The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement

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

I’ve got a DIRTY little secretStick around... I’ll share it at the end

7 Types of Emails1. Tutorial2. Educational3. Aspirational4. Usage / Status5. Account / Credentials6. Personal (Follow-up or Outreach)7. Offer / Sales (Closing)

WHY DOES THIS EVEN MATTER?

Most People START with TACTICSThat’s where most people go wrong. Don’t be most people.

START with Your Customers!Then develop PERSONAS in that order

TARGET specific CustomersEven though FOMO is telling you NOT to do this.

Channels & Message will appearOkay, it might take some work, but the results will be worth it!

IDENTIFY YOUR IDEAL CUSTOMER

SITUATIONAL AWARENESS

SituationalAwareness

Situational DefinitionWhat’s your Goal? What’s the Time Frame?

ReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

IDEAL CUSTOMER PROFILE

IDEAL CUSTOMER PROFILEReadyWillingAbleSuccess PotentialAcquisition EfficiencyExpansion PotentialAdvocacy Potential

Input: Success PotentialSome customers are more likely to be successful than others

Input: Acquisition PotentialSome customers are easier to reach and faster to close.

Input: Expansion PotentialSome customers will use more and more and more…

Input: Advocacy PotentialSome customers will tell others about your product.

You CAN’T REALLY KNOW what Marketing Channels, Pitch, Pricing, or Messaging to use UNTIL you are clear on your Ideal Customer Profile.

1. Ideal Customer Profile2. Persona Development3. Empathy Mapping4.Distribution / Outreach

THE PROPER ORDER

http://sixteenventures.com/aaem

Lincoln’s AAeM Resource Guide

ENTER THE CONVERSATION

Customer Success = “Helping your customers achieve their Desired Outcome through the use of your product.”

Desired Outcome consists of two parts: Required Outcome and Appropriate Experience

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier

“Enter the conversation already taking place in your customer’s mind.” – Robert Collier, c1937

Success = Their Desired Outcome

The topic of the conversation in their

mindSuccess = Their Desired Outcome

For BOTH the Company & Personas

SUCCESS MILESTONES

SUCCESS GAPS

My DIRTY little secret is…Even "ugly" designs and “bad” copy WILL work when super-targeted

The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement

Marketing

Transcript of The Secret to Creating Deep, Meaningful, and Profitable Customer Engagement

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