introducing relationship marketing
TRANSCRIPT
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Co-founders, Torey and Carl Maerz
Introducing Relationship Marketing
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We need an amazing marketer
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A brief history
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The problem we found
Missed opportunity with loyal customers
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Why?
Scale
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Meanwhile…
The customer network grows.
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Solving the problem
Do the things that fueled original growth.
With scale.
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Those things are
Personal communication
Individual attention
Quickly reacting to feedback
Loyal customers taking action
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Relationships at scale are difficult
Are you scared to turn on that “auto” switch!?
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Linear ‘drip marketing’
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List of email addresses Email
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Marketing automation
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Prospect list
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Delay
Web form
Click
Not clicked
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Relationships are more dynamic
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Deep puddle
Oncoming carRaining
Step over puddle
Carry umbrella Wait for car
Cross the street
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Relationship marketing software
loyalty survey
loyalty score
client feedback
demographics
email response
birthday card
renewal reminder
referral thank you
online review request
written testimonial
welcome email
Improve referrals
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Do this
1know each customer
2pick the single best action
3communicate like a human
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Know each customer
Product information
Demographics
Network
Prior communications and actions
Net Promoter Score
1
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Net Promoter Score
“How likely are you to recommend?”
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Pick the single best action
Based on your objective and what you know about a customer,what is the action you should take?
2
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Actions that meet goals
Referrals
Retention
Cross-sells
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Communicate like a human
Text-based emails
Handwritten cards
Phone calls
Social media
3
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Mrs. Ellie McCustomerface
What we know
Multiple productsCustomer for 4 yearsReferred JacksonReferred by JaneNPS 10
What to do
Collect testimonial
How to do it
Testimonial request email
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Mrs. Ellie McCustomerface
What we know
Multiple productsCustomer for 4 yearsReferred JacksonReferred by JaneNPS 10Given testimonial
What to do
Collect online review
How to do it
Review request email
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Mr. Tinkle Bubbles
What we know
Single product New customer Referred by Jane
What to do
Welcome customer Collect feedback
How to do it
Handwritten card NPS email
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Mr. Tirade
What we know
Single product Customer 2 yearsNPS 5NPS comment
What to do
Retain customer
How to do it
Fix the issuePersonal email Phone call
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