Success Campaign Strategies For All Stages of the Customer Lifecycle

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In this live webinar, Michael Loop will reveal some of the most successful campaign strategies that drive results across all stages of the customer lifecycle.

So whether your objective is to acquire new customers, re-engage existing customers, create advocates or all of the above, you won’t want to miss this webinar.

You will find out about:

- Tried and true campaign tactics that work across the customer lifecycle
- Using multi-channel nurturing to magnify results
- Data-driven tactics that enhance customer experience

Published in: Marketing, Business, Technology
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Success Campaign Strategies For All Stages of the Customer Lifecycle

  1. 1. Successful Campaign Strategies for All Stages of the Customer Lifecycle Michael Loop Group Account Director, Datarati
  2. 2. Page 2 © 2014 Datarati Pty Ltd Agenda
  3. 3. Page 3 © 2014 Datarati Pty Ltd About Me What Would You Say You Do Here?
  4. 4. Page 4 © 2014 Datarati Pty Ltd 200+ Clients Strategy & Implementations
  5. 5. Page 5 © 2014 Datarati Pty Ltd Audience Introductions
  6. 6. Page 6 © 2014 Datarati Pty Ltd “If history were taught in the form of stories, it would never be forgotten.” -Rudyard Kipling
  7. 7. Page 7 © 2014 Datarati Pty Ltd New Customer Service Customer Loyal Customer Prospect / Repurchase Campaign Strategy Webinars Tradeshow Events White Papers Online Demos Cross-Sell Product/Service Campaigns New Customer On-Boarding Customer Satisfaction Survey Customer Portal Registration Customer Churn Campaigns Service Offers/Promotions Customer Training Customer Event Management Contract Expiration Repeat Purchase Direct Mail Campaigns Acquisition Nurturing Free Trials Upsell Product/Service Campaigns Customer Newsletter Customer Rewards Campaign Product Announcements Ongoing Education & Nurturing Customer Service Survey
  8. 8. Page 8 © 2014 Datarati Pty Ltd Campaign Strategy - Education New Student Existing Student Alumni Prospective Student
  9. 9. Page 9 © 2014 Datarati Pty Ltd Campaign Strategy – Retail (FMCG) First Purchase Repeat Purchase Brand Loyal Prospective Buyer
  10. 10. Page 10 © 2014 Datarati Pty Ltd Tell a Story 1 Month Milestone 1 Year Birthday Prospect 30+ years old Female $60k+ Income Single
  11. 11. Page 11 © 2014 Datarati Pty Ltd Purpose and values driven organisations outperform general market 15:1 -Jim Collins
  12. 12. Page 12 © 2014 Datarati Pty Ltd When You Think of Great Customer Experience…
  13. 13. Page 13 © 2014 Datarati Pty Ltd Think Different What Separates Apple from the Rest…
  14. 14. Page 14 © 2014 Datarati Pty Ltd Think Different What Separates Apple from the Rest…
  15. 15. Page 15 © 2014 Datarati Pty Ltd Quality of Life Difference Between Good & Great…
  16. 16. Page 16 © 2014 Datarati Pty Ltd Quality of Life Difference Between Good & Great…
  17. 17. Page 17 © 2014 Datarati Pty Ltd What Compels You To Leave a Large Tip?
  18. 18. Page 18 © 2014 Datarati Pty Ltd What Compels You To Leave a Large Tip?
  19. 19. Page 19 © 2014 Datarati Pty Ltd 70 / 20 /10 How Do You Start to Change?
  20. 20. Page 20 © 2014 Datarati Pty Ltd How Do You Start to Change? 70% BUSINESS AS USUAL 20% OPTIMISATION 10% BLUE SKY
  21. 21. Page 21 © 2014 Datarati Pty Ltd You Never Call! Good News…The Bar is Low
  22. 22. Page 22 © 2014 Datarati Pty Ltd Raise the Bar
  23. 23. Page 23 © 2014 Datarati Pty Ltd Hey , Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you! Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here Best, Johnny Sales Rep Raise the Bar
  24. 24. Page 24 © 2014 Datarati Pty Ltd What’s your name again? Don’t Be That Guy
  25. 25. Page 25 © 2014 Datarati Pty Ltd Don’t Be That Guy Hey , Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you! Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here Best, Johnny Sales Rep
  26. 26. Page 26 © 2014 Datarati Pty Ltd
  27. 27. Page 27 © 2014 Datarati Pty Ltd
  28. 28. Page 28 © 2014 Datarati Pty Ltd It is never the customer’s responsibility to ask, tell or understand
  29. 29. Page 29 © 2014 Datarati Pty Ltd Prospective Buyer Campaigns Anonymous to Known Campaigns Testing in Nurturing
  30. 30. Page 30 © 2014 Datarati Pty Ltd Anonymous to Known Campaign Campaign Objectives Stronger Web Conversion Higher MQLs/Marketing Generated Leads
  31. 31. Page 31 © 2014 Datarati Pty Ltd Anonymous to Known Campaign Lead Score Triggers >20 Show Offer Change “Show Offer” to True “Offer” Examples Incentive Ad Offer Form Chat Window +25
  32. 32. Page 32 © 2014 Datarati Pty Ltd 500 Leads 2000 MQLsPER MONTH PER MONTH Campaign Results
  33. 33. Page 33 © 2014 Datarati Pty Ltd Day 22Day 15Day 8Day 1 Day 29 Testing in Nurturing Day 22Day 15Day 8Day 1 Day 29 A Basic B Phone Campaign Objectives Increase Lead Conversion Visibility into Stronger Processes
  34. 34. Page 34 © 2014 Datarati Pty Ltd Day 8Day 5Day 3Day 1 Day 12 Testing in Nurturing Day 22Day 15Day 4Day 1 Day 29 C Short D Combo E 20% Control
  35. 35. Page 35 © 2014 Datarati Pty Ltd Testing in Nurturing Lead is Created Lead Fills Out Form Requested by Sales
  36. 36. Page 36 © 2014 Datarati Pty Ltd Testing in Nurturing 20% 20% 20% 20% 20%
  37. 37. Page 37 © 2014 Datarati Pty Ltd Campaign Results Prospect Nurturing A - Basic.Campaign Prospect Nurturing B – Phone.Campaign Prospect Nurturing C – Short.Campaign Prospect Nurturing D – Combo.Campaign Prospect Nurturing E – Control.Campaign 150 150 150 150 150 15 30 20 30 5 10% 20% 13.3% 20% 3.3% 8 15 10 20 1 53.3% 50% 50% 66.67% 20%
  38. 38. Page 38 © 2014 Datarati Pty Ltd New Customer Campaigns Next Logical Offer/Product Telemarketing is Not Dead
  39. 39. Page 39 © 2014 Datarati Pty Ltd Next Logical Offer/Product Loyal Shopper Next Logical Offer • Just Purchased $500 Handbag • Average Buying Cycle: 1 Month • Average Spend: $100.00 Spring Boots Discount Next Logical Product Boots New Student Next Logical Offer • Engineering Freshman • Coronado Dorm • From Dallas, Texas • Orientation Date: Last Month New Student Gym Discount Next Logical Product School of Engineering T-shirt Campaign Objectives Improved Customer Experience Increase Campaign Conversion and ROI
  40. 40. Page 40 © 2014 Datarati Pty Ltd Next Logical Offer/Product Added to Opportunity Product = Handbag Next Logical Offer: Change Next Logical Product Fields Next Logical Product: Spring Boots Discount Boots
  41. 41. Page 41 © 2014 Datarati Pty Ltd Next Logical Offer/Product Enrollment = Past 1 Mo. School = Engineering Next Logical Offer: Change Next Logical Product Fields Next Logical Product: New Student Gym Offer Engineering T-shirt
  42. 42. Page 42 © 2014 Datarati Pty Ltd Campaign Results
  43. 43. Page 43 © 2014 Datarati Pty Ltd Telemarketing is Not Dead Marketing Qualified Lead Name: Jeff Smith Title: CEO Status: Appointment Set Campaign Objectives Increase MQL to Opportunity Conversion % Consistent/Predictable Follow Up
  44. 44. Page 44 © 2014 Datarati Pty Ltd Telemarketing is Not Dead Lead Stage Changes to “MQL” Add to List or Campaign MQL or SFDC Campaign
  45. 45. Page 45 © 2014 Datarati Pty Ltd 15% MQLs CONVERTED PER MONTH 25% CONVERTED PER MONTH MQLs Campaign Results
  46. 46. Page 46 © 2014 Datarati Pty Ltd Campaign Results Campaign Cost Leads Cost/ Lead MQLs Cost/ MQL Opps Cost/Opp Tradeshow $50,00 0 1000 $ 5 200 $25 30 $1,667 Tradeshow + Telemarketing $60,00 0 1000 $6 300 $20 75 $800
  47. 47. Page 47 © 2014 Datarati Pty Ltd Halftime Questions
  48. 48. Page 48 © 2014 Datarati Pty Ltd Service Customer Campaigns Customer Usage Campaigns Get Some Satisfaction
  49. 49. Page 49 © 2014 Datarati Pty Ltd Customer Usage Campaigns CRM Customer Usage 105% Campaign Objectives Increase Customer Satisfaction/Retention Increase Cross-Sell / Upsell Opportunities
  50. 50. Page 50 © 2014 Datarati Pty Ltd Customer Usage Campaign Customer Usage Hits Milestone 105%
  51. 51. Page 51 © 2014 Datarati Pty Ltd Get Some Satisfaction NPS – Low Score Alert “Upgrade Your Opinion” AFL Tickets Refer a Friend / Customer Story “Rescue Call” Campaign Objectives Increase Customer Satisfaction/Retention Increase Referrals
  52. 52. Page 52 © 2014 Datarati Pty Ltd Get Some Satisfaction Trigger: NPS Score Change NPS - 9
  53. 53. Page 53 © 2014 Datarati Pty Ltd 25% 50+ 100+ Customer Referrals Rescue Connects Attendees at Event Campaign Results
  54. 54. Page 54 © 2014 Datarati Pty Ltd Loyal Customer Campaigns Scoring by Product Surprise an Advocate
  55. 55. Page 55 © 2014 Datarati Pty Ltd Scoring by Product Campaign Objectives Increase Sales Adoption Improve Cross-Sell Communications Name Company Title Email Lead Status Recycled Reason Next Logical Product Next Logical Offer Francis Underwood White House Vice President francis.underwood@whitehouse.gov Open Ribs 2 For 1 Ribs Special Product 1 Score Product 1 Status Product 2 Score Product 2 Status Customer Product 3 Score Product 3 Status Product 4 Score Product 4 Status MQL CustomerProspect Engaged MQL SAL - Sales Accepted Lead SQL - Sales Qualified Lead Customer Recycled Unqualified
  56. 56. Page 56 © 2014 Datarati Pty Ltd Campaign Setup Scoring Group Stars Definition 0 Prospect – No Engagement 1-10 Engaged – Early Engagement 11-20 Engaged – Moderate Engagement 21-30 Engaged – Stronger Engagement 31-41 MQL – Deemed Ready for Qualification Status Stars Definition Qualified: Pre-Opportunity SAL / SQL – In Touch with Rep & Qualified Customer Customer Record
  57. 57. Page 57 © 2014 Datarati Pty Ltd Consistent Lead Process Across Leads & Contacts! Allow for Multiple Models/Processes Product Affinity Across All Business Units Campaign Results
  58. 58. Page 58 © 2014 Datarati Pty Ltd Surprise an Advocate Campaign Objectives Separate Your Brand from the Competition Increase Customer Value & Improve Retention
  59. 59. Page 59 © 2014 Datarati Pty Ltd Campaign Setup Added to Opportunity Amount > $500.00 Status is Gold
  60. 60. Page 60 © 2014 Datarati Pty Ltd Feel Good About Your Work IN CAMPAIGN 15% Sales 2.0 NPS Campaign Results
  61. 61. Page 61 © 2014 Datarati Pty Ltd Believe in the power of storytelling
  62. 62. Page 62 © 2014 Datarati Pty Ltd Believe in surprise & delight
  63. 63. Page 63 © 2014 Datarati Pty Ltd Believe relationships are circular
  64. 64. Page 64 © 2014 Datarati Pty Ltd Believe everyone works better when they are having fun
  65. 65. Page 65 © 2014 Datarati Pty Ltd Believe in doing what you say you’ll do
  66. 66. Page 66 © 2014 Datarati Pty Ltd “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” -Maya Angelou
  67. 67. Page 67 © 2014 Datarati Pty Ltd au.linkedin.com/in/michaelloop/ michael.loop@datarati.com.au Thank You Connect.

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