HHUG-09-2024-Customer-Journey-Mapping.pptx

If you're a business leader frustrated by inconsistent revenue growth, this strategy presentation will throw new light on ways to achieve steady scalability with HubSpot.

1. Welcome to Supercharge your Revenue growth! Map your Customer Journey

2. Welcome to Supercharge your Revenue Growth! Chat Q&A Support Hi! Who do you work for, in what role and sector? Which HubSpot product are you using? Do you feel you are achieving ROI? Questions about today’s content Questions about HubSpot Other topic-related questions Sound, etc. - DM Rae Hardy-Aitken

3. Rae Hardy-Aitken Host and key support for today’s HUG. Director of Business Operations Ross Breckenridge Mr Breck himself, resident HubSpot guru and Customer Journey evangelist Managing Director Meet the Speakers

4. Agenda What is customer journey mapping? Who needs it, and why? How do you map your customer journey? Outputs and actions Q&A Inbound Takeaways & wrap-up

5. What is Customer Journey Mapping?

6. Pulse Check

7. The Flywheel What is it representing? How can you influence success? How fast you spin it How much friction there is How big it is Who uses the Flywheel?

8. Revenue Operations Increase number of customers Reduce amount of time spent on repeatable tasks Build better, deeper relationships with customer Accurate reporting and forecasting for deliberate growth Deliver consistent customer experience Make it easy to buy products and services

9. Customer Journey as Revenue Engine Increase number of customers Reduce amount of time spent on repeatable tasks Build better, deeper relationships with customer Accurate reporting and forecasting for deliberate growth Deliver consistent customer experience Make it easy to buy products and services

10. Fictional Customer Journey Map

11. How does it feel when teams are not aligned?

12. The Marketing Experience You don’t know what happens to the leads you generate You can’t prove which channels are really contributing to revenue Sales don’t convert your leads, and complain about lead quality without explaining why Marketing is undervalued in the business, and always under budget pressure You face ‘initiative’ and ‘collaboration’ drag Marketing handing leads over to sales

13. The Sales Experience You don’t have clear guideline s on p rioritising leads Lead volumes are unreliable - too much or too little Lead quality and prospect data are poor You not clear on when to stop pursuing a lead Team activity isn’t visible You can’t prove team effectiveness: What’s working, and what’s not?

14. The Customer Service Experience Enquiry volumes are u npredictable You’re too reactive, and can’t get ahead You work across too many channels, but you can’t prove which are really working You’re answering the same customer queries over and again You can’t get testimonials and case studies from happy clients

15. The MD/Owner Experience You want your strategy to be informed by data, but you can’t trust it Department heads compete for resource, but you can’t compare ROI between functions Growth initiatives are hit and miss You haven’t achieved HubSpot ROI (yet!) YOUR DATA?

16. Pulse Check

17. How do we go about it?

18. How we do it The double diamond framework for innovation. Insight into the problem Scope down the focus Develop solutions Test and Learn Diagnose Prescribe Challenge Outcome Discover Define Develop Deliver Scope Divergence Convergence Divergence Convergence We start here Solving problems and making decisions early Using data and insights to drive decisions Each phase allows time for stakeholder feedback We validate, not speculate Helps prioritise what to start, stop, continue

19. The process of customer journey mapping Who should be involved? How do you begin? How do you pitch it internally? The mechanics of the process The outputs & outcomes The adoption Optimisation - creating momentum

20. What might this involve? Preparation: The current state The perfect state Lifecycle stages Data: What we collect, what we provide The System(s): Map this into the system User Roles: Provide clarity for every user Build Training Monitoring Support

21. What is delivered Documentation: Teams can align around it Handovers & handbacks are clear SLAs can be developed Consistency User Roles & Guides: Clear lines of responsibility Ease of onboarding Reporting & Ownership Autonomy & creativity Implementation & Adoption Plan: What to tackle first Priority impact and ease of change ratings Roadmap for ongoing adoption Roadmap for better performance Reporting: Report and dashboard creation Leadership, management and rep level dashboards Activity based, results based and forecasting

22. What action now?

23. Any questions?

24. Our favourite updates from Inbound https://www.hubspot.com/spotlight https://www.hubspot.com/new Breeze Intelligence & Prospecting Breeze Copilot & Record Summary Social Media: Breeze social media agent, social inbox insights, video publishing Home for Marketers Personalized subscriptions Sensitive Data Template Additional Objects

25. Where to find Betas

26. Thank you - let’s keep going Learn Contact us HubSpot Academy: RevOps Certification Reach out for bespoke support and training Join our next HUG LinkedIn - Hampshire HubSpot User Group [email protected] [email protected]