Introducing Relationship Marketing

Co-founders, Torey and Carl Maerz

Introducing Relationship Marketing

®

We need an amazing marketer

© 2017® www.rocketreferrals.com

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A brief history

®

The problem we found

Missed opportunity with loyal customers


Why?

Scale


Meanwhile…

The customer network grows.


Solving the problem

Do the things that fueled original growth.

With scale.


Those things are

Personal communication

Individual attention

Quickly reacting to feedback

Loyal customers taking action


Relationships at scale are difficult

Are you scared to turn on that “auto” switch!?


Linear ‘drip marketing’


List of email addresses Email

Delay

Email

Delay

Marketing automation


Prospect list

Email

Delay

Email

Delay

Web form

Click

Not clicked

Email

Relationships are more dynamic


Deep puddle

Oncoming carRaining

Step over puddle

Carry umbrella Wait for car

Cross the street


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


Do this

1know each customer

2pick the single best action

3communicate like a human


Know each customer

Product information

Demographics

Network

Prior communications and actions

Net Promoter Score

1


Net Promoter Score

“How likely are you to recommend?”


Pick the single best action

Based on your objective and what you know about a customer,what is the action you should take?

2


Actions that meet goals

Referrals

Retention

Cross-sells


Communicate like a human

Text-based emails

Handwritten cards

Phone calls

Social media

3


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


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


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


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


Rocket Referrals

Introducing Relationship Marketing

Marketing

Transcript of Introducing Relationship Marketing