1. Building
Rela,onships
&
Revenue
with
Lifecycle
Marke,ng
Presented
by
Ma>
Heinz
of
Heinz
Marke,ng
and
Troy
Burk
of
Right
On
Interac,ve
#ROIx

2. Troy
is
the
CEO
and
founder
of
Right
On
Interac,ve.
He
is
a
recognized
thought
leader
and
speaker
on
the
topics
of
lifecycle
marke,ng,
marke,ng
automa,on,
lead
scoring
and
nurturing,
and
email
marke,ng.
Ma>
began
Heinz
Marke,ng
in
2007.
He
has
over
15
years
of
marke,ng,
business
development
and
sales
experience
from
a
variety
of
organiza,ons,
ver,cal
industries
and
company
sizes.
#ROIx

3. Agenda
• Value
of
customer
rela,onships
• Defining
the
“Ideal
Customer”
• Segmenta,on,
Quadrants,
Personas
• Developing
Rela,onships
through
Content
• The
Power
of
Social
Media
• Key
Takeaways
#ROIx

4. Good
Customer
Rela,onships
• Repeat
customers
spend
33%
more
than
new
customers
• Referrals
among
repeat
customers
are
107%
greater
than
non-­‐customers
• It
costs
6x
more
to
sell
something
to
a
prospect
than
to
a
current
customer
-­‐
Dr.
Philip
Kotler
#ROIx

5. Poor
Customer
Rela,onships
• Consumers
are
two
,mes
more
likely
to
share
their
bad
customer
service
experiences
than
they
are
to
talk
about
posi,ve
experiences.
(2012
Global
Customer
Service
Barometer)
• It
takes
12
posi,ve
customer
experiences
to
make
up
for
one
nega,ve
experience.
(Parature)
• A
10%
increase
in
customer
reten,on
levels
result
in
a
30%
increase
in
the
value
of
the
company.
(Bain
&
Co)
#ROIx

6. Finding
the
Ideal
Customer
According
to
Seth
Godin,
an
ideal
customer
is
someone
or
another
organiza,on
who…
• Wants
your
products
and/or
services;
• Has
the
ability
to
pay
for
the
product
and/or
services;
and
• Has
the
authority
to
purchase
your
product
and/
or
services.
#ROIx

7. Finding
the
Ideal
Customer
Marketers
today
are
collec,ng
a
TON
of
data!
Brands
&
organiza,ons
on
Facebook
receive
34,722
“Likes.”
Foursquare
users
perform
2,083
check-­‐ins.
Email
users
send
204,166,667
messages.
Consumers
spend
$272,070
on
web
shopping
Google
receives
over
2,000,000
search
queries.
#ROIx

8. Segmenta,on
and
3D
Scoring
Within
each
lifecycle
stage,
customers
and
prospects
will
fall
into
one
of
four
quadrants
based
on
profile
fit
and
level
of
engagement.
Ideal Fit &
More Engaged
Ideal Fit &
Less Engaged
Not Ideal Fit &
Less Engaged
Not Ideal Fit &
More Engaged
Engagement
Profile
#ROIx

9. Developing
Rela,onships
through
Content
Content
strategy
in
one
sentence:
“Sell
the
hole,
not
the
drill.”
#ROIx

10. Developing
Rela,onships
through
Content
1. Find
&
engage
prospects
“upstream”
before
they
are
ac,ve
buyers
2. Par,cipate
in
their
communi,es
as
a
peer
to
build
trust
&
credibility
3. Use
research
tools
to
customize
approach
with
new
targets
4. Publish
your
own
source(s)
of
value-­‐added
content
to
a>ract
new
prospects
to
you
#ROIx

11. Engagement
Through
the
Lifecycle
Journey
Thought
Leadership
Solu,on
Knowledge
Solu,on
Valida,on
On
Boarding
Value
Proposi,on
Solu,on
Referral
White
paper
Market
report
E-­‐books
Tradeshows
Blogs
Social
media
Events
White
paper
Business
case
Webinar
Drip
mktg
CRM
Use
case
Demo
videos
Buyer’s
guide
One-­‐to-­‐one
How
to
video
Tips
&
tricks
Best
pracIces
IncenIves
One-­‐to-­‐one
Exclusive
access
Value
add
Customer
event
TesImonials
Network
Surveys
Reviews
Referral
offers
InnovaIon
Success
stories
Goals
Content
SoluIons
Lifecycle
Journey
Discover
Explore
Buy
Use
Ask
Engage
#ROIx

12. What
do
customers
care
about?
#ROIx

13. The
Buying
Progression
Problem/Pain
Solu,on
Objec,ve/Outcome
#ROIx

14. Three
Content
Ques,ons
• What
do
I
want
people
to
see,
hear
and/
or
learn?
• What
do
I
want
people
to
think?
• What
do
I
want
people
to
do?
#ROIx

15. Jill
Rowley,
top
sales
rep,
7
of
8
years:
• Cold
Calling
vs.
Social
Prospec,ng
₋ 50%
increase
in
opportunity
crea,on
• Lead
to
Engaged
Opportunity
Accelera,on
₋ 25%
higher
conversion
rates
• Social
Proximity
Lead
Distribu,on
₋ 35%
be>er
response
rates
The
Power
of
Social
Media
#ROIx

16. Key
Takeaways
• Everyone
has
a
lifecycle
• Segment
first
based
on
lifecycle
stage
• Determine
ideal
customer
and
track
all
engagement
• Deliver
a
be>er
customer
experience
with
relevant
content,
and
communica,ons
(Stage,
Quadrant,
Personas)
• Process,
People,
Plaporms,
Content
• Strategies,
Tac,cs
and
Tools
#ROIx

17. Ques,ons???
Troy Burk
Right On Interactive
@troyburk
@roi_marketing
Matt Heinz
Heinz Marketing
@HeinzMarketing
#ROIx