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What is Customer Journey-Driven Marketing?

What is Customer Journey-Driven Marketing?

The evolution of Customer Journey-Driven Marketing

The Customer Journey-Driven Marketing Framework is the next evolution of the 'Jobs-to-Be-Done' theory. Created by Clayton Christensen, author and Harvard Business School Professor, the "Jobs-to-Be-Done theory" orients a team on the customer need, that is, the problem the customer needs to solve.

When applied to B2B marketing, the Jobs-to-Be-Done theory requires marketers to tell the story of what the product or service does for the consumer (aka the benefits)—instead of focusing on features. And thankfully this is something most modern marketers now do, even if they've never heard of the "Jobs-to-Be-Done theory".

But while this focus has made modern marketing more relatable it's hasn't been the step change that marketing teams have been seeking. That's because it hasn't incorporated the jobs that a customer needs to do to move through the path to purchase (or Customer Journey).

This is where the Customer Journey-Driven Marketing Framework steps in.

So what is the Customer Journey-Driven Marketing Framework?

As B2B marketers we're operating in a digital landscape where the customer is firmly in control, and unlike B2C, the B2B path to purchase is longer, more complex and involves multiple different stakeholders and customer personas for a single sale. 

The aim of the Customer Journey-Driven Marketing Framework is to build actionable customer journey's that take into account B2B customer and stakeholder needs (the Jobs-to-Be-Done), that align with the businesses overarching objectives (it's targets and goals at each stage of the path to purchase). This enables the marketing team to clearly define the customer actions that need to occur at each stage of the customer journey and the relevant drivers behind those actions. To increase growth these customer actions become the metrics that really matter.

Once a business has an actionable customer journey mapped out that aligns to its business objectives, the next step is to use this structure to plan, manage and execute on day-to-day marketing activity. This is where the step change really happens, as each piece of marketing now has a clear job to do in relation to moving the customer through the customer journey, resulting in a direct impact on company revenue and performance. 

This process enables the marketing team to be more prescriptive about the activity it undertakes and where it should maximise its investment in order to drive growth. At the same time, this process enables a marketing team to quickly identify marketing activity that has no impact on the customer journey, allowing those funds to be repurposed into better performing activities to further drive growth and increase ROI.

The key to successful Customer Journey-Driven Marketing is in the alignment of the customer journey with everyday marketing operations, and the ability to measure the performance of marketing activity against the desired customer journey actions. To do this well, you need the right platform. 

How is the Cooperate platform different?

The Cooperate platform is the first B2B enterprise marketing operations platform designed to deliver on the Customer Journey-Driven Marketing Framework. 

This is a real game changer for organisations, empowering them to bring together disparate marketing and sales teams into a single platform that clearly outlines the steps needed to achieve its business objectives while providing the transparency needed to see how marketing activity is actually delivering on those same objectives.

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