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Engage! Creating Powerful Human Connections with Email - EMSA Australia Keynote

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These slides are from the October 20, 2016 keynote presentation of Email Marketing Summit Australia in Brisbane, Australia by Lincoln Murphy.

When a prospect takes a chance on us and becomes a customer, it’s because they trust what we’ve told them. When a customer buys more because they received the value we promised, it’s because that trust is stronger. And when a customer tells their friends about us because we delivered what we said we would, that’s the ultimate in trust.

Email, used correctly, has the potential to change your world, to change the world of your customers, and to create powerful, authentic human connections at scale.

Lincoln’s Keynote will help you understand how to use email to create powerful, authentic human connections built around trust, enabling you to Acquire the best customers, engage those customers to deliver value, re-engage customers you let slip away, and create advocates in your business (and life!)

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Engage! Creating Powerful Human Connections with Email - EMSA Australia Keynote

  1. 1. Engage! Creating Powerful Human Connections with Email Hello, my name is Lincoln Murphy I’m excited to be presenting to @LincolnMurphy
  2. 2. Nobody wants MORE email!
  3. 3. But they do want SOMETHING…
  4. 4. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  5. 5. The Power has Shifted
  6. 6. Customers have ALL the power!
  7. 7. “We have to PROVE our value everyday!”
  8. 8. This FREAKS Vendors Out
  9. 9. Take the 
 Power BACK!
  10. 10. But what if it’s NOT about taking the power BACK?
  11. 11. We’re all in this TOGETHER!
  12. 12. @lincolnmurphy
  13. 13. We need to look at POWER differently
  14. 14. But what if it’s NOT about taking the power BACK?
  15. 15. “POWER
 is the capacity to alter the state of others”
  16. 16. We EXIST to alter the state of our customers
  17. 17. Power is not ours to TAKE back
  18. 18. Power is GIVEN
 to us
  19. 19. Power requires them to TRUST us
  20. 20. Initial Power Transfer Requires INITIAL TRUST
  21. 21. Ongoing Power Transfer Requires ONGOING TRUST
  22. 22. Two
 ACCELERATORS
 of trust
  23. 23. Positive Authenticity
  24. 24. Meaningful
 Personalization
  25. 25. Newton’s 3rd Law
  26. 26. Make your CUSTOMERS
 powerful!
  27. 27. They’ll make YOU powerful!
  28. 28. But how will they make YOU powerful?
  29. 29. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  30. 30. How do you make your customers POWERFUL?
  31. 31. By making them SUCCESSFUL
  32. 32. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  33. 33. As customers SUCCEED and EVOLVE…
  34. 34. …their relationship with us should EVOLVE and GROW
  35. 35. EXPANSION comes from the Customer’s SUCCESS
  36. 36. Customer SUCCESS- driven Growth
  37. 37. Stay longer Buy More Expand Internally Advocate Externally @lincolnmurphy
  38. 38. Grow BECAUSE of your effort, not 
 IN SPITE of it
  39. 39. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  40. 40. Interactions Start EARLY
  41. 41. “The seeds ! of churn are ! planted early” ! – Lincoln Murphy! @lincolnmurphy!
  42. 42. Avoid BAD FIT Customers
  43. 43. Acquire customers with
 Success POTENTIAL
  44. 44. Technical Fit Functional Fit Competence Fit Experience Fit Cultural Fit @lincolnmurphy
  45. 45. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  46. 46. Required Outcome Appropriate Experience Desired Outcome What your customer needs to achieve How they need to achieve it@lincolnmurphy
  47. 47. Customer Characteris9cs Method Customer (segment) Desired Outcome @lincolnmurphy Required Outcome Appropriate Experience
  48. 48. Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly
  49. 49. Needs to work, no 9me to eat Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Assigned sea9ng, WiFi, Food service, leg room Business Traveler
  50. 50. Save money, enjoy des9na9on Air Travel Desired Outcome – Air Travel @lincolnmurphy Point A è B Safely & Quickly Cheap fares, snacks & drinks Family Going on Vaca9on
  51. 51. Nobody wants MORE email!
  52. 52. But everybody has a Desired Outcome
  53. 53. Use email to move them toward their Desired Outcome
  54. 54. Cut through the NOISE
  55. 55. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier
  56. 56. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier c. 1937
  57. 57. Their Desired Outcome
  58. 58. The topic of the conversation in their mind Their Desired Outcome
  59. 59. Desired Outcome Customer Success is when customers achieve their interactions through with your companytheir “ ” -  Lincoln Murphy @lincolnmurphy
  60. 60. Customer. SUCCESS.
  61. 61. When your CUSTOMERS Succeed...
  62. 62. YOU Succeed!
  63. 63. Thank You!
 @lincolnmurphy lincoln@lincolnmurphy.com
  64. 64. Awesome! Thanks for your attention. Learn more about me at http://sixteenventures.com And contact me via lincoln@lincolnmurphy.com @LincolnMurphy Engage! Creating Powerful Human Connections with Email

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