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CNX16 - Tips and Tricks for Best In Class Lifecycle Marketing

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Understand your customer through strategy and best practices around five key lifecycle stages: Acquire, Onboard, Engage, Advocacy & Retain. In this workshop, we'll cover foundational elements to help you expand and evolve based on your customer's unique needs.

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CNX16 - Tips and Tricks for Best In Class Lifecycle Marketing

  1. 1. #CNX16 Do You Know Your Customer? Tips & Tricks for Best in Class Lifecycle Marketing Kandice Carlson Manager, Strategic Services kcarlson@salesforce.com @kandicecarlson
  2. 2. What We’ll Cover Today Quick Overview of Strategic Services Exercise to Identify Your Customer Lifecycle Stages Tools to Help You Build Your Roadmap 1 2 3
  3. 3. Today’s marketplace demands a new approach Evolving brands, technologies, & agencies Consumers shaping the market Successful brands understand a customer’s journey. Disrupted business models
  4. 4. Data ScienceCreativeStrategy Deliverability Strategic Services Aligning overall business strategy with technology and operations to deliver customer-centric journeys that drive business results.
  5. 5. Unique Versatility •  top technology & teams •  dynamic customer base •  expertise and focus •  flexibility
  6. 6. Flexible Engagement Model full service AGENCY collaborative PARTNER guiding CONSULTANCY
  7. 7. Incredible Customer Success
  8. 8. #CNX16 Let’s Talk Lifecycle
  9. 9. Lifecycle Stages to Consider ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN Invite customers to connect with your brand. Make a good first impression, establish the relationship, and set the stage for future communications. Provide value that turns customers into loyalists and brand enthusiasts. Build loyalty by recognizing your best customers and treating them with care. Don’t give up on the unengaged subscriber.
  10. 10. A Lifecycle Is Not One Size Fits All AWARENESS CONVERT ONBOARD SERVE GROW PLAN BOOK PRE-TRIP IN-TRIP POST-TRIP BROWSE PURCHASE POST PURCHASE RETENTION ADVOCACY
  11. 11. Define Your Customer’s Moments that Matter Consider all the ways your customer is interacting with you OPEN ACCOUNT DEPOSIT CHECK CHANGE ACCT. ACCESS BRANCH VISIT INACTIVITY FRAUD ALERT FACEBOOK LIKE MANAGE ONLINE ACCOUNT CHANGE LOCATION EXTERNAL TRANSFER TWEET COMPLAINT BROWSE LOANS FUND ACCOUNT FIRST INV. ACTIVITY MILESTONE CREDIT CARD CLOSED OPEN SUPPORT CASE CLOSE ACCOUNT DOWNLOAD APP OPEN BIZ. SAVINGS VIEW AD BROWSE COMM VEHICLE LOANS ADD BIZ. FUND DECREASE DEBT
  12. 12. #CNX16 Roadmap It
  13. 13. ​ The secret of getting ahead is getting started. ​ ― Mark Twain
  14. 14. Current Email Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Abandon Cart Anniversary Abandon Browse Birthday Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN
  15. 15. Evolution of Email Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Abandon Cart Anniversary Abandon Browse Birthday Website Sign-Up Welcome Series Transactional Wish List Ratings & Reviews Re-Engagement Refer-a-Friend Preference Center Promotional Promotional Referral Program Winback ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions Homepage Lightbox Progressive Profiling Recommended Products Pre-Lapsed NPS Alternate Channel Save Active Audiences Product Education Replenishment Clientelling Loyalty Program Opt-Down Local Store Promotion Back in Stock Surveys Social Sharing Upsell/Cross-Sell
  16. 16. Evolution of Digital Program CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down Almost Gone Alternate Channel Save Key Email SMS Push Social Web Other
  17. 17. Key Components Review CURRENT VISION: Deepen our relationship with our subscribers through personalization and curation. Social Welcome Series (30 days) Monthly Window Secret Store Facebook MVM Web Gift w/ Purchase Mystery Box Box Preview Reviews Idea Lab Website Sign-Up New Account Welcome Anniversary Box Add-On YouTube Chats Gift w/ Purchase Refer-a-Friend Subscriber Welcome Birthday Promotional NPS Skip Box Option ACQUIRE ONBOARD ENGAGE ADVOCACY RETAIN FUTURE Goal: Create/Expand Subscriber Profile Goal: Customize & Personalize via Recommended Products and Promotions MVM Look-a-Likes New Maven Journey Promo w/ Recs Upsell/Cross Sell MVM Anniversary Maven Winback Text to Join New Subscriber Journey Store Events Pre-lapsed Replenishment Lapsed Purchaser First Box Message Back in Stock Promo Starts/Ends Today Boxing Video Subscriber Opt-Down Almost Gone Alternate Channel Save Key Email SMS Push Social Web Other
  18. 18. #CNX16 Let’s Brainstorm
  19. 19. #CNX16 What lifecycle stages make sense for your customers & your business?
  20. 20. #CNX16 What important moments take place when your customers interact with your brand?
  21. 21. #CNX16 Let’s map those “moments” to the corresponding lifecycle stage…
  22. 22. #CNX16 Thank you! kcarlson@salesforce.com
  23. 23. Join Us For Dreamforce 2016 October 4-7, 2016 | San Francisco, CA

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