joanna lord at sic2012 - rethinking customer acquisition

Rethinking Customer AcquisitionWhat the hell drives customers anymore?

Joanna LordVP of Growth Marketing

@joannalord

Seattle Interactive Conference, 2012

first a little history...

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Products

first a little history...

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Products Values

first a little history...

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Products Values Stories

but what does it mean to sell a story?

@joannalordSimon Sinek’s Ted Talk: http://bit.ly/dcDsbx

The Golden Circle Theory

Why?

How?

What?

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Why?

How?

What?

customer discovery is the “what”

What?

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customer attention is the “how”

Why?

How?

What?

How?

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customer acquisition is the “why”

Why?

How?

What?

Why?

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but there is a problem…

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marketers aren’t set up with for the why.

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we optimize for the what/how.

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we measure the what/how.

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we use models for the what/how.

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we spotlight our what/how.

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that’s nuts.

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we have to start thinking outside the box.

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10 Ways to Acquire Customers that

Love You.

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#1: Be Authentic.

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#1: Be Authentic.

“How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC

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#2: Rethink Trust

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#2: Rethink Trust

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#3: Conversion Evolution

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#3: Conversion Evolution

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#4: Invest in Your Story

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#4: Invest in Your Story

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#5: Design, Design, OMG Design

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#5: Design, Design, OMG Design

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#5: Design, Design, OMG Design

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#5: Design, Design, OMG Design

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#5: Personalize the Value

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#5: Personalize the Value…warning: don’t be an a**.

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#6. Make Loyalty Part of Acquisition.

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#6. Make Loyalty Part of Acquisition.

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#7: Push for Company Wide Awareness

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#7: Push for Company Wide Awareness

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#8: Offer a Resource

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#8: Offer a Resource

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#8: Offer a Resource

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#9: Trust Your Community

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#9: Trust Your Community

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#10: Embrace the Share

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#10: Embrace the Share

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#10: Embrace the Share

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WTF. That all sounds like a lot of work.

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Well yeah. Change usually is.

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Before having what they needed was enough.

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Not anymore. The bar has been raised.

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Customer acquisition includes:

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Customer acquisition includes:

brand.

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Customer acquisition includes:

voice.

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Customer acquisition includes:

service.

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Customer acquisition includes:

community.

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Customer acquisition includes:

loyalty.

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The game has changed.

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Now we have to.

Thank You! That’s all I got.

Questions? Email me: joanna@SEOmoz.orgOr let’s tweet: @joannalord