2. Housekeeping
• Copy of this deck
• Offers for you
– 10 minute brainstorm
– Successful Selling
– Secrets to Successful Content Marketing
• Email me what you want
– matt@heinzmarketing.com
3. Last Slide First
1. You are not in sales (but you’re always selling)
2. It’s all about buying signals and customer needs
(explicit & implicit, known & unknown)
3. The more you understand the customer, the
more natural the upsell opportunity
4. Fire lots of bullets
5. Sales & marketing is too important to leave to
salespeople and marketers
6. Two Words: LIFETIME VALUE
4. Four steps to a better plan
1. Do the math (quantify what success
looks like)
2. Create a clear customer profile
3. Map the sales and buying process
4. Plan to fire lots of bullets
5. Five questions to start
• What/who are your targets?
• What do they care about? What outcome
are they seeking?
• Where do you find them?
• What or who influences them?
• How do they want to engage and
(eventually) buy?
6. Prospect Engagement Funnel
Customer Targets (based on persona profiles) Next Step Accelerator
Ideas
Network-exclusive access to content
Network / Open Community Value-added special offers
Channels: Twitter, Facebook, Blog, LinkedIn Discovery events
Goal: Drive Registration White papers, top ten tips, etc.
Drip Marketing Testimonials, Success Stories
Channels: Email Newsletters, CRM System Profile-Specific Messages
Goal: Drive Active Prospects New product/service offers
Active Sales Cycle New Opportunity Alerts
Channels: CRM, 1:1 1:1 with Existing Customer
Goal: Sell In-Market Events
New Referral & Tell-a-Friend Offers
Customer Network / Community Invites
#loopfuse
11. Stages of customer engagement
1. Onboarding
2. Early customer success
3. Community management
4. Evangelist development & leverage
5. Referrals
6. Upsells
7. Renewals
8. Saves
9. Win-backs
12. Keys to early customer success
• Map the customer ecosystem and train
accordingly
• Train beyond the product
• Identify the 2-3 most important drivers of
success
• Give lots of early love
• Leverage other customers as peer trainers &
evangelists
• Know and look for early warnings signs
13. Community management
• Daily focus group
• Real-time product feedback mechanism
• Fishing for buying signals
• Other tips:
– Manage lightly
– Hire peer facilitators
– Get executives involved
14. Importance of buying signals
• Hint: It’s not about buying
• It’s about solving problems
– Identifying, quantifying and eliminating pain
(current or future)
– Training your team to listen for, and ask for,
these signals
– Offer advice, answers, solutions before
bringing up the upsell
15. Referrals, upsell, cross sell
• Who’s job is this?
– Sales, customer service, both?
• Who’s compensated for what?
• Balancing church and state
16. The (mostly) missed opportunity
• Transactional emails
– Who owns the content?
– What’s the intent/usage behind the message?
– Timing?
– Who’s monitoring replies?
– Does it help or hurt your brand?
17. Saves, renewals & win-backs
• Renewals start on day one of the
relationship
• What’s your proactive and reactive save
process?
• Who owns win-backs? What’s your
strategy (beyond sending them email)?
– Treat them like they’re still a customer…