Confiden'al–Allrightsreserved.2014

Keynote: Next-Generation Customer Engagement Finding, converting, and creating customers for success. The evolution of the the funnel in an engaged paradigm. & an extended vision taken from Dave McClure’s “Startup Metrics for Pirates” popular slideshare.

Dalia Asterbadi

About Me – How I got here today!

5 Things besides my career I feel important to share

•  I am a Systems Engineer

•  I am inspired by Ogilvy, Forefathers of Solution Selling

•  I have been obsessed with systems and how they can break

•  I played with the internet in 1987

•  I never stop learning.

•  …..

What prompted this discussion?

1.  A big thanks to Dave for his amazing thought leadership with his Pirates analogy. If you haven’t seen it google; “Dave McClure slideshare start up metrics pirate”

2.  The # of views and learning, had many ask me questions about the work I am doing and what I would do differently.

3.  Dave’s presentation is so well done – in my world creating differentiation can have a few add-ons.

4.  I thought I carry the pirate theme, and present 2.0 (all my opinion and not endorsed by Dave.)

I hope you enjoy this but cannot promise sound effects

– so let’s begin!

The Problem | Quantitative Metrics are NOT King!

Social data & corporate updates has a HUGE potential to give early indicators of viability & qualification – but it is not tapped efficiently -

Acquisition & Activation

•  Not focused on the goal

•  Trial & error

•  Segmenting on desired audience

•  Engagement is generic

Analytics

•  Post Event Review

•  Broad segments

•  Too many variables to qualify

•  Asynchronous

Some thoughts into Metrics for Pirates by Dave McClure

Positive Takeways

•  Multiple Channels to drive traffic

•  Iteration of landing page & other assets is a must

•  Segmentation is a must & important to drive full funnel success!

•  Metrics Metrics & Metrics are essential.

Gaps & Areas of Improvement

•  Analyze your best activation. Reverse back to channel & conversion point.

•  Learn more about your users’s priority.

•  Look for key signals that share both activation and retention focus.

•  Metrics cannot only be your assets. Your world is not your ideal user’s world.

Customer Lifecycle: 5 Steps to Success

•  Acquisition: users come to the site from various channels

•  Activation: users enjoy 1st visit: "happy" user experience

•  Retention: users come back, visit site multiple times

•  Referral: users like product enough to refer others

•  Revenue: users conduct some monetization behavior AARRR!

From Dave’s presentation. A perfect stating point into the lifecycle.

Getting Back to Selling, the NEW Old Fashioned Way. Because People Do Business With People

--realSociable

On the Pirate analogy…. Arr! [AARRR] = An exclamation. a sudden cry or remark, especially expressing surprise, anger, or pain.

How effective can you be constantly changing your position and making sudden screams to get what you want? What if we tried to get their attention first?

Getting Back to Selling, the NEW Old Fashioned Way. Because People Do Business With People

--realSociable

realSociable’s metrics for pirates part deux proposes in addition to… Ahoy! [AAHOYE] = An interjection used to hail a ship or a person or to attract attention. theac'onofdealingwithortakingspecialcareofsomeoneorsomething. Doesn’t that now sound like a 2-way conversation?

The Solution | AAHOYE!

Audience

Highlight (priority)

Observe

FOCUS ON CONVERSION – NOT ON NUMBERS

Affirmation

Yon – go the distance and connect.

Earn

AAHOYE | Keeps you focused on Goals

A goal-driven Engine:

TargetCommunity

High-valueSubscriberInfluence

ContentEngagement

Intention Signals define conversion acquisition or attrition Relevance create instant gratification and highest satisfaction levels Persona targets share common paths with influencers Segmentation reveal trends outside your domain Engage based on value and Priority Look Beyond metrics…..

The Solution - Hypothesis

De-risk & Automate qualification process with socialDNAtm

Introducing new humanized data points in a pro-active insight platform that connects multiple risk factors & value metrics delivering prioritized and

influence engagement to accelerate the acceptance and decline bottlenecks

Personal Presence

Connections

Interactions

Triggers

Social prospecting platform, with patented methodologies and algorithms that exposes the right customer information, exactly when you need it, where you need it!

Data Logic focused on Insight into Conversion.

Fonts like Wingdings can be used to add custom icons and images to your text. ]

Many organizations, SMB to Enterprise , shared various thoughts on growth strategies. Over 50% had begun making some form of investment into the ir sa les and market ing automation system or strategy.

30% Selling is

Vital Across Entire

Company

15% 75% Marketing will Drive

Results Alone

Don’t See A Sales

Solution

50%

When Companies were asked about growth for 2015…

Executives rank amongst the top vocal for identifying the gap between sales, marketing and the customer success teams.

T h e e n t i r e g r o u p o f companies all suggested the only way to solve the solution is to make it in abrasive to process and resources.

BE

NC

HM

AR

K

STU

DY

RE

SULT

S

Taken from 2014 Social Sales & CRM Application Benchmark Study.

SALES | MARKETING | CRM | SOCIAL | PREDICTIVE | ANALYTICS

Combining custom shapes can give you a variety of useful images to convey your data.

Sales & Next-Generation Solutions – Top Categories

Amongst the top solutions evaluated, tested, and scored - the main priorities that were either validated, or recommended as immediate 2014/15 priorities within sales and/or marketing teams were broken down by the following industry categories.

A growing concern for forecast accuracy and lead Scoring viability

Most were not able to distiguish sales intelligence – 35% picked the benefits as a “Must Have”

Found ‘Discoverability’ & Social Sharing hard to integrate & convert. “Fun” to play with.

Say this is part of the starting picture…Organizational Changes limit from doing more.

BE

NC

HM

AR

K

STU

DY

RE

SULT

S Action Trump Metrics & Pro-active Wins Over Reactive

Roadmap for Success:

Building a Conversion Journey Augment your inbound funnel model with a conversion journey that looks at win/loss metrics. As your primary baseline – Always

Step 0: Begin with your goal.

YourGoalRequirements||

ProductMix:Aclearserviceorproductofferingthatsharestheexactfittotheneed.

Value:Yourexpectedrevenueorearnings$$

Terms:Aclearcustomersuccesslifecycleorexpectedcontractretainer.

Timeline:Anes'mateofmonths/days/hours(howyoumeasuresalesstagesoveracommonbaseline)fortheconversion.

Target/Persona:Acomprehensivereviewoftheuser/customer.

Are you setting yourself up for success or failure? Focus on tangible and attainable milestones.

Step 1. Define your Audience. AAHOYE!

Identify Key Attributes Know what really makes up your ideal client.

Segment & Organize Learnings from customer success beheavior

Activate Acquisition Plans across integrated Campaigns

Step 2. Validate Affirmation of Interest AAHOYE!

AB

Lead Source Phase of Discovery of your brand Context & Interaction

Attrition Points Degree of Personalization

Step 3. Highlight Priority AAHOYE!

Triggers|CommonVision/Interests

Interac9ons(compe99ve/Influencer)

When you are fit with readiness.

When you are aware of who is also at the table!

Step 4. Observe for the right-time AAHOYE!

RightTime RightMessage RightPlace

That moment is more powerful then before or after. You need to WOO your funnel (Window of Opportunity)

Step 4. Yon…Go the distance to establish trust.

AAHOYE! Commit by keeping

continuity

Seek Acceptance

Measure the Influence of Success vs Failure

Increase relationship value by adding positive value at neutral pace.

Step 4. Earn – Measure Acquisition Cost AAHOYE!

Cu

stom

er V

alu

e

Earn through the gain of the retention. Cost of Acquisition should be proportionate to profit margin of average lifecycle.

Time Methods to Activate, Acquire and reach 1st point of 1:1 engagement.

Value earned as part of term of ‘paid’ contract or user term.

Persona --à Conversation Connection

Priority --à Conversation Point

Relate --à Conversation Accelerator

Engage --à Conversation Continuity

Lifetime Satisfaction --à Conversation Segmentation & Analysis

Step 5. Measure your goals, ruthlessly. P

repare y

our scorecard

& focu

s on th

e action

, not th

e post ev

ent m

etric.

Customer Lifecycle / Conversion Behavior

Website.com

Biz Dev Ads, Lead Gen, Subscriptions, etc

Homepage / Landing Page

Product Features

This is the part *you* have to figure out… I don’t know jack about your business

Emails & widgets

Campaigns, Contests

1. ACQUISITION

SEO SEM

Apps & Widgets

Affiliates

Email

PR Biz Dev

Campaigns, Contests

Direct, Tel, TV

Social Networks

Blogs

Domains

Emails & Alerts

Blogs, Content

System Events & Time-based Features

From Dave’s presentation. A perfect stating point into the lifecycle.

WIN

Step 6. Create your Conversion Plan

Your Story – Well Defined

Your Relevence - Strategic

Your Timeline - Realistic

Your WOO!

LossLOSS

Paradigm Shift – Sales Success is not silos

Validation of Marketing/Content &

Community Champions

Validation of Sales Process &

Support Engaged Disengaged

New Customer

Happy Customer

Brand Value

The Customer WOO Journey

The funnel cannot sustain itself. We will evolve to focus on infinite cycles that create inertia. Great Content = Right Prospect = Right Sales Process = Happy Customers = Word of Mouth – Customer Generated Content

How to build your Conversion Plan 1.  Compare the target to their competitive mix vs your mix quota This is the priority Sequence and represents the time % to allocate to it. 2. Invest in the opportunity by assessing the rope to succeed. What is relevant between their story and yours? Rank those attributes and confirm the socialDNATM attributes. Create the triggers. This is the relevance of your engagement & focus on priority messaging. 3, Validate the timeline to qualify the WOO- Your WOO is focused on preparedness and relates to the key conversion point. Calculate the list based on historical data or rS presence. This is the high-value high-touch conversation that empower you to advance. It’s focus must be on the account intent, not your needs. 4. Engagement focus and mix target is at 25% about story and 75% relevance and channel. This is the preferences of delivering positive value-add to the relationship – establishing trust. 5. Measure your WOO effectiveness through the rS Persona segmentation and conversion flow. This is the ROI of your conversion plan - . Priority= message | Preparedness= timing of messages context and relevant | Intent=key ROI

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How can you improve functional efficiency? How can you assess your current sales flow? Make an assessment on the stages and the value chain created. Closed won/lost ratios are a good measure of your sales persona.

How does the above differ from your previous process? Calculate the time of response from marketing and sales to social media input from customers and clients. This can offer easy insight to what social engagement is a priority.

What is the price fit? This is the value to cost ratio. Are you in the business of relationships? Pure sales? Solving problems?

Tips & Advice on defining your personal success criteria The key to getting smart with social is picking three key performance indicators. These are not about explicit indicators, like the amount of retweets, but are what truly validates your machine, which is the process of what goes in and what goes out.**

**SourceandContentfrom“The21ImmutablePlaysofProspec'ng”fromPlay#9,2014

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Keeping Relationships Relevant…

While Maximizing ROI.

YourClient.JoinedyouJan2012Enjoystravelling.Ac've–NoTransac'onsin2013Trigger:KeyEventwithhigh#ofInfluencersTRIGGER:Yourcompe'torsPromo'onJustBoughtanewhome–Abroad!

TRIGGER

Ac9on

ImmediateCall.SegmentintonewProgramSTYLE:PersonaXYZChannel:Twiher,direct,smsConversion:~37%

TRIGGER:NewJob

TRIGGER:NewHome,Beginnings

TRIGGER:ClientsCompanyAchievement

Opportunity Capture

•  Start with understanding your own evolution

•  Validate ruthlessly

•  Look beyond numbers (there is no standard set, so focus on your own customer success stories)

•  Content can destroy your customer community

•  Lean on your customers – have you ever asked why they don’t contribute to your stories?

•  Determine your current process value – this is ultimate conversion juncture.

•  You cannot predict anything! Focus on what you have NOW.

•  Consider a platform like realSociable (sorry I had to J )

How to get AAHOYE in your process?

Over 79% of organizations who focus on engagement in windows of opportunities, that may be tapped by social triggers and a timely manner, produce on average 21% more conversions.

Quick Factoid

Intelligence: Social Intelligence App to provide deeper segmentation for Marketing automation ROI and client insight for Sales

SocialDNATM: Social Intelligence Engine to turn campaigns into richer data segments. Proven audience engagement.

SocialDNATM

Engagment for the ModernMarketer

Product Innovation & Technology Integration

CRM Partners

In Action

Dalia Asterbadi

dalia@realSociable.com

1.800.821.1365 or +1.647.898.9649

@d_asterra

realSociable.com

Let’s chat more!