These slides were presented at the SEMrush webinar "How to Guide The Perfect Customer Journey". Video replay and transcript are available at https://www.semrush.com/webinars/how-to-guide-the-perfect-customer-journey/
13. Howdo our customers buy/solve problems1
2 Match our marketing channels and tactics to guide them
3 Define the role of content, story and design in eachchannel?
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Applying The Marketing Hourglass
16. The Marketing Hourglass – Accounting Software
Know Search engine, journals, conferences, network, board
recommendation, respond to anad
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SEO, educational content, contributed content,
referral activity, select conferences, networking,
advertising, social media networking
17. The Marketing Hourglass
Like Website/mobile visit, bookmark, download content,
visitsocial media, build consideration path
Website promise, useful content, socialmedia, fast
load,CTA forms, comparison guide, email follow-up
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18. • Core message
• Core story
• Core pages
• Base video
• Reviews
Nail the build basics
19. The Marketing Hourglass
Trust Revisit website, search reviews, askfriends/network,
deep Google search, look for casestudies
SEO, reviews, case studies, trust signals, video, your
people, PR, community involvement, webinar
22. The Marketing Hourglass
Try Make acall, attend a webinar, visit a conference booth,
callreferences and testimonials
Free evaluation,benchmark baseline, personalized
presentation, peer-to-peer session
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25. Benefits of Paid Conversion
Research that needs to
bedone
Mentality of investing in
marketing
Tailor theproposal to
reality
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26. The Marketing Hourglass
Repeat Measure ease of access/use, assesscommunication,
assess reporting, determine problem mitigation, board
comfort
Reporting process, fire-fighting process, “90 days to
success”, continued training – “how to win with your
board”, upsell services
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28. The Marketing Hourglass
Refer Respond to being asked by peer, they get asked
byyou
Champion events, peer-2-peer community,
routine mailings, strategic partner offers,
community involvement
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