Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP...
Transcript of Digital strategy in marketing and sales...“Autopilot“ Scanning tool Client retention LTV / LTP...
Digital strategy in marketing and salesWorkshop Series 3 – After Sale
Edward Nugent & Givi Kokaia
Today’s focus
The workshop
Follow up Lead to Sales
Business Design examples
Summary and the next steps
After Sales andCustomer Journey
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
After sales and Customer Journey
Suggest tipsEncourage usage
Take responsibility
Encourage repurchase Follow-up
Value it
Taking responsibilityAs part of the
businessNot just NPS
Having oneBenefit from one
Make it easy
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
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?
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?
Your Customer Journey – After Sales
Lead Generation
Lead to Sales
After Sales
What else can you do in after
sales?
Summarize in your After Sales template
After Sales
CONSUME REFERRAL
Customer actions
Our current actions
Additional actions
Business Design examples
- 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
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
Prioritise your action plan and starting point
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
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
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
Ad platform
Scanning tool
,
• 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)
Summary and Next steps
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
Your next step à Prioritise your action plan and starting point
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
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
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
THANK YOU, REVIEW NOW AND SEE YOU
NEXT TIME!