1145: What is Customer Type Journey Mapping & Why You Need It w/ Jeff Platon

WEBVTT 1 00:00:00.080 --> 00:00:04.519 Are you struggling to come up with original content weekend and week out? Start 2 00:00:04.559 --> 00:00:09.189 a podcast, interview your ideal clients, let them talk about what they care 3 00:00:09.230 --> 00:00:14.589 about most and never run out of content ideas again. Learn more at sweet 4 00:00:14.589 --> 00:00:23.699 fish Mediacom. You're listening to be tob growth, a daily podcast for B 5 00:00:23.820 --> 00:00:28.059 TOB leaders. We've interviewed names you've probably heard before, like Gary Vannerd truck 6 00:00:28.140 --> 00:00:32.020 and Simon Senek, but you've probably never heard from the majority of our guests. 7 00:00:32.659 --> 00:00:36.649 That's because the bulk of our interviews aren't with professional speakers and authors. 8 00:00:37.210 --> 00:00:41.090 Most of our guests are in the trenches leading sales and marketing teams. They're 9 00:00:41.090 --> 00:00:46.570 implementing strategy, they're experimenting with tactics, they're building the fastest growing BB companies 10 00:00:46.609 --> 00:00:49.770 in the world. My name is James Carberry. I'm the founder of sweet 11 00:00:49.810 --> 00:00:53.399 fish media, a podcast agency for BB brands, and I'm also one of 12 00:00:53.439 --> 00:00:57.439 the CO hosts of the show. When we're not interviewing sales and marketing leaders, 13 00:00:57.600 --> 00:01:00.159 you'll hear stories from behind the scenes of our own business. Will share 14 00:01:00.240 --> 00:01:03.549 the ups and downs of our journey as we attempt to take over the world. 15 00:01:04.189 --> 00:01:15.069 Just getting well, maybe let's get into the show. Welcome back to 16 00:01:15.230 --> 00:01:19.459 be tob growth. I'm your host for today's episode, Travis King at Sweet 17 00:01:19.500 --> 00:01:25.099 Fish Media. I'm joined today by Jeff platone VP of marketing at view ink. 18 00:01:25.500 --> 00:01:26.659 Jeff, what was going on, my friend? Welcome to the show. 19 00:01:27.099 --> 00:01:30.620 Yeah, thanks for having me, Travis. A lots going on in 20 00:01:30.739 --> 00:01:34.609 the world of marketing. I think it's probably under undergone the most change in 21 00:01:34.650 --> 00:01:38.849 the last three to five years than it has in the last fifteen. Oh, 22 00:01:38.930 --> 00:01:42.810 I totally totally understand and resonate with that. We were just talking about 23 00:01:42.810 --> 00:01:47.560 that a little bit before and I'm super excited because today you're going to be 24 00:01:47.599 --> 00:01:52.200 sharing with us customer type journey mapping. And before we get into that, 25 00:01:52.319 --> 00:01:55.519 though, I love for you quickly to share with listeners a little bit about 26 00:01:55.519 --> 00:01:57.560 yourself and what you and the team have you are up to these days. 27 00:01:57.599 --> 00:02:02.109 Yeah, I'm a I'm a lifelong marketer. I've been a leader in marketing 28 00:02:02.230 --> 00:02:07.590 for the last twenty years and I really enjoy to me, it's the best 29 00:02:07.629 --> 00:02:12.830 job and any company, but especially here in view views one of those very 30 00:02:12.870 --> 00:02:19.139 unique few companies that is literally changing the world. And we start with were 31 00:02:19.139 --> 00:02:23.699 eleven year old startup raise a little over two billion dollars in capital. It's 32 00:02:23.699 --> 00:02:28.539 a capital intensive business that we run, but our first product was building a 33 00:02:28.780 --> 00:02:34.930 smart window, and think of that as transition sunglasses for buildings. That eliminates 34 00:02:35.009 --> 00:02:38.650 the heat and glare that makes you uncomfortable in a building and really provides an 35 00:02:38.770 --> 00:02:44.169 optimal environment for the people inside. The journey that we've been on has been 36 00:02:44.479 --> 00:02:49.680 a pretty spectacular we doubled refnues every year for the last five years of our 37 00:02:49.719 --> 00:02:54.520 eleven year journey and I think, more importantly, we're really starting to see 38 00:02:54.800 --> 00:03:02.990 the larger marketplace really appreciate the fact of wellness being that key objective that people 39 00:03:02.990 --> 00:03:07.909 are trying to design into building spaces for people. And you know, our 40 00:03:07.949 --> 00:03:15.979 journey includes not just stopping at that smart window but using this smart building platform 41 00:03:15.099 --> 00:03:20.819 now, because every window is Ip addressable, it's got its own cloud connected 42 00:03:21.620 --> 00:03:25.300 network, infrastructure and power and it allows us to put a whole suite of 43 00:03:25.419 --> 00:03:30.449 new applications on top of that smart building platform in the in the future, 44 00:03:30.969 --> 00:03:36.050 really making a building as an operating system kind of strategy. I love that. 45 00:03:36.449 --> 00:03:43.319 That's super intriguing and interesting because now it's it's taking the actual world and 46 00:03:43.520 --> 00:03:47.560 changing it through windows and, like you said, the sunglasses effect to Windows 47 00:03:47.560 --> 00:03:52.400 and building an operating system that's super exciting and impressive. Really love that. 48 00:03:52.639 --> 00:03:57.189 So awesome and thanks so much for sharing that context and update for stuff to 49 00:03:57.270 --> 00:04:00.469 give people, you know, a better understanding of your background. So, 50 00:04:00.509 --> 00:04:02.870 without further ado, let's dive into the show. All right. So, 51 00:04:03.909 --> 00:04:08.669 when it comes to customer type journey mapping, could you tell us a little 52 00:04:08.710 --> 00:04:11.740 bit about, you know, how that works, like what that process looks 53 00:04:11.780 --> 00:04:14.860 like or what it even is? Yeah, I think the biggest shift has 54 00:04:14.939 --> 00:04:20.699 been the movement from customers really directing the majority of their own customer journey, 55 00:04:20.740 --> 00:04:27.889 unaided by sales or any contact with companies. In the digital age, with 56 00:04:28.290 --> 00:04:33.850 information being widely available and easily attainable by by customers. You know, even 57 00:04:33.850 --> 00:04:39.160 in the Bob Space or the fifty percent of that customer journey is going to 58 00:04:39.199 --> 00:04:43.199 be selfdirected. So you've got to change the way you think, to be 59 00:04:43.439 --> 00:04:46.879 more of a data scientist than an artist in terms of how do you really 60 00:04:47.040 --> 00:04:53.910 communicate or provide information, more importantly, for people to educate themselves as they 61 00:04:54.029 --> 00:04:59.069 progress along that journey map, and that forces you to be much more specific 62 00:04:59.230 --> 00:05:05.069 and detailed about profiles and demographics, demographics, so you deeply understand a customer 63 00:05:05.230 --> 00:05:11.379 type and then break that down and the journey steps of awareness, interest and 64 00:05:11.459 --> 00:05:16.740 consideration and build specific content for those specific journey steps of each and every customer 65 00:05:16.860 --> 00:05:21.810 type. I love that and would you mind sharing how you've, or your 66 00:05:21.970 --> 00:05:27.050 team has, you know, broken down some of these customer types across the 67 00:05:27.089 --> 00:05:30.769 different stages? Yeah, for us it's, you know, it's a good 68 00:05:30.850 --> 00:05:34.009 example, I think, of the wide disparity you can have in customer types. 69 00:05:34.089 --> 00:05:39.040 Are Primary decision makers, are building owners, and they kind of come 70 00:05:39.120 --> 00:05:44.000 into different flavors. For us, predominantly it's a developer, real estate investor 71 00:05:44.160 --> 00:05:46.959 on one hand end which is the majority, and the owner occupant. Think 72 00:05:47.000 --> 00:05:51.310 of that as fortune five hundred, you know, large companies like a google. 73 00:05:51.550 --> 00:05:56.230 On the other hand, for the developer, they care about return on 74 00:05:56.389 --> 00:06:01.509 invested capital and really everything from a monetary standpoint. You know, they're building 75 00:06:01.550 --> 00:06:06.620 projects for thirty to fifty plus years. They want to know that their investment 76 00:06:06.699 --> 00:06:12.139 in new technology is going to give them both the return on investment today but 77 00:06:12.259 --> 00:06:15.819 over the long haul, whereas an owner occupant is trying to build a building 78 00:06:15.819 --> 00:06:20.529 space. Frankly, that's the most valuable for the people inside their employees. 79 00:06:20.689 --> 00:06:26.009 That's their primary asset. Fact, if you look over the last forty years 80 00:06:26.529 --> 00:06:31.490 of companies primary asset has shifted from tangible things to people, and that would 81 00:06:31.529 --> 00:06:33.600 used to be, you know, fifteen percent of a company. In one 82 00:06:33.600 --> 00:06:39.560 thousand nine hundred and seventy five it's almost ninety percent of a company's actually, 83 00:06:40.079 --> 00:06:44.360 you know, book value today is in the intellectual property. So those kind 84 00:06:44.399 --> 00:06:47.509 of companies that make the decisions on what they're going to do for a building 85 00:06:47.629 --> 00:06:55.269 space really care about making their people more well, more productive and, frankly, 86 00:06:55.389 --> 00:07:00.269 it's a tool for recruitment and engagement and attracting people to stay for the 87 00:07:00.389 --> 00:07:05.579 long haul. So the the point of that disparity between those two customer type 88 00:07:05.620 --> 00:07:11.819 simply says you've really got to deeply understand each customer type because they care about 89 00:07:11.860 --> 00:07:16.370 different things. And that's where I made the comment about firmographic demographic profiles that 90 00:07:16.529 --> 00:07:20.810 need to be developed so that we can really speak to I think what I 91 00:07:20.889 --> 00:07:24.610 shared with you earlier, Travis, the limbic brain, the part of the 92 00:07:24.730 --> 00:07:31.240 brain that doesn't have the ability to speak and communicate but really focuses on what 93 00:07:32.000 --> 00:07:38.920 touches your emotions and I think most marketers have are familiar with or have heard 94 00:07:39.480 --> 00:07:45.029 you need to not only touch people's logical part of their decision making process, 95 00:07:45.110 --> 00:07:47.910 but their emotional one. And and that's really important as you start to get 96 00:07:47.910 --> 00:07:55.310 into larger ticket size opportunities like what we do here. A view we're relatively 97 00:07:55.350 --> 00:08:00.060 small percentage of the overall building one and a half percent, but a building 98 00:08:00.100 --> 00:08:05.019 project can easily be two hundred million to two billion dollars. So they're large 99 00:08:05.100 --> 00:08:09.180 decisions and those, those decisions need to be made with you know how do 100 00:08:09.259 --> 00:08:13.209 I do so with the least amount of risk in the most amount of return. 101 00:08:13.730 --> 00:08:18.370 So hopefully that gives you the foundation for and the specific details on what 102 00:08:18.490 --> 00:08:22.769 I mean by customer Type Journey Mapping. I love it and it definitely does. 103 00:08:22.889 --> 00:08:28.839 It gives this a very clear picture on how to look at, you 104 00:08:28.959 --> 00:08:33.840 know, the different and poortant decision makers and then figuring out how to build 105 00:08:33.000 --> 00:08:39.320 content around their journeys that on able them to be educated. Like you said, 106 00:08:39.399 --> 00:08:43.950 with a fifty percent of you know, customers now are doing this selfdirected 107 00:08:43.990 --> 00:08:48.950 journey. How can you, as an organization, enable them to learn when 108 00:08:48.990 --> 00:08:52.309 they want to learn and not, you know, through some sort of Webinar, 109 00:08:52.470 --> 00:08:56.139 when you're telling them, Hey, come to this thing at this time, 110 00:08:56.740 --> 00:09:01.740 versus giving them a piece of content or something that they can watch whenever 111 00:09:01.820 --> 00:09:05.779 they want to get educated, when they want to get educated. That's exactly 112 00:09:05.860 --> 00:09:07.340 right and no, I'll give you a great example one of the things we've 113 00:09:07.340 --> 00:09:13.090 done here. View, historically, people have put information, valuable information, 114 00:09:13.769 --> 00:09:16.289 behind a pay wall or, you know, a wall that is trying to 115 00:09:16.409 --> 00:09:22.450 extract some personally identifiable information so that you know who the person is, and 116 00:09:22.570 --> 00:09:28.200 I argue that that eliminates the amount of for the percentage of your targeted profile 117 00:09:28.399 --> 00:09:33.840 to consume the information. And so you've got a trust that the information that 118 00:09:35.080 --> 00:09:41.269 you're developing is relevant enough to be consumed and be less concerned about trying to 119 00:09:41.830 --> 00:09:46.549 grab people's email address or, heaven forbid, their their phone numbers so that 120 00:09:46.629 --> 00:09:50.350 you can call them out of the blue and introduce yourself. That that's certainly 121 00:09:50.350 --> 00:09:58.379 a failed strategy for today. Imagine it a spreadsheet filled with rows and rows 122 00:09:58.500 --> 00:10:01.940 of your sales enablement assets. You've devoted two years of organizing this masterpiece, 123 00:10:03.259 --> 00:10:07.889 only for it to stop making sense. This was Chad forbuccos reality. As 124 00:10:07.970 --> 00:10:11.129 the head of sales enablement at glint, a linkedin company, he's responsible for 125 00:10:11.250 --> 00:10:16.649 instilling confidence in his sales reps and arming them with the information they need to 126 00:10:16.649 --> 00:10:20.009 do their jobs. However, when his glorious spreadsheet became too complex, he 127 00:10:20.210 --> 00:10:24.600 realized he needed a new system. That's when Chad turned to guru. With 128 00:10:24.720 --> 00:10:30.039 Guru, the knowledge you need to do your job finds you. Between Guru's 129 00:10:30.120 --> 00:10:35.320 Web interface, slack integration, mobile APP and browser extension, teams can easily 130 00:10:35.360 --> 00:10:39.870 search for verified knowledge without leaving their workflow. No more siload or staled information. 131 00:10:41.389 --> 00:10:43.909 Guru acts as your single source of truth. For Chad, this meant 132 00:10:43.950 --> 00:10:50.100 glent sales reps were left feeling more confident doing their jobs. See why leading 133 00:10:50.179 --> 00:10:54.740 companies like glint, shopify, spotify, slack and more are using guru for 134 00:10:54.820 --> 00:11:01.700 their knowledge management needs. Visit BB growth dot get gurucom to start your thirty 135 00:11:01.700 --> 00:11:11.649 day free trial and discover how knowledge management can empower your revenue teams. I 136 00:11:11.690 --> 00:11:16.610 guess. Could you quickly speak to how you are building content through your customer 137 00:11:16.649 --> 00:11:20.120 journey, specifically a view like what sorts of content are you finding success with 138 00:11:20.720 --> 00:11:24.759 yeah, I mean it's it really is, you know, taking the the 139 00:11:24.159 --> 00:11:30.600 old journey steps of awareness, interesting consideration and really great taking that down to 140 00:11:30.679 --> 00:11:33.269 build content for someone who's never heard of your company. You know, what's 141 00:11:33.350 --> 00:11:37.750 the ten seconds of content that you can put in front of them that will 142 00:11:37.789 --> 00:11:43.350 help them understand who you are and what you do so that they'll be interested 143 00:11:43.429 --> 00:11:46.259 to move to the next step. And you know, people hear that and 144 00:11:46.299 --> 00:11:50.059 they say, really, you have eight to ten seconds to capture somebody's attemption, 145 00:11:50.539 --> 00:11:56.059 attention, and in the early part of that journey. The answer is 146 00:11:56.139 --> 00:12:01.019 yes, if you're not communicating who you are and what you do in those 147 00:12:01.490 --> 00:12:05.970 first three to eight seconds, you've lost the opportunity to gather their interest to 148 00:12:07.049 --> 00:12:09.809 move further. And so that that really helps you as a market or be 149 00:12:11.090 --> 00:12:16.200 laser focused on building specific content for that specific journey step and I think that's 150 00:12:16.240 --> 00:12:24.240 really important in today's modern marketing disciplines that people really understand in our intentional about 151 00:12:24.279 --> 00:12:28.759 what they're doing. Got It. So it's about, you know, building 152 00:12:28.519 --> 00:12:33.629 that eight to second, eight to ten second, excuse me, piece of 153 00:12:33.750 --> 00:12:37.230 content that caps his attention, whether that be across the awareness stage, the 154 00:12:37.309 --> 00:12:41.549 interstates or consideration stage. Know that no, and that's where I said, 155 00:12:41.950 --> 00:12:46.379 you know, be intentional. If it's awareness content you're building, you don't 156 00:12:46.419 --> 00:12:52.860 have much time. You have to capture people's attention in just a very short 157 00:12:52.899 --> 00:12:56.139 period of time when you're going from Hey, I'm aware of who you are 158 00:12:56.419 --> 00:13:00.889 to now I'm interested. I can be an example of view. We do 159 00:13:00.970 --> 00:13:05.370 a lot of informational videos in the voice of a customer, and so I 160 00:13:05.769 --> 00:13:11.450 know by watching. You know how much of that videos being viewed. You 161 00:13:11.529 --> 00:13:13.559 know how much, how many people are watching the first twenty five, the 162 00:13:13.639 --> 00:13:18.440 first fifty, the first seventy five percent of that video? On average, 163 00:13:18.679 --> 00:13:22.679 for us at least, they're they're watching about ninety seconds out of that video. 164 00:13:22.159 --> 00:13:28.309 That's a great example of a building content for people who are generally aware 165 00:13:28.429 --> 00:13:33.909 but not deeply, you know, knowledgeable about what we do, to having 166 00:13:33.029 --> 00:13:39.470 them be further interested in building that content in the transition state from awareness to 167 00:13:39.629 --> 00:13:46.620 interest to get them to the point where they're open to considering a conversation with 168 00:13:46.779 --> 00:13:52.539 someone, in our case, someone who comes through a warm introduction to be 169 00:13:52.899 --> 00:13:58.330 in the consideration phase. And so those are specific examples of building content for 170 00:13:58.450 --> 00:14:01.809 each journey step got it now. That makes so much sense. That makes 171 00:14:01.889 --> 00:14:05.850 so much sense and it's definitely a super valuable thing, as is markets listening 172 00:14:05.970 --> 00:14:09.480 think about how they're, you know, developing their two thousand and twenty marketing 173 00:14:09.519 --> 00:14:13.240 strategies and plans. So really love that. One of the thought that I 174 00:14:13.360 --> 00:14:18.360 just had actually is when it comes down to, you know, how how 175 00:14:18.600 --> 00:14:22.960 challenging, or how much I guess lift, if you will, it takes 176 00:14:24.080 --> 00:14:30.029 for a team to implement, you know, a customer type journey map. 177 00:14:30.429 --> 00:14:33.190 How, I guess, could you give us some some thoughts or some tips 178 00:14:33.230 --> 00:14:35.629 to how you guys have gone about that, a view and that other marketers 179 00:14:35.669 --> 00:14:39.299 can kind of take and potentially implement in their companies? Yeah, I mean 180 00:14:39.340 --> 00:14:43.460 I think it's pretty simple, travis. You start with leadership, you know, 181 00:14:43.700 --> 00:14:48.700 having a good strategy and then understanding. Okay, organizationally, how are 182 00:14:48.740 --> 00:14:52.009 we going to organize our you know, you always have limited resources of people, 183 00:14:52.210 --> 00:14:56.330 program dollars. How are we going to allocate in a portion that that 184 00:14:56.490 --> 00:15:01.649 resource pool? And then what skills do you need to both have on your 185 00:15:01.690 --> 00:15:05.049 team but then burst into in terms of partners? You know, I think 186 00:15:05.090 --> 00:15:11.200 today's marketer does as much work outside of their team in terms of partners as 187 00:15:11.240 --> 00:15:18.240 they do inside. So it's again being intentional about who does what so that 188 00:15:18.039 --> 00:15:24.230 again, that that strategy is followed and then measured every step of the way 189 00:15:24.269 --> 00:15:28.870 so that you know where your experiments are are giving you, you know, 190 00:15:28.909 --> 00:15:31.549 a lot of success and, equally important, where do you not have success 191 00:15:31.590 --> 00:15:35.980 and stop doing those things that are not working? Got It. And would 192 00:15:35.980 --> 00:15:39.740 you say, like, what percentage of your skills are, you know, 193 00:15:39.940 --> 00:15:41.580 on team, internal view, and then how much is that of that do 194 00:15:41.620 --> 00:15:45.700 you guys have partners for? Yeah, we're for thousand and sixty. Right 195 00:15:45.740 --> 00:15:48.539 now we're forty percent of internal, you know, people on our team, 196 00:15:48.659 --> 00:15:52.450 and then we burst into partners sixty percent of the time. I like having 197 00:15:52.490 --> 00:15:58.370 the flexibility of program dollars so that on both sides of the equation, if 198 00:15:58.450 --> 00:16:02.450 we're having a lot of success, we've got the flexibility to move very quickly 199 00:16:03.009 --> 00:16:07.360 to do more of what's working and, equally important, we can stop doing 200 00:16:07.519 --> 00:16:11.960 what's not working without having to adjust head count, which can be a very 201 00:16:11.000 --> 00:16:17.559 expensive proposition as you you try to hire new skill sets and on board them 202 00:16:17.639 --> 00:16:21.389 and bring them into the team. Got It. It's super helpful and valuable 203 00:16:21.750 --> 00:16:25.509 thank you. And as we wrap up, Jeff, I'm curious to know 204 00:16:25.909 --> 00:16:30.669 because BB growth is always been about highlighting the tactics and strategies be to be 205 00:16:30.750 --> 00:16:33.379 leaders can apply to their own teams in order to achieve explosive growth. So 206 00:16:33.500 --> 00:16:37.700 I'd love to hear from you, Jeff, what's a new sales or marketing 207 00:16:37.740 --> 00:16:41.820 strategy your team is currently trying or thinking about in the near future? Yeah, 208 00:16:41.820 --> 00:16:48.809 I think it's surprisingly using affinity profiles from from Google on search at advertising 209 00:16:48.929 --> 00:16:56.210 to do microtargeting. So we're targeting specific affinity profiles in specific regions for specific 210 00:16:56.730 --> 00:17:00.440 companies that are on our target list, where I can put content in front 211 00:17:00.480 --> 00:17:07.039 of people I know are in my sales partner pipeline that can help them progress 212 00:17:07.759 --> 00:17:15.349 the customer from especially awareness to interest by putting specific content and using specific, 213 00:17:15.789 --> 00:17:22.150 you know, phraseology and orders, time of day, etc. To have 214 00:17:22.430 --> 00:17:27.309 very effective micro targeting outcomes. Love that. Can't can't wait to, you 215 00:17:27.390 --> 00:17:30.180 know, catch up with you and see how that the results you guys are 216 00:17:30.220 --> 00:17:33.539 driving, because I think that's a super unique and interesting way that I actually 217 00:17:33.539 --> 00:17:38.019 don't hear very often and definitely something that's leading, you know, the charge 218 00:17:38.019 --> 00:17:42.779 when it comes to being innovative with how you're creating your marketing strategies. Yeah, 219 00:17:42.900 --> 00:17:45.329 look forward to it. Of course it's so jeff, this has been 220 00:17:45.369 --> 00:17:49.250 such a great conversation. If listeners want to stay connected with you or follow 221 00:17:49.289 --> 00:17:52.250 up to ask any questions on some of the stuff that you shared, what's 222 00:17:52.289 --> 00:17:55.970 the best way for them to connect with you? Yeah, just shoot me 223 00:17:55.970 --> 00:18:02.799 any Emil easily approachable, and you can reach me a Jeff Jeff Dot plutone, 224 00:18:02.880 --> 00:18:07.319 Plato in and viewcom. Got It. Thanks, Jeff. We appreciate 225 00:18:07.319 --> 00:18:08.559 you being on the show today. All right, thank you, Travis. 226 00:18:11.480 --> 00:18:15.710 We totally get it. We publish a ton of content on this podcast and 227 00:18:15.789 --> 00:18:18.869 it can be a lot to keep up with. That's why we've started the 228 00:18:18.990 --> 00:18:23.829 BB growth big three, a no fluff email that boils down our three biggest 229 00:18:23.829 --> 00:18:30.019 takeaways from an entire week of episodes. Sign up today at Sweet Phish Mediacom 230 00:18:30.740 --> 00:18:33.900 Big Three. That sweet PHISH MEDIACOM Big Three