Connecting the Customer Journey to Content

Connecting the Customer Journey to Content

This IDC Perspective explains the appropriate use of a customer journey model and illustrates a step-by-step method for converting the insights into persuasive content. Although customer journey models are virtually ubiquitous in tech marketing organizations, less than 40% understand them and even fewer deploy them effectively. These models can be indispensable insight tools for determining what content that buyers will find most persuasive."The customer journey represents a psychological process for how people make high-consideration decisions, like technology," says Kathleen Schaub, vice president, CMO Advisory practice. "Marketers will improve content performance and reduce revenue funnel leaks by connecting the customer's decision context to the information the customer truly needs."

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Executive Snapshot
Situation Overview
What Is a Customer Journey (And What Isn't)?
Why Use a Customer Journey Model?
Don't Muddy the Water with Internal Perspectives
What a Customer Journey Is Not
Understanding the Customer's Mind
The Quest: Solving a Problem Versus Buying a Product
First Stage: Exploration
Second Stage: Evaluation
Third Stage: Purchase
Fourth Stage: Use and Expand
Fifth Stage: Renewal
Sixth Stage: Advocacy
The Five Attributes of a Great Customer Journey Model
Advice for the Technology Marketer
Connecting the Customer Journey to Content
The Bridge: A Useful Customer Journey Analogy
Building a Sturdy Information Bridge
Step 1: Locate the "Canyon"; Identify the Customer's Problem
Step 2: For Each Journey Stage, Determine the Customer's Questions
Typical Exploration Stage Questions
Typical Evaluation Stage Questions
Typical Purchasing Stage Questions
Step 3: Identify Information That the Bridge Planks Must Provide and Answer the Questions
Step 4: Create the Bridge Planks; Develop Stage-Appropriate Content
Step 5: Distribute the Content Through Stage-Appropriate Channels
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Related Research
Synopsis

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