The document discusses how consumer behavior has changed to expect immediacy, and how this impacts eCommerce marketing and sales funnels. It introduces the concept of a "Lifecycle Loop" where potential customers move through different phases from awareness to advocacy. This loop replaces the traditional linear sales funnel model. The key is engaging customers earlier through content to increase lifetime value rather than just focusing on the sale. Marketers need metrics for each phase and to calculate the ratio of customer lifetime value to cost of customer acquisition.

1. +
The Lifecycle Loop
The New eCommerce
Sales Funnel
#LifecycleLoop

2. Sam
@Mallikarjunan
Head of eCommerce
Marketing
@HubSpot

3. Irv
Brechner
Executive Vice
President
Corporate
Communications
Acquirgy.com

4. Ask questions at any
time:
Use hashtag #LifecycleLoop
or
Use the WebEx
Questions Panel

5. Lead Conversion in the
Age of Immediacy:
New Tactics to Turn Prospects Into Lifetime Customers

6. Consumers Live in a
World of Immediacy
They are used to:
Instantaneous email responses to orders
Clicking remotes
Instant messaging
Texting
Constant updates of news, sports scores

7. They Are a New Breed of Shopper
They watch TV while using their devices.
They see a TV commercial, email their friends, check out
ratings online, view the advertiser’s Facebook page, and
on and on.
They can easily get distracted from what advertisers want
them to do: place an order!

8. Delays Common with Lead Gen
Consumers looking for more information often don’t get
responses for days, even weeks.
They can easily lose interest and seek out a competitor,
especially in a world where instant response has become
the norm.

9. The “Holy Grail” of Lead Gen
Consumers who respond to TV and radio commercials by
calling or going online get email responses in minutes.
Email responses are relevant, timely and have a strong call
to action and offer.
The “Lifecycle Loop” makes it happen.

10. The Lifecycle Loop

11. The Conventional Linear
Buying “Cycle”
So easy, pretty, and simple to understand, ain’t it?

12. How Inbound Marketing Works
… and what tools you can use.

13. Reality is more complicated:
The inbound relationship lifecycle

14. Reality is more complicated:
The inbound relationship lifecycle
– Missing key phases of
the buying cycle and
marketing process
– Considers “Influencers”
an end-state
– Considers “Buyers” and
end-state

15. It’s not an end-state
It’s an infinite loop

16. This breaks the classic
eCommerce Funnel

17. eCommerce marketers
are late to the game –
always focused on the
sale. If you’re waiting
until the customer is
ready to buy to engage
them, you’ve already
lost them.

18. So we started converting people
earlier

22. Blogging Adoption Is Rising
Does your company have a blog or similar content channel?

23. Frequent Blogging Is Critical
72% of marketers who saw ROI from Inbound Marketing blog at least once a week, and marketers who
blog are 155% more likely to see ROI from Inbound Marketing.

26. More marketers are adopting
pre-transactional conversions

27. Research Phase
Corey’s not just building her contact list,
she’s generating predictable future sales
revenue that she can analyze and optimize:
𝐶
∗ 𝑉
𝐷
C = # of new customers,
D = # of downloads,
V = Average LTV

28. The marketing activities and tools to this point
add up to the Cost Of Customer Acquisition

29. Now her focus shifts to increasing Charlie’s
Life Time Value

30. Customer LTV Is A Profitable Focus
Companies that saw ROI by LTV focus rating

31. The Focus of our
eCommerce eConomics
needs to change

33. “But I get my business through
word-of-mouth…”
…there’s a math for that!
On a scale of 1 to 10 (one being very unlikely and 10 being very likely), how
likely are you to recommend the Fakasonic VT30 to a friend looking to
purchase a new TV?

36. Get started today.
Target the right content, engagement, and experience to
people in each phase
Be sure you’re tracking the right metrics in each phase.
Instead of just having someone own a “channel”, someone
should own the phase.
Calculate and track your LTV:COCA and segment by buyer
persona

37. THANK YOU

38. QUESTIONS?

39. Ask questions:
Use hashtag
#LifecycleLoop
or
Use the WebEx
Questions Panel