Lifecycle Marketing: 7 Steps to Business Prosperity

…How to Finish 2013 Strong

Lindon Leader of Landor Associates - 1994

Welcome!Travis CampbellInfusionsoft - CO Regional DirectorMarketingProfessor.comGPSecrets.com@travisnow, TravisOnFacebook.com, TravisOnLinkedIn.com, TravisOnGoogle.com

Welcome!Desiree ScalesCEO, Bella Web Design, Inc.desiree@bellawebdesign.comp: 770 509 8797@desireescales

Agenda• Intro• 3 Black Holes in Many Small Businesses• Lifecycle Marketing (& examples)• Lifecycle Marketing & Payoff

Introductions• 15 Seconds • Name, Company• How your company is changing the world?• What are you hoping to learn here?• Good movie you’ve watched recently

My Good Movie Recommendation

Informal Survey• Own a business or are employed by one?• Part time income?• Full-time income?• 1 or more employees?• 10 or more employees? ?

*The Importance of WHY

Infusionsoft® background• Software that automates and scales the sales

and marketing function• 50,000+ users• 15,000+ small businesses• 430+ employees

• Serve small business• Co Founders: Best Selling Authors

Why is Are We here?1. Share insight2. Introduce you to a new way of sales &

marketing3. Listen

CAUTION:Information Overwhelm

Normal8:55

“Learn from the mistakes of others, you won’t live long

enough to make them all yourself.”

451%

50%*Sept 2013 Issue of Entrepreneur Magazine

Three Questions1.Why do so many businesses fail?

2.Why do some businesses thrive?

3.What tools can we offer to help more succeed?

Why do so many businesses fail?

ALL SURVIVAL MARKETING

FLAWED STRATEGY

MULTI-SYSTEM

MADNESS

1 2 3

Three Black Holes

#1: Multiple-System Madness

Disjointed systems. Manual work. Lost opportunities.

CHAOS

#2: Flawed Strategic Approach

#3: All Survival Marketing

Survival Marketing in Action1. Generate interest

2. Sell to hot leads

3. Get new customers

4. Sigh in relief

5. START OVER

Lost Opportunity

2. Lost leads

1. Lost traffic

3. Lost customers

HuntingTransactionalFeast or FamineReactiveChaosHabitPoint Solutions

HarvestingSelf-SustainingPredictableSystematicConfidenceSystemAll-in-One

Problems With Survival Marketing1. We are frequently chasing the next deal

(The market is in control)2. Our marketing is often disjointed

(on again, off again)3. We don’t have confidence that our

marketing plan will bring a surplus of customers

[We’ve been there]

It’s what makes businesses

thrive.

… a 10 year experiment

LIFECYCLE MARKETINGWhy Some Businesses Thrive

(And Others Just Survive)

9:07

Two Foundations of Lifecycle Marketing

1. Prospects Are People.2. Systems Scale Relationships.

7Phases

There are

1 2 3 45 6

The 7 Phases of

The Customer Lifecycle

Visitors Opt-Ins HotProspects

Sales CustomerSatisfaction

Lifetime Customer

ValueReferrals

Lifecycle Marketing Planner

Know thy customer(target)

^• Basic Characteristics• Pains, Problems and Challenges• Benefits They Seek• Why They Buy From You• Most common Objections• Who is not your target customer

Exercise:Clarify your Target Customer.

Attract Traffic

Online

OfflineAD

Lifecycle

Marketing

9:20

SEO vs. Social Traffic•Where to people go when researching?•When bored?•Need both.

Human Healthy Vending•Started as pure “hunters” •Created targeted lead magnets•Grew prospect database by 10x

Exercise:Pick a topic for your educational magnet

Gut Check:

How many more visitors could you attract with the right magnets?

Questions?

OfflineAD

Lifecycle

Marketing

Online

Capture Leads

9:30

Lead Capture: Examples• Join Our Newsletter

(Answer: 1998)

• When was the last time you woke up and said: “Today I need to join another newsletter...”?

Lead Capture Gaps• Web Traffic that leaves your site• Walk-ins that walk out• Networking contacts that leave• Inbound phonecalls• Tradeshow visitors who walk by

How many visitors are coming to you without you capturing their information?

Gut Check:

Questions?

But remember:Just because you’ve captured a lead

doesn’t mean you’ve earned the right…

TO SELL9:37

And it’s about:

setting up a 42-step auto-responder to hammer people

NOT

To establish trust, educate,

and convert.

It’s about being

Timely

RelevantBuilding a

relationshipTargeted

Personalized

Nurture Prospects

SEO

PPC+ +AD

Lifecycle

Marketing

*As referenced from a study of the Sales and Marketing Executive Club of Los Angeleshttp://jamesriverjournal.com/business-coach/16865-do-not-give-up-follow-up.html

The “Why” Behind Nurturing• 81% of sales happen after

__ or more contacts

• 85% of the time we stop after__ or __ contacts

5

1 2

The Cost of Not Nurturing10,000

(audience)

100(prospects)

10(customers)

And the Other 90 Prospects?

Fall through the cracks

ZERO follow-up

They'll go to your competitor!

It’s all about TIMING!

Gleason Tax1.Spent thousands on marketing and were

getting poor results.2.Discovered gold with educational marketing3.Benefits of Magnet:

• Decreased marketing spend by more than 50%

• At the same time, increased leads by 120%

Gleason Tax (Jeanette and Joe)

Lifecycle Marketing – Before and After

Original Runner Company

Julie Goldman

Example: Original Runner Company • From Shoebox to

customer database• Today: 20 different lead nurture

follow up systems• Sample swatch + follow up• Based on wedding date

• Results: Increased Conversion by 60%!

Julie Goldman

Example: Minutes Matter• Used lead nurture campaign to

follow up with Free Trial prospects:• Day 1: Fast Track Plan (sets expectations and preps

them for success coach)• Day 3: Welcome • Day 6: Meet success coach • Day 14: Series of how-to’s and Studio tips• Day 20: Four-day special 20 percent off • Day 30: Last day of trial• Day 45: We haven’t heard from you

• Increased conversion by 30%!

How many prospects do you “drop” each month because they aren’t ready to buy today?

Gut Check:

9:45

Convert Sales

SEO

PPC+ +AD

Lifecycle

Marketing

9:53

Earn the right

HELPFUL VERSUS PUSHY[Eliminate the Salesman Stigma]

• Were spending 8-10 hours per prospect• Changed model so reps only talked with

qualified, educated prospects (magnets)• Decreased time spent selling by 75%• They operate like a 20-person

marketing department• Grew from 0 to $5M+

in 3 years

Human Healthy Vending

Private Counsel (Attorney)• Problems: Impatient shoppers, Client frustration• Solution: use content, videos, reports & emails,

free value to the prospect/client• Breaks mold & pre-empts questions• Closes 100% of his appointments

David Hierskorn

How many additional prospects would buy each month with great follow-up?

Gut Check:

9:56

Questions?

Deliver and Satisfy

SEO

PPC+ + + +$AD

Lifecycle

Marketing

10:05

GIVE

Ultimate Marketer of the Year Jermaine Griggs

Ultimate Marketer of the Year Jermaine Griggs The Result:

Increased Lifetime Customer Value from $90 to $375

Customer Service As Marketing

Book Recommendation

Colorado Example: RARE

• ______ buying decision.• ______ customer about spending

money with you and your company.• Is an extension of your ________.• Creates opportunities to _____ (more

touches).• Leads to _______, gives you a platform

to ask for them.

• Affirms• Excites

• Is an extension of your marketing• Creates opportunities to upsell (more

touches)• Leads to referrals, gives you a platform

to ask for them

5 Reasons Wowing Customers is Important

Customer Wow Strategies1. Lottery ticket stapled to invoice.2. CD/DVD telling company story, and what they

are to expect as a customer.3. Starbucks “welcome to the

family” gift card.4. Gift Card to Restaurant.com $5?

Really?

The Customer WOW Challenge

10:13

What could you do to “WOW” every new customer?

How many customers decide to stop doing business with you each month because you failed to WOW them?

Gut Check:

Upsell Customers

SEO

PPC+ + + +$AD

Lifecycle

Marketing

10:15

Buying Mode

What Company Does Upsells Masterfully… (for years)

What Are Your Fries??

Avg. Transaction SizeIncreased by ____27%

AttractTraffic

CaptureLeads

NurtureProspects

ConvertSales

Deliver& Satisfy

UpsellCustomers

GetReferrals

$400 Upsell$400.00 Upsell

Small Business Success Kit

How many past customers should be buying again this month but aren’t (because of poor follow-up/targeted upsells)?

Gut Check:

10:20

Get Referrals

SEO

PPC+ + + +$AD

Lifecycle

Marketing

10:22

Gleason Tax (Jeanette and Joe)•Launched customer referral program ($10 gas card)•Tax clients automatically got an email. •Doubled referrals

How many referrals do we lose each month because we don’t ask?

Gut Check:

10:25

Questions?

Exercise: Adding Things Up

How Could LCM Benefit Your Business?

SEO

PPC+ + + +$AD

Lifecycle

Marketing What Now? Map out the plan

10:32

Maps Help You Create A Fluid StrategyAttract. Capture. Nurture. Convert.

What tools can we offer

to help businesses grow?

All-In-One Sales and Marketing• Attract and Capture Leads• Nurture Prospects• Close Sales• Wow and Upsell Your Customers• Get Referrals

10:42

Who Is Infusionsoft For?Functional:• Sales Organizations • Personal & Professional Service Providers• Influentials, Coaches, Speakers, Experts

Other Attributes:• $100K to $50M• Less than 25EEs• Believe in Marketing Their Business• Tech Orientation

Example:

Photographer• Thinks Strategically and Systematically

About Fulfillment• Social Media/Referrals• Upselling / Recurring Revenue

Questions?10:52

What Now?• Take Action on what you’ve learned today.• Please provide feedback (handout - Gift).• Video Testimonial?• See Me if you are ready to get started with

Infusionsoft with today’s offer.

Text the word:SHAKE

706 432 2355

THANK YOU!

Have a GREAT Conference!@desireescales

@travisnow

Text the word:SHAKE

706 432 2355