The role of marketing is evolving and expanding beyond customer acquisition. Customer lifecycle marketing includes the stages in the marketing funnel from consideration through sales and extends into customer retention, loyalty, and advocacy. After this session, you’ll be able to: - Apply learnings from three B2B and B2C case studies to your specific marketing funnel strategies - Use pre-sales customer profiles to better serve your customer needs post sales - Develop a custom marketing technology stack that best helps the exponential growth of your business and customer engagement - Move your life-cycle strategy from a top-down funnel to a ping-pong funnel approach - Balance budget between acquisition and retention efforts

1. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.
@Menaka
August, 2018
5 Steps to Lifecycle
Marketing Success

2. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer. @menaka
● 15+ years in Marketing
● Yahoo!
● Box
○ Employee #50 in 2009
○ Growth, Freemium & Product Marketing
○ Grew users from 4 to 20+ Million
● BetterWorks
○ Head of Marketing
● Head of Device & Mobility Marketing, Google
Cloud
● Advise 10+ startups
About me

3. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.
How familiar are
you with
Lifecycle
Marketing?

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5. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.
Smart Insight

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Larger growth opportunity
than first touchpoint

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The
Roomba Story

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Hardwood/Pet/Pool
iRobot Display at Target
Content
Deals
Company stock

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When do you
need lifecycle
marketing?
• Land and expand
• Selling to teams within
organizations
• E-commerce purchases
• Freemium
• Customer pilots
• Sell a portfolio of products

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Measure using multi-touch
marketing attribution

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MARKETING
SALES
The
‘traditional’
funnel

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DEMAND
GENERATION
MARKETING
CLOSE
DEALS
SALES
Buyer
Buying Experience
The modern
B2B funnel
● 5.4 people involved in average
B2B sale
● Sales & Marketing interactions
go back and forth

13. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.

14. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.
Optimize marketing to
increase customer LTV

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Purchase
Ads
Webinars
etc.
Customer
success
Developed persona:
✓ Interest
✓ Profile
✓ Use Case
Nurture
Score threshold
Customer
Marketing
Free trial
Self-serve
or through
sales
Many marketers
stop at this point
Lead
scoring
Inputs to customer account scoring
• Build on lead or account scoring
• NPS
• Product engagement
• Customer Lifetime Value
Customer
Account
scoring

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High upsell
potential
HIGH TOUCH ENABLEMENT
• 1:1 Product focus groups
and feedback
• How to’s
• Activity based campaigns
Happy Customers
HIGH-TOUCH ADVOCACY
• Customer advisory boards
• Products cross promotion
• Programs to find other
influencers
• Upsell trigger campaigns
SCALED ENABLEMENT
• How-to
• Feedback
• Forever free
SCALED ADVOCACY
• MVP community
• Power user nurture e.g.
loyalty
• Awards at customer events
Unhappy Customers
Low growth
potential
@menakaOpinions expressed are solely my own and do not express the views or opinions of my employer.

17. ONBOARDING
Interest Selection
@menaka

18. ONBOARDING
Google Cloud
personalization
moment
@menaka

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Cross-promote marketing
content with customers

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External
thought leader
or customer
Cross promoted
Company blog
Related content

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Identify your
marketing stack

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Marketing stack at a startup
Under 100 employees

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• Extend prospect nurture stream to
customers
• Always align with your customer
support or success teams
• Data silos exist, key is to benchmark
& work towards optimizing that
versus getting perfect data
• Pilot with few customer advocates
Good hygiene

27. @menakaOpinions expressed are solely my own and do not express the views or opinions of my employer. @menaka
1. Larger growth opportunity than the first touchpoint
2. Measure using multi-touch marketing attribution
3. Optimize marketing to increase customer LTV
4. Cross-promote marketing content with your customers
5. Identify your marketing stack
Summary

28. Thank you