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Customer Success Story: Slimband

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  • This is a coffee shop that caters to everyone.

    Look at any strong and resilient brand. They all share a crystal clear knowledge about what they care about and who their potential customer is.

  • These guys get it.
  • This company built a whole advertising campaign around it
  • If you’re looking for a lot of leads as cheaply as possible. I recommend you get one of these.


Transcript

  • 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 CUSTOMER SUCCESS STORY Lisa Borg COO & Brand Navigator, Slimband® @lisaborg Caryl Mostacho Director of Communications, Slimband®
  • 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14
  • 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14
  • 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Goals Sales Goals Increase lead targets Reduce cost per lead Create social content Increase per order value Improve conversion rates Lower cancellations COMPLETELY OPPOSING OBJECTIVES
  • 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14
  • 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 Houston We Have A Problem “
  • 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 Say Goodbye To Dieting… Before After
  • 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 THOUSANDS OF SUCCESSFUL PATIENTS!
  • 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14
  • 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 “The Leads Are Weak…”
  • 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14
  • 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead Obese Female 35 to 55 CPL less than $50
  • 13. Page 13 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money
  • 14. Page 14 © 2014 Marketo, Inc.#MKTGNATION14 Who Was Actually Purchasing Our Product What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money
  • 15. Page 15 © 2014 Marketo, Inc.#MKTGNATION14 ATTRIBUTES OF WHO PURCHASED OUR PRODUCT Weight Type of ConsultLocation Age Gender
  • 16. Page 16 © 2014 Marketo, Inc.#MKTGNATION14 DATA RESIDED IN MANY PLATFORMS CRM Analytics Lifecycle Marketing Sales Tools Online Ads
  • 17. Page 17 © 2014 Marketo, Inc.#MKTGNATION14 CUSTOMER’S COMPLETE JOURNEY
  • 18. Page 18 © 2014 Marketo, Inc.#MKTGNATION14 CHAPTERS INSTEAD OF A STORY
  • 19. Page 19 © 2014 Marketo, Inc.#MKTGNATION14 Searching For A Soulmate #
  • 20. Page 20 © 2014 Marketo, Inc.#MKTGNATION14
  • 21. Page 21 © 2014 Marketo, Inc.#MKTGNATION14 1. They Make Your Life Easy
  • 22. Page 22 © 2014 Marketo, Inc.#MKTGNATION14 2. They Play Nice With Others
  • 23. Page 23 © 2014 Marketo, Inc.#MKTGNATION14 3. With Room To Grow
  • 24. Page 24 © 2014 Marketo, Inc.#MKTGNATION14 Marketo
  • 25. Page 25 © 2014 Marketo, Inc.#MKTGNATION14 CRM Sales Tools Online Ads Lifecycle Marketing Analytics DATA INTEGRATION WITH MARKETO
  • 26. Page 26 © 2014 Marketo, Inc.#MKTGNATION14 CRM Sales Tools Online Ads Lifecycle Marketing Analytics
  • 27. Page 27 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money Who Was Purchasing Our Product Weight Location Age
  • 28. Page 28 © 2014 Marketo, Inc.#MKTGNATION14 + Drive Revenue Marketing Goals Sales Goals Get more Close more TEAMS NOW ALIGNED
  • 29. Page 29 © 2014 Marketo, Inc.#MKTGNATION14 ADDITIONAL MARKETO BENEFITS Prioritize Adjust Automate
  • 30. Page 30 © 2014 Marketo, Inc.#MKTGNATION14
  • 31. Page 31 © 2014 Marketo, Inc.#MKTGNATION14 + What We Learned
  • 32. Page 32 © 2014 Marketo, Inc.#MKTGNATION14 Know And Identify Your Best Customers
  • 33. Page 33 © 2014 Marketo, Inc.#MKTGNATION14 Everyone is not your customer. Seth Godin “
  • 34. Page 34 © 2014 Marketo, Inc.#MKTGNATION14
  • 35. Page 35 © 2014 Marketo, Inc.#MKTGNATION14
  • 36. Page 36 © 2014 Marketo, Inc.#MKTGNATION14
  • 37. Page 37 © 2014 Marketo, Inc.#MKTGNATION14 Choose campaigns that generate the most business vs the most leads
  • 38. Page 38 © 2014 Marketo, Inc.#MKTGNATION14
  • 39. Page 39 © 2014 Marketo, Inc.#MKTGNATION14
  • 40. Page 40 © 2014 Marketo, Inc.#MKTGNATION14
  • 41. Page 41 © 2014 Marketo, Inc.#MKTGNATION14 Forecast Results, Not Spending.
  • 42. Page 42 © 2014 Marketo, Inc.#MKTGNATION14 Monthly Marketing Performance Report 2014
  • 43. Page 43 © 2014 Marketo, Inc.#MKTGNATION14 EXPENSE DEPARTMENT
  • 44. Page 44 © 2014 Marketo, Inc.#MKTGNATION14
  • 45. Page 45 © 2014 Marketo, Inc.#MKTGNATION14
  • 46. Page 46 © 2014 Marketo, Inc.#MKTGNATION14 Start
  • 47. Page 47 © 2014 Marketo, Inc.#MKTGNATION14
  • 48. Page 48 © 2014 Marketo, Inc.#MKTGNATION14 Get this book… “ TODAY!
  • 49. Page 49 © 2014 Marketo, Inc.#MKTGNATION14 Marketo Makes Marketing Fun Again #
  • 50. Page 50 © 2014 Marketo, Inc.#MKTGNATION14 Q & A
  • 51. Page 51 © 2014 Marketo, Inc.#MKTGNATION14 Copyright Slide 3: Image by Allie Brosh is licensed under a Creative Commons. Based on a work at hyperboleandahalf.blogspot.com Slide 20: Image by Vanmark Scenic used with permission Slide 22: Image of Toy Story is copyright and intellectual property of Disney and Pixar Studios Slide 23: Image by Mommy Shorts by Ilana Rosengarten is licensed under a Creative Commons Slide 38: Image copyright by Ted Goff, 2012 All trademarks and logos referenced herein are the properties of their respective owners.