customer acquisition in the cloud era
DESCRIPTION
Presented by Angela Leavitt of Mojo Marketing at Cloud Partners Conference & Expo in New Orleans, September 8, 2014.TRANSCRIPT
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Cost-effective Customer Acquisition for the Cloud Era
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SPEAKER
AngelaLeavitt Chief Mojo-Making Officer@mojomktg
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Agenda
• Why traditional lead gen is dead
• How customer acquisition has evolved
• A step-by-step guide to generating high quality
leads
• The plan in action
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Traditional Lead Gen is as Outdated
as the Mullet
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Let’s take a journey back in time...
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Remember when...?
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Remember when...?
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Welcome to the Information Age
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Those Were the Days!
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Fast Forward to 2014
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Email in 2014
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2014 Google
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2014 Google
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How do you make buying decisions today?
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How do we make decisions today?
Blogs Articles Consumer Guides
White Papers Case Studies Videos
Infographics News Podcasts
We research…online.
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How do we make decisions today?
We ask our socialnetwork.
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I hate to break it to you...
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Welcome to The Connection Economy
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Information Age Rules
Spamming cold lists worked well
So did cold calling
It was more of a numbers game
Biggest muscles would win
Online gimmicks & tricks could work
“Sprinters” could do well
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Connection Economy Rules
• Thought leadership reigns
• Prospects are educated into your funnel
• Building a “tribe” or fan base is essential
• Reviews, referrals, testimonials = $$
• Specialists & niches rule
• Strategic partnerships are invaluable
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Connection Economy Rules (cont.)
• Giving, giving, giving is the principle
• Your value = your relationships
• People are just as important than the
brands they represent
• Fewer sprints, more marathons
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Connection Economy Rules (cont.)
“Marketing has always been a grueling and competitive
sport – not unlike running a marathon. With the changes
in the buying process in media and technology, and
managing expectations, it’s like running a marathon as the
ground shifts beneath your feet.”
David Raab, Author, “Winning the Marketing Measurement Marathon”
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Thanks a lot, Internet!
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What the Experts are Saying…
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“Inbound” is the New Marketing200 million Americans registered on the FTC “Do Not Call” list
89% of Internet users now search online before making a purchase
By 2020, customers will manage 85% of their relationship without a human
Companies using inbound marketing have 55% more traffic & 70% more leads
Inbound marketing can cut the cost of deal acquisition in half
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Is Content King?
Creative Content
Is King
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Creative Content is King.
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Change is hard, but necessary.
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Generating leads is like building an orchard...
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The Good News...
• It naturally weeds out fakers
• It continues to build on itself
• It multiplies exponentially
• The playing field is leveled
• Very few are willing to do what it takes
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Your Goal: Harness the Power
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Step-by-Step Guide
• Think of your largest/most recognized company
• Develop case study, video testimonial, other
endorsement
• What industry are they in?
• Learn that industry’s jargon
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• Develop messaging around your specialization
• Put it everywhere– Website
– Business cards
– Collateral
– Social pages
– Video content– Blog– Infographics
Step-by-Step Guide
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• Find the industry’s associations– Volunteer on their committees
– Write blogs/articles for their publications
– Participate in their LinkedIn groups
– SPEAK at their events
– Build relationships with their media people
– Record targeted videos
– Be creative
– Develop a TRUE PARTNERSHIP
– Work promotions through your partnership
Step-by-Step Guide
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• Leverage Big Data– Follow your prospects around the web
(Google remarketing, Facebook ads, etc.)
– Never been easier to target your EXACT audience
– What they’ve purchased
– What their interests are
– Everything is moving toward “pay to play”
Step-by-Step Guide
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The Results?
• Increased referrals
• More trust (less having to “sell”)
• Shorter sales cycles
• Price becomes less of an issue
• Prospects contact you pre-sold
• More invitations to speak
• The more of a “Rock Star” you become
in that industry, the more leads and
referrals you will receive
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The Plan in Action
Here are some ways we leverage the Connection Economy.
Feel free to borrow or steal!
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Niche industry: Telecom
Partner association: Channel Partners
The Plan in Action
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The Plan in Action
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The Plan in Action
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The Plan in Action
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The Plan in Action
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The Plan in Action
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The Results?
• 80% + growth each year since inception with no dedicated sales person
• “I’m calling because I see you specialize in telecom…”
• #1 on Google for “Telecom Marketing”
• “I’ve watched all your videos. I feel like I know you. You get me and my industry. How can we work together?”
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QUESTIONS?
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THANK YOU!