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Grow and scale customer acquisition (and retention)

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This presentation is for startups who understand who their customers are and have their product market fit.

We take a look at how you can scale and grow your acquisition and retention. Looking at some cool tips and techniques for both customer acquisition and retention.

Published in: Marketing
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Grow and scale customer acquisition (and retention)

  1. 1. Grow and Scale your Customer Acquisition & Retention Powered by
  2. 2. Hey, I’m Gary. - Former Accountant. - I’m a student of sales & marketing. - I startups. Intro
  3. 3. Introduction
  4. 4. WHAT IS YOUR CUSTOMER’S JOURNEY? Sales Process
  5. 5. WHAT IS INBOUND SALES?
  6. 6. WHAT IS INBOUND MARKETING?
  7. 7. Problem/Solution Discovery
  8. 8. Customer Acquisition
  9. 9. HOW TO TURN LEADS INTO CUSTOMERS Convert Leads Close Customers Attract Visitors
  10. 10. SMARKETING SALES MARKETING+ =
  11. 11. 2.1. 3. COMMON LANGUAGE SETTING UP THE PROCESS UTILISING TOOLS SMARKETING STEPS TO SUCCESS
  12. 12. MIS COMMUNICATIO N
  13. 13. Companies with strong sales and marketing alignment achieve annual growth rate20%
  14. 14. Compared to a for companies with poor alignment decline in annual revenue4%
  15. 15. DEFINE YOUR LIFECYCLE STAGES Lead MQL SQL Prospect/Visitor Opportunity Customer
  16. 16. 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
  17. 17. = NEW REVENUE GOAL AVERAGE SALES PRICE Determine Business Growth 1 BUILDING SMARKETING ALIGNMENT # of Customers
  18. 18. NEW CUSTOMERS GOAL LEAD TO CUSTOMER CLOSE % Calculate the Marketing Side 2 = LEADS GOAL BUILDING SMARKETING ALIGNMENT
  19. 19. Calculate the Sales Side. 3 BUILDING SMARKETIN G ALIGNMENT The number of deals which go through a full sales process.
  20. 20. Top Customer Acquisition Techniques
  21. 21. BUILD AND EXECUTE YOUR SEO STRATEGY
  22. 22. Influencer marketing
  23. 23. 2-sided referral bonuses and gamification
  24. 24. USING MARKETING AUTOMATION TO NURTURE POTENTIAL BUYERS FURTHER DOWN YOUR SALES FUNNEL
  25. 25. 101SMARKETING HACKS
  26. 26. Email Tracking: See who opens and clicks your emails SALES ACCELERATION TOOL: HUBSPOT SALES
  27. 27. Email Templates: personalise and save time SALES ACCELERATION TOOL: HUBSPOT SALES
  28. 28. Sales Content & Reporting: Understand what content is working. SALES ACCELERATION TOOL: HUBSPOT SALES
  29. 29. Meetings: No more back and forth with prospects SALES ACCELERATION TOOL: HUBSPOT SALES
  30. 30. AUTOMATED PRICING PAGE FOLLOW-UPS
  31. 31. INTERNAL SALES REP NOTIFICATION EMAILS
  32. 32. 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
  33. 33. Customer Retention
  34. 34. 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?
  35. 35. WHEN SHOULD I START FOCUSING ON CUSTOMER RETENTION?
  36. 36. TOMS: Begin with a mission.
  37. 37. Starbucks: Empower customers with convenience.
  38. 38. MeUndies: Use gamification and referral programs.
  39. 39. Customer Retention 101
  40. 40. HIGHLIGHT CASE STUDIES DURING THE SALES PROCESS
  41. 41. SET EXPECTATIONS EARLY AND OFTEN
  42. 42. COMMUNICATE RESULTS ON A REGULAR BASIS
  43. 43. Make memories around your shared successes
  44. 44. Ask for feedback and act on this information
  45. 45. Map out a consistent client experience
  46. 46. Keep a record of communication and any past problems
  47. 47. Build mutually beneficial relationship to increase loyalty
  48. 48. KPI’s to think about
  49. 49. 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
  50. 50. Lean Canvas Model

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