Relationship Marketing: Finding, Captivating And Keeping Customers 6/25/2018 2:37 AM Relationship Marketing: Finding, Captivating And Keeping Customers Brent Leary Partner and Co-Founder CRM-Essentials.com | BrentLeary.com David Alexander Senior Product Manager Microsoft Office Live Small Business © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.

Overview Part 1: Finding Customers Part 2: Captivating Customers Online Part 3: Keeping Customers Engaged Tee up next slide – you have a unique approaCH TO HOW WE’RE LOOKING AT THIS

Part 1: Finding Customers

What Is Relationship Marketing? Relationship Marketing (RM) is your approach and strategy for Finding Captivating Keeping good customers

Traditional Relationship Marketing FIND Marketing Automation CAPTIVATE Online Engagement RELATIONSHIP MARKETING Lead management Campaign management Customer profiling Opportunity management Contact management Activity management KEEP Customer Service Ongoing dialog Web self-service field service When we talk about Leads Management, what are the key elements small business should be thinking about?

…because the leads aren’t captured in the first place Leads Management How do you answer the question Am I willing to spend the time and money needed to win the sale? Leads management should Identify dead ends Qualification guidelines Help identify “next steps” Win-Loss reporting Automate data entry Converting Cards Into Cash? 4 out of 5 trade show exhibitors don’t pursue the leads they worked so hard for… …because the leads aren’t captured in the first place David tee up demo – So let’s see how this is done with Office Live Small Business. Going through a typical process like this takes time for just one lead. Businesses need to generate large numbers of leads in order to acquire enough good customers to sufficiently grow. Referrals are the ideal (and least expensive) way to bring on new customers, but chances are you won’t receive enough to sustain your business. Finding the 4 hot leads out of 100 can be a time consuming exercise, with most time being spent on leads going nowhere. How do you improve your lead conversion opportunities? Leads management should Help identify dead ends quickly Set guidelines for qualifying leads Identify “next steps” to take Identify reasons for not converting leads Make it quick and easy to enter leads Initial lead information is basic information found on a business card

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FIND: Marketing Automation CAPTIVATE Online Engagement RELATIONSHIP MARKETING Contact Manager Easily Capture Contacts Organize and Segment Opportunity management Contact management Activity management KEEP Customer Service Ongoing dialog Web self-service field service

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6/25/2018 2:37 AM © 2008 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION. © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.