Sylvain Davril presents how he formalizes customer journeys at Merlin/Leonard; and how he can easily build a campaign plan with Miro.
How to share a customer journey and a campaign plan? Discovering Miro
Question :
How to easily and visually share a customer journey with the marketing team and other stakeholders? How to build a campaign plan?
The facts:
- Marketing campaigns should systematically result from a customer journey leading to an offer, and be inspired by a buyer persona. In practice, this is quite difficult to achieve, especially because of the difficulty of working together on these elements.
- Decentralized teams (Marketing vs. Sales or Marketing vs. IT or Group vs. Region) have a hard time sharing a global vision of customer journeys, iterating on them easily and simply exchanging. I rarely come across these elements in the clients I meet.
The solution:
Miro is a shared “whiteboard” solution. https://miro.com/
It natively embeds many pre-installed models, including a customer journey model.
It also allows you to create your campaign plans very easily.
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