How Lifecycle Marketing is Transforming
Marketing Automation
Troy Burk
CEO / Founder
@troyburk
@roi_marketing

Agenda
• Introduction to Marketing Automation
• The Marketing Funnel is Outdated
• Marketing Automation meets the Customer
Journey
• Introduction to Lifecycle Marketing
• Five Key Takeaways
@troyburk
@roi_marketing

What is Marketing Automation?
Software platforms designed for marketing
departments and organizations to automate
repetitive tasks. - Wikipedia
@troyburk
@roi_marketing

Marketing Automation Benefits
• Generate a greater number and better
quality of leads
• Reduced dependency on cold calling
• Shorten the sales cycle
• Improve marketing productivity
• Align sales & marketing teams
@troyburk
@roi_marketing

Marketing Automation Shortcomings
• MA primarily concerns itself with Lead to
Qualified Lead stages.
• Most MA platforms ignore the fact that
your leads and contacts aren’t working
their way through your campaigns in
isolation.
• Complexity and over-optimization
@troyburk
@roi_marketing

The Marketing Funnel is Outdated

@troyburk
@roi_marketing

Lifecycle Marketing
Determine Ideal Profile
Who to Target
Where to Spend Time
@troyburk
Who is Engaging
How are they Engaging
Ready to Buy
Who is Unengaged
Loss of Revenue
Lack of Relevancy
Velocity
Effectiveness
Return on Investment
@roi_marketing

Key Lifecycle Stage Metrics
Average Duration: Tells how long on average contacts
stay within each lifecycle stage
Contacts: Tells how many contacts are in a lifecycle stage at
any one point in time
Conversion Rates: Tells the rate in which contacts are
converting out of a lifecycle stage to another
Engagement: Tells the average engagement for all contacts
within a lifecycle stage

For Each Lifecycle Stage…
• Different Programs, Campaigns,
and Tactics
• With different Goals, Strategies,
Resources, and Processes
• Utilize different content
• Know which tactics are more
effective for each stage
• Determine when sales and
service engage
Ideal Fit &
Less Engaged
Ideal Fit &
More Engaged
Not Ideal Fit &
Less Engaged
Not Ideal Fit &
More Engaged

Awareness
&
Recognition
Consideration
&
Preference
Justification
&
Selection
Delivery
&
Satisfaction
Value
&
Growth
The 10 Campaign Elements
Ideal Fit &
Less Engaged
Ideal Fit &
More Engaged
Not Ideal Fit &
Less Engaged
Not Ideal Fit &
More Engaged
1. Objective:
2. Audience and Source:
3. Key Messages:
4. Value Proposition Supported
5. Channels:
6. Content Assets:
7. CTA:
8. Measurement Results:
9. Schedule:
10. Costs:

Lifecycle Marketing Results
• Win, keep and grow more customers
• Prove the value of your marketing efforts
• Know which programs, campaigns and tactics are effective
• Improve the customer experience
• Know where to allocate more company resources
• Forecast revenue more accurately
• Maximize the lifetime value of your customers
• Optimize your marketing effectiveness
@troyburk
@roi_marketing

5 Take Aways
1. Measure where you are today with your key Lifecycle
Marketing metrics
2. Determine which stage(s) should be the focus
3. Further define goals for increasing performance within key
stages (if not all)
4. Create the strategy for acquiring more of the right fit contacts
in each stage, engaging with them, and moving to the next
level.
5. Audit and create your content, programs, campaigns, and
tactics for each stage.
@troyburk
@roi_marketing

Thank You!
Troy Burk
Founder, CEO
Right On Interactive
@troyburk
tburk@rightoninteractive.com
@troyburk
@roi_marketing