Embed Size (px)
Citation preview
Identifying Sales Opportunities Throughout the Customer Lifecycle
Matt Heinz
President, Heinz Marketing Inc
@heinzmarketing
Housekeeping
• Copy of this deck
• Offers for you– 10 minute brainstorm– Successful Selling– Secrets to Successful Content Marketing
• Email me what you want– [email protected]
Last Slide First
1. You are not in sales (but you’re always selling)
2. It’s all about buying signals and customer needs (explicit & implicit, known & unknown)
3. The more you understand the customer, the more natural the upsell opportunity
4. Fire lots of bullets
5. Sales & marketing is too important to leave to salespeople and marketers
6. Two Words: LIFETIME VALUE
Four steps to a better plan
1. Do the math (quantify what success looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
Five questions to start
• What/who are your targets?
• What do they care about? What outcome are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and (eventually) buy?
Prospect Engagement Funnel
Active Sales CycleChannels: CRM, 1:1
Goal: Sell
New Customer
Drip MarketingChannels: Email Newsletters, CRM System
Goal: Drive Active Prospects
Network / Open CommunityChannels: Twitter, Facebook, Blog, LinkedIn
Goal: Drive Registration
Network-exclusive access to contentValue-added special offersDiscovery eventsWhite papers, top ten tips, etc.
Testimonials, Success StoriesProfile-Specific MessagesNew product/service offers
Referral & Tell-a-Friend OffersNetwork / Community Invites
New Opportunity Alerts1:1 with Existing CustomerIn-Market Events
Next Step Accelerator Ideas
Customer Targets (based on persona profiles)
#loopfuse
It’s really a bowtie…
Your customers
What do customers care about?
#loopfuse
The buying progression
SolutionProblem/Pain
Objective/Outcome
#loopfuse
Stages of customer engagement
1. Onboarding
2. Early customer success
3. Community management
4. Evangelist development & leverage
5. Referrals
6. Upsells
7. Renewals
8. Saves
9. Win-backs
Keys to early customer success
• Map the customer ecosystem and train accordingly
• Train beyond the product• Identify the 2-3 most important drivers of
success• Give lots of early love• Leverage other customers as peer trainers &
evangelists• Know and look for early warnings signs
Community management
• Daily focus group
• Real-time product feedback mechanism
• Fishing for buying signals
• Other tips:– Manage lightly– Hire peer facilitators– Get executives involved
Importance of buying signals
• Hint: It’s not about buying
• It’s about solving problems– Identifying, quantifying and eliminating pain
(current or future)– Training your team to listen for, and ask for,
these signals– Offer advice, answers, solutions before
bringing up the upsell
Referrals, upsell, cross sell
• Who’s job is this?– Sales, customer service, both?
• Who’s compensated for what?
• Balancing church and state
The (mostly) missed opportunity
• Transactional emails– Who owns the content?– What’s the intent/usage behind the message?– Timing?– Who’s monitoring replies?– Does it help or hurt your brand?
Saves, renewals & win-backs
• Renewals start on day one of the relationship
• What’s your proactive and reactive save process?
• Who owns win-backs? What’s your strategy (beyond sending them email)?– Treat them like they’re still a customer…
Questions?
