customer acquisition in the cloud era

Cost-effective Customer Acquisition for the Cloud Era

SPEAKER

AngelaLeavitt Chief Mojo-Making Officer@mojomktg

Agenda

• Why traditional lead gen is dead

• How customer acquisition has evolved

• A step-by-step guide to generating high quality

leads

• The plan in action

Traditional Lead Gen is as Outdated

as the Mullet

Let’s take a journey back in time...

Remember when...?

Remember when...?

Welcome to the Information Age

Those Were the Days!

Fast Forward to 2014

Email in 2014

2014 Google

2014 Google

How do you make buying decisions today?

How do we make decisions today?

Blogs Articles Consumer Guides

White Papers Case Studies Videos

Infographics News Podcasts

We research…online.

How do we make decisions today?

We ask our socialnetwork.

I hate to break it to you...

Welcome to The Connection Economy

Information Age Rules

Spamming cold lists worked well

So did cold calling

It was more of a numbers game

Biggest muscles would win

Online gimmicks & tricks could work

“Sprinters” could do well

Connection Economy Rules

• Thought leadership reigns

• Prospects are educated into your funnel

• Building a “tribe” or fan base is essential

• Reviews, referrals, testimonials = $$

• Specialists & niches rule

• Strategic partnerships are invaluable

Connection Economy Rules (cont.)

• Giving, giving, giving is the principle

• Your value = your relationships

• People are just as important than the

brands they represent

• Fewer sprints, more marathons

Connection Economy Rules (cont.)

“Marketing has always been a grueling and competitive

sport – not unlike running a marathon. With the changes

in the buying process in media and technology, and

managing expectations, it’s like running a marathon as the

ground shifts beneath your feet.”

David Raab, Author, “Winning the Marketing Measurement Marathon”

Thanks a lot, Internet!

What the Experts are Saying…

“Inbound” is the New Marketing200 million Americans registered on the FTC “Do Not Call” list

89% of Internet users now search online before making a purchase

By 2020, customers will manage 85% of their relationship without a human

Companies using inbound marketing have 55% more traffic & 70% more leads

Inbound marketing can cut the cost of deal acquisition in half

Is Content King?

Creative Content

Is King

Creative Content is King.

Change is hard, but necessary.

Generating leads is like building an orchard...

The Good News...

• It naturally weeds out fakers

• It continues to build on itself

• It multiplies exponentially

• The playing field is leveled

• Very few are willing to do what it takes

Your Goal: Harness the Power

Step-by-Step Guide

• Think of your largest/most recognized company

• Develop case study, video testimonial, other

endorsement

• What industry are they in?

• Learn that industry’s jargon

• Develop messaging around your specialization

• Put it everywhere– Website

– Business cards

– Collateral

– Social pages

– Video content– Blog– Infographics

Step-by-Step Guide

• Find the industry’s associations– Volunteer on their committees

– Write blogs/articles for their publications

– Participate in their LinkedIn groups

– SPEAK at their events

– Build relationships with their media people

– Record targeted videos

– Be creative

– Develop a TRUE PARTNERSHIP

– Work promotions through your partnership

Step-by-Step Guide

• Leverage Big Data– Follow your prospects around the web

(Google remarketing, Facebook ads, etc.)

– Never been easier to target your EXACT audience

– What they’ve purchased

– What their interests are

– Everything is moving toward “pay to play”

Step-by-Step Guide

The Results?

• Increased referrals

• More trust (less having to “sell”)

• Shorter sales cycles

• Price becomes less of an issue

• Prospects contact you pre-sold

• More invitations to speak

• The more of a “Rock Star” you become

in that industry, the more leads and

referrals you will receive

The Plan in Action

Here are some ways we leverage the Connection Economy.

Feel free to borrow or steal!

Niche industry: Telecom

Partner association: Channel Partners

The Plan in Action

The Plan in Action

The Plan in Action

The Plan in Action

The Plan in Action

The Plan in Action

The Results?

• 80% + growth each year since inception with no dedicated sales person

• “I’m calling because I see you specialize in telecom…”

• #1 on Google for “Telecom Marketing”

• “I’ve watched all your videos. I feel like I know you. You get me and my industry. How can we work together?”

QUESTIONS?

THANK YOU!

CONTACT

AngelaLeavitt Chief Mojo-Making Officerangela@gimmemojo.com @mojomktg