Marketing

Strategy
Handito Aji Saroso
Head of Growth - Kalibrr
Agenda
01 A New way to Grow Better
Understand the buyer journey in buying a product or services

02 Omni – Channel Strategy

Understand type of flywheel models

03 Implementing The Strategy

How to choose the best strategy to achieve the business objective’s

04 Evaluating The Strategy

What critical success factors to be measured when making the
campaign
A New Way to Grow
Better
Understanding buyer journey in buying
product or services
 Top Sales Challenges
• Finding Qualified Leads
• Getting a response from prospects
• Standing apart from competition
• Asking the right question
• Maintain customer relationship
This is a new era of
business

Technology has
changed

More importantly, so
have the consumers
They’re skeptical, they don’t believe to marketer!
 Then how to
influence their
buying decision?
Fortunately, there’re some ways

Our Customer is the best

marketer!

Source : Nielsen global advertising report

Consumers are follows certain journey upon to coming up with the decision in
buying something. The higher the value, the more complex it will be
 How it’s explained in practice?
Just imagine you want to buy furnitures for your living
room
Awareness Interest Consideration Evaluation
 Winning customers is just one thing. Make them as an
advocate is the hardest thing.

Providing good experience should start from the 1st touch!

 What is Flywheel?
Attract: Attracting is about using
your expertise to create content and
conversations that start meaningful
relationships with the right people.

Delight: Delighting is about

providing an outstanding
experience that adds real value,
empowers people to reach their
goals, and become promoters of
your company..

Engage :Engaging is about building lasting relationships with people by

providing insights and solutions that align with their roadblocks and goals.
The flywheel spin faster if you put force on it and slower
when there’s a lot of friction

frictions forces
 Flywheel Equation
• Automated process
• Great UI/UX
• Testimonials Force
• Live 24/7 support
• etc
• Referral business
• Leads/opportunity
Growth • Retention Rate
Energy • Revenue
• etc
• Silo Process
• Poor internal process
• Customer = Number Friction
• Manual attribution
• etc
A Flywheel Omni-
Channel Strategy
What strategy could be applied in
making the flywheel works?
 Let’s learn
How amazon
disrupt the
retail business
using flywheel
approach
Amazon’s Fly Wheel
Let’s break it down into more detail
• Make them easier to find in the internet by optimizing SEO,
• Drive more traffic into their website/landing page using Display Ads, Sponsored
Ads, PR and Media engagement
Attract

• Increase the conversion rate through, real products photos, secure payment, high
quality and branded products, Website optimization (load speed, backlink, easier
navigation), attractive price and millions of items on the warehouse
• Building great engagement through human touch in live QnA, Video customer
Engage testimonial, personalized abandon cart reminder.

• Maximizing customer delight by continuously product refinement, personalized

promo packages
• Timely NPS Feedback and feedback action
Delight
 Social Is there anything
Event and
else we can do to
media and
influencer Community
marketing Marketing

Paid Media
add the forces?
Lead Nurturing

Referral and
word of Mouth
Yes by using
OMNI CHANNEL
STRATEGY

SEO Content
Marketing

ATL & BTL

Consumers take a multidevice path
to purchase
Omni-channel facts
Omni-channel in action
Spin the wheel faster by reducing friction through
• Streamline the sales process and organization to make
customer buying process easier
• Using a self service user-friendly educational content to allow
customers learnt the product or content they want
• Creating a community of our products so they can exchange
ideas among each others to optimize the use of
products/services
• Self purchase availability
• Free Trial or Product Demo
• Chatbot implementation
• And many more…..
 Strategy
Implementation
Among so many options, what should I
choose?
Step by step implementing FlyWheel
Measuring the flywheel
• Instructions
1.Re-familiarize yourself with the core
principles of the inbound and outbound
methodology
2.identify the core activity or program your
company has invested in to uphold each
of your Attract, Engage, and Delight
commitments. Fill out each activity
corresponding to its flywheel stage.
3. identify the most important metric for
each activity. Make a note of conversion
rates between each stage here as well --
this measures the friction in your
flywheel.
4.Measure the current performance and
compare to the growth goals
Maximizing Delight
• Instructions
1.List out the forces that move
your customers through the
flywheel. We’ve listed
examples for you in each
section.
2.Describe whether they are
designed to serve your
customers’ needs or your own
process/convenience.
3.Update each force so it
maximizes customer delight.
Reducing Frictions
• Instructions
1.Identify your points of friction.
2.What can be automated?
3.For friction points that can’t be
smoothed with automation,
what can be addressed
through shared goals? If
shared goals won’t resolve the
points of friction, what can be
addressed through team
reorganization?
What’s your CX core activities of each stages?

I provide value to
prospects by …
<core activity>
I make my customers
successful by …
<core activity>

I make it easy for prospects to

buy by …
<core activity>
 What metrics to measure?

Attract Engage Delight

Social Media Engagement
Brand Index NPS Score
Rate

Traffic to Website Conversion Rate Retention Rate

Social Media Impression

Number of sign up Lifetime Value
and Followers

Distribution coverage Market penetration rate Average order value

Social Listening Index Average time to sale Referral program rate

 Measuring the fly wheel
<Core metric>
Added: Lost:
Total:

<Core metric>
Added: Lost:
Total:

<Core metric>
Added: Lost:
Total:
 Maximizing delight
Force Currently … To maximize delight …

Conversion paths Prospects filled out a lead Prospects can chat, book a meeting,
generation form call OR fill out a lead generation
form

Sales compensation Commissions were based only on Rotate all leads, even if you can’t
new revenue find the “right” rep
Support ticketing Phone, email and ticketed support Add chat-based and in-product
only support
Farming existing account Services team owned cross selling Services ties up with the customer
and up selling acquisition, so they can focus on
servicing customers
Customer feedback loops Quarterly NPS Live and realtime NPS feedback

Chat Only available when team is online 24/7 using chatbot investment

Self purchase No self purchase available Self-purchase available

Reducing Friction
 Measuring
Success
Control the flywheel implementation by
monitor the key parameters
Regular Performance Management to
Control the Execution and performance
Wednesday Wednesday Wednesday Wednesday
30-60 minutes 1-2 hours 2-4 hours 2-4 hours

Objectives Objectives Objectives Objectives

Improvement of latest Improvement of Lead Improvement of overall Improvement of marketing
content performance Nurture and Content marketing performance performance and investment
Performance (inbound – outbound)

Agendas Agendas Agendas

• Latest content
performance analysis
• Issue & Solution
Agendas • Content Marketing • Overall Marketing
• Latest marketing Performance Performance
automation performance • Lead Nurturing • Marketing Investment
• Latest content Performance performance (CPL, ROI,
performance • Outbound and Channel etc)
• Issue & Solution Partnership • Issue & Solution
Performance
• Issue & Solution
Create a performance dashboard for visual control
THANK
YOU