grow and scale customer acquisition (and retention)
TRANSCRIPT
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Grow and Scale your Customer Acquisition &
Retention
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Hey, I’m Gary.
- Former Accountant.
- I’m a student of sales & marketing.
- I startups.
Intro
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Introduction
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WHAT IS YOUR CUSTOMER’S JOURNEY?
Sales Process
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WHAT IS INBOUND SALES?
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WHAT IS INBOUND MARKETING?
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Problem/Solution Discovery
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Customer Acquisition
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HOW TO TURN LEADS INTO CUSTOMERS
Convert Leads
Close Customers
Attract Visitors
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SMARKETINGSALES MARKETING+ =
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2.1. 3.COMMONLANGUAGE
SETTING UP THE PROCESS
UTILISING TOOLS
SMARKETING STEPS TO SUCCESS
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MIS COMMUNICATION
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Companies with strong sales and marketing alignment achieve
annual growth rate20%
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Compared to a
for companies with poor alignment
declinein annual revenue4%
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DEFINEYOURLIFECYCLE STAGES
Lead
MQL
SQL
Prospect/Visitor
Opportunity
Customer
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STEP
1
STEP
2
STEP
4
STEP
3
STEP
5
Calculatethe Marketing Side
DetermineBusinessGrowth
Calculatethe SalesSide
STEP
2
STEP
4
STEP
3
STEP
5
Calculatethe Marketing Side
Calculatethe SalesSide
Set up Marketing SLA Reporting
Set up Sales SLA Reporting
BUILDING SMARKETINGALIGNMENT
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=NEW
REVENUE GOAL
AVERAGE SALES PRICE
Determine Business Growth1
BUILDING SMARKETINGALIGNMENT
# of Customers
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NEW CUSTOMERS GOAL
LEAD TO CUSTOMER CLOSE
%
Calculate the Marketing Side2
=LEADS GOAL
BUILDING SMARKETINGALIGNMENT
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Calculate the Sales Side.3
BUILDING SMARKETIN
GALIGNMENT
The number of deals which go through a full sales process.
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Top Customer Acquisition Techniques
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BUILD AND EXECUTE YOUR SEO STRATEGY
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Influencer marketing
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2-sided referral bonuses and gamification
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USING MARKETING AUTOMATION TO NURTURE POTENTIAL
BUYERS FURTHER DOWN YOUR SALES FUNNEL
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101SMARKETING
HACKS
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Email Tracking: See who opens and clicks your emails
SALES ACCELERATION TOOL: HUBSPOT SALES
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Email Templates: personalise and save time
SALES ACCELERATION TOOL: HUBSPOT SALES
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Sales Content & Reporting: Understand what content is working.
SALES ACCELERATION TOOL: HUBSPOT SALES
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Meetings: No more back and forth with prospects
SALES ACCELERATION TOOL: HUBSPOT SALES
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AUTOMATED PRICING PAGE FOLLOW-UPS
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INTERNAL SALES REP NOTIFICATION EMAILS
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1
Inbound is about
being human
TAKEAWAYS
2
Alignment through shared
language
3
Metrics ensure we are all kept
accountable
4
Tools & platforms enable all
of this
KEY
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Customer Retention
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Customer Retention Rate =
((# Customers at End of Period - # Customers
Acquired During Period))
/ # Customers at Start of Period)) X 100
HOW TO CALCULATE YOUR CUSTOMER RETENTION RATE?
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WHEN SHOULD I START FOCUSING ON CUSTOMER RETENTION?
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TOMS: Begin with a mission.
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Starbucks: Empower customers with convenience.
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MeUndies: Use gamification and
referral programs.
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Customer Retention 101
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HIGHLIGHT CASE STUDIES DURING THE SALES PROCESS
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SET EXPECTATIONS EARLY AND OFTEN
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COMMUNICATE RESULTS ON A REGULAR BASIS
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Make memories around your shared successes
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Ask for feedback and act on this information
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Map out a consistent client experience
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Keep a record of communication and any past problems
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Build mutually beneficial relationship to increase loyalty
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KPI’s to think about
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Metric What it means if number increase?
Customer Acquisition Cost (CAC) All sales & marketing costs incurred in the period - divided
by total number of customers earned in the period
Marketing % of Customer Acquisition
Cost (M%-CAC)
Take all marketing costs - divided by all sales & marketing
costs used to compute CAC
Ratio of Customer Lifetime Value to CAC
(LTV:CAC)
To compute LTV, take annual payments from a customer,
adjust for gross margin and divide by cancellation rate or
churn. Then divide LTV:CAC to get ratio
Time to Payback CAC Divide CAC by how much customers pay you each month
Marketing Originated Customer % Take all the new customers you signed in the period and
look at what % of them started with a lead that marketing
generated
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Lean Canvas Model
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