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Customer Lifecycle Marketing             Monday, November 12th
Today’s B.I.G. Questions:• What is Customer Lifecycle Marketing?• What in it for me?
What is Customer Lifecycle Marketing?A software solution with a suite of tools to designed to manage your data, audience,t...
Marketing     Sales         Support   BillingEmail Phone Call Social                                Website   Meeting Mobi...
On average, nurtured leads                                result in a 20% increase in                                sales...
How it works?Understanding your Business:       Understanding your Processes:•   Ideal customer profiles        • Marketin...
Marketing Process        Nurturing                                                          Sales Process        Awareness...
Customer Lifecycle Marketing Solution                                                                                     ...
Customer Lifecycle Marketing Solution                                             Inactive    ActiveSuspect   Lead        ...
Customer Lifecycle Marketing Solution                                                                                     ...
Customer Lifecycle Marketing Solution                                   Profile Score                                     ...
Customer Lifecycle Marketing Solution                               Profile Score                                         ...
Is it really worth it to me?                           Customer Lifecycle Marketing SolutionMarketing Nurturing Campaigns:...
Website Actions Automation Nurturing• Targeted messaging based on  website request (Demo Request  VS Whitepaper)• Prioriti...
Website Actions Automation Nurturing
Automation Nurturing: Website Visitors    Identified Visitors     Anonymous Visitors
Identified Visitors Automated Notifications
Anonymous Visitors Automated Notifications
Cross-sell/Upsell Automation                                           Purchasing Data           ROI – Customer Lifecycle ...
Cross-sell/Upsell AutomationSales Team Notifications                 Customer Nurturing Campaign Sales   •   Email Reports...
Questions?    Kathy Brown    VP of Client Success    Right On Interactive    Office: 317.225.5871    Toll-Free: 855.618.45...
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Kathy Brown - MBO 2012 Presentation

  1. 1. Customer Lifecycle Marketing Monday, November 12th
  2. 2. Today’s B.I.G. Questions:• What is Customer Lifecycle Marketing?• What in it for me?
  3. 3. What is Customer Lifecycle Marketing?A software solution with a suite of tools to designed to manage your data, audience,technology and brand. With one solution, create a single view of your prospects and customers and how your brand is engaging them. • Lifecycle Marketing Automation • Scoring & Nurturing • Campaign Management • Website & Email Analytics • Integrations
  4. 4. Marketing Sales Support BillingEmail Phone Call Social Website Meeting Mobile It’s not rocket science!
  5. 5. On average, nurtured leads result in a 20% increase in sales opportunities. 64% DemandGen64% of CMOs have 20%either an informalor no process tomanage theirmarketing Purchases made byautomation. nurtured leads are 47% Focus Research larger when compared to purchases made by non- nurtured leads. 47% Annuitas Group
  6. 6. How it works?Understanding your Business: Understanding your Processes:• Ideal customer profiles • Marketing/Sales Process Flow• Ideal prospect profiles • Software, Technology and Data• Key prospect segments • Organizational Structure• Key touch points• Key Stages for Leads & Customers While automation works, the benefits are realized only when implemented correctly. Many organizations face significant challenges on this front.
  7. 7. Marketing Process Nurturing Sales Process Awareness Nurturing Customer Support/Retention Marketing Qualified Prospecting 41 Inactive Clients Initial Meeting/Phone Call Active Clients Discovery 2 Site-Visit 5 Return to Nurturing Campaigns Demo Proposal Development Proposal Sent Negotiation/Review Closed Lost Closed Won 3
  8. 8. Customer Lifecycle Marketing Solution Inactive Active Suspect Lead Qualified Customer Customer Stage Criteria Stage Criteria Stage Criteria Stage Criteria Stage Criteria• Marketings Focus • Sales Team Focus • Budget, Timeline, • Customers not longer • Current Customer• Contacts/Accounts that • Working to obtain; Need, and Process all doing business with us. • Account Management we know little about. Budget, Need, identified data pointes to be added;• Nurturing tracks to gain Timeline, and Process. • Opportunity created Customer Since, Current interest and/or trigger • No Opportunity yet with the following Contract Expiration, “engagement.” created. Status flow; Site Visit, Customer Type, etc.• Conversion to Lead • Sales Status; Nurturing, Demo, Proposal Trigger to be determined. Discovery, Site-Visit, Development, Proposal Prospecting, Initial Sent, Meeting, Opportunity, Negotiation/Review, Unqualified Closed Won, and • Nurturing Campaigns Closed Lost. selected by Sales • Closed Lost workflow to Person based on change to Sales Type identified objections. Unqualified.
  9. 9. Customer Lifecycle Marketing Solution Inactive ActiveSuspect Lead Qualified Customer Customer
  10. 10. Customer Lifecycle Marketing Solution Profile Scoring Profile ScoringProfile Scoring Profile Scoring Profile Scoring Inactive Active Suspect Lead Qualified Customer Customer Profile Scoring = Who is a ideal fit for your company? Step 1: Identify the Data Points Step 2: Ranking the Options • Industry • Rank within Industry • Title • Bad: • Department • Good: • Geography • Better: • Company Size • Best: • Budget • Rank against Data Points • Timeline • Industry more important than Geography • Process • Need Apply ROI Profile Scoring
  11. 11. Customer Lifecycle Marketing Solution Profile Score Profile ScoreProfile Score Profile Score Profile Score Inactive Active Suspect Lead Qualified Customer Customer Engagement Score Engagement Score Engagement Score Engagement Score Engagement Score Engagement Scoring = Who is currently engaging with you? Step 1: Identify the Data Points Step 2: Ranking the Options • Google Analytic Website Activity • Rank within Sales Activity • Tradeshows • Bad: • Webinars • Good: • ExactTarget – Marketing Nurturing • Better: • Open, Click, Bounce • Best: • salesforce– Tasks/Events • Rank against Data Points • Phone Calls • Sales Activity more important than • Face to Face Meeting Tradeshow Apply ROI Engagement Scoring
  12. 12. Customer Lifecycle Marketing Solution Profile Score Profile ScoreProfile Score Profile Score Profile Score Inactive Active Suspect Lead Qualified Customer Customer Engagement Score Engagement Score Engagement Score Engagement Score Engagement Score Marketing Profile Score Suspect Save Segment to take Action! Engagement Score
  13. 13. Is it really worth it to me? Customer Lifecycle Marketing SolutionMarketing Nurturing Campaigns: Sales Nurturing Campaigns:• General Awareness/Newsletter • Objection - Timeline• Lead Source Focused • Objection - Budget • Objection - Approval Process• Website Action – Ask An Expert • Objection - Motivating Factor• Website Action – Watch Videos • Follow Up – Demo• Website Action – Review Case Study • Follow Up – Initial Meeting• Website Action – Lunch & Learn Sign Up • Follow Up – Site Visit• Website Visitors – Anonymous• Website Visitors – Identified Customer Nurturing Campaigns: • Inactive Clients Win-Backs• Email Responses – Bounce • Active Clients Upsell/Cross-sell Products• Email Responses - Unsubscribe
  14. 14. Website Actions Automation Nurturing• Targeted messaging based on website request (Demo Request VS Whitepaper)• Prioritize leads from sales team• More qualified leads to sales team• Key off of key profiles• Effective of campaigns
  15. 15. Website Actions Automation Nurturing
  16. 16. Automation Nurturing: Website Visitors Identified Visitors Anonymous Visitors
  17. 17. Identified Visitors Automated Notifications
  18. 18. Anonymous Visitors Automated Notifications
  19. 19. Cross-sell/Upsell Automation Purchasing Data ROI – Customer Lifecycle Marketing
  20. 20. Cross-sell/Upsell AutomationSales Team Notifications Customer Nurturing Campaign Sales • Email Reports • Tasks Created within SFDC
  21. 21. Questions? Kathy Brown VP of Client Success Right On Interactive Office: 317.225.5871 Toll-Free: 855.618.4502 Email: kbrown@rightoninteractive.com

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