1.1 Welcome

Note: This is still a rough version. It's missing extra slides and exercises but has the basic structure in place. I'd love your immediate thoughts after each video -- what do you understand, what's helpful, and what questions do you have? (I've also included my own notes in this version in case they're helpful -- but these'll be replaced by a few short paragraphs in the final version.)

Before we dig into everything, it's important to be able to structure your marketing efforts around your customers' lives.
We can consider this in 4 major phases:
  1. How customers can become aware of you, and what motivates them to pay you any attention.
  2. What gets them to remember you, or register you.
  3. How you can maintain a relationship between those two events, so that when the buying decision happens, you're remembered and preferred.
  4. What happens in their lives that triggers a purchase.
Not all these phases happen every time, but they're a good guideline.
The Customer Decision Journey effectively allows us to design marketing around: awareness channels, an ongoing customer relationship, and decision triggers in their lives.
Some people call this "the funnel." But beware! Assumption: we can convert people into customers right away.
Another pointer - marketing campaigns can be quick and simple, and they don't need to be deterministic. Often, you have to start and adapt along the way - but to do this, you still need structure and measurement.
We'll use this kickstarter campaign as an example, because there's no lag time with the relationship. On kickstarter, you basically have a few weeks to hit your target, so the marketing flow is clearer. Then we'll move to long-term and ongoing campaigns in later sections.
Bonus reading: The Customer Decision Journey - Mckinsey.
A quick overview of Mckinsey's research in how consumers actually buy things. I know it's Mckinsey, but this is surprisingly light and useful for startups!