5. Agenda• Intro
• 3 Black Holes in Many Small Businesses
• Lifecycle Marketing (& examples)
• Lifecycle Marketing & Payoff
6. 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
10. 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
11. Why is Are We here?
1. Share insight
2. Introduce you to a new way of sales &
marketing
3. Listen
28. Problems With Survival Marketing
1. 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]
39. Know thy customer
• Basic Characteristics
• Pains, Problems and Challenges
• Benefits They Seek
• Why They Buy From You
• Most common Objections
• Who is not your target customer
48. 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...”?
49. 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
50.
51. How many visitors are
coming to you without
you capturing their
information?
Gut Check:
57. *As referenced from a study of the Sales and Marketing Executive Club of Los Angeles
http://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
58. The Cost of Not Nurturing
10,000
(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!
59. Gleason Tax
1. Spent thousands on marketing and were
getting poor results.
2. Discovered gold with educational marketing
3. Benefits of Magnet:
• Decreased marketing
spend by more than 50%
• At the same time,
increased leads
by 120%
63. 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
64. 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%!
65. How many prospects do
you “drop” each month
because they aren’t
ready to buy today?
Gut Check:
9:45
68. • 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
69. 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
79. • ______ 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
80. Customer Wow Strategies
1. 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?
81. The Customer WOW Challenge
10:13
What could you do to “WOW”
every new customer?
82. How many customers decide to stop
doing business with you each month
because you failed to WOW them?
Gut Check:
98. All-In-One Sales and Marketing
• Attract and Capture Leads
• Nurture Prospects
• Close Sales
• Wow and Upsell Your Customers
• Get Referrals
10:42
99. 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
104. 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.
And we have iterated for 10 years to prove and improve the methodology. At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.Emphasize our success: 300 employees, 10,000 customers, revenue?
AS FOR ME: Reformed Intel Executive and your HostEvangelistConnector, Consultant,InstigatorSmall Biz TherapistEntrepreneur and Small Business Owner
AS FOR ME: Reformed Intel Executive and your HostEvangelistConnector, Consultant,InstigatorSmall Biz TherapistEntrepreneur and Small Business Owner
Why are we the company to do that??For small business to succeed it’s more than softwareBut wait, there’s more
WHY DO WE DO THISSmall is not a dirty wordSmall is Small (2-50 people)Small is Big (5.1 M US)Small is Focus (our ONLY focus)
WHY DO WE DO THISSmall is not a dirty wordSmall is Small (2-50 people)Small is Big (5.1 M US)Small is Focus (our ONLY focus)
And we have iterated for 10 years to prove and improve the methodology. At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.Emphasize our success: 300 employees, 10,000 customers, revenue?
And we have iterated for 10 years to prove and improve the methodology. At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.Emphasize our success: 300 employees, 10,000 customers, revenue?
Problem II. – Tech. vs. OwnerYou left your J-O-B The hard costs associated with each system (list/note the monthly fee per system)The opportunity costs due to no sync, data everywhere, the manual mess of trying to make sense of it.Story:“I have PAIN! Can you help me?!”Tell me if you relate to Reed… when Reedfirst contacted us he had multiple system madness.Most “survivors” market like a caveman. 1. Wakes up in the morning2. Goes to find the herd3. Sneaks up on them4. Singles out the weakest of the herd5. Chases them down and beat them with the club6. Drag back to cave7. Start overAs a result, they are basically just surviving. Always chasing.
But I can’t get to everything! Why?Today I’m the CEO.Yesterday I was the VP of Marketing.Tomorrow I’m the VP of Sales.And on Saturday … I’m the janitor.NOBODY EVER TOLD ME IT’D BE THIS HARD!!
Remember – this business is your baby!See if you relate to Susan, one of our Customers, who thought this:“No body can do it better than me.”“How can I possibly delegate this task? It just isn’t realistic.”“If it’s going to get done right, I HAVE to do it.”
By working with these businesses (and thousands of entrepreneurs just like them), we identified the three biggest gaps. And everyone here [or who is listening to this webinar]… how many of these three do you suffer from?[*1] Lost Traffic. Whether it’s on your website or in your store, too many don’t capture leads[*2] Lost Leads. As we mentioned with Doug Huggins… we don’t follow up with leads enough[*3] Lost Customers. We either lose customers completely, or we lose opportunities to WOW them, Upsell them, get referrals. (BRANDON all off-road story?)Sometimes we refer to this as Follow-Up Failure. It’s everywhere.
It can be exhausting running from hot prospect to hot prospect at a frantic pace.
The real problem with survival marketing is that NOT MANY BUSINESSES SURVIVE ITBut even those who survive it don’t quite achieve their dreams
Our customers are going online.Seems like a train we can’t catch. You don’t have toStart with the strategy
Do you know what the MOST IMPACTFUL INVENTION FOR THE CAVEMAN?THE FENCE! (Imagine that!)After watching thousands of thriving businesses:Evolution FROM CAVEMAN TO FARMER/RANCHER: Farmer knows the lifecycle of a plant Thriving businesses recognize there is a CUSTOMER LIFECYCLE *IF I DO WHAT NEEDS TO BE DONE AT EACH PHASE OF THE LIFECYCLE, I CAN ENJOY A HARVEST!Thriving businesses evolve at some point. They recognize THEY can HAVE A SURPLUS There is hope that they can SPEND TIME MAKING WIDGETS There is hope to get out of my nightmare and back into my dream
And we have iterated for 10 years to prove and improve the methodology. At Infusionsoft, we get our 10,000 hours of time with small businesses every 3 months.Emphasize our success: 300 employees, 10,000 customers, revenue?
Scott MartineauBoard memberSmall business owner .. That has helped grow and award winning large businessAccomplished public speaker and NY Times Best selling authorHelped 1000’s of small business understand this new way of marketingRegularly consults with some of the top marketers in the industryDAN RALPHS Small business ownerAccomplished public speakerHelped 1000’s of small busienss understand this new way of marketConsulted with some of the top marketeers in the industry
1 is good news for heart-centered business owners, allowing them to focus on their gift.2 is good news for head-centered business owners, allowing them to focus on their gift.Both are essential for lasting success.
Today we’re going to look through all 7 phasesMy goal: help you find the biggest opportunity Not the goal: to make you perfect. We’re going to identify the top 3 things to attack first.(You can come back over and over to find next low-hanging fruit.)
These are the 7 phases.Instead of just looking at “sales” to see how we are doing, there are SEVERAL IMPORTANT METRICS TO WATCH.[Review each phase]This approach gives us the ability to identify where we are doing well, and where there is more opportunity to be had.
We are going to work ON your business today. I call it work, but what we are really doing is making sense of a whirlwind of chaotic messages that you hear every day about all of the things you “should” be doing in your business. We’re going to take a different approach that will change the way you think about your marketing forever.And the workbook we’ll be using is the Planner.Please write your name and phone number down on the first page. You won’t want to lose this baby.
Good Lifecycle Marketers understand their customersA common mistake is to say “I’m for everyone”Not how success is created. Requires FOCUS AND UNDERSTANDINGQuick Exercise: Who is your customer?
[Question] What magnets are you using?Feedback?[Quick Exercise] – fill out Attract TrafficExercise: Pick educational magnet topic: Get inside your prospect’s head.
When we are in “sales mode’, we attack our prospects with a Hard Sales Message (i.e. BEAT THEM WITH A CLUB)Lifecycle Marketers find ways to flip the equation around. They get prospects to come to them They create powerful MAGNETS that attract prospectsLet’s look at examples
Sean Kelley and Andy MackensenWent from Outbound Hunting to Inbound HarvestingWhen they started, they’d chase people all day.Then they created reports that ENTERED THE CONVERSATION going on in their prospect’s head.*Note: Lifecycle Marketers grow healthy prospect databases
Sean Kelley and Andy MackensenWent from Outbound Hunting to Inbound HarvestingWhen they started, they’d chase people all day.Then they created reports that ENTERED THE CONVERSATION going on in their prospect’s head.*Note: Lifecycle Marketers grow healthy prospect databases
[Question] What magnets are you using?Feedback?[Quick Exercise] – fill out Attract TrafficExercise: Pick educational magnet topic: Get inside your prospect’s head.
This is hard work, but it is important because it will help us focus on the right areas.And it will show you how much opportunity is slipping through the cracks!
Businesses that are thriving are focused on CAPTURING the information of their prospects If you want to be able to FOLLOW UP, you have to have their information If you want to have a large prospect database, it comes ONE DAY AT A TIME. You already have leads slipping through the cracks and you don’t even know it.
John Carlton: imagine your prospect an obese, hairy, stinky dude on a couch. Ain’t getting up for anything.You need to be the one thing that gets his blood pumping today.
Most businesses have enough prospects slipping through he cracks that they could doubleWebsite with form prominently displayedLead Capture process for all customer interactions
We are going to work ON your business today. I call it work, but what we are really doing is making sense of a whirlwind of chaotic messages that you hear every day about all of the things you “should” be doing in your business. We’re going to take a different approach that will change the way you think about your marketing forever.And the workbook we’ll be using is the Planner.Please write your name and phone number down on the first page. You won’t want to lose this baby.
Now that you have captured the leads, you can begin to nurture and warm the lead so they become a hot prospectWhen you don’t have a solid lead nurture plan in place, you end up dropping leads. - Doug Huggins Story
One thing we’re doing is touching them with helpful information first
1. Story: Had a very expensive event model that never produced what they needed it to. 2. After spending $10,000 on a mailing that produced NOTHING, they were facing bankruptcy and possible foreclosure square in the eye3. Tested an educational approach. They sent an email broadcast (through another vendor?) in conjunction with a PBS special about taxes. Got a massive client.4. Created a magnet and started offering it all over. Attracted a ton more trafficI’ll tell you more about them
Jeanette was a stay-at-home mom. When Joe’s front office person left, she decided it was time to come work in the business. She heard about Lifecycle Marketing and took off like a rocket. Kept it simple. Did one thing at a time.She spent time mapping out a planShe used the simple templates in our libraryTechnophobe. She saw her first iPad the morning of InfusionCon. Had to get someone to help her get on wireless
Look at the results.
Julie Goldman – The Original Runner CompanyMakes custom runners for weddings. Got good press from some celebrity weddings.Before lifecycle marketing: She would take an index card, write down the name of the bride, wedding date, what interested in. Every month – would pull out the card and try to follow up. There HAS to be another way (too time consuming, I’d call and it would be too late, also some brides would call in and expect me to remember details about their wedding. Her follow up stunk. Referrals also jumped by 80%
Julie Goldman – The Original Runner CompanyMakes custom runners for weddings. Got good press from some celebrity weddings.Before lifecycle marketing: She would take an index card, write down the name of the bride, wedding date, what interested in. Every month – would pull out the card and try to follow up. There HAS to be another way (too time consuming, I’d call and it would be too late, also some brides would call in and expect me to remember details about their wedding. Her follow up stunk. Referrals also jumped by 80%
Debbie Green – Founder. Sell design software to help interior designers Before this nurture was in place, they had 5 people following up on leads. Wowed the audience at the recent MarketingProfs event because their small business out-markets many of the big businesses. One session attendee applauded Debbie for her business’ commitment to customers. Her business of more than 1,000 employees sometimes take a robotic approach to customer follow up. She explained that their communications with customers aren’t personalized or friendly.The size of your business is not important. It’s whether you are committed to nurturing leads.
Converting Sales is much easier when you’ve been nurturing them with education and follow up.
One thing we’re doing is touching them with helpful information first
Sean Kelley and Andy MackensenWent from Outbound Hunting to Inbound Harvesting
David Hiersekorn – Private Counsel law practiceDavid turned the “typical” legal model on its head using a creative lead conversion strategy.
ZapposMarketing agency: totally systematized processTakes 10 positives to overcome 1 Negative.WHY NOT INVEST IN WOWING CUSTOMERS?
ZapposMarketing agency: totally systematized processTakes 10 positives to overcome 1 Negative.WHY NOT INVEST IN WOWING CUSTOMERS?
ZapposMarketing agency: totally systematized processTakes 10 positives to overcome 1 Negative.WHY NOT INVEST IN WOWING CUSTOMERS?
ZapposMarketing agency: totally systematized processTakes 10 positives to overcome 1 Negative.WHY NOT INVEST IN WOWING CUSTOMERS?
Buyers remorse can be put at bay.People want to believe they made a good decision to buy, demonstrate that.Builds on the positive perception they have of your business, which began when they opted in (became a prospect).Because you are touching the new customer more than everyone else, and in ways that are meaningful, a natural discussion can ensue, exploring the other products or services you offer.People are conditioned for average, when you WOW them, you give them a reason to talk about your company. Those they speak with can be your future customers.
What would happen if you doubled referrals?
Customer referrals are one of the cheapest ways to grow.
What would happen if you doubled referrals?
The key is that the lead is being captured and followed up on automatically.How many “free classes” go uncaptured and unfollowed up on?Life happens!!Law practice that added $642k from “Nos”
High – Level Overview Web Based, so you can log in from anywhere Multi-user (your whole office logs in) Has a prospect and customer database at it’s core Manage contact details, history/notes (like ACT) Integrated with all the tools you needInfusionsoft allows you to capture leads that you attract with your magnets Everything goes into one customer database Everything is Segmented using TAGS
