Today, in order to be a great marketer, one must truly be able to visualize a full customer journey and experience from the customer’s point of view in an end-to-end way and then, you need to make it happen! You need to understand how all the media, marketing stack components and action oriented creative of modern marketing fits together.

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Crafting the
Customer Journey
Harry J. Gold
CEO/Managing Partner
MTech Summit
December 3, 2018

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Overdrive helps companies compete and win in
today’s hyper-competitive digitized marketplace
and integrate:
•Digital-first strategy and planning
•Persuasion oriented creative
•Search marketing (SEO/SEM)
•Account-based marketing (ABM)
•Online media (display, social, video)
•Content development
•Website and application development
•Social media marketing
About Overdrive Interactive
MITX
Interactive Agency of the Year

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Crafting the
Customer Journey

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The Lines Are Blurring
Search Engine
Optimization
Paid Search
Management
Online Media
Social Media
Creative, Website
Development
Email, Marketing
Automation
Analytics
Integrated
Digital

5. .
Optimize
Track, Report and Respond
Brand
Search Engine Marketing
▪ Organic
▪ Paid
▪ Online PR/Linking
Online Media
▪ Sponsorships
▪ Banner Campaigns
▪ Product Listings
▪ Email/RSS Feeds
▪ White Paper Syndication
Social Media
▪ Social Networks
▪ Content Channels
▪ Blogs
Drive
Call Centers
Webinars/Trade Shows
Site Network
Main and Mini Sites
Landing Pages
Data Capture
Applications and Incentives
Capture
Sales
Materials
Database
Marketing Automation/Nurture
CRM/Lead
Database
Telemarketing
eAlerts
Social/Viral
Direct Mail
Sales
Team
Convert

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The Brand Embrace

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Marketing Engineers
Marketing Professionals

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The trick is to always be asking…
What is the next step in escalating a prospect
through the sales process?
“And Then What?”

9. .

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“And Then What” Chronological Arrangement
Chronologically arranging the components of the customer and data journey reveals how they
all work together and where glitches and high impact points of optimization live.

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•Are we reaching the right people at the right time? (ABM + Intent)
•Are we covering the right content and keywords? (Search)
•Are we paying the right price? (Budget)
•Are we targeting the right devices? (Download/trial vs. contact vs. engagement)
Media
•Is our tracking working? (Benchmarking)
•Is everything else actually working? (Glitches that might damage our brand, reputation or media investment?)
•Is our MarCom stack integrated? (Marketing automation and triggered events, tags installed, APIs connected, data fields aligned,
etc.?)
Technical
•Are we connecting prospects to the right places? (Landing pages and destinations)
•Are we making it valuable, productive and pleasurable for prospects to engage with us? (CX/customer experience and content)
•Are we selling the conversation? (Encouraging sales escalation)
•Where are the high impact opportunities for conversion rate optimization? (Conversion rate optimization)
•Are we building the brand? (Branding and demand gen)
Persuasion
Optimize the Full Journey On 3 Layers

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And Then What…
• User sees a digital ad with a content offer and clicks
• User arrives on a targeted landing page with form and offer
• System sets required tracking and retargeting cookies
• Google Analytics, Dart, Google Network Retargeting, Marketo (or other marketing automation platform)
• User fills out data capture form and becomes a lead
• System kicks out personalized auto-reply email with additional offer
• User also presented with more engagement options on confirmation page
• Engaging video, relevant links, more materials, additional offers, etc.
• User is encouraged to share the content via Facebook, Twitter, email or other means
• Consumer data is sent into Marketo and SalesForce for lead scoring and future marketing automation
• Leads are tracked and reported for ROI and campaign optimization
• Future promotions and offers are sent to prospect via marketing automation platform and
nurture program

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Barbara from BigTech clicks on a paid search
content offer for “lead generation agency”

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…and arrives on persuasive landing page where various
tracking and retargeting cookies are set.

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Barbara fills out the
form and becomes
a lead.

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Content and engagement
options are delivered and
the conversion is tracked
on various platforms.

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Barbara downloads the PDF infographic.

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The system pushes out
an auto-reply email to
Barbara from Overdrive
sales rep.

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Marketo ports lead into
SalesForce and sends
Sales Rep an instant lead
alert.
Barbara Smith
bsmith@bigtech.com
BigTech

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Sales rep calls the lead immediately!
(5 minutes or less))

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Lead Quality

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Call your leads and
answer the phone!
The fastest way to improve lead quality…

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35% to 50%of sales go to the vendor that responds first, yet less than 5%
of vendors call leads within 5 minutes.

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Sadly, Barbara does not answer
Sales Rep’s email and phone inquires.

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Sales rep triggers a nurture campaign to Barbara via
SalesForce/marketing automation integration.

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Nurture Email and Landing Page #1:
Google Analytics Audit Engagement Offer

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Nurture Email and Landing Page #2:
Search Marketing Map Content Offer

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Nurture Email and Landing Page #3:
Paid Search Audit Offer

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Nurture Email and Landing Page #4:
ABM Roadmap Content Offer

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Nurture Email and Landing Page #5:
ABM Workshop Engagement Offer

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Nurture Email and Landing Page #6:
Social Media Map Content Offer

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Nurture Email and Landing Page #7:
End-to-End Digital Marketing Seminar Engagement Offer

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Barbara comes back to the site and starts looking at service
pages (as opposed to just downloading thought leadership
assets) indicating possible intent.

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Barbara’s lead status
and visit to high value
service pages triggers a
personalized email from
sales.
Do you need expert advice?

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Sales rep gets a High Value Web Visitor Alert and
instantly clicks links for CRM and web history.
Barbara Smith
BigTech
BigTech

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Sales rep instantly calls Barbara while she is actively
researching digital agencies and gets the meeting!

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Sample Dashboard Design

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Reverse IP Lookup / ID Intenders

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Search Marketing Intent Reporting
DATE RANGE:
02/2014 – 10/2014
IMPRESSIONS:
21,367,613
COMPANIES VISITING VIA PAID SEARCH
▪ SAMPLE TERMS:
• mobile site performance
• media delivery
• CDN
• application acceleration
• web performance
• web security
Companies identified through reverse IP lookup
CLICKS:
240,426
ACTIONS:
3,221

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Google Analytics ABM Report

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Google Display Network, Retargeting and Custom Audiences

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Retargeting in
Action

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Retargeting
and the Brand
Embrace

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Custom Audiences

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Ecomm Apparel
Brand
General
ABM
Mobile
Ecomm
Omni-
Channel
Segmented Retargeting and Audience Pools

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ABM Nurture Campaign via Remarketing Display and/or Social

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Display/Social
Nurture
Campaign

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Home Page Personalization:
Default

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Home Page Personalization:
Finance

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Home Page Personalization:
Healthcare

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Home Page Personalization:
Technology

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Home Page Personalization: Technology

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0
10
20
30
40
50
60
70
Awareness Research Negotiation Purchase
Search Engines
BtoB Search
Vendor Site
Industry Information
TechTarget/Google
Search is Primary Research Resource
During All Phases of Purchase Funnel

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Search Behavior Varies
By Buying Stage

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Crafting the Customer Journey with SEO and Content Development
discover
research
purchase
CDN
Content distribution network
What is a CDN
Global website performance
Top CDNs
Top content distribution networks
How to choose the right CDN
Global website performance solution
BigTech
BigTech CDN
BigTech vs Limelight Networks
CDN pricing
Setting up CDN
Video speed test
BigTech tech support
BigTech CDN settings
support

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Key Takeaways
• Always be asking, “And then what?”
• Arrange everything in chronological order (no matter what your vertical)
• Optimize on 3 levels: media, technical and persuasive
• Optimize your most popular journeys first
• Remember the golden window and call leads right away
• Use inferred data as sales intelligence
• Mirror your email nurture campaigns with display, social and search
• Identify your high impact points of optimization – then benchmark, test and
measure

59. .
Thank You.
Any Questions?
Harry J. Gold
CEO/Managing Partner
Direct 617-254-5000 x 1100
hgold@OverdriveInteractive.com