1. PAID
OWNED
EARNED

5. Typical customer lifecycle
1. Generate
interest
2. Sell to hot
leads
3. Get new
customers
4. Sigh in
relief
5. START
OVER

6. How do you grow sales?
• Double your
spend?
• Double your
marketing
and sales
staff?
• Double your
sales
efficiency?

7. Gaps in the Funnel
1. Lost
traffic
2. Lost leads
3. Lost
customers

8. Focusing on tactics while
ignoring strategy leads to
holes in your funnel

9. Tools + Tactics -
Strategy =

10. Be clear about your
plan and make every
move count

11. Framework for your plan:
The Perfect Customer
Lifecycle

12. Map out the plan

13. Traffic Attraction
Strategies
• Content is king (blog posts,
videos, etc.)
• Social media
• Online Marketing (PPC &
Retargeting)
• Referrals & Partners

14. Lead Capture Strategies
• Opt-in for free report, video, premium
content, etc.
• Request a quote, get a demo, free trial
• Offers, coupons, contests
• Attend live event, webinar, teleseminar

15. Lead Nurture Strategies
• Create custom campaigns for hot,
warm and cold leads
• Personalization is key
• Make every message relevant &
useful

16. Sales Conversion
Strategies
• Automate sales stage
communications
• Proactively handle objections
• Provide supporting evidence

17. Wowing Customer
Strategies
• Welcome customers (make it personal
& relevant)
• Be systematic about quality delivery
• Measure satisfaction and take action

18. Upsell Strategies
• Upsell or cross sell later in the
relationship
• Offer upsell products during checkout

19. Referral Strategies
• Ask for referrals – and track them
• Partners, customers, networking
• Testimonials and social promotion