Customer Journey Mapping

Successful marketing campaigns are grounded in a deep understanding of the journey your target audience takes as they seek the solutions your products or services provide. Using data-driven insights into your customer personas, we help you map this customer journey so as to lead customers to your door. This Customer Journey Map becomes the foundation for your marketing and sales campaigns.

The Bold approach to creating a Customer Journey Map begins with developing your customer personas – avatars that represent your customers. Learn more about our methodology for creating data-driven customer personas here. 

Bold leverages the customer personas to develop an understanding of the information channels used by your customers and the topics that are of greatest interest to them. 

There are many different templates for mapping out the customer journey. In our experience the best Customer Journey Maps have six stages, Motivation, Awareness, Consideration, Purchase, Retention & Expansion and Advocacy. These stages are consistent across industries. We then break down each stage into steps based on the specific buying pattern of customers within an individual client market.

Shown here is an example of the steps and stages for a customer purchasing enterprise-grade software. 

Bold’s approach includes a Motivation stage at the beginning of the journey. During this stage customers are beginning to recognize a need for a solution to a particular issue or challenge they face. We have found that carefully engaging with customers at the Motivation stage can yield major rewards as the customer moves into the Consideration and Purchase stages. This is particularly important given that today customers in the Consideration stage do a considerable amount of research on their own before they ever talk to a vendor. 

Bold works with clients to build out the marketing and sales content and activities that will engage customers at every step of the customer journey – for each customer persona. Building out the Customer Journey Map across customer personas will ensure your marketing activities and campaigns effectively guide your customers along their journey – and ultimately to your door. This Customer Journey Map will also help align resources, ensuring marketing and sales activities are in sync, thereby optimizing marketing spend and sales effectiveness. 

This Customer Journey Map example shows how Bold built out the map for one client according to the needs of each of the client’s customer persona groups as they moved through their buying journey. 

For additional information about the Bold approach to Customer Journey Maps, check out this Bold blog that offers six steps to aligning your marketing strategy with your customer’s journey.

We also recommend this Bold blog that shows how to leverage a Customer Journey Map to improve the ROI on your LinkedIn advertising campaigns; a specific and practical example of the value of a well-developed Customer Journey Map.