Rethinking Customer Acquisition       What the hell drives customers anymore?                 Joanna Lord            VP of...
first a little history...      Products                            @joannalord
first a little history...      Products         Values                                @joannalord
first a little history...       Products        Values   Stories                                      @joannalord
but what does it mean to sell a story?
The Golden Circle Theory                     Why?                     How?                    What?   Simon Sinek’s Ted Ta...
customer discovery is the “what”               Why?               How?              What?              What?              ...
customer attention is the “how”             Why?             How?             How?             What?                      ...
customer acquisition is the “why”               Why?               Why?               How?              What?             ...
but there is a problem…                          @joannalord
marketers aren’t set up with for the why.                                   @joannalord
we optimize for the what/how.                                @joannalord
we measure the what/how.                           @joannalord
we use models for the what/how.                             @joannalord
we spotlight our what/how.                             @joannalord
that’s nuts.               @joannalord
we have to start thinking outside the box.                                   @joannalord
10 Ways toAcquireCustomers thatLove You.                 @joannalord
#1: Be Authentic.                    @joannalord
#1: Be Authentic.            “How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC   @joannalord
#2: Rethink Trust                    @joannalord
#2: Rethink Trust                    @joannalord
#3: Conversion Evolution                           @joannalord
#3: Conversion Evolution                           @joannalord
#4: Invest in Your Story                           @joannalord
#4: Invest in Your Story                           @joannalord
#5: Design, Design, OMG Design                                 @joannalord
#5: Design, Design, OMG Design                                 @joannalord
#5: Design, Design, OMG Design                                 @joannalord
#5: Design, Design, OMG Design                                 @joannalord
#5: Personalize the Value                            @joannalord
#5: Personalize the Value                      …warning: don’t be an a**.                                         @joannal...
#6. Make Loyalty Part of Acquisition.                                 @joannalord
#6. Make Loyalty Part of Acquisition.                                 @joannalord
#7: Push for Company Wide Awareness                              @joannalord
#7: Push for Company Wide Awareness                              @joannalord
#8: Offer a Resource                       @joannalord
#8: Offer a Resource                       @joannalord
#8: Offer a Resource                       @joannalord
#9: Trust Your Community                           @joannalord
#9: Trust Your Community                           @joannalord
#10: Embrace the Share                         @joannalord
#10: Embrace the Share                         @joannalord
#10: Embrace the Share                         @joannalord
WTF. That all sounds like a lot of work.                                   @joannalord
Well yeah. Change usually is.                            @joannalord
Before having what they needed was enough.                                   @joannalord
Not anymore. The bar has been raised.                                @joannalord
Customer acquisition includes:                                 @joannalord
Customer acquisition includes:       brand.                                 @joannalord
Customer acquisition includes:       voice.                                 @joannalord
Customer acquisition includes:      service.                                 @joannalord
Customer acquisition includes:community.                                 @joannalord
Customer acquisition includes:      loyalty.                                 @joannalord
The game has changed.                        @joannalord
Now we have to.             @joannalord
Thank You! That’s all I got. Questions? Email me: joanna@SEOmoz.org         Or let’s tweet: @joannalord
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Joanna Lord at SIC2012 - Rethinking Customer Acquisition

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Consumer behavior has changed. The way people search and discover products and services are fundamentally different than what they used to be. How have your acquisition strategies changes? Joanna will be covering some effective tactics for customer acquisition in today’s social connection-driven landscape. Listen in to hear of new channels, new triggers, and new opportunities for you to gain traffic, leads and loyalty.

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Joanna Lord at SIC2012 - Rethinking Customer Acquisition

  1. 1. Rethinking Customer Acquisition What the hell drives customers anymore? Joanna Lord VP of Growth Marketing @joannalord Seattle Interactive Conference, 2012
  2. 2. first a little history... Products @joannalord
  3. 3. first a little history... Products Values @joannalord
  4. 4. first a little history... Products Values Stories @joannalord
  5. 5. but what does it mean to sell a story?
  6. 6. The Golden Circle Theory Why? How? What? Simon Sinek’s Ted Talk: http://bit.ly/dcDsbx @joannalord
  7. 7. customer discovery is the “what” Why? How? What? What? @joannalord
  8. 8. customer attention is the “how” Why? How? How? What? @joannalord
  9. 9. customer acquisition is the “why” Why? Why? How? What? @joannalord
  10. 10. but there is a problem… @joannalord
  11. 11. marketers aren’t set up with for the why. @joannalord
  12. 12. we optimize for the what/how. @joannalord
  13. 13. we measure the what/how. @joannalord
  14. 14. we use models for the what/how. @joannalord
  15. 15. we spotlight our what/how. @joannalord
  16. 16. that’s nuts. @joannalord
  17. 17. we have to start thinking outside the box. @joannalord
  18. 18. 10 Ways toAcquireCustomers thatLove You. @joannalord
  19. 19. #1: Be Authentic. @joannalord
  20. 20. #1: Be Authentic. “How to Stand Out? Try Authenticity” : http://buswk.co/MJSHEC @joannalord
  21. 21. #2: Rethink Trust @joannalord
  22. 22. #2: Rethink Trust @joannalord
  23. 23. #3: Conversion Evolution @joannalord
  24. 24. #3: Conversion Evolution @joannalord
  25. 25. #4: Invest in Your Story @joannalord
  26. 26. #4: Invest in Your Story @joannalord
  27. 27. #5: Design, Design, OMG Design @joannalord
  28. 28. #5: Design, Design, OMG Design @joannalord
  29. 29. #5: Design, Design, OMG Design @joannalord
  30. 30. #5: Design, Design, OMG Design @joannalord
  31. 31. #5: Personalize the Value @joannalord
  32. 32. #5: Personalize the Value …warning: don’t be an a**. @joannalord
  33. 33. #6. Make Loyalty Part of Acquisition. @joannalord
  34. 34. #6. Make Loyalty Part of Acquisition. @joannalord
  35. 35. #7: Push for Company Wide Awareness @joannalord
  36. 36. #7: Push for Company Wide Awareness @joannalord
  37. 37. #8: Offer a Resource @joannalord
  38. 38. #8: Offer a Resource @joannalord
  39. 39. #8: Offer a Resource @joannalord
  40. 40. #9: Trust Your Community @joannalord
  41. 41. #9: Trust Your Community @joannalord
  42. 42. #10: Embrace the Share @joannalord
  43. 43. #10: Embrace the Share @joannalord
  44. 44. #10: Embrace the Share @joannalord
  45. 45. WTF. That all sounds like a lot of work. @joannalord
  46. 46. Well yeah. Change usually is. @joannalord
  47. 47. Before having what they needed was enough. @joannalord
  48. 48. Not anymore. The bar has been raised. @joannalord
  49. 49. Customer acquisition includes: @joannalord
  50. 50. Customer acquisition includes: brand. @joannalord
  51. 51. Customer acquisition includes: voice. @joannalord
  52. 52. Customer acquisition includes: service. @joannalord
  53. 53. Customer acquisition includes:community. @joannalord
  54. 54. Customer acquisition includes: loyalty. @joannalord
  55. 55. The game has changed. @joannalord
  56. 56. Now we have to. @joannalord
  57. 57. Thank You! That’s all I got. Questions? Email me: joanna@SEOmoz.org Or let’s tweet: @joannalord
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