Turbine Blog

“So, then I guess, they’d go to our website and find the contact email for a salesperson.”

This is a direct quote, used here with permission on the condition of anonymity, from a client describing their current Customer Journey.

Though they had an accurate description of the steps someone would have to take to become a customer, they weren’t creating an engaging journey that made prospects want to move from one step to the next.

This is a very common misconception that dooms many a B2B marketing campaign.

Fortunately, it’s a misconception that’s easily remedied and it all comes down to the concept of gratitude.

Here’s the method that works like a charm with our clients:

  1. Take your existing Customer Journey and plot out every decision point, from choosing to hear more about you to engaging with your company to becoming a client.
  2. Zoom into each step and rank the level of gratitude your prospects are likely to feel on a scale of 1-10 (10=”Thank you, thank you, thank you!”).
    Any step that’s below a seven is a step not worth taking and is sucking the life out of your marketing efforts.
  3. Do whatever it takes to get each step up to snuff, whether that’s adding incentives, making a step easier, or eliminating a step entirely.

Try it out and let us know what you think, or feel free to share works for you in mapping your own customer journeys.