Presented at Founders Institute in Singapore on November 5, 2015. The first step to creating a sales strategy is to figure out who your customers are.

1. Know Thine Customer
By: Eli Schwartz
SurveyMonkey

2. Non-Profit
27%
Personal
1%
Education
21%
Govt.
9%
For-Profit
42%
We Have 20+ Million Registered Users of All Types
99%of the Fortune 500

3. Growth Is on a Global Scale
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Español

4. https://w
ww.yout
ube.com
/watch?
v=tQJG
9gPtA4
w

6. • What was the name of the car?
• How much was the monthly
payment?
• What is the call to action website?
• Where was the 2nd commercial
filmed?
Quick poll

7. Why did this fail with this audience?
If you are avertising to people that aren’t your customers you are
bound to fail

8. Find your
customer

9. Make Business Decisions with Data Not Assumptions

10. DATA
Explicit Data
Implicit Data

11. Data Resources

12. Implicit Data
$88
Teeth Whitening
$272
Gym Membership
$210
Hotel Rooms

13. Little Data is About the customer

14. Learn everything about your customers
GenderAge LanguagesEmployment
Status
ExerciseInternet Usage Marital Status
GamingHousehold
Income
LocationEthnicity EducationIndustry Devices

15. Explicit Data at Scale

16. Implicit and Explicit Data Working Together
Explicit Data
Survey
Action
Implicit Data

17. Build personas

18. Customer research will drive your marketing
charts
articles
infographics
blogs
PDF
Data

19. Outbound marketing

20. A good product will carry a poor pitch

21. 2 way funnel

22. What should you charge?
Price = value

23. Attributed Tested n=423 n=423 n=423
Clicked call to action 9 % 9% 12%
Placed in basket 15% 17% 20%
Went to checkout page 13% 17% (A) 30% (AB)
Paid 15% 13% 17%
Average Score %
Ranked #1
13%
33%
14%
28%
20%
39%
A B C
Test pricing too!

24. Learn to sit in your customers shoes

25. Tools

26. Sales advice

27. Any questions?
elis@surveymonkey.com - Twitter: @5le