Justin Cannon, CEO & Co-Founder, Cooperate

1. How to Nail B2B Customer Journey-Driven Marketing.

2. Justin Cannon
Co-founder & CEO
at Cooperate
My experience?
● Business owner
● Simple approach
● Results driven

3. Why does Customer Journey-Driven Marketing
Matter?

4. Because Marketing is the primary driver of
business revenue and profit.

5. Executing marketing through the framework of an
actionable customer journey increases:
Brand
Equity
Market
Share
Leads
& Sales
Revenue
& Profit

6. Brands that can improve the customer journey see
revenues increase as much as 10 to 15 percent
while also lowering the cost to serve 15 to 20
percent.
McKinsey

7. How does this new framework relate to
the Full Customer Experience?

8. Actionable Customer Journeys identify steps in the
Full Customer Experience that drive Marketing &
Sales Moments.

9. Marketing and Sales focused.
Encapsulates all of the marketing & sales touchpoints on the
stages a customer moves through on path to purchase.
Customer Journey
Customer driven focus.
Represents all of the experience across the entire
organisation.
Customer Experience
Consistency of brand promise & a persuasion
narrative bind them.

10. It’s critical to connect the two.
Individual touchpoints may perform well even if the overall experience is poor.
Source: McKinsey Digital Labs
Touchpoint
Satisfaction
End-to-End
Journey
Satisfaction
I want to improve… journey
90% 85% 85% 90% 60%
Agent Call Center Web Support
+ + + =

11. What is it about B2B that makes Customer Journey
Driven Marketing even more critical?

12. The B2B “Path to Purchase” is Nuanced

13. THE CHALLENGE FOR B2B
An individual sale can include multiple people to sell to,
creating complexity.

14. THE CHALLENGE FOR B2B
The sales process can can take a long time, with lots of
stalling for extended periods at different stages of the
buying process.

15. THE CHALLENGE FOR B2B
Lack of visibility between Sales & Marketing teams leads
to different collateral being served to the same customer,
resulting in a loss of consistency for the brand message
and persuasion narrative .

16. So how is this ‘Customer Journey-Driven
Marketing Framework’ different?

17. THE CUSTOMER JOURNEY-DRIVEN MARKETING FRAMEWORK
Because it leverages powerful consumer buying
psychology that means marketing designed this
way significantly outperforms.

18. So what are the theories and science
to back this all up?

19. SOMATIC MARKERS
Memories spark powerful reward emotions from
having met past needs. When someone finds
themselves in that same need state they use that
memory to help them decide how best to satisfy
that current “Job to be Done”.
Antonio Damasio descartes error, Story of Patient Elliot - When it goes wrong

20. REWARD ACTIVATIONS STUDIES
“I Want This”
Scientific studies show wanting significantly
outperforms subjective liking for a predictor of
purchase.
The buying process is a felt not just logical
experience.
2007 Brian Knutson Brand Imaging Reward Activation Study

21. RESEARCH DECODED
Brand equity and likelihood to purchase increases if
your brand signals that it can get the customers
current job done better than a competitive choice.
Study of 60 Brands in 20 Categories, with 100,000 Customers.

22. How do we identify the ‘Job to be Done’?
Explicit Goals
General Category Benefits
Implicit Goals
Individual Contextual Needs
The Consumers
“Job To Be Done”
A Brand will have high perceived value and emotional
reward activation if it signals to a customer that is can
help them do, have ,be or become what they want
“ACTIVE GOAL STATE” by using your brand.

23. Understanding the “Job To Be Done”
vs.

24. TALKING TO THE “JOB TO BE DONE”
“What we’re selling is the possibility for a 43 year
old accountant to dress in black leather, drive
through small villages and make other people fear
him.”
Marketing expert at Harley-Davidson

25. COMPETITIVE ADVANTAGE
Category benefits don’t drive competitive
differentiation in most categories. Real competitive
advantage is being better at communicating your
brands ability to do ‘the Job to be Done’.

26. How do I drive better results using the Customer
Journey-Driven Framework?

27. THE SECRET INGREDIENT
Get real clarity into the ‘Job-to-be-Done’ for the
customer at each stage of the journey. This enables
your team to deliver the right message at the right
time, aligned to the customers need - moving the
needle.

28. B2B EXAMPLE
Stage
Evaluation
Customer Need (JTBD) by Persona
Business Goal (JTBD)
Send customised proposal
Customer Action
Facilitates platform demo to key stakeholders
Internal Champion C-Suite IT Team End Users
Needs to understand how the platform
can increase the value of their
marketing team, to benefit their career
and safeguard their job.
Needs to understand how the
platform delivers higher marketing
ROI and increases profits, and be
reassured that it won’t impact critical
business processes.
Needs clarity on how the platform
integrates with their existing tech
stack, and be reassured that
implementing it won’t negatively
impact their team or work.
Needs clarity on how the
implementing the platform would
impact their day-to-day work, and be
reassured that it will make their lives
easier, not harder.

29. B2B Actionable Customer Journey Example

30. Align marketing activity across the journey.
Link all of your
marketing activity, from
top-level campaigns to
individual tasks, assets
and pieces of content to
customer journey stages -
to gain real-time insight
into how your activity is
delivering to customer
needs.

31. Make the Customer’s ‘Job to be Done’ the
core of your marketing & sales activity.
Build consistent journeys that put the
JTBD Context Need State at the centre of
customer communications to drive “I
Want” behaviour.
Build Actionable Customer
Journeys
Execute your marketing activity (and
sales enablement) through the framework
of the customer journey.
Manage the ‘Messy
Middle’ of Marketing
Generate more leads and increase sales
with better aligned teams and defined
customer actions.
Drive More Revenue from
your Marketing

32. Communicate the business benefits to stakeholders and get buy-in to explore
possibilities.
Where do you start?
1
Commit to building an actionable customer journey and implementing JTBD
across your marketing and sales collateral.2
Track marketing performance in relation to the desired actions so you can
clearly demonstrate impact on revenue and profit.3

33. Operationalising day-to-day marketing and sales
through the filter of the JTBD, and the customer
journey, has been proven to drive significant
competitive advantage and impact business
revenue and profit results.
Customer Journey-Driven
Marketing Platform
Most marketing operations platforms currently in
market simply focus on increasing team efficiency
in day-to-day marketing and sales processes.
While this helps a marketing team be more
productive, it doesn’t impact the businesses
bottom line.
Standard Marketing Operations
Platformsvs.
Comparing Customer Journey-Driven
Marketing to the status quo.

34. The leading platform for B2B & B2C Customer Journey-Driven Marketing &
Sales, designed to optimise the entire marketing and sales process to drive more
revenue.

35. The Cooperate platform is transforming leading
Australian brands.

36. Decoded: The Science Behind Why We Buy- Phil Barden
Eat Your Greens- Wiemer Snijders Chapter 23
Descartes Error- António Damásio
Patient Elliot- How only using logic destroyed a man
Somatic Markers- Thinking Fast and Slow
References