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.  

#ROIx  

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  

#ROIx  

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    

#ROIx  

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)  

#ROIx  

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.  

#ROIx  

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.  

#ROIx  

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  

#ROIx  

Developing  Rela,onships  through  Content  Content  strategy  in  one  sentence:  

“Sell  the  hole,  not  the  drill.”    

#ROIx  

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  

#ROIx  

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  

#ROIx  

What  do  customers  care  about?  

#ROIx  

The  Buying  Progression  

Problem/Pain   Solu,on   Objec,ve/Outcome  

#ROIx  

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?  

#ROIx  

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  

#ROIx  

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