Building a Customer Focused Marketing Strategy

Lesson

10

In this lesson we’ll run through what to do now that you’ve begun development of your customer journey maps. With your customers’ success milestones (journey stages) defined, it’s time to identify what most meaningful KPIs represent their success at each stage.

We’ll also look at how your existing marketing addresses your customer’s journey, and how to identify optimization opportunities. Finally, we'll give you a framework for brainstorming completely new marketing opportunities by exploring the 19 growth channels.

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Lesson Materials
Action Items
Additional Resources

19 Growth Channels Trello Board [Trello Board *Make a Copy*]

Customer Journey Marketing Audit Checklist [Google Doc]

Customer Journey Campaign Audit Template [Google Sheet]

Building a Customer Focused Marketing Strategy Lesson Slides [PDF]

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This lesson doesn't include any additional materials.

  1. Define KPIs for each stage of your customer journey
  2. Audit your marketing using the Audit Worksheet Template (zero in on performance for each journey stage in the document’s tabs)
  3. Use the Customer Journey Marketing Audit Checklist to identify optimization opportunities
  4. Make a list of optimization opportunities
  5. Brainstorm 1 cool new opportunity per growth channel (so, a minimum of 19 total).
  6. Make a copy of the 19 Growth Channels Trello board. Use this board to store all your new opportunities.

This lesson doesn't include any additional action items.

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