Episode 41: Re-Engage Stalled Upsell Opportunities
Welcome to the next episode of The CMA Soulmate Newsletter where 962 marketers get better at building Customer Marketing programs and strengthening relationships with customers in less than 5 minutes.
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Hello! Happy June!
I’m sorry I’ve been so quiet on social. I have been working on my next project and hope to launch it next week. Here is a little sneak peak
This eBook is 60+ pages with an additional 50+ pages of awesome Customer Marketing plays. I thought I would give you guys one early…
I picked this for you because we actually did it at Sendoso. Hope you like it!
Re-Engage Stalled Upsell Opportunities Play
We’ve all heard the stories from our Account Managers: an upsell deal they thought was a shoo-in completely ghosted them. This 2-part play will re-engage those ghosters and turn them into buyers.
Desired Outcome
Re-engage stalled upsell opportunities and ultimately close deals while increasing the deal size. The goal is to identify and address any objections or challenges that may have prevented the upsell from moving forward and provide additional value propositions to entice the customer to upgrade their service. The final goal is to create a memorable experience. It will combine entertainment, personalization, and product education to re-engage customers.
Stakeholders:
Sales
Customer Success
Marketing
Tactics:
The creation and deployment of customized content, direct mail, and an event to re-engage and win back the momentum. The direct mail send and event could be supported with display ads, custom landing page, and new customer stories.
Content:
Direct Mail: Send 5 custom fortune cookies, each with a customer ROI stat inside the fortunes in a branded box and with a customer note from the account manager.
The marketing team would create the customized case study stats and plan the event that address the customer's specific pain points and demonstrate how the upsell would provide additional value to the customer.
Message:
“Crack your cookie open to see what your future will look like with [company]”
"Breaking news: [Company new feature] will bring you great fortune and success!"
“You're one smart cookie! Upgrade now and enjoy the sweet rewards."
Event:
"Great Fortune" is a virtual event that combines elements of entertainment, personalization, and product education to re-engage stalled upsell opportunities and close deals. This event will leverage the campaign's messaging around fortune cookies to create an engaging and memorable experience for customers.
Event Format:
Interactive Fortune-Telling Sessions: Prior to the event, customers will be asked to submit their questions, objections, or challenges related to your platform. During the virtual event, a panel of experts from sales, customer success, and marketing will address these concerns in a fun and interactive manner. They will provide personalized insights, advice, and value propositions to entice customers to upgrade their service.
Celebrity Fortune-Tellers: To add excitement and engagement, invite industry influencers to participate as celebrity fortune-tellers. They can share their own experiences in the industry or with your platform, provide success stories, and offer predictions about the future benefits of the upgraded service. You can also go to Cameo and get a celebrity to record a custom video for the event.
Customized Content Showcase: Throughout the event, highlight the customized content created for the campaign, such as case studies, white-papers, or eBooks. Share these resources with attendees and emphasize how they address specific pain points to demonstrate the value of the upsell.
Interactive Games and Prizes: Integrate interactive games related to fortune-telling or luck throughout the event. For example, attendees could participate in a virtual spin-the-wheel game to win prizes, including exclusive discounts on the upsell or additional perks. This will incentivize participation and create a sense of excitement.
Event Follow-Up: After the event, follow up with personalized emails to the attendees, incorporating insights and predictions discussed during the event. Offer exclusive post-event promotions or limited-time offers to further encourage upsell conversions.
KPIs:
Engagement Rate
Number of un-stalled upsell opportunities
Number of conversations initiated by the AM team with the customers
Number of customers who completed the upsell if the direct mail was delivered
Increase in deal size from completed upsells
Cost per item:
For 100 units of the branded fortune cookie boxes the cost is ~$13 each. Includes branding on box, custom cookies, and custom messages. Box and ribbon can be changed to match brand colors as well.
Not every play in the playbook has a direct mail component. I wrote this book keeping you all in mind. It is for the marketer with resources or no resources, budget or no budget, start up to Enterprise, etc. Wish me luck!
Love your CMA Soulmate,
Leslie
More Digital Resources
Catch up on previous newsletters here.
Check out my video course Measuring the ROI of Customer Marketing & Advocacy if you want to showcase the ROI of your programs. Enjoy your 20% off!
I took my metrics sheet out of the course as an extra offering. Customer Marketing & Advocacy Metrics Spreadsheet is available now if you aren’t ready to purchase my course.
My latest resource to help you while you are interviewing or going through performance reviews and gunning for a promotion- CMA Career Framework.
On a personal note:
My little guy turned 4 this week. He loves the attention…just like his momma 🤣