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Marketing used to be simple.
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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 "
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It was easier to see the big picture
and connect marketing tactics to business growth
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© Brian Solis & JESS3
The good news and bad news
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Even the right tools "can screw you.
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Typical Customer Lifecycle
1. Generate interest"2. Sell to hot leads"3. Get new
customers"4. Sigh in relief"5. START OVER!
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How do you grow sales?
• Double your spend?"
• Double your marketing and sales staff? "
• Double your sales efficiency?"
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Gaps in the Funnel
2. Lost leads"
1. Lost traffic"
3. Lost customers"
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Focusing on tactics while ignoring strategy leads to
holes in your funnel.
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Can you imagine?
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What’s the result?
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Tools + Tactics - Strategy =
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Be clear about your plan"to make every move count
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Framework for Your Plan: "The Perfect Customer Lifecycle
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Map Out the Plan
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Example – Financial Planner
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Traffic Attraction Strategies
• Content is king (blog posts, videos, etc.) • Social media • Online Marketing (PPC, SEO) • Referrals, Partners
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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
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Lead Nurture Strategies • Create custom campaigns for hot, warm and
cold leads • Personalization is key • Make every message relevant, useful
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Did you know?
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Sales Conversion Strategies
• Automate sales stage communications • Proactively handle objections • Provide supporting evidence
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Wowing Customer Strategies
• Welcome customers (make it personal & relevant) • Be systematic about quality delivery • Measure satisfaction and take action
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Upsell Strategies
• Upsell or cross sell later in the relationship • Offer upsell products during checkout
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Referral Strategies
• Ask for referrals – and track them • Partners, customers, networking • Testimonials and social promotion
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Example M.A.P.
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Map your PCL
1. Download the template and workbook at: "http://www.infusionsoft.com/pcl
2. Write down your key tactics and workflow 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
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The Perfect Customer Lifecycle
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Don't Hesitate – Click Here View The Free Demo Now! "
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