Marketing Automation for the Customer Journey
Troy Burk
Right On Interactive
@troyburk
@roi_marketing
Douglas Karr
Marketing Tech Blog
@douglaskarr
@mktgtechblog

Doug is the author of Corporate Blogging for
Dummies, Chief Blogger/Founder of the
Marketing Tech Blog and CEO of DK New
Media.
Marketing Automation for the Customer Journey
Troy is the CEO and founder of Right On
Interactive (ROI). He is a recognized thought
leader and speaker on the topics of lifecycle
marketing, marketing automation, lead
scoring and nurturing, and email marketing.
Disclosure: DK New Media is an agency partner of Right On Interactive and ROI is a sponsor of the Marketing Technology Blog.

About the Marketing Tech Blog
The Marketing Technology Blog discusses the latest news,
best practices, products and services for online marketing,
search engine marketing, and marketing technology.

About Right On Interactive
Right On Interactive (“ROI”) is a customer lifecycle
marketing software company that helps organizations win,
keep and grow business. We do this through our lifecycle
marketing solution that builds engagement throughout the
lifecycle of every prospect and customer.

Agenda
S Introduction to Marketing Automation
S The Marketing Funnel is Outdated
S Marketing Automation meets the Customer Journey
S Introduction to Lifecycle Marketing
S Five Key Takeaways

What is Marketing Automation?
Software platforms designed for marketing
departments and organizations to automate
repetitive tasks. (Wikipedia)

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

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

The Marketing Funnel is Outdated

S The B2B sales cycle has increased in length over the
past 3 years (BtoB Magazine)
S Buyers can be up to 90% through the buyer’s journey
before engaging sales (Forrester Research)
S Email doesn’t reach 95% of website traffic that remains
anonymous (SiriusDecisions)
The Complex B2B Buyer’s Journey

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

Key Lifecycle Stage Metrics
Contacts: Number of contacts in a lifecycle stage at any one
point in time.
Average Duration: Average length of time contacts stay
within each lifecycle stage.
Conversion Rates: Rate in which contacts are converting out
of one lifecycle stage into another.
Engagement: Average engagement score for all contacts
within a lifecycle stage.

Ideal Fit &
More Engaged
Ideal Fit &
Less Engaged
Not Ideal Fit &
Less Engaged
Not Ideal Fit &
More Engaged
1. Different programs, campaigns
and tactics
2. With different goals, strategies,
resources and processes
3. Utilize different content
4. Know which tactics are more
effective for each stage
5. Determine when sales and
service engage
For Each Lifecycle Stage...

Ten Campaign Elements
1. Objective
2. Audience and Source
3. Key Messages
4. Value Proposition Supported
5. Channels
Awareness
&
Recognition
Consideration
&
Preference
Justification
&
Selection
Delivery
&
Satisfaction
Value
&
Growth
6. Content Assets
7. CTA
8. Measurement Results
9. Schedule
10. Costs

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

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.

Questions???
Troy Burk
Right On Interactive
@troyburk
@roi_marketing
Douglas Karr
Marketing Tech Blog
@douglaskarr
@mktgtechblog