December 17, 2018
Customer Journey Marketing Framework
We all want to grow faster—more leads, more signups, more revenue. Growth is the high-octane fuel that startups, industries, and enterprises thrive on. At the same time, we need to spend as little as possible (since most of us don’t have Nike’s budget or Google’s brand awareness).
What if we told you that there’s an easy way to do this – grow faster for less? (eyes should roll) That the best marketers use a blueprint to acquire, nurture, and grow customers automatically, while also improving their customer’s experience and winning loyal advocates?
You’re about to discover how the best companies use customer journey marketing to achieve rocketship growth while engaging in a more personal and contextual manner.
What’s the Customer Journey Marketing Framework?
Customer Journey Marketing is a proven framework for acquiring, nurturing, and growing customers automatically.
Whereas Inbound Marketing is about “getting found” reactively using content, journey marketing is about proactively driving the customer experience: getting found, converting visitors into leads, qualified leads into customers, and finally customers into repeat buyers and advocates.
Journey marketing uses data to trigger personalized experiences (which in Autopilot are called “journeys”) and convert leads into customers at scale. It automates your best practices: your lead funnel, your most impactful and usage-driven product “nudges”, effective sales outreach moments, customer onboarding or lifecycle nurturing strategies, event or webinar follow-ups, newsletters, and campaigns
At the highest level, these are the objectives of journey marketing:
- Acquire more customers by converting visitors into leads and leads into customers
- Nurture leads into paying customers
- Grow your customers
The three phases of the customer journey marketing framework
The customer journey can be broken down into three distinct phases, each of which has unique goals, triggers, and messaging.
Phase 1: Acquisition
In the Acquisition phase, the objective is to convert anonymous website visitors into paying customers. Here are the stages contacts cycle through during this phase:
Anonymous Visitor → Known Contact → Raw Lead → Qualified Lead → Customer
Phase 2: Nurture
In the Nurture phase, the objective is to warm up and educate contacts who aren’t ready to buy, then identify those contacts whose actions show buying signals. Here are the stages contacts cycle through during this stage:
Lead doesn’t convert → Add to Nurture → Qualify and Score → Engage
Phase 3: Growth
In the Growth phase, the objective is to implement or welcome new paying customers, then maintain a steady drumbeat of automated and batch communications, including online training, events and webinars, usage-triggered nudges, product announcements, newsletters, and upsell or cross-sell journeys, which are designed to grow customer lifetime value (CLV) and earn referrals. Here are the stages contacts cycle through during this stage:
New customer welcomed → Announcements, Enablement, and Events → Long-term buyers