3 tips to ensure content & campaigns support customer journeys

by Tim Rayner

While we have been focusing on customer strategy that enables organisations to align resources and offerings to customer value, it is important to also establish the right content and campaigns to ensure a positive customer experience where buyers are properly supported throughout their journeys. Is your content and campaigns properly set up for an optimum customer experience?

In our approach to reorganising around the changing customer, Blackdot has identified 5 key steps that leading enterprises take to reorganise around the changing customer and meet elevated customer expectations. We previously covered the first 3 steps:

  1. Developing opportunity-based segmentation
  2. Customising offerings to segment value
  3. Prioritising channels based on value
Once you have calibrated the channel mix for each segment so that the way the organisation sells and serves is aligned to customer value, the next step involves ensuring content, campaigns and execution across these channels is appropriate for each segment’s needs and value.


Best practice tips for aligning customer experience, content & campaigns with customer journeys

For strategic customers, there is usually a more complex purchasing process with multiple decision makers and regulatory overlays. For lower value customers, it is about removing friction from the purchase decision-making process. Through our extensive transformation work with clients, we have identified the following 3 steps leading enterprises take to succeed in this area:
1. Overinvest in upfront content & campaign design

Compelling content is key to engaging buyers and facilitating progress along the buying journey. Strategically planning the right content and campaigns enables substantial automation, scale and automated nurture streams. The scope of content and campaigns can quickly become unfeasible when targeting multiple segments, across a range of solution groups, with a handful of buyer personas, each with several journey steps. To resolve this, organisations should focus narrowly on the target segments to enable content to be built across the buying journey.
2. Use actionable data to balance scale with quality

Organisations that establish a single source of truth of aggregated, actionable data can deliver more relevance and value to customers, as each customer interaction is informed by what came before it. This enables more personalised service for high-end segments. The opportunities for increased automation grow exponentially as data improves, allowing organisations to better serve mass market segments at scale, with clear insights into what is and is not working. Putting this data into the hands of customer-facing staff enables data to become a true asset in transforming customer experience.
3. Scale high touch interactions with efficient handovers

With customers interacting with different content and campaigns across multiple channels, it is important to have robust lead handover and recycling processes to support responsive and effective sales follow-up of marketing qualified leads. Blackdot recommends automating handovers through connected workflows that enhance the employee and customer experience. This will reduce opportunity or execution slippage, enable more efficient and collaborative workflows and enhance pipeline velocity and volume. Customers will experience greater responsiveness as the gap between customer activity and business action is
greatly reduced.
What’s next? 

Once you’ve aligned customer experience, content and campaigns with customer journey, the final step is about understanding how to self-fund the transition through resource alignment. We will explore this in an upcoming blog.

Do you really understand your customer personas and journeys?