Appendix: Text Descriptions of Figures

Figure 2.2 Types of Segmentation↩

By Behavior

• benefits sought from the product
• how often the product is used (usage rate)
• usage situation (daily use, holiday use, etc.)
• buyer’s status and loyalty to product (non-user, potential user, first-time user, regular user)

By Demographics

• age/generation
• income
• gender
• family life cycle
• ethnicity
• family size
• occupation
• education
• nationality
• religion
• social class

By Geography

• region (continent, country, state, neighborhood)
• size of city or town
• population density
• climate

By Psychographics

• activities
• interests
• opinions
• values
• attitudes
• lifestyles

Figure 2.3 RV Betty↩

Betty lives in the suburb of a large Canadian city. She and her husband have both recently retired. One of their life dreams is to travel across North America during their retirement. While she doesn’t consider herself wealthy, she and her husband have saved enough during their lifetime to make their dream a reality and enjoy their retirement.

Betty is worried about how to travel in an RV: how to find utility hookups, where to stay when you have an RV, what happens if you blow a tire, how to plan her routes… She wants an RV with certain characteristics. Since she is retiring (and older), it has to be comfortable. She plans to spend most of her time in it! She also has a great network of friends, and she would like her friends to spend time with her in the RV, so she is looking at additional sleeping space and plenty of room. Maybe she’d like to host dinner time! All in all, she’d like an RV that makes her experience easy when traveling.

Figure 4.2 KPIs Example↩

The objective is product awareness, which leads to the goals: to have users subscribe to updates and to have users engage with product types and features. Each of these goals is associated with two KPIs. For the goal of having users subscribe to updates, the KPIs are having contact forms be submitted and having email subscribe forms be submitted. For the user engagement goal, the KPIs are virtual mirror use and product content popularity.

Figure 4.3 AARRR↩

Acquisition: How do your customers find you?

Activation: How quickly can you get to your customer’s “Aha moment”?

Retention: How many of your customers are you retaining, and why are you losing the others?

Referral: How can you turn your customers into advocates?

Revenue: How can you increase revenue?

Figure 4.4 RACE Goals↩

1. Reach: Create awareness; drive visits; create positive interactions.
2. Act: Generate leads.
3. Convert: Convert lead to paying customer; create loyalty.
4. Engage: Create advocates.

Figure 4.8 Conversion Path – 2nd Example↩

Path 1

1. Reach
   • sponsored Instagram ad
   • outbound 1
2. Act
   • giveaway on Instagram
   • inbound 1
3. Convert
   • retargeting email campaign
   • outbound 2
4. Engage
   • create entertaining content
   • inbound 2

Path 2

1. Reach
   • SEO keywords
   • inbound 3
2. Act
   • blog post with opt-in
   • inbound 4
3. Convert
   • retargeted Facebook ad
   • outbound 3
4. Engage
   • create informative content
   • inbound 5

Figure 4.9 RACE↩

1. Plan: Define your goals and strategy.
2. Reach: Grow your audience using paid, owned and earned media.
3. Act: Prompt interactions, subscribers, and leads.
4. Convert: Achieve sales online or offline.
5. Engage: Encourage repeat business.

Re-automate: Continue to cycle through the stages.

Figure 5.18 Longtail Keywords and Conversion Rate↩

A graph showing search volume vs. conversion rate. In the upper left, the search “tomato plant,” with an average of 22,000 monthly searches, has a very high search volume and a very low conversion rate. “When to plant tomatoes,” with 3,600 monthly searches on average, falls more toward the middle of the graph. The long tail, where conversion rate is high and search volume is low, is formed by the search “why are my tomato plants turning yellow,” which has only 390 average monthly searches.

Figure 5.19 Facebook Ad Objectives↩

Figure 6.13 Content Calendar↩

Figure 7.10 Email Automation↩

Week 1: Send email. Possible actions and their consequences:

• An Unsub triggers no further action.
• A Non-Open may optionally trigger resending the email.
• Open, Click, Subscribe moves on to Email 4 (loyalty).
• Open, Click or Abandoned Subscribe will move on to Email 2.

Week 2: Email 2 (extra incentive)

• An Unsub triggers no further action.
• Open, Click, Subscribe moves on to Email 4 (loyalty).
• Open, Click or Abandoned Subscribe will move on to Email 3 (extra incentive offer ending) and also receive Email 5 (survey).
• Non Open may trigger telesales or a DM

Week 3: Email 3 (extra incentive offer ending)

• Open, Click, Subscribe moves on to Email 4 (loyalty).

Figure 8.2 Funnel↩

Goals:

• new customer revenue: $5M
• average sales price: $75,000
• closed won contracts: 67

Figure 8.20 Landing Page Evaluation↩

Figure 9.2 Value Chain↩

Table for Exercises in Chapters 4↩, 5↩, and 6↩