Managing the Sales Funnel Methods of acquisition PPC Ads, SEO, Video, Email, LeagGen, Affiliate Marketing, Offer based, etc. Once there – what’s important? Prove you can Add Value Qualify Leads with intent You want users who are amenable to your message – Its ok for users to self-select opt out Monetise towards latter end of the Funnel After user sees value and expresses intent Push low-cost options in the middle of funnel High cost ones at the end of your funnel
Customer Lifecycle Understand the customer lifecycle The various stages of a customer over a timer period Create indicators to track their intent As they begin to move lag – make sure you target them Identify high repeat behaviour Identify a common characteristic – and track this e.g. have visited more than 3 time and purchase Track rising and falling repeat rates Have early warning systems in place Track repeat rate by media source Search Engine, PPC, Banner Ad etc..
Customer Lifetime Value Segment customers into acquisition channels Identify the potential lifetime value per channel Identify length of customer lifecycle per channel Low cost channels could have shortest lifecycle Compare the relative potential value Consider: length of lifecycle, potential revenue per Customer Allocate money towards higher potential value customers By corollary - away from lower potential value customers
Understanding “Recency” Tracking Recency Time since a customer last engaged in a behaviour Recency is # 1 most powerful predictor of future behavior Can predict likelihood of purchases, visits, game plays, or “other action-oriented” behaviour The more Recent a customer is, the higher their potential value is Segment Repeat segment into past and present (30 days) Apply a recency filter for real-time view Longer a customer has stopped engaging the less likely they are to repeat Take adjustive measures to increase in quality recency repeat customers