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The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement

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The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement - presented at All About Email Virtual Conference and Expo on November 12, 2015

Veröffentlicht in: Marketing

The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement

  1. 1. THE SECRET TO CREATING DEEP, MEANINGFUL, AND PROFITABLE CUSTOMER ENGAGEMENT Lincoln Murphy, Founder Sixteen Ventures Presented at:
  2. 2. In this session we’ll cover… Developing Your Ideal Customer Profile 1 2 Understanding Their Desired Outcomes 3 Enter the Conversation 4 Success Milestones 5 Success Gaps Copyright © 2015 Sixteen Ventures. All rights reserved.
  3. 3. I’ve got a DIRTY little secret Stick around... I’ll share it at the end Copyright © 2015 Sixteen Ventures. All rights reserved.
  4. 4. 7 Types of Emails 1. Tutorial 2. Educational 3. Aspirational 4. Usage / Status 5. Account / Credentials 6. Personal (Follow-up or Outreach) 7. Offer / Sales (Closing) Copyright © 2015 Sixteen Ventures. All rights reserved.
  5. 5. WHY DOES THIS EVEN MATTER? Copyright © 2015 Sixteen Ventures. All rights reserved.
  6. 6. Most People START with TACTICS That’s where most people go wrong. Don’t be most people. Copyright © 2015 Sixteen Ventures. All rights reserved.
  7. 7. START with Your Customers! Then develop PERSONAS in that order Copyright © 2015 Sixteen Ventures. All rights reserved.
  8. 8. TARGET specific Customers Even though FOMO is telling you NOT to do this. Copyright © 2015 Sixteen Ventures. All rights reserved.
  9. 9. Channels & Message will appear Okay, it might take some work, but the results will be worth it! Copyright © 2015 Sixteen Ventures. All rights reserved.
  10. 10. IDENTIFY YOUR IDEAL CUSTOMER Copyright © 2015 Sixteen Ventures. All rights reserved.
  11. 11. SITUATIONALAWARENESS Situational Awareness
  12. 12. Situational Definition What’s your Goal? What’s the Time Frame? Copyright © 2015 Sixteen Ventures. All rights reserved.
  13. 13.  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential IDEAL CUSTOMER PROFILE Copyright © 2015 Sixteen Ventures. All rights reserved.
  14. 14. IDEAL CUSTOMER PROFILE  Ready  Willing  Able  Success Potential  Acquisition Efficiency  Expansion Potential  Advocacy Potential Copyright © 2015 Sixteen Ventures. All rights reserved.
  15. 15. Input: Success Potential Some customers are more likely to be successful than others Copyright © 2015 Sixteen Ventures. All rights reserved.
  16. 16. Input: Acquisition Potential Some customers are easier to reach and faster to close. Copyright © 2015 Sixteen Ventures. All rights reserved.
  17. 17. Input: Expansion Potential Some customers will use more and more and more… Copyright © 2015 Sixteen Ventures. All rights reserved.
  18. 18. Input: Advocacy Potential Some customers will tell others about your product. Copyright © 2015 Sixteen Ventures. All rights reserved.
  19. 19. You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile. Copyright © 2015 Sixteen Ventures. All rights reserved.
  20. 20. 1. Ideal Customer Profile 2. Persona Development 3. Empathy Mapping 4.Distribution / Outreach THE PROPER ORDER Copyright © 2015 Sixteen Ventures. All rights reserved.
  21. 21. http://sixteenventures.com/aaem Lincoln’s AAeM Resource Guide Copyright © 2015 Sixteen Ventures. All rights reserved.
  22. 22. ENTER THE CONVERSATION Copyright © 2015 Sixteen Ventures. All rights reserved.
  23. 23. Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.” Copyright © 2015 Sixteen Ventures. All rights reserved.
  24. 24. Desired Outcome consists of two parts: Required Outcome and Appropriate Experience Copyright © 2015 Sixteen Ventures. All rights reserved.
  25. 25. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier Copyright © 2015 Sixteen Ventures. All rights reserved.
  26. 26. “Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937 Copyright © 2015 Sixteen Ventures. All rights reserved.
  27. 27. Success = Their Desired Outcome Copyright © 2015 Sixteen Ventures. All rights reserved.
  28. 28. Success = Their Desired Outcome Copyright © 2015 Sixteen Ventures. All rights reserved.
  29. 29. For BOTH the Company & Personas Copyright © 2015 Sixteen Ventures. All rights reserved.
  30. 30. SUCCESS MILESTONES Copyright © 2015 Sixteen Ventures. All rights reserved.
  31. 31. Copyright © 2015 Sixteen Ventures. All rights reserved.
  32. 32. Copyright © 2015 Sixteen Ventures. All rights reserved.
  33. 33. SUCCESS GAPS Copyright © 2015 Sixteen Ventures. All rights reserved.
  34. 34. Copyright © 2015 Sixteen Ventures. All rights reserved.
  35. 35. Copyright © 2015 Sixteen Ventures. All rights reserved.
  36. 36. http://sixteenventures.com/aaem Lincoln’s AAeM Resource Guide Copyright © 2015 Sixteen Ventures. All rights reserved.
  37. 37. My DIRTY little secret is… Even "ugly" designs and “bad” copy WILL work when super-targeted Copyright © 2015 Sixteen Ventures. All rights reserved.
  38. 38. @lincolnmurphy Copyright © 2015 Sixteen Ventures. All rights reserved.
  39. 39. http://sixteenventures.com/aaem Lincoln’s AAeM Resource Guide Copyright © 2015 Sixteen Ventures. All rights reserved.

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