Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP...

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Digital strategy in marketing and sales Workshop Series 3 – After Sale Edward Nugent & Givi Kokaia

Transcript of Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP...

Page 1: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Digital strategy in marketing and salesWorkshop Series 3 – After Sale

Edward Nugent & Givi Kokaia

Page 2: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Today’s focus

The workshop

Follow up Lead to Sales

Business Design examples

Summary and the next steps

After Sales andCustomer Journey

Page 3: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

WORKSHOP OBJECTIVES

Better understandingof the After Sales

process

Get ideas for yourown business

PROJECT OBJECTIVESUnderstand your customer perspective A starting point of your digital strategy

Get started with actions

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After sales and Customer Journey

Page 5: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Suggest tipsEncourage usage

Take responsibility

Encourage repurchase Follow-up

Value it

Page 6: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Taking responsibilityAs part of the

businessNot just NPS

Having oneBenefit from one

Make it easy

Page 7: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Customer Journey Example – After Sales

Lead Generation Lead to Sales

What customers do – Red pen What we do – Blue pen

Onboarding

Assign staff Meet

Consume– start to use the system

Feedback – change requests

Repurchase – new requirement/territory

Terminate

Reporting system

Page 8: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Your Customer Journey – After Sales

Lead Generation

Lead to Sales

After Sales

What do customers do to

evaluate their purchase?

How do your customers

repurchase from you?

How do your customer make

referrals?

Page 9: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Your Customer Journey – After Sales

Lead Generation

Lead to Sales

After Sales

What do you do to reinforce your

customers decision to buy from you?

How do you help customer use the product and buy

more?

How do you help them refer you?

Page 10: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Your Customer Journey – After Sales

Lead Generation

Lead to Sales

After Sales

What else can you do in after

sales?

Page 11: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Summarize in your After Sales template

After Sales

CONSUME REFERRAL

Customer actions

Our current actions

Additional actions

Page 12: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Business Design examples

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- RIP Card- Incentive

Sequence- short- long

- Tips- Inspire

- Tips- Showcase

- Trade in- Repair

A/B test (RIP)WebPagesAutoresponder

RIP card returns

RIP card/cust

LTVLTP

After sales example – Physical Store

Get repeat sales • Know who is using the

product (gifting)• Mitigate the online threat

Get repeat sales • Know who is using the

product (gifting)• Mitigate the online threat

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Email or call

Raise Awareness –Articles, attend

tradeshows

Awareness – Publishresults and stats

Submit RFP/I

Call or clarification meeting

Lead Generation Lead to Sales

Negotiation meeting

Networking: Regular client/ partner meetings

Bus Intel- Contact network

Becomes Aware –Article, tradeshow

Awareness – Bad experience

Awareness – web research and contacts

Evaluate – call or clarification meeting

Decide– Internal MeetingConsider –RFP or RFI

Evaluate – negotiation meeting

Consider –market review

Onboarding

Assign staffMeet

Consume– start to use the system

Feedback – change requests

Repurchase – new requirement/territory

Terminate

Reporting system

1. Understand how your customers buy

2. What can you do to help them

3. What Digital tools can help you

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Prioritise your action plan and starting point

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The Framework for Business Design

• Purpose• Structure• Get the complete picture• Prioritise• Measure • Evolve and improve

• It is a starting point to then make your own

Not painting by numbers

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Survey mth 1, Q1

Review meeting

Monthly

Cust specific

Cust Tips

Examples

Tool

Quarterly -

posted

“Typeform”

“Autopilot“

Scanning tool

Client

retention

LTV / LTP Cust. sat.

Profiling

Case studies

Leads

Audience

Email

Ongoing (tool)

Manual

update

Follow-up

Monthly (intel)

LI (InMail)

Monthly post

Incentive to click

Incentive (online)

From Newsletter

From Meeting

Exhibition

Networking

Content

Sponsor

Visible

Sales

# & value

Follow-up

meetings

Engage.

(scoring)

Meetings # Leads #

Ads (audiences)

Pre-event posts

Post-event post

Sponsorship

Defined

segments

Exhibitions 1-2

Networking

Articles

- Branding

- Intel driven

lead gen

Market Intel

Best practice

- exhibition

- site visitors

- profiling

LI (InMail)

LI connect

By audience

By behaviour

Partners

Indus Influencers

Ongoing

Additional

Customer centric

Leadership

positioning

“Typeform”

“Autopilot“

Scanning tool

LinkedIn

Ad platform

Scanning tool

,

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• A measure on how well you are achieving a key business objective

• Take care:- You get what you measure- Don’t limit your business with targets

Key Performance Indicators (KPIs)

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Summary and Next steps

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2. CUSTOMER JOURNEYReview your Customer Journey and overlay your Digital Scorecard.

3. DIGITAL ACTION PLANDecide on the important actions needed to help business improvements.

1. DIGITAL SCORECARDUndertake a Digital Scorecard and see current use of digital

4. IMPLEMENT AND FOLLOW UPImplement the agreed action

plan in 1, 3 and 6 month blocks with follow-up reviews

DIGITAL STRATEGY FOR GROWTH

The 4 step process we take you through

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Your next step à Prioritise your action plan and starting point

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Implementation and continued support along the way.

Understand how yougenerate leads.

1

Lead Generation

2

Lead to Sale

Understand yoursales process from Lead to Customer.

3

After Sale

Understand whathappens after the sale and tie it all

together.

2Action plan follow up

1Digital

Scorecard

Workshops

After that à Individual meeting with Almi

Page 23: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Lastly à Join alumnigroup for implementation follow up

Support in your implementation and follow up5

Alumni Group

Implementation follow up and

alumni introduction

Invitation sent each monthALUMNI MEETING OBJECTIVES1. Chance to reflect on your business2. Support and follow up on implementation3. Share and gain knowledge from others

Page 24: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

Going forward

JUST DO IT!

Attend Alumni meeting

Meet with Almi

Complete your action plan template.

Finalise your customer journey à Put it all togetherCustomer actions Current actions Additional actions

Page 25: Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP Cust. sat. Profiling Case studies Leads Audience Email Ongoing (tool) Manual update

THANK YOU, REVIEW NOW AND SEE YOU

NEXT TIME!