1. 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.

2. 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

3. Part 1: Finding Customers

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

5. 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?

6. …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

7. s
demo

8. 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

9. Resources
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Small Business Resource Center
Marketing
Featured e-book: “5 Steps to Successful Marketing”
Articles
Expert Advice
Community Feedback
Manage Your Business

10. 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.