RELATIONSHIPMARKETING
Mark WaxmanChief Marketing Offi cer
CBIZ, Inc.408.794.3528
[email protected] W. Santa Clara St., Suite 450
San Jose, CA 95113
Has technology fundamentally changed the principles of relationship marketing?
Do the principles of relationshipmarketing remain unchangeddespite the changes in technology?
or
The FIRSTIrrefutable Law of Relationship Marketing
Emotions • Trust • Value / Respect / Appreciation
They’re people.
“They” are not an audience“They” are not prospects“They” are not a demographic…
The SECONDIrrefutable Law of Relationship Marketing
• Get to know ’em• Find commonalities• Find needs
• It’s not what you have, it’s what they need
It takes two.
The THIRDIrrefutable Law of Relationship Marketing
It’s a process, not an event.
Awareness
Comparison
Transaction
Reinforceme
nt
Advocacy
Suspect
Prospect
Proposal
Satisfied
Very Satisfied
Loyal
SALE
Every stage, every touchpoint is an opportunity
The FOURTHIrrefutable Law of Relationship Marketing
• What do they value?
Give before you get.
The FIFTHIrrefutable Law of Relationship Marketing
• Avoid jargon/be simple
• Have a personality• Teach your
employeesto speak
Speak human.
Hi!
Summary:The Five Laws
• They’re people• It takes two• A process not an
event• Give before you get• Speak human
