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Grow and Scale your Customer Acquisition &
Retention
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Hey, I’m Gary.
- Former Accountant.
- I’m a student of sales & marketing.
- I startups.
Intro
Introduction
WHAT IS YOUR CUSTOMER’S JOURNEY?
Sales Process
WHAT IS INBOUND SALES?
WHAT IS INBOUND MARKETING?
Problem/Solution Discovery
Customer Acquisition
HOW TO TURN LEADS INTO CUSTOMERS
Convert Leads
Close Customers
Attract Visitors
SMARKETINGSALES MARKETING+ =
2.1. 3.COMMONLANGUAGE
SETTING UP THE PROCESS
UTILISING TOOLS
SMARKETING STEPS TO SUCCESS
MIS COMMUNICATION
Companies with strong sales and marketing alignment achieve
annual growth rate20%
Compared to a
for companies with poor alignment
declinein annual revenue4%
DEFINEYOURLIFECYCLE STAGES
Lead
MQL
SQL
Prospect/Visitor
Opportunity
Customer
STEP
1
STEP
2
STEP
4
STEP
3
STEP
5
Calculatethe Marketing Side
DetermineBusinessGrowth
Calculatethe SalesSide
STEP
2
STEP
4
STEP
3
STEP
5
Calculatethe Marketing Side
Calculatethe SalesSide
Set up Marketing SLA Reporting
Set up Sales SLA Reporting
BUILDING SMARKETINGALIGNMENT
=NEW
REVENUE GOAL
AVERAGE SALES PRICE
Determine Business Growth1
BUILDING SMARKETINGALIGNMENT
# of Customers
NEW CUSTOMERS GOAL
LEAD TO CUSTOMER CLOSE
%
Calculate the Marketing Side2
=LEADS GOAL
BUILDING SMARKETINGALIGNMENT
Calculate the Sales Side.3
BUILDING SMARKETIN
GALIGNMENT
The number of deals which go through a full sales process.
Top Customer Acquisition Techniques
BUILD AND EXECUTE YOUR SEO STRATEGY
Influencer marketing
2-sided referral bonuses and gamification
USING MARKETING AUTOMATION TO NURTURE POTENTIAL
BUYERS FURTHER DOWN YOUR SALES FUNNEL
101SMARKETING
HACKS
Email Tracking: See who opens and clicks your emails
SALES ACCELERATION TOOL: HUBSPOT SALES
Email Templates: personalise and save time
SALES ACCELERATION TOOL: HUBSPOT SALES
Sales Content & Reporting: Understand what content is working.
SALES ACCELERATION TOOL: HUBSPOT SALES
Meetings: No more back and forth with prospects
SALES ACCELERATION TOOL: HUBSPOT SALES
AUTOMATED PRICING PAGE FOLLOW-UPS
INTERNAL SALES REP NOTIFICATION EMAILS
1
Inbound is about
being human
TAKEAWAYS
2
Alignment through shared
language
3
Metrics ensure we are all kept
accountable
4
Tools & platforms enable all
of this
KEY
Customer Retention
Customer Retention Rate =
((# Customers at End of Period - # Customers
Acquired During Period))
/ # Customers at Start of Period)) X 100
HOW TO CALCULATE YOUR CUSTOMER RETENTION RATE?
WHEN SHOULD I START FOCUSING ON CUSTOMER RETENTION?
TOMS: Begin with a mission.
Starbucks: Empower customers with convenience.
MeUndies: Use gamification and
referral programs.
Customer Retention 101
HIGHLIGHT CASE STUDIES DURING THE SALES PROCESS
SET EXPECTATIONS EARLY AND OFTEN
COMMUNICATE RESULTS ON A REGULAR BASIS
Make memories around your shared successes
Ask for feedback and act on this information
Map out a consistent client experience
Keep a record of communication and any past problems
Build mutually beneficial relationship to increase loyalty
KPI’s to think about
Metric What it means if number increase?
Customer Acquisition Cost (CAC) All sales & marketing costs incurred in the period - divided
by total number of customers earned in the period
Marketing % of Customer Acquisition
Cost (M%-CAC)
Take all marketing costs - divided by all sales & marketing
costs used to compute CAC
Ratio of Customer Lifetime Value to CAC
(LTV:CAC)
To compute LTV, take annual payments from a customer,
adjust for gross margin and divide by cancellation rate or
churn. Then divide LTV:CAC to get ratio
Time to Payback CAC Divide CAC by how much customers pay you each month
Marketing Originated Customer % Take all the new customers you signed in the period and
look at what % of them started with a lead that marketing
generated
Lean Canvas Model
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