Lead Generation - Plan Phase
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Task 4:
Task 4:
Those who don't plan, plan to fail. This is especially true when developing initiatives in silos. The absence of proper planning can result in lost opportunity to generate quality leads, through the lack of necessary support to capture required data. This will reduce our impact and affect our ability to track and optimize the performance of any initiative.
We may wonder why we captured so few leads at a trade event even though many people came to our booth. Or why it's taking our customers several steps to get from Point A to Point B when it should only take one. Whatever the confusion may be, the root cause is we most likely don't have a clear grasp of the customer journey with Gore.
Customer Journey Map
Customer Journey Map
A customer journey map represents the process a customer or prospect goes through to achieve a goal. With the help of a customer journey map, we can identify our customers' motivation, needs, and pain points.
That understanding of our customer can help us structure our touchpoints to create the most effective and efficient process for our customers. By tracking the process from the first to final touchpoint, we can see if our customers are currently reaching their goals. And if they're not, how we can help them do so.
A customer journey map can be completed in 3 steps:
Set clear objectives for the map
Profile their personas and define their goals
List out all touchpoints.
Simplified customer journey map of potential lead at a trade event.
Simplified customer journey map of potential lead at a trade event.
Step 1: Set clear objectives for the map
Step 1: Set clear objectives for the map
Before we dive into mapping a journey, ask yourself why we are making one in the first place. What are we trying to achieve? Who is it specifically about? What experience is it based upon? We recommend you create a persona of our target audience. This is a fictitious representation of a prospect or customer with all of the demographics and psychographics that represents our target audience. A clear persona is helpful in reminding us of which aspect of your customer journey matters most to them.
Step 2: Profile our personas and define their goals
Step 2: Profile our personas and define their goals
The best way to create our persona is through questionnaires or in-depth interviews. You should only reach out to actual customers or prospects. We want to base our persona on the feedback of people who:
Are interested in our products and services
Have interacted with us before, or plan to do so
Most importantly, you want to find out the following:
What do they want to do or achieve?
What are the emotional drivers behind what they want to do or achieve?
What are their obstacles and pain points?
Step 3: List out all the touchpoints
Step 3: List out all the touchpoints
Touchpoints are the communication channels through which our customers can interact with Gore. Identify all the possible touchpoints our target audience may come across in the particular marketing or sales initiative. This is important because it gives you insight into the opportunities we have to reach out and influence our target audience. Understanding the touchpoints can help us understand the ease and objectives of customer journeys.
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