How Does Dave Albano Score the Customer Value Journey?

TL;DR

Score the Customer Value Journey by rating each of its eight stages from awareness through promotion on a scale of 1 to 10, based on both what is in place and how well it performs. Dave Albano recommends establishing a baseline and rescoring every quarter to expose marketing gaps and measure progress. Read on for the specific criteria used to assess awareness, engagement, subscriptions, conversions, and later stages.

Transcript

hey guys dave albano back here with you again if you haven't been paying attention to the previous videos in this series this is all about the customer value journey go back and see the various stages that i walked you through the different levels that don't appear here go back and refresh your memories or for the first time see them for the first ... Read More

Key Insights

• The Customer Value Journey (CVJ) is a proprietary system by Digital Marketer.
• Scoring the CVJ involves evaluating eight stages from awareness to promotion.
• Each stage is scored on a scale of 1 to 10 based on robustness and performance.
• Awareness stage focuses on organic and paid traffic systems.
• Engage stage assesses content marketing and social media presence.
• Subscribe stage evaluates lead generation mechanisms like lead magnets.
• Convert stage looks at low-ticket offers or time investment opportunities.
• Regular scoring helps track progress and identify areas for improvement.

Questions & Answers

Q: How do you score the Customer Value Journey?

Rate each of the eight stages from awareness through promotion on a scale of 1 to 10. Judge both how robust and developed each stage is and how well its systems perform, then use the results as a baseline for improvement.

Q: What should you do before scoring the Customer Value Journey?

Identify the customer avatar before developing or scoring the journey because the framework is avatar-centric. You should also understand the stages and map what the business currently has in place at each one.

Q: How is the awareness stage scored?

Assess the strength of the organic and paid traffic systems that drive awareness, along with referral programs at the promote stage that feed awareness. Dave Albano says a company relying mainly on word of mouth and referrals, without robust SEO or paid advertising, might score only 2 or 3 out of 10.

Q: What should be evaluated in the engage stage?

Evaluate content marketing, social media presence, publishing activity, and audience interactions such as likes, shares, and comments. In Albano's fictional example, a Facebook page with little activity and a blog updated once a month earns roughly 3 to 4 out of 10.

Q: How is the subscribe stage scored?

Examine how many lead magnets the business has and whether they are performing, because this stage is about bringing leads into the business's ecosystem. A business with no lead magnets scores zero, while webinar registrations that collect leads can justify a higher score.

Q: Does a contact form make a strong subscribe stage?

Albano says many companies rely only on the form on their contact page and do not drive traffic to it. In his experience, this generates a trickle to no leads for most businesses, so it does not represent a robust subscription system.

Q: What does the convert stage assess?

The convert stage examines low-ticket offers or opportunities that ask prospects to invest time, such as a webinar. Its purpose is to create an initial conversion and begin the customer relationship.

Q: Why should businesses rescore the Customer Value Journey every quarter?

The initial scores establish a baseline for the business. Rescoring every quarter shows how each stage is progressing, reveals remaining gaps, and helps guide further marketing improvements.

Summary & Key Takeaways

• The video introduces a scoring system for the Customer Value Journey, a framework by Digital Marketer. It emphasizes the importance of assessing each stage, from awareness to promotion, on a scale of 1 to 10 to identify gaps and improve marketing strategies. Regular evaluation ensures businesses can adapt and grow effectively.

• Dave Albano explains how scoring your Customer Value Journey can reveal weaknesses in your business's marketing approach. By assessing stages like awareness, engagement, and conversion, businesses can pinpoint areas needing enhancement. This process, repeated quarterly, helps track progress and guides strategic improvements.

• The scoring system for the Customer Value Journey provides a structured way to evaluate and enhance marketing efforts. By scoring each stage of the journey, businesses can identify areas for improvement and ensure a more effective customer engagement strategy. This ongoing evaluation supports continuous business growth and adaptation.