2. Marketing used to be simple.

3. A little too simple
• Marketing and sales were mostly PUSH
• Almost no sales and marketing data
• Very few tools or systems
• Physical collateral and packaging were
expensive

4. It was easier to see the big picture
and connect marketing tactics
to business growth

5. The good news and bad news
© Brian Solis &
JESS3

6. Even the right tools
can screw you.

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

8. How do you grow sales?
• Double your
spend?
• Double your
marketing and
sales staff?
• Double your sales
eff ciency?
i

9. Gaps in the Funnel
1. Lost traff c
i
2. Lost leads
3. Lost customers

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

11. Can you imagine?

12. What’s the result?

13. Tools + Tactics - Strategy =

14. Be clear about your plan
to make every move count

15. Framework for Your Plan:
The Perfect Customer Lifecycle

16. Map Out the Plan

17. Example – Financial Planner

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

19. 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

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

21. Did you know?

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

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

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

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

26. Example M.A.P.

27. Map your PCL
1. Download the template and workbook at:
http://www.infusionsoft.com/pcl
2. Write down your key tactics and workfow
across the entire life cycle
3. Identify the key holes and opportunities in your
funnel
4. Don’t get bogged down with tactics that
don’t drive strategy
5. Pick the tools to accomplish your goals

28. The Perfect Customer Lifecycle

29. So lets get started
www.infusionsoft.me