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1. Customer
Acquisition
Process Steps
YOUR COMPANY NAME

2. AGENDA
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Agenda04Agenda01
Agenda02 Agenda05
Agenda03 Agenda06
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2

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04
03
02
01
3
OUR MISSION
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JOHN SMITH
CEO
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ANITA SMITH
Director
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CAROL SMITH
Director Of Sales
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MARY SMITH
Managing Director
4
OUR TEAM
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5. 5
Marketing Team
Sales Team
Customer Success Team
Leads(inbound/Outbound)Visitor
Marketing Qualified
Lead(MQL)
Prospect
Closed
Onboarding
Renew/Up
sell
Customer
Loyal
Customer
Activated
Customer
Sales Qualified
Lead(SQL)
Opportunity
Proof Of
Concept(POP)
Activated User
Customer Lifecycle Sales Funnel
CUSTOMER ACQUISITION FRAMEWORK
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6. 6
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Customer
Acquisition &
Retention
End-to-end
Audience
Engagement
Response
Management
Build
Connections
Assess Specific
Needs Of Project
Execute
Campaigns
DATA
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CUSTOMER ACQUISITION MANAGEMENT
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7. 01
02
03
04
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7
TARGET PROSPECTS
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8. 8
TARGET GROUP SEGMENT
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Primary &
Secondary
Target Group
Secondary Target Group
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Primary Target Group
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Primary Target Group
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Secondary Target Group
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01 02 03 04 05
9
OUR GOALS
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10. 10
Customer
Trust
Click
Through
Turnover
Conversion
Organic
Lead
Awareness
Information
Acquisition
Commercial
Levers
Transactions
User
Experience
CUSTOMER ACQUISITION STRATEGY
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11. 11
“Hunters” Visitors Leads Customers Advocates
ATTRACT CONVERT CLOSE ENGAGE
“Visibility” Keywords
Social Media
“Interest” Landing
Pages Split Testing
“Desire” Transactions
Event Tracking
“Action” Social Inbox
Smart Content
CUSTOMER ACQUISITION STRATEGY
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12. 12
Community Service
Mass Media: Outdoor, TV
Radio & Sponsorships
Print
Public Relations
Events
Strategic Partnerships & Affiliates
Referral Programs
Merchandising
Email Marketing
Direct Mail & Purl
Search Engine Marketing (PPC)
Reputation Management
Search Engine Optimization
01
07
02
08
03
09
04
10
05
11
06
12
Customer
Acquisition
CUSTOMER ACQUISITION CHANNELS
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13. 13
Driving Traffic Conversion Nurturing Sales
• Sales force
automation
• Lead nurturing
tactics
• Email and marketing
automation
• Marketing and sales
enablement
• Lead management
• Dynamic
experiences
• Analytics
• Lead scoring
• personalization
• Listening to the
customer
• Multiple methods to
drive traffic
• Social media
marketing
Website
Limited Use
In FS
ACQUISITION STRATEGY PLAN
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14. Leads
Clients Visit
Web-
presence
Customer Relationship
Management
CRM
Email
Campaign
Call Center
Customer
Acquisition
06
Social
News
04
Blog
05
Social
Networks
02
Analytics
01
SEO
03
Market
Research
14
CUSTOMER ACQUISITION PROCESS
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15. 15
DEMAND CREATION STRATEGY
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DEMAND CREATION STRATEGY
Chase
1. Database development
2. Account intelligence
3. Digital assets
4. Social media
5. Sales calls
6. Incubation interactive email
7. Appointment setting
Come
1. Social media
2. Content
3. Endorsements
4. credentialism
5. Birds of a feather
6. Starburst
Co-create
1. Partner marketing
2. influencers
3. Analysts
4. Peers
5. Authors
6. Academia
7. Thought leaders
Caught
1. Website tracking
2. Reverse look up
3. Digital assets
4. Incubation
5. Interactive email
6. Account intelligence

16. 16
Task
Management
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Client
Management
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Team
Management
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Contact
Management
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Add More
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Opportunity
Management
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Lead
Management
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SALES FORCE AUTOMATION
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17. 01
03
04
05
06
07
02
Events
SEO/PPC
Direct Mail
Website
Email
Social
Advertising
17
NEW CUSTOMER BY SOURCE
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18. 18
LEAD
GENERATION
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LEAD GENERATION STRATEGY
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19. 19
INPUT
INPUT
INPUT
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LEAD CONVERSION
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20. 20
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10%
25%
50%
75%
100%
LEAD CONVERSION
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21. 21
Projects Completed
60% 17% 23%
Number Of Scoring Rules
30%
16%
24%
5%
15%
10%
Number Of Dimensions
48%
36%
16%
Adoption Of Lead Scoring
Solutions Chosen
40%17% 43%
LEAD SCORING
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22. 22
Measurable ROI On
Lead Generation
Program
Increased Conversion
Rates From Qualified
Lead To Opportunity
Increased Sales Productivity
And Effectiveness
23% 17%
30% 38%
40% 38%
Better Forecast
And Pipeline
Visibility
Shortened
Sales Cycle
Better Alignment Of
Marketing And Sales
Efforts
36% 41%
35% 38%
15% 17%
LEAD SCORING
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23. 23
Lead Generation Lead Generation
Up Selling And
Cross Selling
Analyst Relation Lead Nurturing
Content Marketing
Sales Enablement Search Engine
Driving
Awareness
LEAD NURTURING TACTICS
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24. 24
04
03
02
01
Driving Awareness
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Lead Generation
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Upselling & Cross Selling
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Lead Nurturing
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LEAD NURTURING TACTICS
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25. 25
Social Media
Media
Articles
Get Customers Grow Customers
Cross-sell
Acquire Activate
“Keep
Customers”
Up-sell
Next-sell
Referrals
Contests,
Events
Loyalty
Programs
Blogs,
RSS
Emails
Outreach
Programs
Product
Updates
Viral Loop
LEAD NURTURING LIFECYCLE
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26. 26
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03
Periodic Client Review
02
Client Prospecting
01
Marketing Campaigns
MARKETING CAMPAIGNS
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27. 27
MARKETING ROADMAP
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Sunday
Saturday
Friday
Thursday
Wednesday
Tuesday
Monday
Sunday Text Here
Text Here
Text Here Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here
Text Here

28. 28
Synchronistic Strategies
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New Ways To Sell
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Customer Centric Culture
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Websites That Work
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Innovative Design &
Media
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Branding To Led
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01
02
03
04
05
06
MARKETING GROWTH STRATEGY
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29. 3
14
21
32
5
10
15
Which Marketing-channel
Is Growing Fastest
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Influencer Engagement
Use Cases
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0
20
40
60
80
29
MARKETING REACH BY CHANNELS
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30. Good
Bad
Experience
POSITIVE
(promoter)
Brand Advocate
NEUTRAL
(passive) Brand Awareness
NEGATIVE
(saboteur)
Brand Detractors
30
WORD OF MOUTH MARKETING (WOM)
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31. 31
01
02
03
0405
06
07
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Broadcast Faxing
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Couponing
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Direct Mail
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Direct Selling
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Telemarketing
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Email Marketing
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Direct Advertising
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DIRECT MARKETING METHOD
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32. 32
CLIENT REFERRALS
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0
1.5
2.5 2.5
2.2
1.9
3
0
3.4
2.8
3.8
3.6
2.9
4
0
5
3.6
4
6
5
4.6
0
2
4
6
8
10
12
14
2017 2018 2019 2020
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33. 33
REFERRAL MARKETING FUNNEL
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01
02
03
04
05
06
07
Advocates
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Shares Per Advocate
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Shares
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Clicks Per Share
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Referrals
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Conversion Rate
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Conversions
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34. 50%
45%
30%
Received Referrals
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14
Sent Referrals
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9
Calendar Events
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4
$6,450 $3,650
Received referral revenue Generated by sent referrals
Contacted (70%)
Proposal (10%)
Handed Off (20%)
34
REFERRAL REPORT
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35. 35
CUSTOMER LOYALTY LIFECYCLE
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Nature
Retain
Attract
Engage
Grow
Loyalty
Reward
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36. 20
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Enrollments
9
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Reward
Outstanding
$ 12,454
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Loyalty
Revenue
$ 218
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Gift
Sales
36
LOYALTY PROGRAM PERFORMANCE
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37. Facebook
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Blog
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Twitter
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YouTube
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Instagram
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Snap Chat
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LinkedIn
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Chat
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MARKETING WITH SOCIAL MEDIA
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38. 38
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SOCIAL MEDIA MARKETING
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39. 39
CurrentNew
Current New
PRODUCTS
MARKETS
Market Penetration
Strategy
Product Development
Strategy
Market Development
Strategy
Diversification
Strategy
ANSOFF MATRIX FOR GROWTH STRATEGY
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40. 40
Existing Modified New
Existing Modified New
Market
Development
Partial
Diversification
Diversification
Partial
Diversification
Limited
Diversification
Market
Expansion
Market
Penetration
Product
Extension
Product
Development
Markets&Customers
Products & Services
MODIFIED ANSOFF MATRIX
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41. 41
SMS Messaging
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Social Discovery
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Integrations
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Surveys
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Web Tracking
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Form Capture
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Email Marketing
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Training & Support
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Nurture Marketing
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Campaign Tracking
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MARKETING AUTOMATION
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42. 42
Personal
Selling
01
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Direct
Marketing
02
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Internet
Marketing
03
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Public
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04
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PUBLIC RELATIONS (PR) FOR CUSTOMER ACQUISITION
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43. 43
01
03
04
05
0206
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EMAIL AND MARKETING AUTOMATION
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44. Category 1 Category 2 Category 3
4.5
3.5
2.5
3.5
2.5
1.5
2.5
1.5
1
Chart Title
$120
$100
$80
$60
$40
$20
$0
Rising Steady Falling 44
ACQUISITION COST PER CUSTOMER
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45. 0
1
2
3
4
5
6
Category 1 Category 2 Category 3 Category 4 Category 5
4.3
2.5
3.5
4.5
4.9
2.4
4.4
1.8
2.8
5.6
2 2
3
5
4
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DATA ANALYTICS
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46. 46
OUR KEY METRICS
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Customer
Satisfaction
Productivity
Net income
Cash Flow
Turnover

47. Brand Paid Search
Non Branded Paid Search
Direct Load
Organic Brand Search
Non Branded Organic
Search
Free Inbound Links
Affiliates
Display
Comparison Shopping
Display Retargeting
Email
0% 5% 10% 15% 20% 25% 30%
47
CUSTOMER REVENUE MODEL
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Customer
SQL
MQL
Engaged
Just A Name
Prospect
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48
CRM PIPELINE MANAGEMENT
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49. 49
Inquiry
Marketing
Qualified
Lead
Sales
Accepted
Lead
Sales Qualified
Lead
Close
Interest
Marketing Validates
Quality Of Interest
Learn
Marketing
Evaluate
Sales
Rejects
Justify
Opp
Stalls
Purchase
Opp
Lost
Name
CRM SALES LEADS WITH MARKETING
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50. 50
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CRM CUSTOMER SATISFACTION
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51. Elevate
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Suggest
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Inquire
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51
FEEDBACKS
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52. 52
ADDITIONAL
Slides

53. 53
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COMPARISON
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54. 54
TIMELINE
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2017 2018 2019 2020 2021
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55. 55
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TARGET
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56. 56
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VENN
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57. 57
65%
45%
25%
35%
55%
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LOCATION
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58. 58
01 02
04 03
Risk
Reward
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MATRIX
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59. 59
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T E X T H E R E
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T E X T H E R E
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T E X T H E R E
BULB OR IDEA
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60. 60
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FUNNEL
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61. 61
Address
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