John Jantsch, Author, Speaker and Marketing Consultant, explains the concept of the marketing and sales hourglass and discusses how the future of marketing is less about demand creation and more about organizing behavior.

1. Creating the Perfect End to End
Customer Journey
John Jantsch
Duct Tape Selling
@ducttape
#ducttapeselling

2. The
realities
of sales and
marketing
today
#ducttapeselling

3. No one talks
about boring
businesses
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4. People don’t
need more
information
#ducttapeselling

5. Everyone
knows when
you fail
#ducttapeselling

6. Don’t call us,
we’ll call you
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7. #ducttapeselling
Trust is
always on
trial

8. 57% of a typical purchase decision is
made before a customer even talks
to a supplier.
Source: CEB
#ducttapeselling

9. #ducttapeselling

10. #ducttapeselling
The funnel
is broken
“When it comes to lead and
referral generation, a happy
customer is the best tool.”

11. #ducttapeselling

12. #ducttapeselling

13. 53% of those surveyed claimed that
the sales experience itself was one
of the greatest contributing factors
in continued loyalty to the brand..
Source: CEB
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14. The future of marketing is less
about demand creation and
more about organizing behavior.
#ducttapeselling

15. The Marketing and Sales Hourglass
Relationship – Profit - Outcome
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16. Definition of Marketing
Know Like Trust
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17. Definition of Sales
Try Buy Repeat Refer
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18. Organizing behavior
• Listening = prospecting
• Teaching = presenting
• Insight = information sharing
• Storybuilding = nurturing
• Connecting = closing
#ducttapeselling

19. X
Content Context =
Perfect Customer Journey
#ducttapeselling

20. Build your
Marketing
and Sales
Hourglass
#ducttapeselling

21. • Who and how, ads,
referrals, networking Know
• Website, blog content,
social media, Like
• SEO, webinars,
materials, ebooks Trust
• Workshops,
evaluations, demos Try
• Service team, new
customer kit Buy
• Post project review,
cross selling, events Repeat
• Champion events,
partner intros Refer
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© Duct Tape Marketing – all rights reserved

22. Hourglass building
1. Map experience
2. Questions and
Goals Journey Map
3. Audit content
4. Consider partners
5. Create metrics
6. CRM – Automation
7. Build the Hourglass
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23. Map customer touchpoints
#ducttapeselling
• Marketing
• Sales
• Enrollment
• Service
• Education
• Follow-up
• Finance

24. Curve of expectation
#ducttapeselling

25. Hourglass Journey Map
• Customer Goals
• Customer Touchpoints
• Customer Questions
• Projects
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26. Reverse engineer touchpoints
#ducttapeselling
• 90 days
• 45 days
• At purchase
• Trial
• Nurture
• Trust
• Awareness

27. 1. Stakeholder map
2. Mining stakeholders
3. Webinars
4. White papers
5. Case studies
6. Tailored demonstrations – ed
7. Interviewing, conversations –
create ORD document
#ducttapeselling
The Marketing Hourglass
Customer Expectations
1.Scheduling; automate management of
central room calendar
Customer Experience Journey
Buying
Behaviors Know Like Trust Try
Customer
Goals
Customer
TouchPoints
Customer
Questions
2. Capacity; expand campus
enrollment capacity
3. Efficiency; improve
classroom utilization
4. Efficiency; improve
allocation of faculty
5. Student success ; align
schedules with student
needs
To know what everyone else is
doing: best practices, study options,
outcomes data
What is possible for our industry.
How does student friendly
scheduling play into student
success initiatives?
What are leading institutions doing
to improve outcomes?
Find information and resources
that help educate and prepare for
new project.
Ideas to
Improve
Mobilizing faculty to support
productive change
Debunking the iron triangle myth
 Getting industry to understand that
scheduling is a student service that
impacts student outcomes and
success.
briefings
 Objective readiness assesssment_
have survey available on access to
completion.
Readiness caluculator available
 Partnerships that create synergy with
existing systems
 Adherence to sales process and
system
ROI calculators
Custom services and or project scope
depending on client readiness/need
1. Events – conferences, client
panels, Ed presentations
2.Outreach to state leaders -
Grayling
3. Cold calling
4. Social Media/LI/Twitter
(promote blogs and related
articles)
5. Mining stakeholders
Recommendations
 Is scheduling the right priority for us
now?
 Is Ad Astra the right Partner ?
What is possible for our institution?
How do I mobilize my faculty?
How do I know if we are ready for
change?
1. Webinars- soundbites of
solutions
2. Custom presentation
3. Proposal document
4. Client readiness packet
5. Review ORD/ROI
1. Can be restricted during RFP
process
2. Organic stakeholder
engagement-unique, custom
ways to get in front of
prospect
3. Assessment Score – could
start in Discovery go through
evaluating and converging
Determine that ad astra is the right
partner
Determine that scheduling is the right
priority now.
What is the timing can we move
forward now. Do we have enough
resources?
How are we going to resource this
project?
What are our business goals related
to this project?
How do we measure success?
Who are the senior stakeholders?

28. Content powers the journey
Awareness Trust Education Engagement Conversion
#ducttapeselling
Blog posts
Events
Advertising
How to
Reviews
Testimonials
Articles
eBooks
Demos
Workshops
FAQs
Case studies
Interviews
Contests
OPC
Peers
Trials
Personalization

29. #ducttapeselling
Unbounce

30. OpenView Parnters
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31. AdAstra Information Systems
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32. Other people’s content
• Custom RSS feeds
• Republish, Share, RT
• Curate
• Storify/Scoop.it
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33. Content for referrals
• Invited content
• Co-branded content
• Sponsored content
• Curated content
• Incented content
#ducttapeselling

34. Content Plan & Editorial Calendar
June July Aug Sept Oct Nov
#ducttapeselling
Theme Content
Marketing
Referrals Strategic
Partners
Building
Authority
Lead
Conversion
Advertising
Blog 2X 4X 2X 4X 2X 4X
Guest 2X 2X 2X 2X 2X 2X
Podcast 1X 1X 1X 1X 1X 1X
White Paper 1X 1X 1X
Ex Article/OE 1X 1X 1X 1X 1X 1X
Case Studies
LI article 1X 1X 1X 1X 1X 1X
Curate 1X 1X 1X 1X 1X 1X
Social Media See Social
Plan
G+ HO 1X 1X 1X

35. Context journey
Collect Curate Create Share Engage
#ducttapeselling
Hootsuite
Feedly
Talkwalke
r
Signals
Pulse
Feedly
Scoop.it
Newsle
Word Swag
Canva
List.ly
Visual.ly
Hootsuite
Feedly
Buffer
Nimble
Groups
Contactually

36. Social Surround
• The usual suspects
• Go deeper
• Custom content
• Subscribe and join
• Create connection
#ducttapeselling

37. The future of marketing is less
about demand creation and
more about organizing behavior.
#ducttapeselling

38. The Marketing and Sales Hourglass
#ducttapeselling

39. Let us create this journey
for your business!
ducttapemarketing.com
ducttapemarketingconsultant.com
john@ducttapemarketing.com
#ducttapeselling