So much is discussed in regards to attracting new customers. However, what about growing with the customers you already have? This course is for owners, managers and operators of small to medium sized businesses with an existing customer base. In this course, you will learn about how various segmentation strategies and how they can be used to deepen relationships and thus increase revenue with existing customers. The course will talk about the power of SIMPLISTIC customer relationship management (CRM) and segmentation strategies. Also, the course will walk you through a detailed 5 step process of how to segment your existing customer base. Students will be provided with 3 frameworks and a segmentation strategy template they can use to replicate this process within their own business. Perhaps the best thing about this course (and all others to be offered by Biz Bites wIth Mike) is it packs a ton of great info into 90 minutes or less.
This lecture talks about what you'll learn in this course, what inspired this topic and who the course is best suited for.
This lecture talks about Mike Johnson's background and experience. With over 10 years of marketing and strategy consulting experience helping companies grow products and brands, Mike's experience is tailor made to teach this course. Mike has worked on projects and consulting engagements that include new market/product opportunity assessment, qualitative and quantitative research, brainstorming facilitation sessions, innovation concept and business case development, brand strategy development, marketing analytics, balanced scorecard design and new product launches. Mike has gained this experience working both Fortune 500 companies including Goodyear Tire and Rubber, ITW, Comcast and SiriusXM as well as three person team startups.
This lecture talks about the benefits of focusing on existing customers. While it should replace lead generation and targeting new customers, there are clear advantages to focusing efforts on customer relationship management (CRM) and customer retention as a path to growth.
This lecture sets the stage by talking about the philosophy of using segmentation as a means to grow your business. It emphasizes that it's not about software and technology (i.e. salesforce.com or hubspot), it's about the philosophy of purposefully managing customer relationships. This lecture establishes the beliefs around the power of segmentation as a path to growth and customer retention.
This lecture outlines a 5 step approach that will be used throughout the course. It starts with assessing the segmentation options available by business type, progresses to setting segment goals and strategies, and finishes with implementation and measurement.
This lecture will help you determine which types of segmentation options make sense for your business. You'll learn how a gym or online retailer will have different segmentation attribute options than a flower shop or restaurant. It also introduces a gym as an example to be used for the remainder of the course.
Thinking about ways you can segment the customers within your business.
You'll learn how to select the most relevant segmentation attributes for the gym selected for this training. You should also start to think about what segmentation options would make most sense for your business.
This lecture will use an Excel customer list as a basis to walk through the actual exercise of segmenting a customer base. This is meant to be shown at a high-level and with Excel to demonstrate even a company without sophisticated CRM programs like Salesforce.com or Hubspot can execute effective segmentation based marketing strategies.
Selecting the customer attributes most relevant to your company.
Now that you've selected segmentation attributes, this lecture will show you how to establish goals and strategies to achieve them using the gym as an example. Again, begin to think about objectives and strategies for the segments of your business.
Once you've determined objectives and strategies for each segment, it's time to brainstorm tactics to execute. This lecture will provide examples and guidance on how to develop segmentation tactics based on the customers purchase process / value chain.
Creating segment objectives and strategies for your business
In this lecture, you'll be shown how to develop a very basic implementation plan that factors People, Technology and Process/Measurement.
Developing a plan to implement your plan.
The final course lecture covers off on using metrics, KPIs or measures to determine if your segmentation is increasing revenue and/or customer engagement.
I've spent the last 10 years helping companies of all sizes grow products and brands by translating insights into business growth as a Strategy Consultant and Marketing leader. I've helped launch more than 20 new products in over 5 different industries with companies including Goodyear Tire and Rubber, Comcast, SiriusXM, Ingersoll Rand, Hobart Brothers/ITW, Barbri and several startups.
Along with my professional experience, I've had the pleasure as serving as an Adjunct Marketing Instructor at the School of Advertising Art in Dayton, Ohio. I've also taken an interest in the startup and entrepreneurial community as an adviser to several startups in the DC Metro area.
I received a Bachelors in Marketing from Franklin University and an MBA in Management of Technology and Innovation from the University of Akron.