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    Improving Campaign Conversion With Journey Maps

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    Demand Metric
    This How-To Guide has been designed to help you improve the conversion rate of marketing campaigns by aligning tactics and calls-to-action to customer journeys.

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    © All Rights Reserved
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    Improving Campaign Conversion With Journey Maps

    Uploaded by

    Demand Metric
    1K views8 pages
    This How-To Guide has been designed to help you improve the conversion rate of marketing campaigns by aligning tactics and calls-to-action to customer journeys.

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    © © All Rights Reserved

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    PDF, TXT or read online from Scribd

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    This How-To Guide has been designed to help you improve the conversion rate of marketing campaigns by aligning tactics and calls-to-action to customer journeys.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    1K views8 pages

    Improving Campaign Conversion With Journey Maps

    Uploaded by

    Demand Metric
    This How-To Guide has been designed to help you improve the conversion rate of marketing campaigns by aligning tactics and calls-to-action to customer journeys.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 8
    At a glance
    Powered by AI
    The key takeaways are that journey maps can help marketers develop laser-focused, audience-tuned campaigns that drive higher conversion rates.

    Journey maps can help marketers design campaigns from the customer's perspective to ensure the right messages and offers are delivered at the right times through the right channels.

    Journey-based campaigns can result in 100+% increases in engagement, 2x increases in pipeline velocity, and 30% increases in revenue pipelines.

    IMPROVING

    CAMPAIGN
    CONVERSION
    WITH JOURNEY
    MAPS

    HOW-TO GUIDE
    Improving Campaign Conversion
    with Journey Maps
    HOW-TO GUIDE

    Driving increased campaign conversion is the top priority for marketers across all industries and
    company size. Most marketers rely on campaign elements that performed well historically and
    input from peers. Campaign conversion improves when the buyer receives the right message and
    offer at the right time through the right channels. Journey Maps provide the necessary detailed
    framework to define laser-focused, audience-centric campaigns.

    This How-To Guide has been designed to help you improve the conversion rate of marketing
    campaigns by aligning tactics and calls-to-action to customer journeys.

    Benefits Of Journey-Based Campaigns


    The benefits of using customer journey maps as guiding frameworks for your demand generation
    and nurture campaigns are three-fold:
    100+% increase in opens and click-throughs from adapting offers and subject lines to
    specific journey steps.
    2X increase in pipeline velocity by aligning content and calls-to-action to journey tollgates.
    30% increase in revenue pipeline attributable to marketing campaigns.

    Why Traditional Campaigns Don’t Convert


    Journey maps are powerful tools to help marketers develop laser-focused, audience-tuned demand
    generation and nurture campaigns that drive conversion. Today, most campaigns are designed
    from the “inside-out” based what has worked in the past, “gut feel,” and/or the path that marketers
    would like, or think, buyers take. Multiple teams have input into campaigns design based on
    their own perspective of the buyer and the buying and selling process. The result is frequently
    one-size-fits-all campaigns that are then tailored for specific segments by including some key
    segment-specific phrases. It’s no wonder that campaigns do not convert and produce leads that
    do not meet the needs or expectaions of Sales.

    By developing your Campaigns from journey maps, Marketing can improve, attract, engage and
    conversion rates and as well as build stronger brand preference. There are three hallmarks of
    journey-based campaigns:

    1. Sequence of integrated campaign elements across omni-channels mirror journey steps -


    increasing lead velocity.

    2. Offers, Calls-to-Action and Content align to journey tollgates - increasing conversion.

    3. Messaging, language and tone reflect the target segment and buyer role - increasing relevance.

    2 IMPROVING CAMPAIGN CONVERSION WITH JOURNEY MAPS


    Developing a Journey Map
    Customer Journey Maps are detailed definitions of all the actions that buyers take and the interactions
    they have with the company – from the initiating business problem trigger event through a completed
    purchase and beyond to solution adoption and expansion.

    The map identifies all the activities and content as well as the channels, physical and digital, buyers
    use at each step. Journey maps are frequently defined by industry, revenue tier (F100, F1000, SMB,
    SOHO, etc.), and geography.

    The latter is important because cultural differences will result in different journey maps for the same
    industry and buyer-personas; there is no one-size-fits-all global journey map. That being said, every
    company will have no more than four or five journey maps that address all their market segments.

    While the actual format of Journey Maps vary based on the group developing them, there are
    three constants:

    1. Maps should be created through the lens of the buyer, not the seller.

    2. Maps document, in detail, every action, decision and interaction the buyer takes across all
    touch points and channels over the relationship’s lifetime.

    3. Every piece of content, regardless of source (vendor, competitor, analyst, peer, etc.), the buyer
    sought at each step, is documented.

    Each action, decision and interaction mapped should include, at a minimum, the following information:

    Description of the action


    A detailed definition of each piece of content sought
    Through which specific physical-virtual channel(s)
    The buyer’s expectation(s) and feelings
    The desired outcome(s) of the action
    Who was involved in the action (Persona-roles).

    The key is to develop actionable Journey Maps through the lens of the buyer, meaning it should be
    vendor agnostic and include all the buyer’s actions especially those that do not involve any vendor.

    The most expedient way to achieve this is through qualitative or ethnographic research. Quanti-
    tative tools, such as surveys, cannot discover the ‘why’ behind buyer’s actions; only ethnographic
    research can do that.

    3 IMPROVING CAMPAIGN CONVERSION WITH JOURNEY MAPS


    Six Steps to Campaign Planning
    To develop an integrated campaign from journeys detailed, complete segment-specific journey
    maps that cover the steps beginning with the Trigger Event through the actual purchase. A word
    of caution to those tempted (or advised) to short-cut the process by substituting generic or partial
    journey maps in lieu of conducting their own: It shouldn’t be a surprise that conversion rates for
    campaigns based on generic or fragmented maps do not achieve target or best-in-class bench-
    marks; there is no substitute for knowing your buyer.

    There are 6 steps in planning a journey-based campaign:

    1. Identify specific tollgates the buyer must address before they can proceed to the next step.

    2. Conduct a gap analysis to identify where your current campaign strategy doesn’t match the
    journey.

    3. Define high value content, irrespective of source, the buyer seeks at each step.

    4. Identify those journey steps where you can reach buyers with out- and/or in-bound marketing
    activities.

    5. Define the integrated campaign elements and align them to the journey map.

    6. Highlight where the interaction can hyper-personalized and assess data requirements.

    Step 4 of the process is depicted in the example below. The visual depicts a snapshot of a journey
    and shows, at a high level, the specific journey steps where a buyer can be reached by marketing.
    This is a framework that is used to develop and align integrated campaigns.

    3rd party White Competitor Social


    Buyer Activity Videos Tools
    research Papers Comparison Graph

    Google looking for 3rd


    party research on need

    Research various
    approaches and pros/cons

    Inquiries with
    industry analysts

    Web Research including


    various vendor solutions

    List of all vendors


    discovered

    Research and evaluate


    various vendor solutions

    Develop vendor
    assessments

    Business requirements &


    1st short list of vendors

    4 IMPROVING CAMPAIGN CONVERSION WITH JOURNEY MAPS


    Basing campaigns on journey maps is an ‘‘outside-in’’ approach to meeting customer and prospect
    expectations. This method is more effective because it eliminates the guesswork that currently
    plagues most marketing departments as they make decisions and tradeoffs in their campaign plans.

    It also gives Marketing a clear roadmap of how to align activities and investments to meet and influ-
    ence buyers expectations by delivering the right action, at the right time, through the right channel.

    The next step, Step 5, defines the campaign elements across multiple channels and aligns them
    to the journey framework. The example below shows how a high level waterfall campaign aligned
    to the above journey framework. Done correctly, early stage campaigns will more rapidly build
    brand awareness and preference, which drives conversion in subsequent journey stages.

    Buyers expect personalized marketing and sales interactions. Marketing’s opportunity is to


    develop an appropriate balance between automation and hyper-personalization. Journeys enable
    you to more quickly and relevantly understand a buyer’s action and know how to respond with a
    personalized experience.

    The example below marks which campaign elements should be personalized to meet buyer
    expectations.

    3rd party White Competitor Social


    Buyer Activity Videos Tools
    research Papers Comparison Graph

    Google looking for 3rd


    party research on need Targeted Advertising

    Research various
    approaches and pros/cons 3rd-Party Research Studies

    Inquiries with
    industry analysts
    Partner Authored Best Practices
    Web Research including
    various vendor solutions
    Personalized Sites with
    List of all vendors Webinar & Video
    discovered
    Blogger Infographic of
    Research and evaluate Vendors in Buyers' Industry
    various vendor solutions

    Develop vendor
    Targeted Vendor Comparisons
    assessments

    Business requirements &


    1st short list of vendors Peer Customer Videos

    5 IMPROVING CAMPAIGN CONVERSION WITH JOURNEY MAPS


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