customer acquisition in the cloud era
DESCRIPTION
Presented by Angela Leavitt of Mojo Marketing at Cloud Partners Conference & Expo in New Orleans, September 8, 2014.TRANSCRIPT
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Traditional Lead Gen is as Outdated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!
