There’s a critical component of success for your business that money can’t buy: relationships. If you’re at a loss as to how customer relationships drive revenue, then consider these statistics: - 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 sell that same thing to a customer Right On Interactive founder and CEO Troy Burk and Heinz Marketing president Matt Heinz share not only how to build lasting customer relationships that drive revenue for your business but how lifecycle marketing can fit into your overall marketing strategy. Learn how to… - Create excited prospects and customers through targeted and interesting content - Develop relationships with contacts who are buzzing about what you do - Use social media to build engagement and add value - Rank prospects and customers with a “3D Scoring” approach

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