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

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Inactive Clients

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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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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

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Engagement Score

Suspect

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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: kbrown@rightoninteractive.com