In March 2020, Reneé Boudakian, co-founder and owner of Rubicon Marketing and DM Certified Partner, was in the same situation as you.
I wonder if your company could weather this unforeseen storm.
It turns out that her business not only survived, but also became a better version of herself. Within 90 days, Reneé was able to secure $ 100,000 from offers that were not yet available at the beginning of 2020.
Yes, you read that right. The six-digit quarter deals weren’t even part of their business pandemic. With the help of the customer value journey and two key questions, Reneé was able to maneuver by the end of 2020 with a strategy that we would like to share with you.
Before Reneé put the Customer Value Journey into operation, the offer of her agency was to implement and expand individual Infusionsoft campaigns according to specifications in monthly storage plans. This solved a challenge from their customer avatars, but not the whole problem. While Reneé is teaching in her Certified Partner Training, she gave her customers Legos instead of helping them build their entire castle.
This led to the insights needed about the weather from COVID-19 and the new changes it brought for agencies. With two simple questions and the Customer Value Journey, Reneé was able to create brand new offerings that either show their customers how to achieve their goals, do the work to achieve those goals for them, or work with them to show them how it was done.
Here is a look at the major focal point of Rubicon Marketing, which led to the agency becoming 6-digit in 3 months.
Question 1: Do we have something that we are already good at or that we are already selling?
The first question Rubicon Marketing asked itself was what they were already good at or were already selling. In their case, they have been great at running and growing these Infusionsoft campaigns. The problem was that this was a single Lego in a huge pile that was needed to build this castle.
Rubicon pulled up previous customer calls from its BEST customers and listened to see if anything was missing. How Reneé treats in her training, the key is on your BEST clients. These are the customers who pay you the most, who are easiest to work with, and who always get results. They quickly found that customers were overwhelmed, frustrated, intimidated, emotional and exhausted. Every customer experienced the chaos of trying everything (landing pages, email campaigns, TikToks, clubhouse) – and the failure of not being able to keep up.
That was Rubicon’s lightbulb moment.
Your customers didn’t ask what a landing page was, how an email campaign worked, what TikTok was, or where the clubhouse was located. They tried to implement high-converting landing pages and email funnels, and create engaging TikTok and clubhouse content.
They had entered “The Chasm”. The divide is that part of the technology adaptation cycle where people adopt the technology. This means that you are not convincing people why this technology exists – they already know and understand it.
Rubicon knew this was a great opportunity for their agency.
“The opportunities to serve the people who make new changes were enormous,” says Reneé. “Our avatar is ready to change, but doesn’t know how. This is where we can bring about the greatest transformation. “
The customer value journey was their missing link. So Reneé breaks it down.
Every company has 5 core functions:
- Lead generation
- Maintain lead
- Retention, resale, upsell
And every company has three different phases into which each of these core functions fits:
- Marketing (lead generation)
- Sales (lead maintenance and conversion)
- Fulfillment (delivery and storage, resale, upsell)
Rubicon explored the Customer Value Journey through these core function phases to see where each phase of the CVJ fits into the three business phases:
- Marketing: awareness, engagement, subscription
- Sales: convert, inspire
- Fulfillment: Ascension, Advocate, Foster
For each of these business phases, Rubicon has developed the automation that customers can use to achieve their goals. They call this their automation architecture and they use automation tools specific to marketing, sales, and fulfillment.
This was the transformation customers were looking for. They didn’t need to believe that email funnels worked – they were ready to adopt the technology that would help them have an email funnel that worked for YOU.
Rubicon has created two new offers for you:
- A paid planning session in which they show customers how to build their automation architecture based on the customer value journey
- Creation and implementation of the automation architecture for the customers
Just by answering this first question, they were able to increase their average project size and sales. But there was a little more to be done.
Question 2: Are we missing opportunities with our existing customers?
After figuring out what Rubicon could absolutely nail for their customers, they began to investigate which upsells, cross-sells, or add-ons they could offer as well.
Once they knew their customer avatar, they realized that there were two different requests:
- Some people wanted to market themselves because they are low or ahead of sales
- Other people want someone to help them with their marketing (don’t do ANYTHING for them)
You know what’s going to happen next … Rubicon has created quotes for each of these customer avatars.
For the people who wanted to market themselves, they created a subscription-based membership site as a do-it-yourself model.
For those looking to work with Rubicon, they offered Zoom calls, where customers could leverage the Rubicon team’s expertise for a done-with-model.
You already know the end of that story: Rubicon raised $ 100,000 in just 90 days. But it doesn’t end there.
Rubicon didn’t stop there and instead focused on figuring out what transformation they were actually giving their clients. Being able to speak to seasoned marketers wasn’t an automation architecture. It was something deeper that made her buy.
In her Certified Partner Training, Reneé explains: “We know that customers rate our services by weighing the perceived value against the asking price.”
Using Maslow’s hierarchy of needs, Rubicon was able to figure out what experiences they were really giving their customers.
The higher your needs, the greater Maslow’s customer loyalty. Rubicon changed its message with the aim of enabling customers to transform as much as possible.
For example, their messages about their services are about how they help clients avoid anxiety, focus on what they really enjoy and the other experiences they have with appreciation and self-actualization. Using Maslow’s hierarchy of needs, Rubicon can accomplish the three things any business wants:
- Better customer loyalty (increased CLTV)
- Great willingness of consumers to try the brand
- Sustainable sales growth
We know that you expect the same from your agency. Now that you’ve seen how Rubicon made $ 100,000 in 90 days with two questions and the YVC, let’s see what you can do to get the same results.
This is how you create this growth for your agency
The first step in getting the same results Rubicon was able to get is to guide yourself through the same exercise. Ask yourself the same questions that Reneé and the Rubicon team thought about.
Question 1: Do you have something that you are already good at or that you are already selling?
The answer is probably yes. Once you’ve built your agency and have clients, offer something they’re interested in. But do you offer your customers the lock or a single Lego?
Rubicon, listening back to the previously recorded customer calls, was a brilliant move. It was the catalyst that showed them that while their customers liked the offer, they were left with opportunities. At this point, Rubicon was able to develop two more done-for-you services that were already tested, approved, and ready to buy in the market.
Question 2: Are we missing opportunities with our existing customers?
The answer here is also yes – and we say that with love. When you know your agency could do better, you have room for improvement. Optimizing often means creating new offers, upsells, add-ons, etc. to help your customers in new ways.
Rubicon found that their customers fell into three areas: they wanted to do their own marketing, they wanted Rubicon to do everything, they wanted to collaborate with Rubicon on their marketing. This meant that 3 offers could be created to serve each of these customers.
Now let’s add the icing on the cake that Rubicon absolutely nailed.
Set your agency apart from the rest. Familiarize yourself with Maslow’s hierarchy of needs to find out what needs you are fulfilling for your customers. Sure – helping them make more money is the ultimate goal, but what does that actually mean for them?
- Does more money help them to improve their social status?
- Do you need more money to have freedom?
- Are you looking for money to help you get the most out of you?
We were thrilled that Reneé took part in our Certified Partner Training Day and showed other agency owners how they can achieve a 6-digit value in just a few months. With the strategy you just read in this article, we know you can pull it off too.
Lead your team through these questions and find out how to add offers that your customers are already asking for.