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How Lifecycle Marketing is Transforming Marketing Automation

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The marketer’s world is becoming increasingly complex. Marketers need to engage across multiple channels while ensuring consistency, continually updating tactics and plans, and executing campaigns in an effort to counter increasingly fickle customer loyalties and shorter attention spans.

More and more marketers now rely on marketing automation to manage their increasingly complex marketing campaigns. In fact, according to BtoB Magazine’s study, 46% of B2B marketers are currently using marketing automation. However, not all platforms are equal.

Learn how Lifecycle Marketing can…
• Integrate prospect and customer databases
• Provide advanced targeting and segmentation abilities
• Apply the concept of marketing automation to the customer journey
• Emphasize increasing engagement over increasing activity

In addition, learn the fundamentals to ensuring your marketing automation program is focused on the right things and is on the path to success.

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How Lifecycle Marketing is Transforming Marketing Automation

  1. 1. How Lifecycle Marketing is Transforming Marketing Automation Troy Burk CEO / Founder @troyburk @roi_marketing
  2. 2. Agenda •  Introduction to Marketing Automation •  The Marketing Funnel is Outdated •  Marketing Automation meets the Customer Journey •  Introduction to Lifecycle Marketing •  Five Key Takeaways @troyburk @roi_marketing
  3. 3. What is Marketing Automation? Software platforms designed for marketing departments and organizations to automate repetitive tasks. - Wikipedia @troyburk @roi_marketing
  4. 4. 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
  5. 5. 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
  6. 6. The Marketing Funnel is Outdated
  7. 7. @troyburk @roi_marketing
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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:
  12. 12. 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
  13. 13. 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
  14. 14. Thank You! Troy Burk Founder, CEO Right On Interactive @troyburk tburk@rightoninteractive.com @troyburk @roi_marketing

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