Customer acquisition is the primary goal of sales and marketing organizations. Identifying active users in a community allows rewarding and retaining their commitment. Detailed customer information, including demographics, behavior, and lifetime value, influences strategies like advertising, affiliates, pricing, and new products. Lead scoring uses data and analytical methods to identify potential buyers. Examples of lead scoring include rewarding loyal customers of a partner business who visit a startup, generating many qualified prospects and sales for a low cost to the startup.

1. Online CRM: Customer Acquisition
by Lea Le for FASM 415 Non-traditional Retailing

2. Acquire More Happy Customers
Customer Acquisition is the primary goal of sales & marketing organizations. If you are
able to identify your most active users in your community then you are better equipped to
reward these users properly and retain their commitment.

3. Customer Information
Detailed customer information is the most important variable in determining which acquisition strategy will be most effective. This
will influence everything from advertising buys to affiliate relationships to pricing and new product launches.
1. Demographics
2. Behavior or usage information
3. Lifetime value

4. Lifetime Value (LTV)

5. Lead scoring is a practice that involves cutting edge analytical methods and creativity of the marketing
analyst.
With huge amount of data being generated & collected by marketers, it is now possible to identify
signals on whether someone is a potential buyer.
Lead Scoring Examples

6. Lead Scoring Examples

7. You’re always selling to people.

8. 1. Make Your Customers Your Models
Make sharing an integral part of what makes the buying experience fun, rewarding, meaningful and exciting for consumers.

9. 2. Create urgency, then give instructions.
Make sharing an integral part of what makes the buying experience fun, rewarding, meaningful and exciting for consumers. Can you
think of other examples?

10. 3. Host-beneficiary
The beauty of this arrangement is that the startup (the beneficiary) can instantly reach large numbers of highly qualified prospects with
the tacit endorsement of the established business (the host). The host is willing to participate because it's a way to reward loyal
customers without incurring any costs. The rookie gains new customers, while the veteran gains goodwill.
The store arranged to give a free silk kimono to every female customer of a local BMW dealership who brought in a letter sent by the
dealership offering the gown as a gift for their past patronage. The kimono had to be picked up at the boutique.
More than 600 women responded, picking up $100 kimonos that cost the store just $16 per piece. Those 600 women spent an
average of $400 on other merchandise during their initial visit. The startup spent $9,600 to generate some $240,000 in sales, and
begin building its own clientele.

11. Thank you! Have a great summer break!