop and hit roadblocks but more importantly we also we always find technical glitches and this is what really messes things up so we go through a customer journey and then we start hitting pages that don't work or we start hitting places where the tracking is broken broken and we can't tell what's going on and we always find this stuff so basically we start going through the customer journey we find problems with the media we find problems with landing pages and and the creative and the persuasiveness of the creative and we find technical glitches and when we fix all these things not only do we get higher conversion rates higher media roi but we actually create a better customer experience and that's what this is really all about i mean if people have a bad customer experience just becoming a lead what do you think they're thinking about in terms of dealing with you as an organization when they become your customer so you you have to extend that good customer experience into the whole lead generation process and that's why this is so important because if people have a bad customer experience on your website when they're becoming a lead they're gonna that's gonna reflect badly on your brand okay so let's do uh one more question um okay so you showed a lot of marketing automation and tracking platforms but what about for smaller organizations can how can we afford this technology okay so here's what i'll say there are enterprise platforms like marketo pardot a primo obviously there's sales force for all size businesses there's you know all kinds of fancy tracking software and stuff like that and the price ranges are all over the place you do not need to spend a lot of money to have a marketing stack with the major food groups google analytics is free salesforce can be very inexpensive and no you don't need a primo or marketo or pardot if you're just doing basic email marketing mailchimp constant contact and some of these lower price providers not only will do your batch and blast bulk email but it will also let you do very simple triggered email blasts or nurture campaigns or sequences of emails and things like that so don't feel like you have to go out and spend tons and tons of money on a you know 50 000 a year marketing automation platform you can certainly do sort of marketing automation and nurture light with a lot of the standard inexpensive email platforms that are out there okay so i think we're gonna leave it there again i'm sorry if we didn't get to all your questions um but we will follow up with you and answer any questions you have that we couldn't get to in this time also if any of you need help mapping your customer journeys that is something we can do and we can um you know do it in a no obligation way if there's any customer journeys you want us to look at give you our pov we're glad to throw a couple hours against that and tell tell you what we think so we'll leave it there and happy marketing