Personalizing Customer Journeys

🗺️ AirBnB Customer Journey Blueprint, a wonderful practical example of how to visualize the entire customer experience for 2 personas, across 8 touch points, with user policies, UI screens and all interactions with the customer service — all on one single page. AirBnB Customer Journey (Google Drive): https://lnkd.in/eKsTjrp4 Spotify Customer Journey (High-res): https://lnkd.in/eX3NBWbJ Now, unlike AirBnB, your product might not need a mapping against user policies. However, it might need other lanes that would be more relevant for your team. E.g. include relevant findings and recommendations from UX research. List key actions needed for next stage. Add relevant UX metrics and unsuccessful touchpoints. That last bit is often missing. Yet customer journeys are often non-linear, with unpredictable entry points, and integrations way beyond the final stage of a customer journey map. It’s in those moments when things leave a perfect path that a product’s UX is actually stress tested. So consider mapping unsuccessful touchpoints as well — failures, error messages, conflicts, incompatibilities, warnings, connectivity issues, eventual lock-outs and frequent log-outs, authentication issues, outages and urgent support inquiries. Even further than that: each team could be able to zoom into specific touch points and attach links to quotes, photos, videos, prototypes, design system docs and Figma files. Perhaps even highlight the desired future state. Technical challenges and pain points. Those unsuccessful states. Now, that would be a remarkable reference to use in the beginning of every design sprint. Such mappings are often overlooked, but they can be very impactful. Not only is it a very tangible way to visualize UX, but it’s also easy to understand, remember and relate to daily — potentially for all teams in the entire organization. And that's something only few artefacts can do. Useful resources: Free Template: Customer Journey Mapping, by Taras Bakusevych https://lnkd.in/e-emkh5A Free Template: End-To-End User Experience Map (Figma), by Justin Tan https://lnkd.in/eir9jg7J Customer Journey Map Template (Figma), by Ed Biden https://lnkd.in/evaUP4kz Free Figma/Miro User Journey Maps Templates https://lnkd.in/etSB7VqB User Journey Maps vs. Service Blueprints (+ Templates) https://lnkd.in/e-JSYtwW UX Mapping Methods (+ Miro/Figma Templates) https://lnkd.in/en3Vje4t #ux #design

In the last 3 months, I've audited 50+ LinkedIn profiles for founders across industries. The results? Eye-opening. Most founders fall into predictable traps with their LinkedIn presence: 👉 They have professional achievements but amateur presentation 👉 They invest in business operations but neglect personal branding 👉 They know their value but struggle to communicate it effectively After transforming these profiles, here's what actually moved the needle: 1. Strategic Profile Photos We replaced casual selfies and cropped group photos with professional headshots that conveyed approachable authority. This single change increased profile visit-to-connection ratios by 35%. 2. Headline Transformation Generic titles like "Founder at XYZ Company" became strategic positioning statements that instantly communicated what they bring to the table. For example: "Helping eCommerce brands increase AOV by 40% | Founder of ConversionBoost | Ex-Shopify" 3. Banner Optimization This prime real estate is wasted by 90% of founders. We converted these into powerful CTAs with: 🍀 Clear offers 🍀 Specific results 🍀 Ways to connect The founders who implemented this saw a 27% increase in direct messages. 4. Authentic About Sections We completely rewrote these sections to balance personal journey with industry expertise—showing both the "why" behind their mission and the "how" of their solution. The key was weaving authentic storytelling with clear evidence of capability. 5. Custom Content Strategy For each founder, we created 60+ industry-specific content ideas tailored to their unique: 👉 Expertise 👉 Target audience 👉 Business objectives Unlike generic "thought leadership," these strategies focused on connecting with potential clients through problem-solving content. The results were transformative: One SaaS founder received 3 partnership offers within weeks A sustainability consultant was shortlisted for an industry award they didn't apply for A B2B service provider hired their dream CTO after attracting attention My biggest takeaway? Most founders try to implement unfocused LinkedIn "hacks" without a coherent strategy. They generate views but not sales. The founders who succeeded focused on strategic positioning first, engagement second. Your LinkedIn profile isn't just digital wallpaper—it's often the first impression potential clients, investors, and talent have of you and your business.

I believe it's inevitable that niche, deeply researched content is the future of content marketing in b2b. So much so, that we're betting the house on this thesis at storyarb. What you're about to read is our exact content marketing strategy that we'll be using to drive trust & revenue for our business in 2025. Feel free to copy (or better yet, hire us to do it)... Step 1: Who is our Market of 1? - Head of Marketing at a growth-stage B2B business (>$10m rev) Step 2: What are the specific goals of our content strategy? - Add value: every piece of content should be bookmark worthy...so high value that our ICP feels compelled to save it & reference it later to improve at their job - Build trust: +20% MoM direct site traffic - Drive qualified pipeline: +20% increase in demo requests from ICP Step 3: What channels are we focusing on? - Rented: Long-form blog content + Exec social content - Owned: Weekly editorial email newsletter Step 4: What are our content pillars? - Content Marketing - Demand Gen - B2B Step 5: What does the content strategy look like in practice? 1) Interview/research-based case studies (not customer case studies) Series name: Fine Tuned Description: A deeply researched, highly detailed breakdown of the most successful content demand engines in B2B. The channels, the content formats/focus, the funnel, the metrics, the team/responsibilities. Additional: Weekly release of a Fine Tuned essay (on storyarb site) that is email-gated to read the whole thing (and amplified via our newsletter & exec social) 2) Weekly/bi-weekly email newsletter Newsletter name: The Lead Description: Option 1 - Curation & commentary on the best content marketing campaigns that companies were actively doing in the wild this week Option 2 - A long-form case study on a content marketing campaign that a B2B company is actively doing with our analysis After the playbook have a section that has links to content marketing news, tools/strategies, and ofc our Fine Tuned essay from the previous week. 90% value add, 10% value extract 3) Exec social from 3 storyarb employees Abby Murray: Persona: The Content Marketing Agency Owner 1-liner: Stories from running storyarb that has lessons/stats/wins/updates interwoven. Alex Lieberman: Persona: The Content & Marketing Obsessed Entrepreneur 1-liner: Spotting trends, brainstorming ideas, and identifying genius in the world of content & marketing Magda Cychowski:  Persona: The B2B Content Marketer 1-liner: Breaking down specific strategies that content marketers & b2b demand gen teams can take to level up their org. Additional: - 90% of the content should be value add, 10% should be value extract. - Each person should be boosting each Fine Tuned (case study) and Lead (newsletter) through the lens of their specific persona to drive their distribution to our email capture & owned audience.

Most companies don't need more content. They need better, more strategic, value-driven content. 🚀 👉 Copying your competitors? It only adds to the noise — it doesn’t differentiate you, and it definitely doesn’t drive pipeline. Here’s what to do instead if you're serious about scaling content the smart way: → Audit your existing content — identify what's driving outcomes (not just traffic). → Align your strategy with your Sales, Product, Success, and Support teams — integrate real customer feedback into your content plan. → Map your content to the full buyer journey — awareness → consideration → decision → expansion. → Focus on intent over volume — not every high-volume keyword matters to your funnel. → Identify opportunity gaps where you can genuinely add value, not just "rank." → Build content clusters around your core solutions to strengthen topical authority. → Refresh and optimize existing content regularly to keep it aligned with evolving customer needs. → Treat SEO as a distribution channel, not a content strategy. → Prioritize formats that match intent — blogs, webinars, guides, comparison pages, customer stories. → Measure what matters: influenced pipeline, sales velocity impact, time-to-value reduction — not vanity metrics. Content marketing isn’t about churning out more. It’s about building a real growth engine — one piece of strategic content at a time. Need help turning your content into a revenue-generating machine? Drop me a DM and let's get talking! 👋 #contentmarketing #b2bsaas #b2bmarketing #saasmarketing #seostrategy #b2bcontent

🛍️🎯 Personalization in B2C Marketing: Enhancing Customer Experiences In the realm of B2C marketing, personalization is a powerful tool that can significantly enhance customer experiences and drive brand loyalty. Let's delve into the importance of personalization and explore strategies for tailoring messages, recommendations, and promotions to individual consumer preferences: **1. Understanding Individual Preferences: Personalization starts with understanding your customers on an individual level. Collect data on their purchase history, preferences, and interactions with your brand across various touchpoints. **2. Segmentation for Targeted Communication: Use segmentation to categorize your audience based on shared characteristics. This allows you to create targeted marketing campaigns that resonate with specific groups, delivering more relevant content. **3. Tailored Messaging and Content: Craft personalized messages that speak directly to the interests and needs of your customers. Whether it's email marketing, social media posts, or product recommendations, tailor the content to match individual preferences. **4. Dynamic Website Content: Implement dynamic content on your website that adapts based on user behavior and preferences. This can include personalized product recommendations, content suggestions, or even a personalized homepage experience. **5. Personalized Email Campaigns: Leverage personalization in email campaigns by addressing recipients by name and recommending products or content based on their past interactions. Use dynamic content blocks to tailor the email content for different segments. **6. Recommendation Engines: Implement recommendation engines on your website and other digital platforms. These engines analyze user behavior to suggest products or content that align with individual preferences, fostering a personalized shopping or browsing experience. **7. Behavioral Retargeting: Utilize behavioral retargeting to reconnect with users who have visited your website but didn't make a purchase. Display personalized ads showcasing the products they viewed, encouraging them to return and complete the transaction. By embracing personalization in B2C marketing, businesses can foster stronger connections with their audience, increase customer satisfaction, and ultimately drive higher conversion rates. 🛒💻 #B2CMarketing #Personalization #CustomerExperience

Inflation can erode consumer purchasing power, forcing businesses to rethink their pricing and product strategies. #BigBazaar, one of India’s leading retail chains, turned to real-time sales data to make smarter, faster decisions—and here’s how they did it. 🔍 𝐓𝐡𝐞 𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞: With rising inflation, BigBazaar noticed: ✔️ A decline in premium product sales ✔️ More customers opting for smaller pack sizes ✔️ A shift toward private-label and economy brands Without clear data insights, adjusting to these changes would have been a guessing game. 📈 𝐓𝐡𝐞 𝐃𝐚𝐭𝐚-𝐃𝐫𝐢𝐯𝐞𝐧 𝐒𝐨𝐥𝐮𝐭𝐢𝐨𝐧: Instead of reacting late, BigBazaar leveraged real-time analytics to track purchasing patterns at the SKU level. This enabled them to: ✅ Identify a growing preference for budget-friendly alternatives ✅ Adjust procurement and stocking strategies to align with demand ✅ Optimize promotions by offering targeted discounts on trending products rather than blanket price cuts 💡 The Result: ✔️ A 12% increase in sales for private-label products (Tasty Treat, Golden Harvest) ✔️ A 9% improvement in customer retention among price-sensitive shoppers ✔️ Reduced excess inventory of slow-moving premium items 🎯 Key Takeaway: In uncertain times, data beats intuition. Businesses that track real-time trends can pivot quickly—ensuring they meet customer needs while protecting profitability. 𝑯𝒐𝒘 𝒊𝒔 𝒚𝒐𝒖𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒖𝒔𝒊𝒏𝒈 𝒅𝒂𝒕𝒂 𝒕𝒐 𝒏𝒂𝒗𝒊𝒈𝒂𝒕𝒆 𝒊𝒏𝒇𝒍𝒂𝒕𝒊𝒐𝒏? #DataDrivenDecisionMaking #DataAnalytics #

AI is taking over our world! NOT. Many times, AI will fail to produce the results that we want. That's why it's important to come up with a 𝗛𝗨𝗠(𝗔𝗜)𝗡 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆. I'll do it in the context of XYZ Corporation. 📌 𝗖𝗼𝗻𝘁𝗲𝘅𝘁: 𝗫𝗬𝗭 𝗖𝗼𝗿𝗽𝗼𝗿𝗮𝘁𝗶𝗼𝗻, a leading consumer electronics company, is facing challenges in highly personalized marketing at scale. They want to utilize 𝗔𝗜 to understand consumer preferences better and tailor their marketing strategy. Here's how the 𝗛𝗨𝗠(𝗔𝗜)𝗡 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝘆 can help: 🍊 𝟭/ 𝗛𝘂𝗺𝗮𝗻 𝗚𝘂𝗶𝗱𝗮𝗻𝗰𝗲: 𝗔𝗰𝘁𝗶𝗼𝗻: Formed a dedicated team of marketing experts and data scientists to oversee AI operations. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Ensured that AI-driven recommendations aligned with brand values and marketing objectives. 🍊 𝟮/ 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗖𝗼𝗻𝘁𝗲𝘅𝘁: 𝗔𝗰𝘁𝗶𝗼𝗻: Integrated contextual customer data (e.g., browsing behavior, purchase history, social media interactions) into AI models. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: AI developed a nuanced understanding of customer needs, enhancing the relevance of marketing messages. 🍊 𝟯/ 𝗠𝘂𝘁𝘂𝗮𝗹 𝗟𝗲𝗮𝗿𝗻𝗶𝗻𝗴: 𝗔𝗰𝘁𝗶𝗼𝗻: Implemented feedback loops where marketers adjusted campaign parameters based on AI insights and vice versa. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Continuous improvement in campaign effectiveness and customer understanding. 🍊 𝟰/ 𝗔𝗱𝗮𝗽𝘁𝗮𝗯𝗶𝗹𝗶𝘁𝘆: 𝗔𝗰𝘁𝗶𝗼𝗻: AI algorithms were designed to adapt to new market trends and consumer feedback in real-time. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Campaigns remained relevant and responsive to the dynamic market conditions. 🍊 𝟱/ 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻: 𝗔𝗰𝘁𝗶𝗼𝗻: Integrated AI tools seamlessly into existing marketing platforms, allowing for automated yet personalized customer communications. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Increased operational efficiency and consistency in customer engagement across channels. 🍊 𝟲/ 𝗡𝗮𝗿𝗿𝗮𝘁𝗶𝘃𝗲 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴: 𝗔𝗰𝘁𝗶𝗼𝗻: Leveraged AI to analyze and generate customer-centric narratives for content marketing. 𝗢𝘂𝘁𝗰𝗼𝗺𝗲: Enhanced emotional connection with customers, leading to higher engagement rates. ☑️ 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁: 40% increase in customer interaction with targeted campaigns. 𝗖𝗼𝗻𝘃𝗲𝗿𝘀𝗶𝗼𝗻 𝗥𝗮𝘁𝗲𝘀: 30% improvement in conversion rates from personalized marketing efforts. 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗦𝗮𝘁𝗶𝘀𝗳𝗮𝗰𝘁𝗶𝗼𝗻: Significant improvement in customer feedback on personalized experiences. 𝗧𝗵𝗶𝘀 𝗰𝗼𝘂𝗹𝗱 𝗯𝗲 𝘆𝗼𝘂! (𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗮𝗻𝘆 𝗼𝗳 𝘁𝗵𝗲 𝗵𝗮𝘀𝘀𝗹𝗲) 👞 ♻️ Hit repost to share with others! —-—-—-—-—-—-—-—-—-—-—-—-—-—- 🍊 Join 𝗧𝗵𝗲 𝗝𝘂𝗶𝗰𝗲𝗿, my weekly newsletter on AI, tech, and self-improvement and I'll send you my 𝗙𝗥𝗘𝗘 𝗔𝗜 𝗕𝘂𝗻𝗱𝗹𝗲 𝙞𝙣𝙨𝙩𝙖𝙣𝙩𝙡𝙮: https://lnkd.in/gaR4DfSq #artificialintelligence #ai #aistrategy #marketing

🤔 CDP: Customer data paralysis - the hidden challenge many businesses face We often talk about Customer Data Platforms, but let's address another CDP that's quietly festering away businesses: Customer Data Paralysis. This paralysis occurs when businesses collect non-strategy aligned, or vast amounts of customer data but struggle to turn it into actionable value. The symptoms? Siloed teams, disconnected initiatives, and a lack of clear ROI from your customer data investments. The cure isn't another tech solution. It's about fundamentally rethinking your customer data strategy: 💡 Start with the 'why' Define the specific role customer data plays in driving your business objectives. What decisions will it inform? What experiences will it enhance? 🤝 Build cross-functional bridges Customer data isn't just Marketing's responsibility. Create an operating model that brings together marketing, sales, product, and technology teams with clear ownership and accountability. 📈 Design for value delivery Map out how customer insights flow from data collection to business impact. Each step should demonstrate tangible value, from improved customer experience to increased revenue. The most sophisticated and robust data infrastructure means nothing without a clear strategy and collaborative framework to activate it. Your board doesn't care about data sophistication - they care about business outcomes. Break free from Customer Data Paralysis. Start with strategy, align your organization, and build a value-driven approach to customer data that resonates from the front line to the boardroom. #customerdata #digitaltransformation #businessstrategy #leadership #datadriven

Content marketing isn’t just about visibility—it’s about building trust, showcasing expertise, and offering value before potential clients even step through your doors. For law firms, it’s essential to focus on strategies that genuinely resonate with your audience. Here are key approaches that have proven successful: 1️⃣ Case Studies: Bring Your Expertise to Life People trust examples of real-world results. Sharing anonymised case studies demonstrates how your firm handles challenges and achieves outcomes. Highlight the problem, your approach, and the resolution. Example: “Our client faced a complex property dispute, but through strategic negotiation, we secured a favourable outcome without going to court.” 2️⃣ FAQs: Answer Questions Before They’re Asked Legal clients often have pressing questions before they commit to hiring a solicitor. Creating FAQ content can position your firm as a reliable and helpful resource. Example FAQs: “How much does a family law consultation cost?” “What should I bring to my first meeting with a solicitor?” Providing clear, direct answers builds confidence and encourages potential clients to reach out. 3️⃣ Gated Resources: Exchange Value for Leads Offering downloadable guides or checklists is an effective way to engage potential clients while growing your email list. Examples of valuable resources: “Top 10 Mistakes to Avoid After a Car Accident” “Your Step-by-Step Guide to Probate” “Understanding Your Rights as a Tenant” This approach not only educates your audience but also identifies prospects who may need your services. 4️⃣ Explainer Videos: Simplify Complex Concepts Legal processes can feel overwhelming to the average person. Short, engaging videos can break down these concepts, making them easier to understand. Topics could include: “What Happens During a Divorce Mediation?” “The Basics of Filing a Personal Injury Claim in the UK.” These videos not only educate but also humanise your firm, building rapport with potential clients. 5️⃣ Build a Content Plan for Consistency Consistency is critical. Posting content regularly on your website and social media channels ensures your audience stays engaged. Create a schedule for blogs, videos, and social posts that align with your target audience’s needs and your firm’s areas of expertise. Content marketing done right doesn’t just attract clients—it creates meaningful connections that keep your firm top of mind. 💬 What content marketing approach has worked best for your firm? Share your thoughts or ask questions in the comments below!

I made a cheat sheet for Functions on Shopify Plus. Read this for inspiration, or if you just want to know whether something is feasible or not. These are listed in their order of execution. --- #1. Cart Transform Edits the cart's line items. It lets you: - Set an exact price to any line item. - Bundle items automatically. - Split an item into multiple automatically. - Update an item's title or image. --- #2. Discount Applies custom product, order, and shipping discounts. Think of it like a native discount, except that it lets you use: - Any complicated logic to allow a discount. - Custom line and cart attributes as criteria. - Checkout-provided info (e.g. address) as criteria. - Shop metafields. It also lets you fetch information from external APIs. (Shipping discounts apply after #7.) --- #3. Fulfillment Constraints It lets you force a set of items to be fulfilled from: - A specified location (e.g. "Warehouse 1"). - The same location. If, based on those, some items of the order can't be fulfilled, the checkout shows a relevant message to the customer. --- #4. Order Routing When an order is created, the items are split into groups. And each group is fulfilled from a location. This function lets you prioritize which location will fulfill based on certain criteria, e.g. metafields. E.g. prioritize warehouses instead of the retail store. --- #5. Pickup Point Delivery Lets you show a map and list of pickup points. A third-party API can be integrated - you fetch the available points from it, based on the customer's chosen location. Each point includes info such as title, address, business hours, pickup costs. --- #6. Local Pickup Similar to the native functionality. But here, you can: - Show points based on cart and customer conditions. - Show a custom title and custom instruction. --- #7. Delivery Customization It lets you hide / rename / reorder delivery options. E.g. shipping carriers, local delivery, or pickup options. You can use a number of conditions based on the cart, checkout, shop - see #2 for examples. --- #8. Payment Customization Same as #7 but for payment methods. It also lets you set: - Payment terms (net, deposit, etc.). - A review requirement (created draft order first). --- #9. Cart and Checkout Validation Returns an error that prevents adding items and checking out, based on custom rules. You can use criteria similar to #2. It also lets you pick where exactly the error will be shown - e.g. the company field in checkout. #shopify #shopifyplus #ecommerce