What is lifecycle or engagement marketing, and why does it matter? What are some companies that are doing it well?

1. What is Lifecycle
Marketing?
Jaynie Degnan
October 13, 2015

2. A few perspectives
Lifecycle Marketing Defined
• Lifecycle Marketing = Optimizing the customer experience from each stage of the journey
from prospect to customer to advocate
• It allows a product or company to: Attract, acquire and retain customers by engaging
with them in ways that build loyalty with continuous engagement at every customer
touchpoint.
• Lifecycle marketing - A customer-centric philosophy that is designed to improve customer
satisfaction and loyalty on an ongoing basis. It is inclusive of the customer experience and
is focused on solving problems and identifying future opportunities.

3. What’s typically included
Components of a lifecycle marketing
plan
• Customer experience along the purchase process
• Marketing tactics and outreach to support the process
• SEO
• Competitive analysis
• Social engagement
• Product info – features and benefits
• Content – testimonials, white papers, analyst reports, webinars
• Retention and expansion marketing
• Product or service experience – this is the most critical!
• Customer support experience

4. Retention
• Customer experience with product and
support
• Webinars and how to’s
• Ongoing value and new services
• Personalized communications based on
customer profile data
• Excellent product and support experience
Adoption
• E-mail based
• Webinars and get started videos
• User documentation
Expansion
• Customized marketing by
segment
• Communicate across channels
(social, email, web)
• Up-sell and cross-sell campaigns
• Telesales
• Custom offers by segment
Conversion
• Features & benefits
• Content: testimonials, white
papers, analyst reports
• Telesales and chat
• Trial version
Customer Lifecycle Management:
CARE Framework
Customer
Lifecycle
Management

5. Why Lifecycle Management?
◦Increases
customer
satisfaction
◦Increases
customer
acquisition,
retention
and
revenue
◦Creates
brand
advocates
who drive
word of
mouth
marketing
Successful lifecycle marketing and management outcomes

6. ◦According to the Gartner Group,
80% of your company’s future
revenue will come from just 20% of
your existing customers.

7. “Attracting new customers will cost
your company 5 times more than
keeping an existing customer.” -
Lee Resource Group

8. Bestinclassexample:Customer
experience

10. Step by Step approach to beating the competition and scaling to a multi-billion $ business in less than 10
years
What they did
1. Started with customer pain points
2. Created a product that customers love (SMB owners, developers AND designers)
3. Built an ecosystem by designing a custom app store
4. Offered 24/7 customer support
5. Created an ongoing blog with content to help their customers succeed and drive repeat
traffic
6. Created an “experts marketplace” to help users with their trial experience
7. Stayed at the top of SEO results through frequent posts on key social networks (LinkedIn,
Facebook, Twitter, Pinterest, Google+, Instagram, YouTube)
8. Shared customer success stories across all online marketing
9. Created a contest to reward the SMB who generated the most revenue with Shopify

11. Example Web Content

12. “By providing a wealth of online resources
for building a business as well as product
help, Shopify keeps buyers engaged
and happy, which is the key to
customer retention and LTV.” – HubSpot

13. Key business statistics
Outcomes
• Company launched 2006 with a team of 5
• Now, Shopify has over 600 employees
• 150,000 SMB Shopify stores in 150 countries today
• $8B in sales to date
• $1.5B in revenue projected for 2015
• 1,000 apps in the Shopify app store

14. Bestinclassexample:Customer
experience

15. Best of Breed Examples: Virgin America
◦ Fleet: All new Airbus 320 fleet
◦ Cabin: Mood lighting, leather seats, fleet-
wide Wi-Fi, video touch screens, on-
demand food and beverage orders, and
power outlets in every seat
◦ Menu: trendy, healthy, varied
Making flying good again

16. Best of Breed Examples: Virgin America
◦ Ticket Counter@ San Francisco International
Airport: Mood lighting, top 40 music at ticket
counter
◦ Frequent Flyer Program: No black-out dates,
miles don’t expire
◦ Online site: Proactively communicate fees
upfront; new site design revolutionized
dated airline reservation technology; allows
customers to offset their carbon footprint
Making flying good again

17. Virgin created the first-ever responsive airline booking experience
Taking it to the web
2015 Webby Award for Virginamerica.com responsive redesign, Best Visual Design - Functio

18. E-commerce Site Re-design
• Responsive
• Full screen
• Fewer steps to book
• Presents one decision at a time
• Every task made fun (cheeky humor,
sleek design)
• Boarding passes are designed to fold
and fit in your pocket
Key Tenets

19. Outcomes
◦>10%increase in conversion
rate
◦>20%decrease in web-related
phone calls
◦2xsfastest
loading airline website
The web site redesign resulted in:

20. Sample quotations from media and industry
Industry Responses
◦ “The first radical rethinking of the flight booking experience in a
decade.”
WIRED
“Virgin America’s new site is
unlike any other travel
provider’s site we’ve seen. We
hope everyone else will copy
it.”
Fast Company
“Most impressive industry
evolution.”
UX Awards

21. Virgin America consistently rated top domestic airline
Awards and Recognition
• Ranked #1 performing U.S. airline in the 2013, 2014 and 2015 Airline Quality
Rating report
• Best Domestic Airline in Condé Nast Traveler’s 2008, 2009, 2010, 2011, 2012,
2013 and 2014 Readers’ Choice Awards
• Best Domestic Airline in Travel + Leisure’s World’s Best Awards for 2008, 2009,
2010, 2011, 2012, 2013 and 2014
• Travel + Leisure’s World’s Best Awards — Best Domestic Airline for Food in 2009
and 2014
• Ranked #1 Domestic Airline in Travel + Leisure and Fortune 2014 Best in
Business Travel Survey
• Fast Company's Top 50 Most Innovative Companies, 2015 (#8)
• Best U.S. Business/First Class in 2008, 2009, 2010, 2011, 2012 and 2013 Condé
Nast Traveler Business Travel Poll

22. Resources
• How Electronic Arts takes customer feedback back to their development process:
http://wordofmouth.org/blog/video-how-listening-to-their-customers-changes-eas-
products/
• Work & Co Redesign of Virgin America Site and Digital Assets including Case Study by
Forrester Research: http://www.work.co/virgin-america/
• Virgin America New Look Explained https://www.virginamerica.com/vxnewlook/
• Marketing Strategies that Rock the SaaS World
http://blog.hubspot.com/marketing/marketing-strategies-that-rock-the-saas-world