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Infusionsoft Lifecycle Marketing

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Infusionsoft Lifecycle Marketing - Ramon Ray

Infusionsoft Lifecycle Marketing - Ramon Ray

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  • Ask audience who is in the room
  • Ask audience who is in the room
  • Ask audience how they heard about the eventThanks sponsors
  • RDM to input their own story..We all could be therapists – great lineConnector, Consultant, InstigatorSmall Biz TherapistEntrepreneur and Small Business Owner
  • Beyond the technologyFounders identify with struggles of small businsses
  • WHY DO WE DO THISSmall is not a dirty wordSmall is Small (2-50 people)Small is Big (5.1 M US)Small is Focus (our ONLY focus)Many companies say they love small biz but really have no clueMany take big biz products and shove it to fit for small biz – take away features/etcSupport is amazing….
  • What sometimes happens is businesses make great products only to realize that customers aren't lining up to buy from them.
  • And we have iterated for 10 years to prove and improve the methodology. At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.We want to revolutionize how small biz grow and succeed
  • (these 3 questions came from our years of insight into small biz – Dan R prezo)What if we could discover the patterns of success?What if we could find the formulas that make some people successfulWhat if we could identify the commonalities in the people who just “get by”?What if we could make this easier for people
  • LIVE AUDIENCE PARTICIPATION - have audience stand show who dies and who lives40% fail in first year, Somewhere between 50% and 80% of small businesses fail in the first 5 years. That is not OK with InfusionsoftBusiness failure rate data - http://smallbiztrends.com/2008/04/startup-failure-rates.html
  • How many “systems” do you employ ?? Do you EVER feel like this: If it weren’t for all this technology, I’d be a lot more successful?? CHAOS!What are theThe hard costs associated with each system (list/note the monthly fee per system)What are theopportunity costs due to no sync, data everywhere, the manual mess of trying to make sense of it.Story of Infusionsoft starting:“I have PAIN! Can you help me?!”
  • Core principle (Michael Gerber in E-Myth): Many entrepreneurs are Technicians suffering from an entrepreneurial seizure.Small business owners don’t come out of the womb understanding how to market. THEY LOOK AROUND AT WHAT EVERYONE ELSE IS DOING AND FOLLOW THEMWe aren't born with the innate ability to market and sell. What do we do? Copy others. The problem is the model copied is broken."Tools + Tactics - Strategy = Chaos
  • Most small businesses market like a caveman.1. Wakes up in the morning (TAKES HIS STICK – which has the word “buy from me on it”)2. Goes to find the herd3. Sneaks up on them4. Singles out the weakest of the herd5. Chases them down and beat them with the club6. Drag back to cave7. Start over
  • Everyone in survival mode is DYING.This is simplified but it’s overall an idea of how small biz market in survival mode
  • By working with these businesses (and thousands of entrepreneurs just like them), we identified the three biggest gaps. How many of these three do you suffer from?Lost Traffic. Whether it’s on your website or in your store, too many don’t capture leadsEXAMPLE of person (doctor?) who has lots of online traffic – but can’t capitalize on itLost Leads. As we mentioned with Doug Huggins… we don’t follow up with leads enoughEXAMPLE of mortgage exec whose sales staff discarded pre qualified mortgage applicationsLost Customers. We either lose customers completely, or we lose opportunities to WOW them, Upsell them, get referrals.EXAMPLE: companies are not wowing us – so lost business with by indifference or not wowing customers to have them want to come back to use Sometimes we refer to this as Follow-Up Failure. It’s everywhere.
  • GOOD QUOTE – wrong place? Car salesman are dripping with quota, that is not how people want to be sold to.
  • Our customers are going online.Seems like a train we can’t catch. You don’t have to Start with the strategyRamon’s example of his neighbor’s cat chasing every string – even though it’s clear the string is NOT a mouse – he can’t help it…
  • The real problem with survival marketing is that NOT MANY BUSINESSES SURVIVE ITBut even those who survive it don’t quite achieve their dreams
  • Do you know what the MOST IMPACTFUL INVENTION FOR THE CAVEMAN?THE FENCE! (Imagine that!)
  • After watching thousands of thriving businesses:Inventions FROM CAVEMAN simple tools TO FARMER/RANCHER: Farmer knows the lifecycle of a plant Thriving businesses recognize there is a CUSTOMER LIFECYCLE *IF I DO WHAT NEEDS TO BE DONE AT EACH PHASE OF THE LIFECYCLE, I CAN ENJOY A HARVEST!Thriving businesses grow at some point. They recognize THEY can HAVE A SURPLUS There is hope that they can SPEND TIME MAKING WIDGETS There is hope to get out of my nightmare and back into my dream
  • A new framework for thinking about your marketing AND SALESIt’s easier than the alternative. It’s easy to get started.Fundamental premise: Almost every small business who is still in survival mode has a TON OF OPPORTUNITY THROUGHOUT THEIR BUSINESS. When you go from just CONVERTING SALES to considering the ENTIRE CUSTOMER LIFECYCLE, there ARE LOTS OF EASY WINSYou will find that it feels NATURAL, because it’s based on natural laws of the (customer) harvest. (Grandpa would agree with it).
  • Spend more time with familyFocus on business growthBusiness built to last
  • Treating prospects as peopleUsing systems to scale relationshipsMy goal: help you find the biggest opportunitythe goal is NOT to make you perfect. We’re going to identify the top 3 things to attack first.
  • We are going to work ON your business today. I call it work, but what we are really doing is making sense of a whirlwind of chaotic messages that you hear every day about all of the things you “should” be doing in your business. We’re going to take a different approach that will change the way you think about your marketing forever.And the workbook we’ll be using is the Playbook.Please write your name and phone number down on the fist page. You won’t want to lose this baby.
  • These are the 7 phases.Instead of just looking at “sales” to see how we are doing, there are SEVERAL IMPORTANT METRICS TO WATCH.[Review each phase]This approach gives us the ability to identify where we are doing well, and where there is more opportunity to be had.It's important to look at the numbers, and the good news is you don't have to implement a whole system out of the gate to improve results, you can improve results relatively quickly with some effort applied in one area.
  • OPEN WORKBOOK - Good Lifecycle Marketers understand their customersA common mistake is to say “I’m for everyone”Not how success is created. Requires FOCUS AND UNDERSTANDINGQuick Exercise: Who is your customer?Basic CharacteristicsPains, Problems and ChallengesBenefits They SeekWhy They Buy From YouMost common ObjectionsWho is not your target customer
  • When we are in “sales mode’, we attack our prospects with a Hard Sales Message (i.e. BEAT THEM WITH A CLUB)Lifecycle Marketers find ways to flip the equation around. They get prospects to come to them They create powerful MAGNETS that attract prospectsLet’s look at examples
  • Even everything free people would be suspicious (manhattan stores with confetti all over the floor saying close out sale –that does not even work all the time)
  • Their initial magnet said “contact me”Sean Kelley and Andy MackensenWent from Outbound Hunting to Inbound HarvestingWhen they started, they’d chase people all day.Then they created reports that ENTERED THE CONVERSATION going on in their prospect’s head.*Note: Lifecycle Marketers grow healthy prospect databases** is there more information to read as background for Human Healthy **
  • 1. Story: Had a very expensive event model that never produced what they needed it to. 2. After spending $10,000 on a mailing that produced NOTHING, they were facing bankruptcy and possible foreclosure square in the eye3. Tested an educational approach. They sent an email broadcast (through another vendor?) in conjunction with a PBS special about taxes. Got a massive client.4. Created a magnet and started offering it all over. Attracted a ton more traffic** is there more information to read as background for Gleason **
  • John Carlton: imagine your prospect a lazy, video game playing, stinky dude on a couch. Ain’t getting up for anything.You need to be the one thing that gets his blood pumping today.People don’t wake up in the morning thinking “I need to sign up for yet another email newsletter”Your customers have lots of options, lots of distractions- why even pay attention to you?
  • [Question] What magnets are you using?Feedback?[Quick Exercise] – fill out Attract TrafficExercise: Pick educational magnet topic: Get inside your prospect’s head.
  • This is hard work, but it is important because it will help us focus on the right areas.And it will show you how much opportunity is slipping through the cracks!
  • Businesses that are thriving are focused on CAPTURING the information of their prospects If you want to be able to FOLLOW UP, you have to have their information If you want to have a large prospect database, it comes ONE DAY AT A TIME. You already have leads slipping through the cracks and you don’t even know it.CALL AN OFFICE (of the attendees) LIVE….. or gesture to do so…(Dan Ralph)
  • Most businesses have enough prospects slipping through the cracks that they could doubleWebsite with form prominently displayedLead Capture process for all customer interactionsBusiness cards ALONE are NOT a lead
  • Most businesses have enough prospects slipping through the cracks that they could doubleWebsite with form prominently displayedLead Capture process for all customer interactionsBusiness cards ALONE are NOT a lead
  • Most businesses have enough prospects slipping through the cracks that they could doubleWebsite with form prominently displayedLead Capture process for all customer interactionsBusiness cards ALONE are NOT a lead
  • Most businesses have enough prospects slipping through the cracks that they could doubleWebsite with form prominently displayedLead Capture process for all customer interactionsBusiness cards ALONE are NOT a lead
  • Now that you have captured the leads, you can begin to nurture and warm the lead so they become a hot prospectWhen you don’t have a solid lead nurture plan in place, you end up dropping leads. - Doug Huggins Story (?)- SERGE CONCIERGE STORY – no follow up with “NO’s” (Ramon’s example)
  • One thing we’re doing is touching them with helpful information firstCitation for this slideAs referenced from a study of the Sales and Marketing Executive Club of Los Angeleshttp://jamesriverjournal.com/business-coach/16865-do-not-give-up-follow-up.html
  • Jeanette was a stay-at-home mom. When Joe’s front office person left, she decided it was time to come work in the business. She heard about Lifecycle Marketing and took off like a rocket. Kept it simple. Did one thing at a time.She spent time mapping out a planShe used the simple templates in our libraryTechnophobe. She saw her first iPad the morning of InfusionCon. Had to get someone to help her get on wireless
  • Look at the results.
  • Julie Goldman – The Original Runner CompanyShark tankKardashian weddingMakes custom runners for weddings. Got good press from some celebrity weddings.Before lifecycle marketing: She would take an index card, write down the name of the bride, wedding date, what interested in. Every month – would pull out the card and try to follow up. There HAS to be another way (too time consuming, I’d call and it would be too late, also some brides would call in and expect me to remember details about their wedding. Her follow up stunk.
  • Debbie Green – Founder. Sell design software to help interior designers Before this nurture was in place, they had 5 people following up on leads. Wowed the audience at the recent MarketingProfs event because their small business out-markets many of the big businesses. One session attendee applauded Debbie for her business’ commitment to customers. Her business of more than 1,000 employees sometimes take a robotic approach to customer follow up.  She explained that their communications with customers aren’t personalized or friendly.The size of your business is not important. It’s whether you are committed to nurturing leads.
  • How many more prospects would you have if you educated them, nurtured them, took care of them?
  • COMMENT FROM SCOTT TO CONSIDER USING: I kinda do want you to walk out of here a little bit screwed up in the head. I want you to say to other businesses  "hey you didn't capture me as a lead, ha ha! Oh, wait I'm not doing that yet either!"
  • FOR CREATIVE: let’s add live link to this URL – why not embed on an Infusionsoft page?This video could be worth seeing live – if possible
  • Converting Sales is much easier when you’ve been nurturing them with education and follow up.
  • One thing we’re doing is touching them with helpful information first
  • Sean Kelley and Andy MackensenWent from Outbound Hunting to Inbound Harvesting
  • David Hiersekorn – Private Counsel law practiceDavid turned the “typical” legal model on its head using a creative lead conversion strategy.
  • Wowing customers creates a monopoly in their mindCar mechanic who shines carCustomers who have indifference towards you are not wowed
  • Ramon’s story of giving back $5,000 to a customerAsk audience who they rave about
  • Wow customer without being askedWow customer when a problem happens (ieSmashburger)
  • Ramon’s example of customer who came and asked how they could spend 100% more with him
  • Fun, unique dentist in California. Top 20 coolest small offices in United states. When you are leaving, most dentists try to schedule appointment for 6 months, but that date doesn't always work. He sends reminders about the appointments (email and call from receptionist). Take advantage of birthdate. B-day comes with email and postcard
  • Jermaine Griggs – Hear and PlayJermaine used personalized, triggered follow-up to present upsell offerings Different type of music, current level of consumptionUPSELL IS NOT a SNEAK ATTACK – it’s enabling customers to buy more of what they want from YOU and NOT your competition
  • Customer referrals are one of the cheapest ways to grow.Nelly asked Daily News to have Ramon speak and Nelly was not even sure what Ramon did for a living (POWER REFERRAL)
  • What would happen if you doubled referrals?
  • What would happen if you doubled referrals?
  • Let’s review the Opportunity AnalyzerWrite the numbers from each phase (monthly). Multiply by 12.
  • Share totals.
  • Do some Maps together on Elmo (for those who don’t know what an Elmo is - http://www.adorama.com/EL9417B.html?gclid=CMXX-_bxh7ECFQff4AodSxZVhA)Focus on: Simple, fluid Trigger-based marketing
  • The key is that the lead is being captured and followed up on automatically.How many “free classes” go uncaptured and unfollowed up on?Life happens!!Law practice that added $642k from “Nos”
  • Would you like us to show you a little bit how our software works?If you feel this is less relevant for you, you can be rude and get up and leave.I'm not going to try and sell you, or block the door until you buy. The most important thing I wanted to sell you on today, was lifecycle marketing, and to motivate you to move in the direction of implementing lifecycle marketing.
  • Think of Infusionsoft as the tractor that helps the farmer. We have software to help implement and automate lifecycle marketing all in one system. There are good tools out there to help you implement lifecycle marketing, we help that happen all in one system.
  • $59 I’ve got to get on bookface, ACT, Everyone is selling online, I keep that in my spreadsheet, A lap top, a paper table, at starbucks. A woman came to me and saying why didn’t you tell me that the in was all of these systems all in one? Bring case study “light” # 1. Use as many different case studies as you can so that people have more opportunity to resonate with AT LEAST one person.For example, let me tell you about Sam Schwartz… see if this relates to you.Problem I. – ChaosMake the pain fester; dig in the knife a bit more. Point out:The hard costs associated with each system (list/note the monthly fee per system)The opportunity costs due to no sync, data everywhere, the manual mess of trying to make sense of it.Story:“I have PAIN! Can you help me?!”
  • High – Level Overview Web Based, so you can log in from anywhere Multi-user (your whole office logs in) Has a prospect and customer database at it’s core Manage contact details, history/notes (like ACT) Integrated with all the tools you needInfusionsoft allows you to capture leads that you attract with your magnets Everything goes into one customer database Everything is Segmented using TAGS
  • Infusionsoft has a clean, modern interface that is designed to make it easy for small businesses to use. The navigation menu is organized by functional area, which is more intuitive for users and saves clicks. Users can also create a personal navigation menu to quickly access the things they use most in Infusionsoft. ******DEEPER DIVE DEMO INFO BELOW******Pull up homepage. Show reports. Walk through navigation menu. Create a custom “My Nav” menu. Show contact record.
  • The biggest concern for most small businesses is how to generate leads. Infusionsoft includes an array of built-in tools to attract and capture leads, including web analytics, visitor tracking, landing pages and lead source ROI tracking. These allow customers to monitor web activities, capture leads online and measure results. This is the Lead Generation page in Infusionsoft. From here, you can access web tracking features and reports. ******DEEPER DIVE DEMO INFO BELOW******Go to the mega navigation (Infusionsoft logo), Marketing -> Lead Generation. Web Tracking (Monitor Website Performance)Click Web Analytics. All Infusionsoft landing pages, hosted emails and e-commerce pages are automatically embedded with a web tracking code. (Show Tracking Code.) This code monitors activity and generates a Web Analytics report that shows which pages are attracting the most visitors and which ones are most successful at getting opt-ins and converting sales. (Show report.) The code can be copied and added to other pages, such as a website or blog to measure all online activity. Capture Visitor ProfilesThis same tracking code that monitors website analytics also captures individual visitor information so customerscan see exactly who is coming to their site and what they are doing. (Click Visitors.)Visitor records include web demographics as well as a page visit history. (Hover over visitor record to display expanded options. Click Page Views to showcase visit history.)Once a visitor converts into a contact by filling out a form, all of their web activity will carry over to their Web Profile tab. This kind of insight into the contacts online activity allows sales people to have highly targeted sales conversations. See What’s Working with Lead Source TrackingSmall businesses invest a lot of time and money on lead generation, but don’t always know what’s working. Infusionsoft’s end-to-end lead source tracking provides that visibility. The ROI by Lead Source report provides a list of lead sources along with their associated expenses and ROI. (Open ROI by Lead Source Report.) We can see the number of visitors, contacts and customers generated per lead source; the cost per visitor, contact and customer; and conversion rates. This report provides essential information about which investments are paying off and where they should be investing more or less of their marketing budget.Now that we’ve covered some of the lead generation features in Infusionsoft, let’s talk about how to nurture our leads through automated marketing campaigns.
  • Infusionsoft’s Campaign Builder makes it drop-dead simple to create and implement an end-to-end marketing and sales process. Using a drag and drop interface, companies canmap out their entirestrategy to capture and convert leads into customers. These campaigns can include emails, landing pages, direct mail pieces and more. Every step can be personalized and highly-targeted thanks to flexible delivery timers and segmentation rules. But the real magic of the Campaign Builder isn’t the incredible mapping tools. It’s the fact that customers aren’t just creating a picture of their process—the Campaign IS their process. You see, behind the scenes, Infusionsoft connects all of the components in their campaign—automatically. After a campaign is published, Infusionsoft provides visual reports to show users what’s working best. ******DEEPER DIVE DEMO INFO BELOW******So let’s dive in and create a campaign to see the Campaign Builder in action. (Go to Marketing -> Campaign Builder -> Add a Campaign.)The primary parts of a campaign include traffic sources, goals, sequences and notes. (Show builder menu on right.) We’ll start by selecting our traffic sources. (Drag out two traffic icons.) Next, we’ll select a goal, which will be to download a report. (Drag out the “request information” icon and connect it to your traffic icons.) A goal always corresponds with something in Infusionsoft that allows us to track if that goal has been achieved. In this case, we want to offer the report through a landing page, so we’ll select that option. Goals can also be fulfilled when a link is clicked, a purchase is made and more. (Hover over goal icon and click the icon in the bottom left corner. Select the landing page option.) Next, we want to move leads who submit the form into a sequence of follow-up communications and actions.(Drag out sequence and connect to goal.) We can continue to build out the Campaign Map until it includes every touch-point in our marketing and sales process. (Add another goal and sequence.) The true power of the Campaign Builder isn’t that it allows us to map out our marketing process. The magic is that behind the scenes, Infusionsoft automatically connects everything together, saving a TON of time. For example, to access this landing page, all we have to do is double-click on the icon. From here, we can design, edit and publish the landing page. To return to the campaign, we’ll just click this button. (Double click icon. Show landing page builder. Return to campaign.) We can also access and configure our sequences using the drag and drop builder. (Double click sequence icon to open sequence builder.) As you can see, we can add communications such as emails, voice broadcasts, letters and more. (Drag out a communication item.)Timers allow us to control exactly when a message is sent. There are three timer options, based on your needs. (Select a timer, add to the sequence and double click to configure.)Sequences can also include automated processes, such as tagging for segmentation, lead assignment and more. (Show Process menu). Once we’ve added everything we want to our sequence, we can return to the Campaign Builder with the click of a button. (Click Back to Campaign.) 13. Once our campaign is published, you can use the built in reports to view exactly which steps are working. The top number shows how many people are currently in that stage, the bottom number shows how many people stalled at the step. (Click Back to List and open a completed campaign that includes reports.)
  • Google analytics is great – but can’t tell you WHO is visiting your web site.Infusionsoft can
  • For a small sales team, Infusionsoft can be like magic. Our dynamic lead scoring makes it easy to find hot leads based on their behaviors. Simply identify the behaviors that leads use to express interest and create scoring rules based on those behaviors. Once all the rules are created, set a target score and decide when scored leads will bubble up to the Recent Activity Report on the dashboard. Behind the scenes, Infusionsoft will score your leads and let you know when they are ready to be contacted.In addition, Infusionsoft includes sales automation tools that make it easy to quickly work through a list, follow-up with leads, manage sales opportunities and close deals. This reduces repetitive sales tasks and ensures that every lead receives consistent and effective follow-up.
  • Infusionsoft’s powerful e-commerce platform allows you to sell through order forms or a storefront and shopping cart. Our library of layouts and themes will help you create a professional presence that inspires trust and converts sales. With Infusionsoft, you can sell physical products, digital products or subscriptions. Our flexible pricing options allow you to charge extra for special features and offer free trials that automatically start billing once the trial period expires. Infusionsoft also includes an array of tools to boost sales, including payment plans, promo codes, discounts and targeted upsell offers.One of the biggest advantages of using Infusionsoft’s’ e-commerce is that you’re able to tie purchases to specific actions after the purchase. After a customer buys, you can easily trigger a shipment, send a confirmation email, start an upsell campaign and segment the customer for future offers. You can also automate collections by triggering campaigns to collect late payments, alert customers when a charge fails, and segment customers based on billing issues. This frees you up to focus on running your business.
  • Coaches are now specialized by your type of business. They’ll ask you the right questions to find the biggest opportunity, then they’ll be there to help you get success!
  • Sign up here today you get 3 of the bonuses free
  • Fill out surveyReady to buy? Want more information? – ask usInfusionsoft partner – referral or consultant?
  • Transcript

    • 1. Why are we here?1. Help you grow your business.2. More sales from current customers.3. Close more sales from prospective customers4. Share Infusionsoft insight about why small biz succeed and fail5. Introduce new way of thinking about sales & marketing6. Give you a personal work book – Lifecycle Marketing Planner7. Help you leave EXCITED about opportunities to GROW
    • 2. Ramon RayInfusionsoftRegional Development Director, NY/NJEditor & Technology Evangelist, Smallbiztechnology.comramon.ray@infusionsoft.com917-685-3920 | @ramonray- Puppet shows in developing countries- Graduate FBI Citizen’s Academy- Chatted with President Obama in first Google Hangout
    • 3. About Infusionsoft® Ideas and strategies 10 years in the making  32,000+ users  11,000 small business customers  250 employees Software that automates and scales the sales and marketing function Serve small business Inc 500/5000 recipient 5 years running Many employees are former or current small biz owners
    • 4. Infusionsoft Founders Co-founders are small biz owners Know struggles of small business Growing Infusionsoft from zero employees to 300~ (1,000) Ernst & Young Entrepreneur Of The Year 2012 Finalist
    • 5. We Listen, We Care, We Serve • 700 customers involved in latest software upgrade • 10,000 support calls a year • 67,000,000 emails delivered
    • 6. Infusionsoft’s One Purpose:To Help Small Businesses Succeed
    • 7. Infusionsoft wants growinga business (and starting one) tobe easier for small businesses you!
    • 8. Why did you start your business? What was your dream? Control Financial Freedom Escape from the cubicle Time Freedom Greater rewards Accidental Entrepreneur
    • 9. Is your dreama nightmareIs the honeymoon over?
    • 10. Infusionsoft 10-yearResearch Project
    • 11. Three Questions1. Why do so many small businesses fail?2. Why do some small businesses thrive?3. What tools can we offer to help more small businesses succeed?
    • 12. Why do so manysmall businesses fail?
    • 13. #1: Multiple-System MadnessDisjointed systems. Manual work. Lost opportunities.
    • 14. Results of Small Business FailureNot enough customersNot enough salesNot enough money
    • 15. Many entrepreneursare Technicianssuffering from anentrepreneurialseizure.eMyth author Michael Gerber
    • 16. Survival marketing Why Are Small Businesses Failing?
    • 17. Survival Caveman marketing1. Wakes up in the morning2. TAKES HIS STICK (which has the word “buy from me” on it”)3. Goes to find the herd4. Sneaks up on them5. Singles out the weakest of the herd6. Chases them down and beats them with the club7. Drag back to cave8. Start over
    • 18. What’s your caveman club? Word of mouth marketing Online advertising Post cards Tweeting Exhibiting Direct mail Print advertising
    • 19. Survival Marketing1. Generate interest2. Sell to hot leads3. Get new customers4. Sigh in relief5. START OVER
    • 20. Lost Opportunity1. Lost traffic2. Lost leads3. Lost customers
    • 21. What does this really mean? Lost traffic - content marketing is no good without lead capture Lost leads - getting leads and prospects is useless without lead nurturing Customers- are a “waste” if they are not followed up and wowed
    • 22. Small biz are failing becausethey are not able to uncoverhidden pools of profits.
    • 23. Social media. The Big BuzzSocial media is greatBut it’s only a toolIt’s a megaphone to use with a marketing strategy
    • 24. Tools & Tactics AreSurvival Marketing
    • 25. Problems With Survival Marketing1. We are always chasing the next deal (The herd is in control)2. Our marketing is disjointed (on again, off again)3. We don’t have confidence that our marketing plan will bring a surplus of customers
    • 26. What makes somesmall businesses thrive?
    • 27. Introducing...LifecycleMarketing
    • 28. Lifecycle Marketing delivers moresales, and allows businesses to buildtheir business and stop surviving.Lifecycle Marketing is build on2 simple premises…
    • 29. Prospects Are People
    • 30. Prospects Are People• Less Desperation, More Relationship.• Inbound, not outbound.• Grandpa’s way of doing business• Give first• Take care of the customer• Build relationships
    • 31. Systems ScaleRelationships
    • 32. Imagine You Only HadOne CustomerHow would you take care of them
    • 33. Systems scale relationships• Imagine you had only ONE client• How would you treat them?• How often would you “touch them”?• If we treated all customers as one customer how many customers would we have?
    • 34. Lifecycle MarketingWhat Ramon calls - Dating Your Leads & Marrying Your Customers!
    • 35. Lifecycle Marketing Plannero Ideas, Insights, and “Aha”so Big Gapso Big Opportunitieso *Key Action Items TIP: Write your name and phone number down on the fist page in case you lose it. 43
    • 36. The 7 Phases of The Customer Lifecycle Lifetime Hot CustomerVisitors Opt-Ins Sales Customer Referrals Prospects Satisfaction Value
    • 37. Know thy customer
    • 38. Attract TrafficOnline ADOffline
    • 39. Lead magnetso Not buy from me (the quick sale)o Get information from me to HELP YOUo How can I get people to ENGAGE with meo Why do people keep passing byo The “only” enticement we have is – sale, free, etco Lead magnets position you as expert
    • 40. Human Healthy Vendingo Started as pure “hunters”o Created targeted lead magnetso Grew prospect database by 10x
    • 41. Gleason Taxo Spent thousands on marketingo Getting poor resultso Discovered gold with educational marketing
    • 42. Results of Benefit Marketing(Lead Magnets) for GleasonTax • Decreased marketing spend by more than 50% • At the same time, increased leads by 120%
    • 43. Big Lead Mistake: Join Our Newsletter Join Our Newsletter Whenwas the last time you woke up and said: “Today I need to join another newsletter...”? (Answer: 2002)
    • 44. Exercise:Pick a topic for youreducational magnet
    • 45. Opportunity Analyzer Exercise:How many more visitorscould you attract with theright magnets?
    • 46. Capture LeadsOnline ADOffline
    • 47. Lead Capture GapsWeb Traffic that leaves your site
    • 48. Lead Capture Gaps Lead Entry• Walk-ins that walk out Form• Telephone calls that hang up
    • 49. Lead Capture Gaps• Networking contacts that leave• Tradeshow visitors who walk by
    • 50. Lead Capture Gaps• Web Traffic that leaves your site• Walk-ins that walk out• Telephone calls that hang up• Networking contacts that leave Lead Entry• Tradeshow visitors who walk by Form
    • 51. Opportunity Analyzer Exercise:How many visitors are coming toyou without you capturing theirinformation?
    • 52. But remember:Just because you’ve captured a leaddoesn’t mean you’ve earned the right… TO SELL
    • 53. It’s about beingTargeted Relevant Building a relationship Timely Personalized To establish trust, educate, and convert
    • 54. Nurture ProspectsSEOAD + +PPC
    • 55. Did you know? 48% 1 2% 24% 2 3% % of deals that close 12% 3 4% % of calls acompany makes 6% 4 10% 10% 5 81% It takes an average of five sales calls to close a deal, but most salespeople give up after just one or two calls
    • 56. Follow up Goodie Bag People buy when they’re ready to buy not when you’re ready to sell Will people get ANNOYED with too much follow up? Be smart about It and follow up with the right customer! (KNOW THY CUSTOMER) Adrian Miller (Adrian’s Network), business growth guru – called a prospect 30x and finally got the sale Your competitors will STOP FOLLOWING UP – you can CRUSH IT – by doing what your competitors will not do
    • 57. Good Intention Prospects NeedNurturing• Piles of prospects: YES, NO’s. PILE OF GOOD INTENSIONS (biggest pile)• Create contact sequences for various customers• Create follow up sequences for various objections – bins of follow up
    • 58. Gleason Tax
    • 59. Lifecycle Marketing – Beforeand After Before After $15,000 on  $500 per month on marketing marketing 3,215 leads  7,156 leads  2,228 emails 438 tax clients  770 tax clients 75 financial clients  150 financial clients 4 staff  12 staff
    • 60. Original Runner Company• From shoebox of customer cards to customer database• Today: 20 different lead nurture follow up systems • Sample swatch + follow up • Based on wedding date• Increased Conversion by 60%!• Referrals jumped 80%
    • 61. Minutes Matter• Used lead nurture campaign to follow up with Free Trial prospects: • Day 1: Fast Track Plan (sets expectations and preps them for success coach) • Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips • Day 20: Four-day special 20% off • Day 30: Last day of trial • Day 45: We haven’t heard from you• Increased conversion by 30%!
    • 62. Opportunity Analyzer Exercise:How many prospects do you“drop” each month becausethey aren’t ready to buy today?What dollar value is this?
    • 63. How much moremoney could yoube making if youfollowed up withthe no’s?
    • 64. Get Fish Prospects To Jump Into Your Boathttp://bit.ly/fishinboat
    • 65. Convert SalesSEOAD + +PPC
    • 66. How does this apply to HOT leads? 48% 1 2% 24% 2 3% % of deals that close 12% 3 4% % of calls a company makes 6% 4 10% 10% 5 81% It takes an average of five sales calls to close a deal, but most salespeople give up after just one or two calls
    • 67. Human Healthy Vending• Were spending 8-10 hours per prospect• Changed model so reps only talked with qualified, educated prospects (magnets)• Decreased time spent selling by 75%• They operate like a 20-person marketing department• Grew from 0 to $5M+ in 3 years
    • 68. Could you benefit by spending75% less time selling?
    • 69. Lawyer Nurtures Customer Love Problems: Impatient clients, frustration about billings Solution: uses content, videos, reports and emails to offer free value to the prospect/client  Breaks mold & pre- empts questions  Closes 100% of his appointments David Hiersekorn  Sales job is done when they walk in
    • 70. Opportunity Analyzer Exercise:How many additionalprospects would buyeach month with greatfollow-up?
    • 71. Deliver and SatisfySEOAD + + $ + +PPC
    • 72. Wowing the Customers + GreatCustomer Service = Low CostMarketing and Customer RetentionTools
    • 73.  Takes 10 positives to overcome 1 negative Invest in wowing your customer Wow Your Customers
    • 74. The $5.00 ChallengeWhat could you do with$5 or less to “WOW”every new client?
    • 75. Opportunity Analyzer ExerciseHow many customers decide tostop doing business with youeach month because you failedto WOW them?
    • 76. Upsell CustomersSEOAD + + $ + +PPC
    • 77. Upsell Benefits• Buying more frequently• Buying higher profit products• Cheaper to sell to existing customers Do You Want Fries With That?
    • 78. Funtastic Dental• Problem: late reminders/no reminders cause patients to miss appts• Solution: better reminder system• Result: higher customer value (increased frequency)
    • 79. Jermaine Griggs – Hear and Play bit.ly/jermainegriggs• Created personal relationships• Sent targeted messaging (LCV > $200)• Doubled Net Profit!
    • 80. Opportunity Analyzer ExerciseHow many past customersshould be buying again thismonth but aren’t because of poorfollow-up and no targetedupsells?
    • 81. Get ReferralsSEOAD + + $ + +PPC
    • 82. 1. Ask for them2. Be Systematic “Advanced” Referral Strategy
    • 83. Gleason Tax• Launched customer referral program ($10 gas card)• Tax clients automatically got an email• Doubled referrals
    • 84. Survey customers and ask how you are doing.  Those that love you, invite to be referrers.  Those that arent loving you, that becomes a customer service opportunity  Important to have a plan to nurture referrers (rabid fans)This is BEYOND Customer Service – It’s the Customer Experience
    • 85. Opportunity Analyzer ExerciseHow many referrals do we loseeach month because we don’task?
    • 86. TOTAL Opportunity analyzer• Add up all the opportunity you have in front of you• What 3 areas of opportunity could you improve on (traffic? Leads? Etc)• What actions will you take – week, month, 2 months?• Best insights and ideas?
    • 87. How do you implementLifecycle Marketing?
    • 88. Map out the planSEOAD + + $ + +PPC
    • 89. Maps Help You Create A Fluid Strategy Attract. Capture. Nurture. Convert. Nurture Sequences
    • 90. Don’t Rush. Building A Fence &Farm Takes Time Don’t rush. Understand the possibilities & opportunities Focus on one or two areas to invest in now
    • 91. What tools can we offerto help small businessesgrow?
    • 92. What tools?• Train your mind. Most important part of Lifecycle Marketing• Use your own tools and string them together (Email marketing, Ecommerce, CRM, Auto responder, Analytics, Social media)
    • 93. Infusionsoft is theJohn Deere Tractor(to go with yourFence – which is theprocess)
    • 94. CHAOS:Multiple-System Madness
    • 95. Infusionsoft - All In One Sales and Marketing Softwareo Attract and Capture Leadso Nurture Prospectso Close Saleso Wow and Upsell Your Customerso Get Referralso Ecommerce, CRM, analytics, automation, sales and more
    • 96. Easy for Small Business• Light, modern interface and design• Functional, role-based navigation• Personal navigation menu
    • 97. Lead Generation• Web Analytics • ROI Reports• Visitor Tracking • Lead Source Tracking
    • 98. Marketing• Visual Campaign Builder• Emails, Social Media, Direct Mail, Voice• Advanced Segmentation & Triggers• Conversion Reporting
    • 99. Attract and Capture Leads
    • 100. Attract and Capture Leads
    • 101. Attract and Capture Leads
    • 102. Nurture Prospects
    • 103. Nurture Prospects
    • 104. CRM• Lead Scoring • Segmentation• Sales Automation • Calendar & Tasks
    • 105. E-Commerce• Storefront, Shopping Cart & Order Forms• Automated Follow-up & Fulfillment• Attractive Design Themes & Layouts• Promos, Upsells & Payment Plans
    • 106. Sell Online
    • 107. Software is only a tool.You have to use it right and make it a part of your process.Hence the Infusionsoft Success Coach.
    • 108. Here’s how we take you by thehand and get you started F-A-S-T!• Your personal Success Coach for 60 days• Assistance transferring data – Evaluation of your current customer lifecycle – Your custom Marketing Automation Plan (M.A.P.)• Help you launch your first 2 campaigns (Content too)• “Flex Blocks” – specific to YOUR unique needs
    • 109. We create YOURcustomMarketing AutomationPlan
    • 110. First Class Customer Service Weekly Webinars - (4,500+ Registrants) 2,000 attendees at InfusionCon 2013 Free Technical Support: • Phone or Online Chat • Average Wait Time: 1min. 13 sec.State-of-the-art Help Center
    • 111. $279/mo.$1,499 (or 3 pmts of $599)
    • 112. Today’s Quick Start Package• 2012 Ultimate Marketer Submissions $399.99• Beat the Recession Kit: $399.99 (Dan Kennedy, Michael Gerber)• Endless Profits: Double Your Sales Case Study $199.99Additional Savings of: $999.97
    • 113. $279/mo.$1,499 (or 3 pmts of $599)
    • 114. Key Points To Remember Farming Instead of Hunting (Build A Fence) Lifecyle Marketing Instead of Survival Marketing (7 Steps) Nurture customers who are not ready to buy now. No does not mean never No does not mean never Whether you buy Infusionsoft or not – implement Lifecycle Marketing
    • 115. Join The Infusionsoft Small Business Success Club (free).Online videos and tutorials to learn more about LifecycleMarketing Text Your Email To: (917) 525-2324 http://www.infusionsoft.com/successclub
    • 116. Thank you Text Your Email To (917) 525-2324Want to be an Infusionsoft partner?