How can you create a customer journey map for persona-based lead generation?

To begin with, one must identify who your customers are - However, you first perform a Business Value analysis of your organization. Identify Business Value Pillars and drivers of your organization - Ensure that it aligns with your Products and people. This will facilitate to identification of your target customers. When you Conduct surveys - Focus on the Business value analysis of your target audience. This will facilitate the identification and definition of customers.

Creating a customer journey map for persona-based lead generation involves understanding your target personas, their needs, pain points, and the various touchpoints they encounter while interacting with your brand. Here's a step-by-step guide to help you create an effective customer journey map: - Identify Your Personas - Understand the Customer's Goals and Pain Points - List Key Touchpoints - Map the Customer Journey Stages - Detail the Actions and Emotions - Assign Pain Points and Needs - Align Content and Channels - Highlight Opportunities - Visualize the Journey Map - Test and Refine - Implement Personalization - Measure and Optimize

Defining your buyer persona is the compass that guides persona-based lead generation. By understanding your audience deeply, you can craft a tailored customer journey. This journey map becomes a roadmap for addressing their needs and pain points at every touchpoint, nurturing leads effectively, and building lasting customer relationships. In the words of a wise sage, "To be interesting, be interested." Start by showing genuine interest in your audience, and you'll pave the way for fruitful, enduring customer relationships and business success. Remember, my friends, in the world of persona-based lead generation, success lies in your ability to guide your prospects through a personalized journey that aligns with their aspirations.

Start by identifying your Ideal Customer Profile (ICP) by focusing on clients you serve best. From there, define your personas by considering: -What keeps them awake at night -Values that guide their purchases. -Pain points/challenges they need to overcome. -Tasks or goals they aim to achieve. -Typical buying behaviors, from research to decision-making. -Which search phrases do they utilize for services like yours. Gather this intel through surveys, interviews, and listening to customer calls. For B2Bs, recognize the buying committee's role and craft personas for the decision-maker, manager, and influencer. This solid groundwork ensures an insightful customer journey map.

Once your Ideal Customer Profile (ICP) is defined, remember, that for B2B tech, we are witnessing a change in customer behavior where purchasing is going through a buying committee. - Consider what roles do I sell to? - Who are influencers and who are decision makers? - Identify what they care about, for example, what will make them successful on the job? These archetypes will serve not only your marketing and demand generation, but also your sales outreach. Ensure they have the right words that resonate at each level. This way you'll be able to attract through marketing and push the conversation forward with sales.

The customer journey typically consists of several stages that a customer goes through when interacting with a business or making a purchase decision. Awareness: Customers discover your brand or product. Interest: They show interest and seek more information. Consideration: Customers evaluate your offering. Intent: They express a clear intent to purchase. Evaluation: Comparing your offering with alternatives. Purchase: The transaction occurs. Post-Purchase Experience: Assessing satisfaction. Retention: Efforts to keep customers coming back. Advocacy: Satisfied customers promote your brand. Loyalty/Upselling: Encouraging repeat and higher-value purchases.

The stages of the customer journey begin with awareness. In Digital words along with the graphics, it is your SEO that will attract the target customers. Customers get attracted to Keywords - Remember it is the Keyword that gives you passwords for your Customer Journey. Are your Keywords Value-based? This requires quality surveys and groundwork.

Be prepared. Have the 3 core sales cycles, upsell, downsell and cross-sell. Master the essential sales cycles. The upsell cycle is a potent strategy that involves offering customers a premium or upgraded version of the product or service they are already considering. Conversely, the downsell cycle is a strategic response to a potential customer's hesitation or objections. Cross-selling, on the other hand, leverages existing customer relationships to introduce complementary products or services.

Very important and in most cases organisations are only aware of snapshots of the overall journey. e.g I log into an e-commerce site and buy a hat - my journey began 6 months ago when I saw Carlos Alcaraz wearing a certain hat, then saw other peers at the tennis club wearing it and subsequently began looking for hats of that kind using “eBay, Amazon, Google shopping” ^ a retailer who knew this could put up an Alcaraz poster next to bucket hats for example. Or arrange a campaign specific to Tennis fans. A lot has also been said recently about intent based segmentation being the most powerful type of segmentation echoing Simon Sinek’s start with the Why.

Onboarding a client or introducing the client to the company creates the first impression. Now most of the companies prefer to depend on AI generated conversations, reaching out to clients using any medium of contact by call, email, message or face to face to visit but should ensure always conversations are aligned with service which we provide. The motive should be creating a relationship or a connection with client all above.

Touchpoints are the points of contact with customers. While touchpoints may differ - however keywords need to be aligned with the Value. There is a need to perform some groundwork and exercises for keywords.

This step underscores the essence of meticulously understanding every interaction a prospect has with a brand across various channels. Identifying touchpoints and channels at each customer journey stage is pivotal for a tailored, effective engagement strategy. Tools like Google Analytics and CRM software aren’t just measuring sticks but insightful lenses through which businesses can understand consumer behaviors and preferences. By analyzing the data from these touchpoints, companies can significantly enhance their communication strategies, ensuring that the message is not only reaching the right audience but is also resonating with them.

Awareness, Consideration and Decision. You could also simply call this; Price, Availability and Service. The corner stones of KPI will dictate how you measure the success of these efforts. Try multi-channel marketing, pay attention to customer acquisition costs. Also consider LTV, Life Time Value of each customer. Average order size, and more.

Some channels may involve third party intermediaries or may not be directly apparent. A useful exercise is to put yourself in the shoes of the customer

Touchpoints represent interactions with customers. In Google Ads, aligning intent keywords with the provided value is crucial. In Meta Ads (Facebook Ads), creatives play a crucial role before the interaction. If you use your customers' Pain Points and their solutions in the creatives or videos, they will interact with your brand and you will identify them quickly.

The customer journey map needs to in proper sequence and align with the different stages of Conversion. Attention, Intention, Desire, Conviction, action. are the stages. the keywords have to be designed accordingly.

Content alignment depends on where the buyer is on their journey. Problem Unaware: No features/benefits here. Focus on discussing the problem you solve, who you solve it for, and your point-of-view on how to solve it. Problem Aware: You can start working on your benefit content here, but leverage storytelling. Case studies, testimonials, and use cases work best. Solution Aware: Position your value prop by starting with the benefit, connecting the feature, and ending with a C2A. Example: "Get more XXX by leveraging our YYY. Schedule a demo today and see how this can work for your business. Remember, strategically tailor messages for the journey stage. Promote features only after emphasizing the problem you solve.

I'm a huge believer in using content to attract customers. If your ideal customer turns to you for advice on issues they face, you'll develop trust and the sale becomes much easier. Free content draws people in. If that content is helpful, it builds trust. If your prospects trust you, they'll turn to you when they're ready to pay for a solution. Serving a specific buyer persona makes all of this easier. Through interviews and surveys, you'll learn about their challenges. Then, you can create content that solves those challenges. Even better, you can create offerings that makes solving those challenges faster, cheaper, and easier.

Measure good. What's good for my brand? What's good for my employee's. What's good for my customers? What's good for my suppliers. Tire kickers are good practice to feed your arguments for what your products and services fill value. You must have a value add proposition that fulfills a customer need.

Content marketing is the future and all the great brands of today do this well. Of late there is a major role that AI can play in the curation of content and messaging + choice of channel / choice of segment.

"Test and learn" is the mantra for anyone in marketing. The best marketing people are people who can perform tests very well. Look beyond your failures and hyper focus on success, always double down on success. Two successful journeys include; 1) making the first dollar 2) scaling the process

Some areas of the journey will be more impactful. E.g if a doctor’s surgery has a great booking system - when I phone up (usually ill and somewhat emotional) a pleasant demeanour and easy appointment booking will mean the world to me. It’s important to understand the emotional buyer journey and prioritise touchpoints that will have the most impact

Responses received, Interactions happened, out of the box the clients should be again segregated to create each customer journey and connections should be kept in different levels of contact. Steps should be done in traditional method of Hot, Warm and Cold and the decisions should be made according to that. Each information passed in each step should be kept partially rather than disclosing all details completely in order to maintain the pipeline.

Something I'd add: Don't be rigid. Customer journey maps are, in essence, hypotheses. You're predicting how you think someone will travel through your ecosystem and customers can be unpredictable. Sometimes, you've got to switch it up on the fly. Another tip? Talk to your frontline sales and customer service folks. They’re in the trenches and often spot trends before they even hit your radar.

When mapping out your customer journey - whether for lead gen or other purposes, consider inserting a “bad actor” persona. I know it sounds crazy, but when we are innovating around the journey we too often fail to consider the way bad actors may exploit the journey we’re creating. For example … Have we unknowingly created strong promotions that attract them or provide them with opportunities to carry out their schemes using using synthetic or stolen identities? I see a great deal of this kind of promo abuse in my line of work that wrecks campaign ROI and creates catastrophic fraud losses. Often, this could be avoided by intentionally inserting that persona into our journey mapping on the front end to anticipate their moves.

Today -' The world is looking for your Business Value and not your products or degrees - labels - There are enough products for the entire world. The time has now come to build a Value chain for the Customers. This is the essence of #Businessvalue - This value chain will build a pipeline for you .