Jordan Stark - Treasure Hunting the Customer Journey - Unearthing PPC Gold

Transcript

1. Unearthing PPC Gold Jordan Stark Avalaunch Media speakerdeck.com/jord_stark/treasure-hunting-the-customer-journey-unearthing-ppc-gold @Jordan Stark @jord_stark
2. Jordan Stark — Director of Lead Generation Treasure Hunting the Customer Journey Unearthing PPC Gold
3. You’re Sitting on a Diamond Mine: And you Don’t Even Know it
4. The 1-Page Marketing Plan, Allan Dib Before you start collecting leads, you need a place to store them.
5. You Need a Vessel
7. Sam Jacobs - CEO Pavillion AI could hurt you if it’s not built into a system. “One CMO spent $2M on AI tools and their conversion rates went DOWN. Why? • Their product usage data lived in 7 different systems • Their CRM had 40% duplicate records • Their attribution mod was broken Garbage in, garbage out. Except now it’s garbage at the speed of light.”
8. Clean Data Leads to Customer Journey Success • 91% of CRM data is incomplete, outdated, or inaccurate (Gartner) • 30% of CRM data becomes obsolete each year (SiriusDecisions) • Organizations that maintain clean CRM data see 66% higher revenue growth(Forrester) • Only 40% (of companies) reach high adoption
9. You Need a Map
10. Customer Journey Parts How many touchpoints are there from lead to sale? Steps What is each step in the journey worth? Values At what rate do leads move down the funnel? Conv. Rates How long does it take for a lead to become a sale? Time 01 02 03 04
11. Revenue Tracking
15. Understanding Value • You can now use Conv. Value Bidding • Better insight into customer lead characteristics • Show the right ads at the right time • Improved forecasting
16. Investing Your Diamonds
17. Capitalize Diamond Segments “After” Campaigns Upload for LAL Targeting Conversion Differentiation
18. “After” Campaigns • Referrals • Reactivations • Upsells
19. Lead Differentiation
20. Case Study: Lendio 7.12x 117% 100%+ 2x Increase in Qualified Leads Decrease in Cost Per Lead Exceeded Annual MQL Targets Increase on Loan Application Rate
21. Spotting the Leaks Identify the Drop‑off Points
22. • Duplicates • Connection Breaks • Inconsistent Formatting • No Ownership & Data Breakdown Find the Leaks
23. Case Study: Don’t Lose Your Booty
24. Key Takeaways 1. Build a system for Data Capture 2. Map Customers’ Experience 3. Capitalize on Data 4. Look for Leaks
25. Questions? Connect with me on LinkedIn