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THE SECRET TO CREATING DEEP, MEANINGFUL, AND PROFITABLE CUSTOMER ENGAGEMENTLincoln Murphy, FounderSixteen Ventures
Presented at:
In this session we’ll cover…
Developing Your Ideal Customer Profile1
2 Understanding Their Desired Outcomes
3 Enter the Conversation
4 Success Milestones
5 Success Gaps
Copyright © 2015 Sixteen Ventures. All rights reserved.
I’ve got a DIRTY little secretStick around... I’ll share it at the end
Copyright © 2015 Sixteen Ventures. All rights reserved.
7 Types of Emails1. Tutorial2. Educational3. Aspirational4. Usage / Status5. Account / Credentials6. Personal (Follow-up or Outreach)7. Offer / Sales (Closing)
Copyright © 2015 Sixteen Ventures. All rights reserved.
WHY DOES THIS EVEN MATTER?
Copyright © 2015 Sixteen Ventures. All rights reserved.
Most People START with TACTICSThat’s where most people go wrong. Don’t be most people.
Copyright © 2015 Sixteen Ventures. All rights reserved.
START with Your Customers!Then develop PERSONAS in that order
Copyright © 2015 Sixteen Ventures. All rights reserved.
TARGET specific CustomersEven though FOMO is telling you NOT to do this.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Channels & Message will appearOkay, it might take some work, but the results will be worth it!
Copyright © 2015 Sixteen Ventures. All rights reserved.
IDENTIFY YOUR IDEAL CUSTOMER
Copyright © 2015 Sixteen Ventures. All rights reserved.
SITUATIONAL AWARENESS
SituationalAwareness
Situational DefinitionWhat’s your Goal? What’s the Time Frame?
Copyright © 2015 Sixteen Ventures. All rights reserved.
ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
IDEAL CUSTOMER PROFILE
Copyright © 2015 Sixteen Ventures. All rights reserved.
IDEAL CUSTOMER PROFILEReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential
Copyright © 2015 Sixteen Ventures. All rights reserved.
Input: Success PotentialSome customers are more likely to be successful than others
Copyright © 2015 Sixteen Ventures. All rights reserved.
Input: Acquisition PotentialSome customers are easier to reach and faster to close.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Input: Expansion PotentialSome customers will use more and more and more…
Copyright © 2015 Sixteen Ventures. All rights reserved.
Input: Advocacy PotentialSome customers will tell others about your product.
Copyright © 2015 Sixteen Ventures. All rights reserved.
You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile.
Copyright © 2015 Sixteen Ventures. All rights reserved.
1. Ideal Customer Profile2. Persona Development3. Empathy Mapping4.Distribution / Outreach
THE PROPER ORDER
Copyright © 2015 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/aaem
Lincoln’s AAeM Resource Guide
Copyright © 2015 Sixteen Ventures. All rights reserved.
ENTER THE CONVERSATION
Copyright © 2015 Sixteen Ventures. All rights reserved.
Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”
Copyright © 2015 Sixteen Ventures. All rights reserved.
Desired Outcome consists of two parts: Required Outcome and Appropriate Experience
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier
Copyright © 2015 Sixteen Ventures. All rights reserved.
“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937
Copyright © 2015 Sixteen Ventures. All rights reserved.
Success = Their Desired Outcome
Copyright © 2015 Sixteen Ventures. All rights reserved.
The topic of the conversation in their
mindSuccess = Their Desired Outcome
Copyright © 2015 Sixteen Ventures. All rights reserved.
For BOTH the Company & Personas
Copyright © 2015 Sixteen Ventures. All rights reserved.
SUCCESS MILESTONES
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
SUCCESS GAPS
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
Copyright © 2015 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/aaem
Lincoln’s AAeM Resource Guide
Copyright © 2015 Sixteen Ventures. All rights reserved.
My DIRTY little secret is…Even "ugly" designs and “bad” copy WILL work when super-targeted
Copyright © 2015 Sixteen Ventures. All rights reserved.
@lincolnmurphyCopyright © 2015 Sixteen Ventures. All rights reserved.
http://sixteenventures.com/aaem
Lincoln’s AAeM Resource Guide
Copyright © 2015 Sixteen Ventures. All rights reserved.