Relationship marketing (AMA 052412)
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© Jeff Weinberger & DS3 Consulting www.dsthree.com Improve Your Relationshi ps - Starting Today! Jeff Weinberger
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How do you develop closer relationships with your prospects and customers? How much are those relationships worth to you? or to them? and how do you know? I delivered this presentation to the American Marketing Association's Virtual Exchange on May 24, 2012.
Transcript of Relationship marketing (AMA 052412)
© Jeff Weinberger & DS3 Consulting
www.dsthree.com
Improve Your Relationships - Starting Today!
Jeff Weinberger
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Marketing's Responsibility
Developing and managing relationships
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This story is fiction. Any similarity to real-life characters or events is purely coincidental.
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Engage When and How Targets Want
They tell us - we need to learn to hear it
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courtesy of touchpointdashboard.com
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Stop Shouting - Let Them Talk
Look closely at specific actions - no matter how small.
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Stop Shouting - Let Them Talk
Look closely at specific actions - no matter how small.
Profile based on action patterns
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www.dsthree.com
Stop Shouting - Let Them Talk
Look closely at specific actions - no matter how small.
Profile based on action patterns
Use your data & learn what question(s) to ask
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www.dsthree.com
Transformation
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Transformation
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Finding the Value
Revenue
Share of Wallet
LoyaltyReference
Disruption Potential
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Engaging Effectively
Learn the customer triggers
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Engaging Effectively
Learn the customer triggers
Design your communications around target-defined actions, and Listen. Hard.
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www.dsthree.com
Engaging Effectively
Learn the customer triggers
Design your communications around target-defined actions, and Listen. Hard.
Keep doing this after the sale! Repeat/on-going business and referals depend on it!
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www.dsthree.com
Engaging EffectivelyLearn the customer triggers
Design your communications around target-defined actions, and Listen. Hard.
Keep doing this after the sale! Repeat/on-going business and referals depend on it!
Build stronger, lasting relationships immune to competitors
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www.dsthree.com
What We’ve Learned
1) Engage in a two-way relationship - how and when the customer is ready
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www.dsthree.com
What We’ve Learned
1) Engage in a two-way relationship - how and when the customer is ready
2) Deliver what your customer needs - when and how they need it.
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www.dsthree.com
What We’ve Learned
3) Focus on building the relationship - from their perspective.
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What We’ve Learned
3) Focus on building the relationship - from their perspective.
4) Engaging at the point targets want to engage will lead more customers to your
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@jweinberger
www.dsthree.com
Start today.
Make your marketing more effective.
Thank you!
