Building Rela,onships & Revenue with Lifecycle Marke,ng
Presented by Ma> Heinz of Heinz Marke,ng and Troy Burk of Right On Interac,ve
#ROIx
Troy is the CEO and founder of Right On Interac,ve. He is a recognized thought leader and speaker on the
topics of lifecycle marke,ng, marke,ng automa,on, lead scoring and nurturing, and email marke,ng.
Ma> began Heinz Marke,ng in 2007. He has over 15 years of marke,ng, business development and sales experience from a variety of organiza,ons, ver,cal industries and company sizes.
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Agenda
• Value of customer rela,onships • Defining the “Ideal Customer” • Segmenta,on, Quadrants, Personas • Developing Rela,onships through Content • The Power of Social Media • Key Takeaways
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Good Customer Rela,onships • Repeat customers spend 33% more than new customers • Referrals among repeat customers are 107% greater than non-‐customers • It costs 6x more to sell something to a prospect than to a current customer
-‐ Dr. Philip Kotler
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Poor Customer Rela,onships • Consumers are two ,mes more likely to share their bad customer service
experiences than they are to talk about posi,ve experiences. (2012 Global Customer Service Barometer)
• It takes 12 posi,ve customer experiences to make up for one nega,ve experience. (Parature)
• A 10% increase in customer reten,on levels result in a 30% increase in the value of the company. (Bain & Co)
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Finding the Ideal Customer According to Seth Godin, an ideal customer is someone or another organiza,on who…
• Wants your products and/or services; • Has the ability to pay for the product and/or services; and
• Has the authority to purchase your product and/or services.
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Finding the Ideal Customer Marketers today are collec,ng a TON of data!
Brands & organiza,ons on Facebook receive 34,722 “Likes.”
Foursquare users perform 2,083 check-‐ins.
Email users send 204,166,667 messages.
Consumers spend $272,070 on web shopping
Google receives over 2,000,000 search queries.
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Segmenta,on and 3D Scoring
Within each lifecycle stage, customers and prospects will fall into one of four quadrants based on profile fit and level of engagement.
Ideal Fit & More Engaged
Ideal Fit & Less Engaged
Not Ideal Fit & Less Engaged
Not Ideal Fit & More Engaged
Engagement
Profi
le
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Developing Rela,onships through Content Content strategy in one sentence:
“Sell the hole, not the drill.”
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Developing Rela,onships through Content
1. Find & engage prospects “upstream” before they are ac,ve buyers
2. Par,cipate in their communi,es as a peer to build trust & credibility
3. Use research tools to customize approach with new targets
4. Publish your own source(s) of value-‐added content to a>ract new prospects to you
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Engagement Through the Lifecycle Journey
Thought Leadership
Solu,on Knowledge
Solu,on Valida,on
On Boarding
Value Proposi,on
Solu,on Referral
White paper Market report E-‐books Tradeshows Blogs Social media
Events White paper Business case Webinar Drip mktg
CRM Use case Demo videos Buyer’s guide One-‐to-‐one
How to video Tips & tricks Best pracIces IncenIves One-‐to-‐one
Exclusive access Value add Customer event TesImonials Network
Surveys Reviews Referral offers InnovaIon Success stories
Goa
ls Co
nten
t SoluI
ons Life
cycle Journe
y
Discover Explore Buy Use Ask Engage
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What do customers care about?
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The Buying Progression
Problem/Pain Solu,on Objec,ve/Outcome
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Three Content Ques,ons
• What do I want people to see, hear and/or learn?
• What do I want people to think?
• What do I want people to do?
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Jill Rowley, top sales rep, 7 of 8 years:
• Cold Calling vs. Social Prospec,ng ₋ 50% increase in opportunity crea,on
• Lead to Engaged Opportunity Accelera,on ₋ 25% higher conversion rates
• Social Proximity Lead Distribu,on
₋ 35% be>er response rates
The Power of Social Media
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Key Takeaways • Everyone has a lifecycle
• Segment first based on lifecycle stage
• Determine ideal customer and track all engagement
• Deliver a be>er customer experience with relevant content, and communica,ons (Stage, Quadrant, Personas)
• Process, People, Plaporms, Content
• Strategies, Tac,cs and Tools #ROIx
Ques,ons???
Troy Burk Right On Interactive @troyburk @roi_marketing
Matt Heinz Heinz Marketing
@HeinzMarketing
#ROIx
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