Click the circles throughout the journey image below to learn more about the owners, goals, channels, and success metrics for each stage.
XOi Buyer and Customer Journey
Awareness
This is the first glimpse of XOi in the marketplace.
Owner: Marketing
Goal: Introducing the customer to a new category in field service technology. Product and brand awareness.
Channels: Social Media, Blogs and Content Marketing, Videos, Advertisements, PR
How we measure success: KPIs are set based on total organic and paid audience size, but typically include impressions, clicks from content to website, and website traffic.
Nurturing
This is where the customer is getting to know us.
Owner: Marketing
Goal: Encourage a lead action of "learning more" to convert marketing qualified leads.
Channels: Email campaigns, website, events, webinars, direct mail, retargeting ad campaigns
How We Measure Success: Website form conversions, email campaign responses, webinar attendance, event booth visits
Prospecting
This is where the customer begins to understand the specific benefit of XOi to their personal needs.
Owner: Sales (Business Development Representative)
Goal: Hook the customer and leave them wanting more.
Channels: Phone calls, zooms, emails, events
How We Measure Success: A job walk is scheduled with a prospect decision maker and XOi Account Executive
Marketing Ownership: Targeted email outreach sequences
Qualifying
Owner: Sales (Account Executive)
Goal: Uncover the pain points, needs, and problems for a prospect and schedule a demo of the product that will address all those points.
Channels: Meetings with presentation (job walk)
How We Measure Success: Job walk is completed successfully. Meaning, value points for the prospect are agreed upon to begin defining the business case.
Education
Owner: Sales (Sales Engineer, Account Executive)
Goal: Teach prospects how XOi solves their problems and adds value to their business.
Channels: Meetings with a product demo, intake form
How We Measure Success: Demo is completed and value is successfully communicated to the point where the prospect is ready to have a discussion about seeing a business case and signing a contract.
Proving
Owner: Sales (Account Executive)
Goal: Ensure the prospect sees and understands the value of XOi to their business enough to convert to closed won.
Channels: Meetings with a personalized business case, ROI shop
How We Measure Success: Decision meeting is scheduled (if needed) or the prospect agrees to become a customer
Closing
Owner: Sales (Account Executive), Customer Success Manager
Goal: Ensure an easy onboarding process
Channels: Salesforce, Contracts, Slack handoff to the CS team
How We Measure Success: The AE has efficiently led the customer through the purchase of XOi and the handoff to their CSM is timely, efficient, and the CSM has the pain points the customer is trying to solve for
Implementation
Owner:
Goal:
Channels:
How We Measure Success:
Retention
Owner: Customer Success
Goal: Ensure stickiness of XOi
Channels:
How We Measure Success:
Marketing Ownership:
Growth
Owner: Customer Success
Goal:
Channels:
How We Measure Success: Upsell on upgrades/ new products and features
Marketing Ownership: