Going Beyond Digital Marketing to Engineer Sustainable Growth
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The document discusses different types of business growth strategies, including sustainable business growth, self-raising growth, and engineering growth. Sustainable business growth focuses on attracting new customers and turning them into long-term promoters through excellent customer experience across the entire journey. Self-raising growth emphasizes developing a comprehensive strategy addressing brand, marketing, customer experience, technology, operations, and people. Engineering growth analyzes how to generate growth through new customers, increasing existing customer spending, and developing customer advocacy.
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Going Beyond Digital Marketing to Engineer Sustainable Growth
- 1. Alba Vargas Jiménez Daryn Smith @inboundalba @darynsmith GOING BEYOND DIGITAL MARKETING TO MAKE YOUR BUSINESS GROW
- 2. #theinbounder WHAT IS GROWTH FOR YOUR COMPANY? SUSTAINABLE BUSINESS GROWTH SELF RAISING GROWTH BUT WAIT, THERE’S MORE? ENGINEERING GROWTH 1 2 3 4 5 INDEX wamtalk
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- 17. #theinbounder AttractAwareness of Need + Up and Cross Sell Consideration Close Deliver Onboard Engage Use Service Convert to Promoter THE CUSTOMER JOURNEY INFINITE LOOP
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- 23. #theinbounder “Don’t stay there, live there”
- 25. #theinbounder 1.FOCUS ON LONG TERM 2.NOT ANNOYING 3.PROTECTED FROM ALGO CHANGES 4.INCLUDES ALL PARTS OF THE BUSINESS
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- 30. #theinbounder 1.BRAND STRATEGY 2.MARKETING & CUSTOMER EXPERIENCE STRATEGY 3.CREATIVE & EMOTIONS 4.TECHNOLOGY 5.OPERATIONS 6.PEOPLE
- 31. #theinbounder Which business are you in?
- 32. #theinbounder To solve unsolved problems innovatively To preserve and improve human life To bring inspiration and innovation to every athlete in the world To give ordinary folk the chance to buy the same things as rich people To make people happy Why are you in business?
- 33. #theinbounder Where is your business at?
- 34. #theinbounder 2001 - 2015 2018 What stage is your industry at?
- 35. #theinbounder What is your role in business?
- 36. #theinbounder What stage are you at?
- 37. #theinbounder 1. How can net new customers find me? 2. How can I get existing customers to spend more? 3. How can I get existing customer to stay, buy more frequently and become advocates that refer other customers? GROWTH STRATEGY
- 38. #theinbounder Net New - Buying Triggers Existing Spend More - Increase price - Buy more
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- 54. BUT WAIT, THERE IS MORE?5
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- 59. THANK YOU! Alba Vargas Jiménez Daryn Smith @inboundalba @darynsmith