{"id":1547,"date":"2017-01-31T12:32:01","date_gmt":"2017-01-31T17:32:01","guid":{"rendered":"http:\/\/www.acaweb.ca\/en\/?p=1547"},"modified":"2017-11-03T09:08:17","modified_gmt":"2017-11-03T13:08:17","slug":"how-to-create-intentional-paths-that-will-win-customers","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2017\/how-to-create-intentional-paths-that-will-win-customers\/","title":{"rendered":"How To Create Intentional Paths That Will Win Customers"},"content":{"rendered":"<figure id=\"attachment_16050\" aria-describedby=\"caption-attachment-16050\" style=\"width: 150px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" src=\"http:\/\/www.acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2015\/07\/jen-evans-150x150.jpg\" alt=\"Jennifer Evans\" width=\"150\" height=\"150\" class=\"size-thumbnail wp-image-16050\" style=\"margin-right: 10px;\"\/><figcaption id=\"caption-attachment-16050\" class=\"wp-caption-text\">Jennifer Evans<\/figcaption><\/figure>\n<p>There&#8217;s a concept called <a href=\"http:\/\/flipmyfunnel.com\/\" target=\"_blank\">Flip My Funnel<\/a> that the folks at Terminus are using well to promote and explain the concept of account-based marketing. <\/p>\n<p>It&#8217;s compelling because it turns the idea of lead-generation on its head and says \u201cstop spraying and praying. Rather, map and focus.\u201d <\/p>\n<p>The data team at SqueezeCMM is in the process of applying the same focus and inversion to the buyer journey, a much-loved but ultimately unsatisfying area of focus. Our data shows a few things: <!--more--><\/p>\n<ul>\n<li>It&#8217;s less about buying and more about researching. That&#8217;s the part content can influence. <\/li>\n<li>It&#8217;s not a single journey. <\/li>\n<li>It&#8217;s not always a journey, but a single stop on an epic adventure. <\/li>\n<li>It can be hard to tell apart random behaviour from intentional behaviour.<\/li>\n<\/ul>\n<p>We see that the following things happen before someone is ready to engage: <\/p>\n<blockquote><p>Awareness <\/p><\/blockquote>\n<blockquote><p>Interest <\/p><\/blockquote>\n<blockquote><p>Intent <\/p><\/blockquote>\n<p>By creating intentional, value-added, progressively more valuable, thematically-related content in what we call a content path or content chain (like a daisy chain), a lot of valuable things happen: <\/p>\n<p>CX: The customer gets value, utility, &#8220;they get me&#8221; from targeted, relevant content. <\/p>\n<p>Marketer: The marketer gets insights, funnel, systems, conversions from how customers move through content in certain formats, topics and length.<\/p>\n<p>Data analytics: the data analysts get a net new contextual dataset and maps of what customer research journeys look like vs. context-free data. <\/p>\n<p>So what does a choose-your-own adventure content path look like? <\/p>\n<ul>\n<li>it&#8217;s open <\/li>\n<li>it either has options or is very linear<\/li>\n<li>it leads to gating but does not start with gating <\/li>\n<li>CTAs within each content asset are the linkages, so these need to be optimized<\/li>\n<\/ul>\n<p>Here\u2019s an example of such a content path: <\/p>\n<blockquote><p>A new content Asset is produced: new research on CX and Facebook ads. <\/p><\/blockquote>\n<blockquote><p>A Tweet to promote that content would read: new research! Did you know CX on Facebook is 39% better than XYZ. <\/p><\/blockquote>\n<blockquote><p>That leads to an article. In article (500-800 words) there are CTAs to download the full, 15-page report. <\/p><\/blockquote>\n<blockquote><p>In the report there are CTAs to attend a webinar, complete an assessment, talk to a rep or subscribe to a list.<\/p><\/blockquote>\n<p>Things we\u2019ve seen include batch consumption, email and social sharing waves, and more. <\/p>\n<p>Choose-your-own-adventure marketing can take many forms, but it works best when it&#8217;s about a progressive journey through more complex but thematically-related content assets. With this approach, marketers can get ever closer to diagnosing that most ephemeral and critical of buyer conditions: intent. <\/p>\n<p><em>Jen Evans is a B2B digital strategist, the creator and co-founder of <a href=\"http:\/\/www.squeezecmm.com\/\" target=\"_blank\">squeezeCMM<\/a>, Digital Fieldwork, B2B News Network, The Bot Registry and Sequentia Group, past chair of the Information Technology Association of Canada, a former tech columnist for the Globe and Mail who made Canada\u2019s Profit Hot 50 two years in a row, and a curious marketing technologist.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>There&#8217;s a concept called Flip My Funnel that the folks at Terminus are using well to promote and explain the concept of account-based marketing. It&#8217;s compelling because it turns the idea of lead-generation on its head and says \u201cstop spraying and praying. Rather, map and focus.\u201d The data team at SqueezeCMM is in the process [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[127],"tags":[516,650,651,469,652],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How To Create Intentional Paths That Will Win Customers | Association of Canadian Advertisers<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2017\/how-to-create-intentional-paths-that-will-win-customers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How To Create Intentional Paths That Will Win Customers | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"There&#8217;s a concept called Flip My Funnel that the folks at Terminus are using well to promote and explain the concept of account-based marketing. 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