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
Before we dig into everything, it's important to be able to
structure your marketing efforts around your customers'
We can consider this in 4 major phases:
- How customers can become aware of you, and what motivates them
to pay you any attention.
- What gets them to remember you, or register you.
- How you can maintain a relationship between those two events,
so that when the buying decision happens, you're remembered and
- What happens in their lives that triggers a purchase.
Not all these phases happen every time, but they're a good
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
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!