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Moving beyond the funnel: How to market across the customer lifecycle


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Moving beyond the funnel: How to market across the customer lifecycle

  1. 1. Moving beyond the funnel: How to market across the customer lifecycle <br />1<br />
  2. 2. Today’s Presenter<br />2<br />Hello, my name is<br />Joshua<br />Joshua Porter<br />VP of Customer Experience<br />Contact info:<br />888-268-6035<br /><br />
  3. 3. Webinar Logistics<br />Today’s webinar will be recorded and you will receive an email link to it.<br />Please enter your questions in the question box. We will answer as many as possible at the end of the presentation.<br />If you are have technical difficulties, try logging back in or using a different browser<br />3<br />
  4. 4. Agenda<br />Webinar (30 minutes)<br />Today’s Sophisticated Customer<br />Multichannel Marketing<br />Lifecycle Marketing<br />Turning insights into action<br />Q&A (15 minutes)<br />4<br />
  5. 5. Today’s Sophisticated Customer<br />
  6. 6. Today’s customer is multi-channel and multiplatform<br />6<br />78% of consumers <br />use two or more channels to browse, research and make purchases<br />Oracle | atg consumer survey<br /><br />
  7. 7. Today’s customer is multi-channel and multi-platform<br />7<br />24% of consumers say they incorporate facebook, twitter, or other social networks into their online purchasing activities<br />Oracle | atg consumer survey<br />
  8. 8. Today’s customer is multi-channel and multi-platform<br />8<br />Google’s mobile search grew 5x<br />from early 2008 to 2010<br />Source: Google<br /><br />
  9. 9. To market effectively to today’s customers, a few things are going to need to change…<br />9<br />Your Marketing<br />
  10. 10. 10<br />Starting<br />with the<br />traditional marketing funnel<br />
  11. 11. Multichannel Marketing<br />
  12. 12. 12<br />Traditional funnel marketing assumes<br />that your customer’s path to conversion is linear<br />
  13. 13. But today’s customers take a variety of steps to conversion, both on and off your site<br />13<br />
  14. 14. Practical steps for understanding the various channels, content and keywords that drive your best customers<br />14<br />Make a list of all of the channels and platforms your customers use.<br />Monitor your analytics for 2-4 weeks to determine which channels are most effective. If possible, monitor first and last touch. <br />Interview your best customers to get a sense of how they found you and decided to sign-up.<br />Performable can automate<br />these steps for you<br />
  15. 15. Lifecycle Marketing<br />
  16. 16. 16<br />Emailed Question<br />Phone Response<br />Purchase Product<br />Visited Site<br />Clicked on Ad<br />The traditional funnel marketing doesn’t go past the first point of conversion<br />
  17. 17. But today’s customers build relationships with brands over time<br />17<br />[ -----------------------------10 – 15 months-------------]<br /> [--- 2-4 weeks--]<br />
  18. 18. Practical steps for marketing throughout the entire lifecycle<br />Identify all of the milestones customers go through.<br />Include activity like: help desk requests, customer feedback channels, reviews and other key interactions.<br />For each touchpoint you identify, start recording interaction events in your analytics platform. <br />18<br />Performable can automate<br />these steps for you<br />
  19. 19. Tactic: Meet People at the Door<br />Embed a chat or phone call widget on your website.<br />Put someone in place to monitor any incoming chats.<br />Have conversations about questions, expectations, and general experience.<br />Share with others on your team and change your marketing appropriately.<br />19<br />
  20. 20. Tactic: Interview your Passionates<br />Identify your very best, most passionate customers.<br />Interview them to hear them tell you in their own words why they’re passionate about you.<br />Record what they say and embed that content in your marketing and sales collateral.<br />Reward your passionates!<br />20<br />
  21. 21. Turning your insights into action<br />
  22. 22. 22<br />Traditional analytics give you information, but don’t enable you to easily act on it<br />Photo by Kishisaka:<br />
  23. 23. 23<br />Communicating effectively to today’s customers will require closing the gap between marketing analytics and email<br />
  24. 24. Practical steps for connecting your messaging to customer insights<br />Stop mass emailing.<br />Segment your emails based on customer behavior or milestones reached.<br />Conduct A/B testing to determine your most successful messages by segment.<br />24<br />Performable can automate<br />these steps for you<br />
  25. 25. Recap<br />Today’s customer is multichannel. Your marketing strategy should be too. <br />Today’s customers develop relationships over time. Learning to market to them at various stages of their lifecycle is key. <br />Insights without actions are worthless. Tie your analytics to your email and communications strategy. <br />25<br />
  26. 26. A brief overview of Performable<br />
  27. 27. 27<br />Tracks across channels<br />web, email, social, mobile, billing services etc.<br />Tracks over time <br />Unique user profiles from first click to latest interaction<br />Enables you to act <br />Built-in email automation tool so you can message based on behavior<br />Up and running same-day<br />Easy to use and integrate with other marketing tools <br />
  28. 28. 28<br />Want to talk specifics about <br />using Performable for your company?<br />Call us at 888-268-6035 <br />or visit<br /><br />
  29. 29. Thank you… Questions?<br />29<br />Joshua Porter<br />VP of Customer Experience<br />Call us: +1888-268-6035<br />Follow us: @Performable<br /><br />