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Customer Lifecycle Marketing
Monday, November 12th
Today’s B.I.G. Questions:
• What is Customer Lifecycle Marketing?
• What in it for me?
What is Customer Lifecycle Marketing?
• Lifecycle Marketing Automation
• Scoring & Nurturing
• Campaign Management
• Website & Email Analytics
• Integrations
A software solution with a suite of tools to designed to manage your data, audience, technology and brand. With one solution, create a single view of your prospects and
customers and how your brand is engaging them.
It’s not rocket science!
Marketing Sales Support Billing
Email Phone Call WebsiteSocial MobileMeeting
64% of CMOs have either an informal or no process to manage their marketing automation.
Focus Research
Purchases made by nurtured leads are 47% larger when compared to purchases made by non-nurtured leads.
Annuitas Group
On average, nurtured leads result in a 20% increase in sales opportunities.
DemandGen64%
20%
47%
How it works?
Understanding your Business:• Ideal customer profiles
• Ideal prospect profiles
• Key prospect segments
• Key touch points
• Key Stages for Leads & Customers
While automation works, the benefits are realized only when implemented correctly. Many organizations face significant challenges on this front.
Understanding your Processes:
• Marketing/Sales Process Flow
• Software, Technology and Data
• Organizational Structure
Marketing Process
Sales Process
Customer Support/Retention
Nurturing
Awareness
Marketing Qualified
Nurturing
Prospecting
Initial Meeting/Phone Call
Discovery
Site-Visit
Demo
Proposal Development
Proposal Sent
Negotiation/Review
Closed Won
Active Clients
1
2
3
Inactive Clients
4
5
Ret
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am
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Closed Lost
Customer Lifecycle Marketing Solution
QualifiedInactive
CustomerActive
CustomerLeadSuspect
Stage Criteria
• Marketing's Focus• Contacts/Accounts that
we know little about.• Nurturing tracks to gain
interest and/or trigger “engagement.”
• Conversion to Lead Trigger to be determined.
Stage Criteria
• Sales Team Focus• Working to obtain;
Budget, Need, Timeline, and Process.
• No Opportunity yet created.
• Sales Status; Nurturing, Discovery, Site-Visit, Prospecting, Initial Meeting, Opportunity, Unqualified
• Nurturing Campaigns selected by Sales Person based on identified objections.
Stage Criteria
• Budget, Timeline, Need, and Process all identified
• Opportunity created with the following Status flow; Site Visit, Demo, Proposal Development, Proposal Sent, Negotiation/Review, Closed Won, and Closed Lost.
• Closed Lost workflow to change to Sales Type Unqualified.
Stage Criteria
• Customers not longer doing business with us.
Stage Criteria
• Current Customer• Account Management
data pointes to be added; Customer Since, Current Contract Expiration, Customer Type, etc.
QualifiedInactive
CustomerActive
CustomerLeadSuspect
Customer Lifecycle Marketing Solution
Customer Lifecycle Marketing Solution
QualifiedInactive
CustomerActive
CustomerLeadSuspect
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Step 1: Identify the Data Points• Industry• Title• Department• Geography• Company Size• Budget• Timeline• Process• Need
Step 2: Ranking the Options• Rank within Industry
• Bad:• Good:• Better:• Best:
• Rank against Data Points• Industry more important than Geography
Profile Scoring = Who is a ideal fit for your company?
Apply ROI Profile Scoring
Customer Lifecycle Marketing Solution
Qualified InactiveCustomer
ActiveCustomer
LeadSuspect
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Pr
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Step 1: Identify the Data Points• Google Analytic Website Activity• Tradeshows• Webinars• ExactTarget – Marketing Nurturing
• Open, Click, Bounce• salesforce– Tasks/Events
• Phone Calls• Face to Face Meeting
Step 2: Ranking the Options• Rank within Sales Activity
• Bad:• Good:• Better:• Best:
• Rank against Data Points• Sales Activity more important than
Tradeshow
Engagement Scoring = Who is currently engaging with you?
Apply ROI Engagement Scoring
Engagement Score Engagement Score Engagement Score Engagement Score Engagement Score
Customer Lifecycle Marketing Solution
QualifiedInactive
CustomerActive
CustomerLead
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Engagement Score Engagement Score Engagement Score Engagement Score
Suspect
Pr
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Engagement Score
Suspect
Pr
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Engagement Score
Save Segment to take Action!
Marketing
Is it really worth it to me?
Customer Lifecycle Marketing Solution
Sales Nurturing Campaigns:• Objection - Timeline• Objection - Budget• Objection - Approval Process• Objection - Motivating Factor• Follow Up – Demo• Follow Up – Initial Meeting• Follow Up – Site Visit
Customer Nurturing Campaigns:• Inactive Clients Win-Backs• Active Clients Upsell/Cross-sell Products
Marketing Nurturing Campaigns:• General Awareness/Newsletter• Lead Source Focused
• Website Action – Ask An Expert• Website Action – Watch Videos• Website Action – Review Case Study• Website Action – Lunch & Learn Sign Up
• Website Visitors – Anonymous• Website Visitors – Identified
• Email Responses – Bounce• Email Responses - Unsubscribe
Website Actions Automation Nurturing
• Targeted messaging based on website request (Demo Request VS Whitepaper)
• Prioritize leads from sales team
• More qualified leads to sales team
• Key off of key profiles
• Effective of campaigns
Website Actions Automation Nurturing
Automation Nurturing: Website Visitors
Identified Visitors Anonymous Visitors
Identified Visitors Automated Notifications
Anonymous Visitors Automated Notifications
Cross-sell/Upsell Automation
Purchasing Data
ROI – Customer Lifecycle Marketing
Cross-sell/Upsell Automation
Sales • Email Reports• Tasks Created within SFDC
Sales Team Notifications Customer Nurturing Campaign
Questions?
Kathy BrownVP of Client SuccessRight On Interactive
Office: 317.225.5871Toll-Free: 855.618.4502Email: [email protected]