ON THE BENCH INSIGHTS

The Importance of Mapping Out A Customer Journey

I got the chance to chat to Karl Boehm, Growth & Marketing Strategist and ask him a series of questions.

Karl is the CEO of Spiral Marketing Agency & Podcast

In this segment, Karl discussed the importance of mapping out a customer journey.

View Spiral Marketing's service packages with On The Bench here. 

Listen To/Download The Podcast Here

Q: Firstly, tell Me a little bit about yourself and your background

I have been in Marketing Strategy for almost 20 years. Prior to that, I came from a mixed entrepreneurial and musical background.

Spiral Marketing came from a need that arose from Executives that really needed help bridging the gap between the speed of change in technology along with the need to execute.

Executives and Marketers today either need to wear a lot of hats and be less effective or learn how to delegate. 

I found that in my career, I was very into Marketing Strategy on a high level but not willing to sacrifice on execution.

I became good at delegating and extended the reach of efforts without loss of quality. That has become a real part of the ethos of Spiral Marketing.

Q: In a Nutshell, do You Do the marketing strategy and then empower the team to do the execution?

Yes, that's correct. If I was working with you, I would ask a lot of questions and I would get to know who your customer is and know what their problems are.

Then, I would find a way to map where the customer is along the marketing and sales funnel. 

There are going to be touchpoints where they move through your funnel from awareness, to interest, to desire, to action, to purchase to post-purchase to brand advocacy and ultimately becoming a partner of your business. 

There are real mappable triggers which signifies that the leads are moving from one step to the other. So, we would develop a full-funnel management plan to help move that customer through that funnel and that Customer Journey.

Aligning one's funnel with the Customer Journey has been one of the topics that I speak on and one of our specialties.


Q: What do you think are the biggest misconceptions that business owners have about their own buyers?

So often people say that they know their customers. Certainly that is true to some extent but, what they often haven't thought  about is what the touchpoints are that a customer makes in order to signify that they have moved from one step to the next and then, use that to come up with a plan around each of those steps to get them further along the buying process.

For example, if you think about lead magnets: A lead magnet is a downloadable piece of information (often a PDF that someone gives in return for your contact information). So, to signify that someone is both aware and interested in your services, they may download a buyers guide for your service/solution.

In this way, they have raised their hands to say "Yes, I'm interested. " (they're qualified)

Now you have the opportunity to hit them with some kind of an offer since they are considering your solution so lets move them to the next stage from a lead to a prospect. So that you can continue the conversation with them in a more meaningful way.

After you go through that exercise, the client knows their customer at a much deeper level.

Posted by Julia Short on Oct 7, 2020 4:36:55 PM
Julia Short

Julia Short

Julia Short is a Digital Marketing Manager at On The Bench. Email julia@onthebench.io to get in touch.
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Topics: Customer Experience, Marketing Strategy

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