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Identifying Sales Opportunities
Throughout the Customer Lifecycle
                  Matt Heinz
        President, Heinz Marketing Inc
          matt@heinzmarketing.com
              @heinzmarketing
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
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
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
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?
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
It’s really a bowtie…
Your customers
What do customers care about?




                                #loopfuse
The buying progression




 Problem/      Solution   Objective/
 Pain                     Outcome




                                  #loopfuse
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
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
Community management

•   Daily focus group
•   Real-time product feedback mechanism
•   Fishing for buying signals
•   Other tips:
    – Manage lightly
    – Hire peer facilitators
    – Get executives involved
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
Referrals, upsell, cross sell

• Who’s job is this?
  – Sales, customer service, both?
• Who’s compensated for what?
• Balancing church and state
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?
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…
Don’t forget…




           matt@heinzmarketing.com
Questions?

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Identifying Sales Opportunities Throughout the Customer Lifecycle

  • 1. Identifying Sales Opportunities Throughout the Customer Lifecycle Matt Heinz President, Heinz Marketing Inc matt@heinzmarketing.com @heinzmarketing
  • 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
  • 7. It’s really a bowtie…
  • 9. What do customers care about? #loopfuse
  • 10. The buying progression Problem/ Solution Objective/ Pain Outcome #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…
  • 18. Don’t forget… matt@heinzmarketing.com