BUS M 300 1nd Edition Lecture 18 Outline of Current Lecture I Outbound vs Inbound Marketing II B2B vs B2C III Steps from Acquisition to Sale IV Ollie vs Mary V Customer Lifetime Value Current Lecture I Outbound vs Inbound Marketing a Outbound Push i More intrusive ii Interrupts customers b Inbound Pull i Put yourself out there where people can find it c If you rely on inbound marketing the problem is customers don t always know what they want d Another problem is email is reaching a saturation point II B2B vs B2C These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Inbound B2B B2C Outbound Blogs Paid search Whitepapers articles Emails Organic search Webinar Blogs TV ads Magazine ads III Steps from Acquisition to Sale a Create traffic i Contests sweepstakes ii Website content iii These are all designed to capture their email address b Analyze c Connect Sell IV Ollie vs Mary a Ollie i 25 employees 75 of portfolio ii Easy to sell to iii Acquisition costs are lower iv Higher churn rate which is negative v Bigger market b Mary i Marketing employee supported by team ii 26 100 employees iii Low money iv Lower churn rate v Acquisition 5 000 higher because its more bureaucratic vi More knowledgeable harder to sell her V Customer lifetime value a Monthly profit x Average Customer life acquisition cost customer lifetime value
View Full Document
Unlocking...