SDR Master Cheatsheet
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Section 1: Wali Service Intro & Examples
Topic 1: Keywords for Wali SaaS service:
Customer persona
personalization experience on the scale
Increase conversion rate
Customer Segmentation
Increase Customer Loyalty Rate
Increase Purchase Frequency
Increase Ads budget ROI
Discover Potential Market
AI-Reinforcement learning
Clustering analysis
KNN (K-nearest neighbors)
Support Vector Machine (SVM)
Decision Tree
Semi-supervised Learning
Dimensionality reduction algorithm
Gradient boosting algorithm and adaboosting algorithm
Artificial neural network
And more
Topic 2: One sentence to describe Wali technology advance
Understand customer persona from every touchpoint and apply it for business result.
Topic 3: Examples on how to use customer personas for positive business results:
Case: Personalized promotion experience, convert customers with what they want, rather than discounts, which will hurt the brand image
Positive Result: Attract customers without damaging brand image with discounts
Case: All the top companies are investing in creating a personalized experience in-house with data analytic and engineering teams.
Positive Result: Aligned with technology innovation, Turnkey operation
Case: Create digital content that best matches the client’s customer persona
Positive result: higher engagement rate & higher conversion rate
Case: Promote best matching content to customers segmentation(e.g format A for the women with geolocation at NYC, / with age group 19 - 25, 25 - 31 / fashionista based on clustering algorithm)
Positive result: Increase customer conversion rate.
Case: Send promotion message with the best matching content type (e.g. value-based customers like to receive topics around XXX, YYY, and ZZZ topics)
Positive result: Increase customer site visit Frequency
Case: Apply the best matching loyalty increase strategy to each customer segmentation group.
Positive Result: Increase customer loyalty rate
Case: Send products customer is interested in with promotion content.
Positive result: Increase customer purchase frequency
Case: Send best matching offers to Influencers.
Positive result: Authentic and passionate reviews from influencers
Case: Reach out to best matching influencers for partnership.
Positive result: Higher engagement rate from influencer's community
More real life examples see Personalization Example Master Cheatsheet
Topic 4: Example of under utilizing customer personas:
Case: Unmatched company online content.
Negative result: low engagement rate
Case: Showing Ads to the audience with low interest to purchase.
Negative result: Overpaying ads and seeing low ads engagement rate
Case: Send out product promotion or introduction to customers who have low interest to buy via email campaign.
Negative result: Due to the low matching rate between customers and the campaign they received, as they hear more from you, they won’t engage with the campaign. Unless they see something extreme, such as a huge discount. A huge discount leads to brand damage and customers will keep waiting for a discount. Less frequent to purchase.
Case: Unmatched company mission/value.
Negative result: Customer might strongly disagree and lead to bad public reviews, damage company brand.
Section 2: Technology and Algorithm behind Wali SaaS
Topic 1: Definition of customer persona
A persona, in user-centered design and marketing, is a fictional character created to represent a user type that might use a site, brand, or product in a similar way. Marketers may use personas together with market segmentation, where the qualitative personas are constructed to be representative of specific segments. Personas dig into the personality of the buyer, focusing on what makes them who they are, and what drives them to seek out the services or products you offer.
Reference link to read into:
Wali Internal Info:
How to analyze the client's adoption of personalization?
(It will be easier for you to make the sale if the client is missing personalization in many of their initiatives.)
Topic 2: Selling points --- Wali analytics and what client can learn from the results
We currently help business to understand their customer persona from the below Dimensions（This also coordinate with the dimensions in projection). For each dimension, we can analyze the top 10 variables/data points.
- Demographic
- Geographic
- Psychographic
- Behavioral
- Needs-based
- Value-based
- Keywords
Service quote screenshot(click here to access business portal)
Demographic:
This includes gender, age, income or education level, ethnicity, and so on. Depending on the needs of your business, demographic data can be quite broad or extremely specific. For example, many buyer personas feature an ideal age range of the perfect customer rather than a specific figure. The same principle applies to most demographic categories, such as income level. Others may be more specific, such as education level.
Geographic:
Country, state, city, and town
Psychographic:
Personality, attitude, values, and interests
Behavioral:
Tendencies and frequent actions, Website Activity, Last Customer Engagement, feature or product use, Lifecycle Stage, and habits
Needs-based
Product/ service must-haves and needs of specific customer groups
Value-based
The economic value of specific customer groups on the business, such as Customer Satisfaction Scores, Number of Purchases, Average Purchase Value
When selling:
The customer persona is the key to our framework. This idea is also the key to personalization, which drives many positive business results. When selling to customers, make sure to select "Dimension", "Channels" and "Data Points".
Dimension = Demographic, Geographic, Psychographic, Behavioral, Needs-based, Value-based, Keywords
Channels
- Social media platforms: Instagram, Facebook, Google Business, Youtube, Snapchat, Twitter, Pinterest, Tiktok, Tumblr, Reddit
- Communication channel: Emails, text message, social media private message
- Website: Sign up pop up, Wali Intelligence loyalty system
Data points = How many data points we will show for each Dimension.
Easy to understand example:
Dimension - Geographic
Data points - Top locations of the engaged customer => Best location to put more ads for business
Topic 3: Framework --- How does Wali technology deliver customer persona results
Our algorithm collects the customer engagement data from all touchpoints(e.g. Instagram post comments, Email campaign engagement by segmentation). In the second step, we analyze the engagement data against customer persona dimensions. The third step is we apply the strategy for the next initiative that drives business results.
Topic 4: How does Wali gather engagement data
Overview: In this topic, it will cover tools that clients will use - Wali AI-powered tool to gather customer engagement data. After each tool, it also shows a screenshot from the service quota.
Wali AI-powered tool #1
Marketing Trend - Product Demo with A real customer case
Product screenshot:
How does this tool work & benefits?
August Special Campaign had less redemption compared with the second campaign. This means the second campaign's approach is better matching with the customer audience. And can be repeated and generate higher customer conversion.
When selling this feature:
Bonus feature, no need to sell, this comes with the digital campaign features. Use this as your advantage for closing the deal. Our Wali Conversion Intelligence algorithm takes this data as a reference when analyzing customer persona data.
Wali AI-powered tool #2
Loyalty Measurement
Product screenshot:
How does this tool work & benefits?
Example for applying Wali Intelligence customer segmentation filter. Filtering segmentation is based on the client's service package. This filter is used for clients to contact customers over omnichannel. Wali system leverage them for the digital campaign as well.
The advanced version included filters options:
Customer LTV
Wali Intelligence Loyalty Rate
Customer Persona Matching Rate
Customers in the Awareness Stage
Customers in the Interest Stage
Customers in the Consideration Stage
Customers in the Conversion Stage
Customers in the Retention Stage
Customers in the Advocacy Stage
Optimized loyalty ratio
When selling this feature:
Bonus feature, no need to sell, this comes with the digital campaign features. Use this as your advantage for closing the deal. Our Wali Conversion Intelligence algorithm takes this data as a reference when analyzing customer persona data.
Wali AI-powered tool #3
Wali Intelligence Awareness Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited: Clients/Companies who are interested in growing their customer awareness and getting more explosion to potential customers.
For example:
Upcoming event information campaign for a beauty product:
Once business clients kick off this campaign, it will target the most accurate awareness stages of customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona. As the client runs more campaigns at awareness, they will keep improving on the accuracy for customer persona, hence increasing KPI performance. They can also continue to discover more potential customer persona for the awareness stage, aka, discovering new sales territory.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "Awareness" in Total Stages to Cover.
KPIs for Awareness stages are:
Impressions
Reach
Video views
Cost per 1 thousand impressions (CPM)
SEO ranking
Share of Voice
and more
Service quote screenshot(click here to access business portal)
Wali AI-powered tool #4
Wali Intelligence Interest Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited for companies that are interested in engaging with customers who show potential purchase interest in their products.
For example:
"Follow and Share to enter" Campaign.
Once business clients kick off this campaign, it will target the most accurate interest stages customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona.
As the client runs more campaigns at the interest stage, they will keep improving on the accuracy for customer persona, hence increasing engagement-related KPI performance(CTR, Comments, Likes, followers ,and more). They can also continue to discover more potential customer persona for the interest stage, aka, discovering new trends to convert awareness customers to ready-to-purchase customers.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "Interest" in Total Stages to Cover.
KPIs for Interest stages are:
Clicks
Click-through-rate (CTR)
Engagement Rate
Cost-per-click (CPC)
Average Time on Page
Scroll Depth
and more
Service quote screenshot(click here to access business portal)
Wali AI-powered tool #5
Wali Intelligence Consideration Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match the campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited for companies that are interested in promoting more customers from considering stage to purchase.
For example:
"Customer review" Campaign.
Once business clients kick off this campaign, it will target the most accurate consideration stages of customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona.
As the client runs more campaigns at the interest stage, they will keep improving on the accuracy for customer persona, hence increasing engagement-related KPI performance(Email Open Rate, Comments, Email List Growth Rate, Sessions, and more). They can also continue to discover more potential customer persona for the consideration stage, aka, discovering new trends to convert "still-looking" customers to purchase/paid customers.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "consideration" in Total Stages to Cover.
KPIs for Interest stages are:
Sessions
Bounce Rate
Pages Per Session
Average Session Duration
Product visit
Click-through Rate
Email List Growth Rate
Email Open Rate
Email Click-through Rate (CTR)
Email Conversion Rate
Email Unsubscribes
Engagement Rate
Impressions
Clicks
Followers
Service quote screenshot(click here to access business portal)
Wali AI-powered tool #6
Wali Intelligence Conversion Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited for companies that are interested in converting customers.
For example:
"Product Bundles" Campaign.
Once business clients kick off this campaign, it will target the most accurate interest stages customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona.
As the client runs more campaigns at the interest stage, they will keep improving on the accuracy for customer persona, hence increasing conversion-related KPI performance(Leads, Conversion Rate, Sales, Cost per Lead(CPL), Cost per Conversion). They can also continue to discover more potential customer persona for the conversion stage, aka, discovering new trends to help customers to purchase.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "conversion" in Total Stages to Cover.
KPIs for Conversion stages are:
Leads
Conversion Rate
Sales
Cost per Lead (CPL)
Cost per Conversion
Lifetime Value (LTV)
Order Value
Customer Loyalty
and more
Service quote screenshot(click here to access business portal)
Note:
The conversation is only included in three packages. We don't recommend every company to start a conversation right away unless they already have a pipeline for Awareness -> Interest -> Consideration, then their customers are at a good place for their business to take advantage of our technologies.
Wali AI-powered tool #7
Wali Intelligence Retention Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited for companies that are interested in increasing customer retention rate/loyalty rate
For example:
"VIP" Campaign.
Once business clients kick off this campaign, it will target the most accurate retention stages(VIP in this case) of customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona.
As the client runs more campaigns at the interest stage, they will keep improving on the accuracy for customer persona, hence increasing retention-related KPI performance(Customer Loyalty, Customer Satisfaction, Net Promoter Score (NPS), Feedbacks). They can also continue to discover more potential customer persona for the conversion stage, aka, discovering new trends to keep customers loyal to the brand.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "conversion" in Total Stages to Cover.
KPIs for Conversion stages are:
Customer Loyalty
Customer Satisfaction
NetPromoterScore (NPS)
Feedbacks
Issue requests
Customer Lifetime Value (CLV)
Return Users
Repeat Business
and more
Service quote screenshot(click here to access business portal)
Note:
The conversation is only included in two advanced packages. We don't recommend every company to start a conversation right away unless they already have a pipeline for Awareness -> Interest -> Consideration -> Conversion, then their customers are at a good place for their business to take advantage of our technologies.
Wali AI-powered tool #8
Wali Intelligence Advocacy Campaigns
Product screenshot:
How does this tool work & benefits?
Our SAAS tool applies customer persona information into action. The client only needs to input goals and other minor information, and our tool will automatically match campaign topic & goal with the campaign strategy(e.g customer persona, persona targeted campaign content, campaign digital resource, and more). No heavy lifting for the clients. We are continuously adding more campaigns to our system.
Best suited for companies that are interested in encouraging customer advocacy or increasing authentic public positive review
For example:
Tag A friend campaign.
Once business clients kick off this campaign, it will target the most accurate advocacy stages of customer persona. (Ref to dimensions) Update as the campaign progress. At the end of the campaign, the client will be able to see the KPI/OKR result and updated customer persona.
As the client runs more campaigns at the advocacy stage, they will keep improving on the accuracy for customer persona, hence increasing public image-related KPI performance(Referrals). They can also continue to discover more potential customer persona for the conversion stage, aka, discovering new trends to encourage customers to introduce products to friends and families.
When selling:
This feature is represented as Digital Campaign in the service quota. You need to ask how frequently clients want to run [TOTAL] campaigns each month with a targeted customer persona. Those are the campaign our tool will run for clients. Also, include "conversion" in Total Stages to Cover.
When a business is ready for growing advocacy, it is normally a good sign they might also be interested in working with influencers to further enhance public advocacy. Make sure to let the client know we help them with influencer campaigns as well.
Service quote screenshot(click here to access business portal)
Wali AI-powered tool #9
Wali Intelligence Auto Influencer Campaign
Product screenshot:
How does this tool work & benefits?
Auto influencer campaigns continuously leverage Wali Intelligence Customer Persona technology. The client provides goals, KPI, OKR, and other high-level requests. Wali system will automatically match the best-suited influencers and send out personalized invites base on influencers' preferences.
For example:
A business might be open to having multiple products available for the influencer programs. (as in the product screenshot)
Once this campaign is launched, the Wali system will match influencers who is interested in the business's product, also the influencer's audience must be matching with the business's product, business's mission & vision, stage of the business.
When selling:
Many businesses don't realize the importance of matching influencers on the business goal level(stage, mission, product, vision, culture). As well as the influencer's audience needs to match, not only the influencer self needs to be a match.
Another a-ha moment for the business could be - it's not a good practice to treat influencers, all the same, influencers also are seeking personalized offers. This requires businesses to spend a lot of man-hours to achieve this goal.
When businesses don't realize the above point, they many times see a low ROI from influencers' programs.
This service includes:
Sell this by how many times per month. If the client select 2, that means, Wali system will kick off 2 influencer campaigns that cover the below services:
- Manage influencer's posting process
- Reporting influencer's posting performance
Q&A:
How many influencers will join each campaign?
This depends on multiple variables, the overall trend is, since we continue learning about customer persona for the business, the influencer pool will continue to grow.
Benefits:
Increase brand awareness
Higher influencers response rate
Increase customers engagement rate
Increase customers conversion
Personalized experience at every touchpoint
Service quote screenshot(click here to access business portal)
Wali AI-powered tool #10
Wali Intelligence Inner Influencer Campaign
After ensuring influencers are matched with the business brand
- Match and recruit potential influencers
- Analyze customer persona to discover new trends. (conversion, engagement trend)
- Improve current customer persona for further initiatives
Section 3: Use Case
Refer to use cases for better understanding