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Grow and scale customer acquisition (and retention)
- 1. Grow and Scale your Customer Acquisition & Retention Powered by
- 2. Hey, I’m Gary. - Former Accountant. - I’m a student of sales & marketing. - I startups. Intro
- 3. Introduction
- 4. WHAT IS YOUR CUSTOMER’S JOURNEY? Sales Process
- 5. WHAT IS INBOUND SALES?
- 6. WHAT IS INBOUND MARKETING?
- 9. HOW TO TURN LEADS INTO CUSTOMERS Convert Leads Close Customers Attract Visitors
- 11. 2.1. 3. COMMON LANGUAGE SETTING UP THE PROCESS UTILISING TOOLS SMARKETING STEPS TO SUCCESS
- 13. Companies with strong sales and marketing alignment achieve annual growth rate20%
- 14. Compared to a for companies with poor alignment decline in annual revenue4%
- 19. STEP 1 STEP 2 STEP 4 STEP 3 STEP 5 Calculate the Marketing Side Determine Business Growth Calculate the Sales Side STEP 2 STEP 4 STEP 3 STEP 5 Calculate the Marketing Side Calculate the Sales Side Set up Marketing SLA Reporting Set up Sales SLA Reporting BUILDING SMARKETING ALIGNMENT
- 20. = NEW REVENUE GOAL AVERAGE SALES PRICE Determine Business Growth 1 BUILDING SMARKETING ALIGNMENT # of Customers
- 21. NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Calculate the Marketing Side 2 = LEADS GOAL BUILDING SMARKETING ALIGNMENT
- 22. Calculate the Sales Side. 3 BUILDING SMARKETIN G ALIGNMENT The number of deals which go through a full sales process.
- 23. Top Customer Acquisition Techniques
- 24. BUILD AND EXECUTE YOUR SEO STRATEGY
- 26. 2-sided referral bonuses and gamification
- 27. USING MARKETING AUTOMATION TO NURTURE POTENTIAL BUYERS FURTHER DOWN YOUR SALES FUNNEL
- 29. Email Tracking: See who opens and clicks your emails SALES ACCELERATION TOOL: HUBSPOT SALES
- 30. Email Templates: personalise and save time SALES ACCELERATION TOOL: HUBSPOT SALES
- 31. Sales Content & Reporting: Understand what content is working. SALES ACCELERATION TOOL: HUBSPOT SALES
- 32. Meetings: No more back and forth with prospects SALES ACCELERATION TOOL: HUBSPOT SALES
- 34. INTERNAL SALES REP NOTIFICATION EMAILS
- 35. 1 Inbound is about being human TAKEAWAYS 2 Alignment through shared language 3 Metrics ensure we are all kept accountable 4 Tools & platforms enable all of this KEY
- 37. Customer Retention Rate = ((# Customers at End of Period - # Customers Acquired During Period)) / # Customers at Start of Period)) X 100 HOW TO CALCULATE YOUR CUSTOMER RETENTION RATE?
- 38. WHEN SHOULD I START FOCUSING ON CUSTOMER RETENTION?
- 39. TOMS: Begin with a mission.
- 40. Starbucks: Empower customers with convenience.
- 41. MeUndies: Use gamification and referral programs.
- 43. HIGHLIGHT CASE STUDIES DURING THE SALES PROCESS
- 44. SET EXPECTATIONS EARLY AND OFTEN
- 45. COMMUNICATE RESULTS ON A REGULAR BASIS
- 46. Make memories around your shared successes
- 47. Ask for feedback and act on this information
- 48. Map out a consistent client experience
- 49. Keep a record of communication and any past problems
- 50. Build mutually beneficial relationship to increase loyalty
- 51. KPI’s to think about
- 52. Metric What it means if number increase? Customer Acquisition Cost (CAC) All sales & marketing costs incurred in the period - divided by total number of customers earned in the period Marketing % of Customer Acquisition Cost (M%-CAC) Take all marketing costs - divided by all sales & marketing costs used to compute CAC Ratio of Customer Lifetime Value to CAC (LTV:CAC) To compute LTV, take annual payments from a customer, adjust for gross margin and divide by cancellation rate or churn. Then divide LTV:CAC to get ratio Time to Payback CAC Divide CAC by how much customers pay you each month Marketing Originated Customer % Take all the new customers you signed in the period and look at what % of them started with a lead that marketing generated