How to effectively use customer journey mapping and sales automation

Sales tips 3 min read

To deliver exceptional customer experiences, companies need to engage customers at each touchpoint in the sales cycle. By using customer journey mapping and sales automation, your company can assist every customer in the buying decision process, improve your sales productivity, and grow your company.

How to effectively use customer journey mapping and sales automation

Why it’s important to use customer journey mapping?

Today’s millennial customers value close one-to-one relationships with their sales teams. They revere authenticity and respond well to personalized content that’s relevant to their industry’s needs and challenges. One of the key ways to achieve this is through customer journey mapping. A customer journey map is a framework that outlines the stages of your customer’s lifecycle. It’s then used to improve your customers’ experiences and provide targeted messaging that guides them through the buying process.

Unlike a sales funnel, a customer journey map isn’t linear – it allows customers to jump around from one stage to the next, engaging with certain touch points while missing others entirely. The sales team’s job is to understand the different moments of connection a customer can have when engaging with their product or solution, and then work out ways to add value to each stage.

How to create a customer journey map?

A customer journey map uses real customer data to help sales teams understand how customers are interacting with their products and solutions. In order to create a customer journey map, identify your customer personas and then look at the behavioral stages your customers move through when getting to know your brand, products, and services. Look at the step-by-step experience of each customer in the buying decision process.

Common customer stages include:

  • research
  • explore
  • discovery
  • compare
  • choose
  • purchase
  • and advocate

To create an effective customer journey, it’s important to know your customer’s goals. These goals need to be mapped out and should be relevant to each customer phase. For example, in the ‘discovery stage’ customers want to find information about your product and how it answers their needs. In the ‘choose stage’, their goal is to receive more detailed information, including industry-related data and pricing.

Important questions to ask when creating a customer journey map include:

  1. How do customer journeys differ when interacting with your company?
  2. Do the journeys differ by region or by personas?
  3. What content is most relevant at each customer phase in the journey?
  4. How can your customer journey map be used to engage more prospects and convert more leads?

How to automate the customer journey mapping process?

Developing a customer journey map can take a long time if you are using manual tools to capture all the customer data you need. Sales teams need to survey their customers, pull from customer analytics, and leverage as much data to identify phases, customer sentiments, and touchpoints.

It’s a good idea to look for sales tools that automate the development of your customer journey map. Sales automation tools that add value will provide real-time data and analytics in order to help sales teams gain insights across different aspects of the business, from finance to marketing and sales.

The benefits of automating the customer journey mapping process include: 

  • Clearly indicating the marketing messaging and actions that need to be taken based on real-time customer data and behavior across digital and offline channels
  • Improving the customer experience with personalized, tailored messaging that’s relevant at each critical touchpoint
  • Linking cost and revenue generation directly to customer activity
  • Reaching out to reactivate and re-engage customers based on their past purchases and business needs

Effective sales automation tools like PandaDoc help companies improve their conversion rates, reduce the buying decision process, improve sales productivity, and increase revenue. Using our detailed analytics, businesses can identify holes in their processes and replace them with effective touch points and the relevant content needed to close the deal.

For more information about how PandaDoc can assist with automating your clients’ customer journey mapping.

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