Marketing Success: Building a Customer-centric Growth Engine - SIIA Deciphering Marketing

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On November 15, 2016 at the SIIA Deciphering Marketing event in Atlanta, GA, Lincoln Murphy presented Marketing Success: Building a Customer-centric Growth Engine.

We all want to efficiently acquire customers; that’s table stakes. But what if you could also get your customers to stay longer, buy more, invite you into other parts of their business, and advocate for you publicly so the efficiency of your acquisition and expansion efforts constantly improves as you grow? Many companies have already unlocked the secret to this level of success and in this keynote presentation, Lincoln Murphy showed exactly how to do it, too.

Published in: Marketing

Marketing Success: Building a Customer-centric Growth Engine - SIIA Deciphering Marketing

  1. 1. Marketing Success: Building a Customer-centric Growth Engine Hello, my name is Lincoln Murphy I’m excited to be presenting at: @LincolnMurphy
  2. 2. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  3. 3. Make your CUSTOMERS
 powerful!
  4. 4. They’ll make YOU powerful!
  5. 5. HOW will they make you powerful?
  6. 6. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  7. 7. This Directly Impacts Company VALUATION
  8. 8. Revenue x Multiplier = Value o Customer Lifetime Value (LTV) o Customer Acquisition Cost (CAC) o Net Revenue Retention (NRR) o Total Addressable Market o There’s more! @lincolnmurphy Calculating Company Valuation
  9. 9. How do you make your customers POWERFUL?
  10. 10. By making them SUCCESSFUL
  11. 11. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  12. 12. Customer Success is NOT... •  Just a Department •  Only Account Management •  Customer Support •  About Happiness or Delight •  Churn Mitigation •  Saving Customers •  “Checking in" with customers •  Customer hand- holding @lincolnmurphy
  13. 13. Customer Success is a GROWTH ENGINE
  14. 14. Customer SUCCESS- driven Growth
  15. 15. As customers SUCCEED and EVOLVE…
  16. 16. …their relationship with us should EVOLVE and GROW
  17. 17. Customer Success Management is the process of moving the customer toward their ever-evolving Desired Outcome. “ ” -  Lincoln Murphy @lincolnmurphy
  18. 18. Customer Success Management is... •  Segmentation •  Orchestration •  Intervention •  Communication •  Expansion •  Instrumentation •  Operationalization •  Recommendation
  19. 19. Grow BECAUSE of your effort, not 
 IN SPITE of it
  20. 20. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  21. 21. Interactions Start EARLY
  22. 22. Marketing is the FRONT LINE
 of Customer Success
  23. 23. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  24. 24. Avoid BAD FIT Customers
  25. 25. Who Feels the ACUTE Pain of Bad-fit Customers? •  Sales •  Implementation •  Product •  Marketing •  Support •  Account Management •  Customer Success Management •  Your Customer! @lincolnmurphy
  26. 26. Acquire customers with
 SUCCESS POTENTIAL
  27. 27. Technical Fit Functional Fit Competence Fit Experience Fit Cultural Fit @lincolnmurphy
  28. 28. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  29. 29. Required Outcome Appropriate Experience Desired Outcome WHAT your customer needs to achieve HOW they need to achieve it@lincolnmurphy
  30. 30. Customer Characteris9cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  31. 31. Churn is the SYMPTOM of an Underlying Disease
  32. 32. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  33. 33. Enter the conversation ALREADY taking place in your prospect’s mind
  34. 34. Their Desired Outcome
  35. 35. The topic of the conversation in their mind Their Desired Outcome
  36. 36. LOGICAL EXPANSION MODEL LOWER BARRIERS OPTIMIZE VALUE DELIVERY Deliberate Growth Model
  37. 37. RENEWAL & EXPANSION are part of the Customer’s SUCCESS
  38. 38. Your success is DIRECTLY tied to their success
  39. 39. Customer. SUCCESS.
  40. 40. When your CUSTOMERS Succeed...
  41. 41. YOU Succeed!
  42. 42. Thank You!
 @lincolnmurphy lincoln@lincolnmurphy.com
  43. 43. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Marketing Success: Building a Customer-centric Growth Engine

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