How to plot the customer lifecycle

1. the simple marketing system
Process to attract ideal customers
Customer Relationship Pipeline & Buying Path
Customer Relationship Pipeline & Buying Path
UNAWARE
Don’t know
anything about
UNAWARE
you or your
Don’t know
company
anything about
you or your
company
be choosy
UNAWARE
Don’t know
anything about
you or your
Ideal Target
company
Market
Ideal Target
Market
Itm
Persona
Ideal Target
Market
AWARE
Become familiar
with you.
AWARE
Association
Become familiar
referal, meet you
with you.
Association
referal, meet you
be there
AWARE
Become familiar
with you.
Association
Build a
referal, meet
Connection you
ATTENTION
EXPERIENCE
be proven
INFORMATION
GATHERING
be helpful
EXPERIENCE
At this stage, they
They are in the
may be ready for a
EXPERIENCE
market for what
“taste” or an
ATTENTION
At this stage, they
you offer
“EXPERIENCE”
They are in the
may be ready for a
They want more
prior to purchase
working with you
market for what
Customer Relationship Pipeline & Buying Path or an
“taste”
information and
you offer
“EXPERIENCE”
are ready to explore
prior to purchase
working with you
be relevant
ATTENTION
They are in the
market for what
you offer
Prospect
Build a
Prospect
Connection
MARKETING, attract, educate, interact,
nurture, manage, track
Who
emotional
MARKETING, attract, educate, interact, hook
What track
problem you solve
nurture, manage,
Why
When
Build a
Where
Prospect
Connection
How
MARKETING, attract, educate, interact,
nurture, manage, track
INFORMATION
GATHERING
They want more
INFORMATION
information and
GATHERING
are ready to explore
They want more
information and
are ready to explore
Lead
working with you
At this stage, they
may be ready for a
“taste” or an
“EXPERIENCE”
Qualified Lead
prior to purchase
Qualified Lead
Lead
SIGN UP/ SALE
The lead becomes a
customer when they sign
SIGN UP/ SALEpay.
the agreement and
The lead becomes a
Service is provided.
customer when they sign
A customer becomes a
the agreement and pay.
client after using on a
Service is provided.
long term basis
A customer becomes a
client after using on a
long term basis
be friendly
SIGN UP/ SALE
The lead becomes a
customer when they sign
the agreement and pay.
Service is provided.
A customer becomes a
Customer then Client
client after using on a
long term basis
Customer proposals,
SALES, qualify, present then Client
proof
credibility
testimonials
case studies
pr
Lead
answer objections, close, manage
emotional
educate
SALES, qualify, present proposals,
let them trial
connection
answer objections, close, manage
sample
Qualified Lead
Customer then Client
SALES, qualify, present proposals,
answer objections, close, manage
MacInnis Marketing
Small Business Marketing
Better Business Decisions
REFERRAL
The customer is
happy to refer you
REFERRAL
after experiencing
The customer is
great service and
happy to refer you
wants to tell your
after experiencing
story and REFER
great service and
you to their network
wants to tell your
story and REFER
you to their network
be consistent
REFERRAL
The customer is
happy to refer you
after experiencing
great service and
wants to tell your
story and REFER
Advocate
you to their network
Advocate
process
proactive
occasional
touch
Advocate

2. the simple marketing system
Audit for Small Business
Our goals
Where
are we
now?
Rank
Where
would we
like to be?
Our goals
Where
are we
now?
Rank
Brand - stand out
from the crowd
1.
2.
3.
4.
Undifferentiated
Better than competition
Distinctly different
Truly Unique
Partners
1.
2.
3.
4.
Informal
Defined
Joint programs
Highly Productive
Customer/Market
Focus
1.
2.
3.
4.
Reactive
Demographic
Situational
Behavioural
Customers
1.
2.
3.
4.
Financial
1.
2.
3.
4.
Unpredictable
Patchy
Steadily improving
Highly predictable
Informal
List on a database system
Ranked and profiles
Ideal customers profiled and targeted for
each segment
Marketing
People
1. Struggling to attract and retain right people
2. Patchy - variable record of retaining key
people
3. Getting there - success in new hires.
Getting right people
4. 100% success in the right people on the
bus
1.
2.
3.
4.
Random
Planned
Aligned
Integrated
Sales
1.
2.
3.
4.
Undefined, patchy
Documented
Sales Funnel
Integrated sales and marketing approach
Customer
Support
1.
2.
3.
4.
Random
Standard
Replicable
Highly Repeatable
Service/Product
Portfolio
1.
2.
3.
4.
Basic
Considered
Planned
Service lifecycle
Time
Commitment/
Frames
1.
2.
3.
4.
Undefined
Documented
Measured
Fully Adopted
Exit Strategy
1. Not considered
2. Considered
3. Planned
Pricing Strategy
Behaviours and
Values
Systems and
Processes
1.
2.
3.
4.
Random
Considered
Market Driven
Value based
1. No set communicated value or behaviour
system
2. Some conditions of acceptable behaviour
3. Values and behaviours communicated
4. Valued and behaviours embraced and
rewarded
1.
2.
3.
4.
Weak systems
Core CRM
Aligned
Fully Integrated
Where
would we
like to be?