The Customer Factory Framework
Marcus Murphy – Head of Business Development & Partnerships, DigitalMarketer
Next on stage, DMI EXPO hosted Mr. Marcus Murphy, head of business development and partnership from DigitalMarketer – one of the world’s leading marketing educational services.
What is the customer factory framework and why is it important as a digital marketer?
As a digital marketer it is important to have core values. That is, as a growing business, when you bring on new people they want to know two main things: where you are going and how you make your decisions.
When working with customers as a digital marketer, everything you do should be intentional. You need to sit down and create a plan with which you can engage your customers.
What is the status quo? This is a question you as a marketer should be asking yourself every single day. The average customer doesn’t know what they really want. They are not able to clearly articulate it. Therefore, the main job as a marketer is to create the after sale. In other words, we need to get them from before the sale to after the sale and show them how to get there.
The best way to go about this is with the “Before and After Grid”. This grid helps you articulate what the customer has, what they feel, what their average day is like, and what their status is. For the customer, this is the before stage. On the other hand, you also need to think about this for the customer. However, for you it is important to think about the after stage, that is, when they reach where they want to go.
DMIEXPO June 2019 Summurai Recordings
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While this might sound simple on the surface, we must remember that we shouldn’t be living in a business to business world. Rather, we need to be living in a human to human world. Therefore, as such, it is important to understand the steps customers, as human beings, go from before a sale to after a sale. This can be summarized in seven stages.
First, we need to be aware. Second, you need to understand how they engage the content. Third, you need to have them subscribe. This is where the customer gives you’re their information. The fourth step is to convert. This is where you either have to wait a bit for the customer to get on board or help push the process forward with advertising dollars. The fifth step is to excite. This is the part where the services you provide your customer actually excite them. The sixth step is the advocacy phase where your customer tells them how your product changed their life. The last stage is promote. This is where you customer goes to everybody they know and tell them how great your product or service is.
By going through this process and finding the ideal after state, it helps you create the customer’s statement of value.