The Simple Marketing System - Customer lifecycle

2,404 views
1,954 views

Published on

How to plot the customer lifecycle

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,404
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
40
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

The Simple Marketing System - Customer lifecycle

  1. 1. the simple marketing system Process to attract ideal customers Customer Relationship Pipeline & Buying Path Customer Relationship Pipeline & Buying Path UNAWARE Don’t know anything about UNAWARE you or your Don’t know company anything about you or your company be choosy UNAWARE Don’t know anything about you or your Ideal Target company Market Ideal Target Market Itm Persona Ideal Target Market AWARE Become familiar with you. AWARE Association Become familiar referal, meet you with you. Association referal, meet you be there AWARE Become familiar with you. Association Build a referal, meet Connection you ATTENTION EXPERIENCE be proven INFORMATION GATHERING be helpful EXPERIENCE At this stage, they They are in the may be ready for a EXPERIENCE market for what “taste” or an ATTENTION At this stage, they you offer “EXPERIENCE” They are in the may be ready for a They want more prior to purchase working with you market for what Customer Relationship Pipeline & Buying Path or an “taste” information and you offer “EXPERIENCE” are ready to explore prior to purchase working with you be relevant ATTENTION They are in the market for what you offer Prospect Build a Prospect Connection MARKETING, attract, educate, interact, nurture, manage, track Who emotional MARKETING, attract, educate, interact, hook What track problem you solve nurture, manage, Why When Build a Where Prospect Connection How MARKETING, attract, educate, interact, nurture, manage, track INFORMATION GATHERING They want more INFORMATION information and GATHERING are ready to explore They want more information and are ready to explore Lead working with you At this stage, they may be ready for a “taste” or an “EXPERIENCE” Qualified Lead prior to purchase Qualified Lead Lead SIGN UP/ SALE The lead becomes a customer when they sign SIGN UP/ SALEpay. the agreement and The lead becomes a Service is provided. customer when they sign A customer becomes a the agreement and pay. client after using on a Service is provided. long term basis A customer becomes a client after using on a long term basis be friendly SIGN UP/ SALE The lead becomes a customer when they sign the agreement and pay. Service is provided. A customer becomes a Customer then Client client after using on a long term basis Customer proposals, SALES, qualify, present then Client proof credibility testimonials case studies pr Lead answer objections, close, manage emotional educate SALES, qualify, present proposals, let them trial connection answer objections, close, manage sample Qualified Lead Customer then Client SALES, qualify, present proposals, answer objections, close, manage MacInnis Marketing Small Business Marketing Better Business Decisions REFERRAL The customer is happy to refer you REFERRAL after experiencing The customer is great service and happy to refer you wants to tell your after experiencing story and REFER great service and you to their network wants to tell your story and REFER you to their network be consistent REFERRAL The customer is happy to refer you after experiencing great service and wants to tell your story and REFER Advocate you to their network Advocate process proactive occasional touch Advocate
  2. 2. the simple marketing system Audit for Small Business Our goals Where are we now? Rank Where would we like to be? Our goals Where are we now? Rank Brand - stand out from the crowd 1. 2. 3. 4. Undifferentiated Better than competition Distinctly different Truly Unique Partners 1. 2. 3. 4. Informal Defined Joint programs Highly Productive Customer/Market Focus 1. 2. 3. 4. Reactive Demographic Situational Behavioural Customers 1. 2. 3. 4. Financial 1. 2. 3. 4. Unpredictable Patchy Steadily improving Highly predictable Informal List on a database system Ranked and profiles Ideal customers profiled and targeted for each segment Marketing People 1. Struggling to attract and retain right people 2. Patchy - variable record of retaining key people 3. Getting there - success in new hires. Getting right people 4. 100% success in the right people on the bus 1. 2. 3. 4. Random Planned Aligned Integrated Sales 1. 2. 3. 4. Undefined, patchy Documented Sales Funnel Integrated sales and marketing approach Customer Support 1. 2. 3. 4. Random Standard Replicable Highly Repeatable Service/Product Portfolio 1. 2. 3. 4. Basic Considered Planned Service lifecycle Time Commitment/ Frames 1. 2. 3. 4. Undefined Documented Measured Fully Adopted Exit Strategy 1. Not considered 2. Considered 3. Planned Pricing Strategy Behaviours and Values Systems and Processes 1. 2. 3. 4. Random Considered Market Driven Value based 1. No set communicated value or behaviour system 2. Some conditions of acceptable behaviour 3. Values and behaviours communicated 4. Valued and behaviours embraced and rewarded 1. 2. 3. 4. Weak systems Core CRM Aligned Fully Integrated Where would we like to be?

×