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Infusionsoft Lifecycle Marketing


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Infusionsoft Lifecycle Marketing - Ramon Ray

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Infusionsoft Lifecycle Marketing

  1. 1. Why are we here?1. Help you grow your business.2. More sales from current customers.3. Close more sales from prospective customers4. Share Infusionsoft insight about why small biz succeed and fail5. Introduce new way of thinking about sales & marketing6. Give you a personal work book – Lifecycle Marketing Planner7. Help you leave EXCITED about opportunities to GROW
  2. 2. Ramon RayInfusionsoftRegional Development Director, NY/NJEditor & Technology Evangelist, Smallbiztechnology.comramon.ray@infusionsoft.com917-685-3920 | @ramonray- Puppet shows in developing countries- Graduate FBI Citizen’s Academy- Chatted with President Obama in first Google Hangout
  3. 3. About Infusionsoft® Ideas and strategies 10 years in the making  32,000+ users  11,000 small business customers  250 employees Software that automates and scales the sales and marketing function Serve small business Inc 500/5000 recipient 5 years running Many employees are former or current small biz owners
  4. 4. Infusionsoft Founders Co-founders are small biz owners Know struggles of small business Growing Infusionsoft from zero employees to 300~ (1,000) Ernst & Young Entrepreneur Of The Year 2012 Finalist
  5. 5. We Listen, We Care, We Serve • 700 customers involved in latest software upgrade • 10,000 support calls a year • 67,000,000 emails delivered
  6. 6. Infusionsoft’s One Purpose:To Help Small Businesses Succeed
  7. 7. Infusionsoft wants growinga business (and starting one) tobe easier for small businesses you!
  8. 8. Why did you start your business? What was your dream? Control Financial Freedom Escape from the cubicle Time Freedom Greater rewards Accidental Entrepreneur
  9. 9. Is your dreama nightmareIs the honeymoon over?
  10. 10. Infusionsoft 10-yearResearch Project
  11. 11. Three Questions1. Why do so many small businesses fail?2. Why do some small businesses thrive?3. What tools can we offer to help more small businesses succeed?
  12. 12. Why do so manysmall businesses fail?
  13. 13. #1: Multiple-System MadnessDisjointed systems. Manual work. Lost opportunities.
  14. 14. Results of Small Business FailureNot enough customersNot enough salesNot enough money
  15. 15. Many entrepreneursare Technicianssuffering from anentrepreneurialseizure.eMyth author Michael Gerber
  16. 16. Survival marketing Why Are Small Businesses Failing?
  17. 17. Survival Caveman marketing1. Wakes up in the morning2. TAKES HIS STICK (which has the word “buy from me” on it”)3. Goes to find the herd4. Sneaks up on them5. Singles out the weakest of the herd6. Chases them down and beats them with the club7. Drag back to cave8. Start over
  18. 18. What’s your caveman club? Word of mouth marketing Online advertising Post cards Tweeting Exhibiting Direct mail Print advertising
  19. 19. Survival Marketing1. Generate interest2. Sell to hot leads3. Get new customers4. Sigh in relief5. START OVER
  20. 20. Lost Opportunity1. Lost traffic2. Lost leads3. Lost customers
  21. 21. What does this really mean? Lost traffic - content marketing is no good without lead capture Lost leads - getting leads and prospects is useless without lead nurturing Customers- are a “waste” if they are not followed up and wowed
  22. 22. Small biz are failing becausethey are not able to uncoverhidden pools of profits.
  23. 23. Social media. The Big BuzzSocial media is greatBut it’s only a toolIt’s a megaphone to use with a marketing strategy
  24. 24. Tools & Tactics AreSurvival Marketing
  25. 25. Problems With Survival Marketing1. We are always chasing the next deal (The herd is in control)2. Our marketing is disjointed (on again, off again)3. We don’t have confidence that our marketing plan will bring a surplus of customers
  26. 26. What makes somesmall businesses thrive?
  27. 27. Introducing...LifecycleMarketing
  28. 28. Lifecycle Marketing delivers moresales, and allows businesses to buildtheir business and stop surviving.Lifecycle Marketing is build on2 simple premises…
  29. 29. Prospects Are People
  30. 30. Prospects Are People• Less Desperation, More Relationship.• Inbound, not outbound.• Grandpa’s way of doing business• Give first• Take care of the customer• Build relationships
  31. 31. Systems ScaleRelationships
  32. 32. Imagine You Only HadOne CustomerHow would you take care of them
  33. 33. Systems scale relationships• Imagine you had only ONE client• How would you treat them?• How often would you “touch them”?• If we treated all customers as one customer how many customers would we have?
  34. 34. Lifecycle MarketingWhat Ramon calls - Dating Your Leads & Marrying Your Customers!
  35. 35. Lifecycle Marketing Plannero Ideas, Insights, and “Aha”so Big Gapso Big Opportunitieso *Key Action Items TIP: Write your name and phone number down on the fist page in case you lose it. 43
  36. 36. The 7 Phases of The Customer Lifecycle Lifetime Hot CustomerVisitors Opt-Ins Sales Customer Referrals Prospects Satisfaction Value
  37. 37. Know thy customer
  38. 38. Attract TrafficOnline ADOffline
  39. 39. Lead magnetso Not buy from me (the quick sale)o Get information from me to HELP YOUo How can I get people to ENGAGE with meo Why do people keep passing byo The “only” enticement we have is – sale, free, etco Lead magnets position you as expert
  40. 40. Human Healthy Vendingo Started as pure “hunters”o Created targeted lead magnetso Grew prospect database by 10x
  41. 41. Gleason Taxo Spent thousands on marketingo Getting poor resultso Discovered gold with educational marketing
  42. 42. Results of Benefit Marketing(Lead Magnets) for GleasonTax • Decreased marketing spend by more than 50% • At the same time, increased leads by 120%
  43. 43. Big Lead Mistake: Join Our Newsletter Join Our Newsletter Whenwas the last time you woke up and said: “Today I need to join another newsletter...”? (Answer: 2002)
  44. 44. Exercise:Pick a topic for youreducational magnet
  45. 45. Opportunity Analyzer Exercise:How many more visitorscould you attract with theright magnets?
  46. 46. Capture LeadsOnline ADOffline
  47. 47. Lead Capture GapsWeb Traffic that leaves your site
  48. 48. Lead Capture Gaps Lead Entry• Walk-ins that walk out Form• Telephone calls that hang up
  49. 49. Lead Capture Gaps• Networking contacts that leave• Tradeshow visitors who walk by
  50. 50. Lead Capture Gaps• Web Traffic that leaves your site• Walk-ins that walk out• Telephone calls that hang up• Networking contacts that leave Lead Entry• Tradeshow visitors who walk by Form
  51. 51. Opportunity Analyzer Exercise:How many visitors are coming toyou without you capturing theirinformation?
  52. 52. But remember:Just because you’ve captured a leaddoesn’t mean you’ve earned the right… TO SELL
  53. 53. It’s about beingTargeted Relevant Building a relationship Timely Personalized To establish trust, educate, and convert
  54. 54. Nurture ProspectsSEOAD + +PPC
  55. 55. Did you know? 48% 1 2% 24% 2 3% % of deals that close 12% 3 4% % of calls acompany makes 6% 4 10% 10% 5 81% It takes an average of five sales calls to close a deal, but most salespeople give up after just one or two calls
  56. 56. Follow up Goodie Bag People buy when they’re ready to buy not when you’re ready to sell Will people get ANNOYED with too much follow up? Be smart about It and follow up with the right customer! (KNOW THY CUSTOMER) Adrian Miller (Adrian’s Network), business growth guru – called a prospect 30x and finally got the sale Your competitors will STOP FOLLOWING UP – you can CRUSH IT – by doing what your competitors will not do
  57. 57. Good Intention Prospects NeedNurturing• Piles of prospects: YES, NO’s. PILE OF GOOD INTENSIONS (biggest pile)• Create contact sequences for various customers• Create follow up sequences for various objections – bins of follow up
  58. 58. Gleason Tax
  59. 59. Lifecycle Marketing – Beforeand After Before After $15,000 on  $500 per month on marketing marketing 3,215 leads  7,156 leads  2,228 emails 438 tax clients  770 tax clients 75 financial clients  150 financial clients 4 staff  12 staff
  60. 60. Original Runner Company• From shoebox of customer cards to customer database• Today: 20 different lead nurture follow up systems • Sample swatch + follow up • Based on wedding date• Increased Conversion by 60%!• Referrals jumped 80%
  61. 61. Minutes Matter• Used lead nurture campaign to follow up with Free Trial prospects: • Day 1: Fast Track Plan (sets expectations and preps them for success coach) • Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips • Day 20: Four-day special 20% off • Day 30: Last day of trial • Day 45: We haven’t heard from you• Increased conversion by 30%!
  62. 62. Opportunity Analyzer Exercise:How many prospects do you“drop” each month becausethey aren’t ready to buy today?What dollar value is this?
  63. 63. How much moremoney could yoube making if youfollowed up withthe no’s?
  64. 64. Get Fish Prospects To Jump Into Your Boat
  65. 65. Convert SalesSEOAD + +PPC
  66. 66. How does this apply to HOT leads? 48% 1 2% 24% 2 3% % of deals that close 12% 3 4% % of calls a company makes 6% 4 10% 10% 5 81% It takes an average of five sales calls to close a deal, but most salespeople give up after just one or two calls
  67. 67. Human Healthy Vending• Were spending 8-10 hours per prospect• Changed model so reps only talked with qualified, educated prospects (magnets)• Decreased time spent selling by 75%• They operate like a 20-person marketing department• Grew from 0 to $5M+ in 3 years
  68. 68. Could you benefit by spending75% less time selling?
  69. 69. Lawyer Nurtures Customer Love Problems: Impatient clients, frustration about billings Solution: uses content, videos, reports and emails to offer free value to the prospect/client  Breaks mold & pre- empts questions  Closes 100% of his appointments David Hiersekorn  Sales job is done when they walk in
  70. 70. Opportunity Analyzer Exercise:How many additionalprospects would buyeach month with greatfollow-up?
  71. 71. Deliver and SatisfySEOAD + + $ + +PPC
  72. 72. Wowing the Customers + GreatCustomer Service = Low CostMarketing and Customer RetentionTools
  73. 73.  Takes 10 positives to overcome 1 negative Invest in wowing your customer Wow Your Customers
  74. 74. The $5.00 ChallengeWhat could you do with$5 or less to “WOW”every new client?
  75. 75. Opportunity Analyzer ExerciseHow many customers decide tostop doing business with youeach month because you failedto WOW them?
  76. 76. Upsell CustomersSEOAD + + $ + +PPC
  77. 77. Upsell Benefits• Buying more frequently• Buying higher profit products• Cheaper to sell to existing customers Do You Want Fries With That?
  78. 78. Funtastic Dental• Problem: late reminders/no reminders cause patients to miss appts• Solution: better reminder system• Result: higher customer value (increased frequency)
  79. 79. Jermaine Griggs – Hear and Play• Created personal relationships• Sent targeted messaging (LCV > $200)• Doubled Net Profit!
  80. 80. Opportunity Analyzer ExerciseHow many past customersshould be buying again thismonth but aren’t because of poorfollow-up and no targetedupsells?
  81. 81. Get ReferralsSEOAD + + $ + +PPC
  82. 82. 1. Ask for them2. Be Systematic “Advanced” Referral Strategy
  83. 83. Gleason Tax• Launched customer referral program ($10 gas card)• Tax clients automatically got an email• Doubled referrals
  84. 84. Survey customers and ask how you are doing.  Those that love you, invite to be referrers.  Those that arent loving you, that becomes a customer service opportunity  Important to have a plan to nurture referrers (rabid fans)This is BEYOND Customer Service – It’s the Customer Experience
  85. 85. Opportunity Analyzer ExerciseHow many referrals do we loseeach month because we don’task?
  86. 86. TOTAL Opportunity analyzer• Add up all the opportunity you have in front of you• What 3 areas of opportunity could you improve on (traffic? Leads? Etc)• What actions will you take – week, month, 2 months?• Best insights and ideas?
  87. 87. How do you implementLifecycle Marketing?
  88. 88. Map out the planSEOAD + + $ + +PPC
  89. 89. Maps Help You Create A Fluid Strategy Attract. Capture. Nurture. Convert. Nurture Sequences
  90. 90. Don’t Rush. Building A Fence &Farm Takes Time Don’t rush. Understand the possibilities & opportunities Focus on one or two areas to invest in now
  91. 91. What tools can we offerto help small businessesgrow?
  92. 92. What tools?• Train your mind. Most important part of Lifecycle Marketing• Use your own tools and string them together (Email marketing, Ecommerce, CRM, Auto responder, Analytics, Social media)
  93. 93. Infusionsoft is theJohn Deere Tractor(to go with yourFence – which is theprocess)
  94. 94. CHAOS:Multiple-System Madness
  95. 95. Infusionsoft - All In One Sales and Marketing Softwareo Attract and Capture Leadso Nurture Prospectso Close Saleso Wow and Upsell Your Customerso Get Referralso Ecommerce, CRM, analytics, automation, sales and more
  96. 96. Easy for Small Business• Light, modern interface and design• Functional, role-based navigation• Personal navigation menu
  97. 97. Lead Generation• Web Analytics • ROI Reports• Visitor Tracking • Lead Source Tracking
  98. 98. Marketing• Visual Campaign Builder• Emails, Social Media, Direct Mail, Voice• Advanced Segmentation & Triggers• Conversion Reporting
  99. 99. Attract and Capture Leads
  100. 100. Attract and Capture Leads
  101. 101. Attract and Capture Leads
  102. 102. Nurture Prospects
  103. 103. Nurture Prospects
  104. 104. CRM• Lead Scoring • Segmentation• Sales Automation • Calendar & Tasks
  105. 105. E-Commerce• Storefront, Shopping Cart & Order Forms• Automated Follow-up & Fulfillment• Attractive Design Themes & Layouts• Promos, Upsells & Payment Plans
  106. 106. Sell Online
  107. 107. Software is only a tool.You have to use it right and make it a part of your process.Hence the Infusionsoft Success Coach.
  108. 108. Here’s how we take you by thehand and get you started F-A-S-T!• Your personal Success Coach for 60 days• Assistance transferring data – Evaluation of your current customer lifecycle – Your custom Marketing Automation Plan (M.A.P.)• Help you launch your first 2 campaigns (Content too)• “Flex Blocks” – specific to YOUR unique needs
  109. 109. We create YOURcustomMarketing AutomationPlan
  110. 110. First Class Customer Service Weekly Webinars - (4,500+ Registrants) 2,000 attendees at InfusionCon 2013 Free Technical Support: • Phone or Online Chat • Average Wait Time: 1min. 13 sec.State-of-the-art Help Center
  111. 111. $279/mo.$1,499 (or 3 pmts of $599)
  112. 112. Today’s Quick Start Package• 2012 Ultimate Marketer Submissions $399.99• Beat the Recession Kit: $399.99 (Dan Kennedy, Michael Gerber)• Endless Profits: Double Your Sales Case Study $199.99Additional Savings of: $999.97
  113. 113. $279/mo.$1,499 (or 3 pmts of $599)
  114. 114. Key Points To Remember Farming Instead of Hunting (Build A Fence) Lifecyle Marketing Instead of Survival Marketing (7 Steps) Nurture customers who are not ready to buy now. No does not mean never No does not mean never Whether you buy Infusionsoft or not – implement Lifecycle Marketing
  115. 115. Join The Infusionsoft Small Business Success Club (free).Online videos and tutorials to learn more about LifecycleMarketing Text Your Email To: (917) 525-2324
  116. 116. Thank you Text Your Email To (917) 525-2324Want to be an Infusionsoft partner?