SlideShare a Scribd company logo
1
Building Engagement with
Content & Lifecycle
Marketing
Presented by
Craig Lile
Senior Director of
Marketing for Raidious
Lauren Littlefield
Director of Marketing for
Right On Interactive
2
3
Agenda
•  The Age of the Customer
•  Introduction of Lifecycle Marketing
•  Value of engagement
•  How content wins new business
•  How content builds loyalty
•  Emergence of brand flexibility
•  Building a strategy that works
4
5
What is Lifecycle Marketing?
Marketing strategy that helps
organizations win new business, keep
current customers and grow the right
relationships
6
Engagement drives
relationships and relationships
drive revenue.
7
The Value of Engagement
•  It is 6-7x more costly to attract a 

new customer than it is to retain an
existing customer. (White House 

Office of Consumer Affairs)
•  The average spend of a repeat
customer is a whopping 67% more 

than a new one. (Inc.)
8
Content that wins new
business
•  Introductory content è Build your
audience






•  Omnichannel content
•  Quality not quantity
9
•  Email
•  Blogs
•  Social Graphics
•  Infographics
•  Videos
10
Content that builds loyalty
•  Activating the audience è Moving them
along in the lifecycle
•  1:1 Content
11
•  Whitepapers
•  Tip Sheets
•  Checklists
•  How-To Videos
•  Webinars
•  Reports
•  eBooks
•  Case Studies
12
Emergence of brand flexibility
•  Social listening – real time trends and
opportunities that relate to your customers
– Flexibility to take advantage of these
opportunities
•  Versatile content – prepare for content to be
shared in ways you didn t plan for 
– Ensure content is optimized for mobile
13
14
Building a strategy that works
•  Who are you sharing your content with?
•  How engaged are they with your brand and where
are they in their relationship with you (i.e., lifecycle
stage)?
•  Content needs to be relevant to the contact based
upon their profile fit, engagement level and lifecycle
stage
15
Questions?
Craig Lile
@DodgeMOKB
www.raidious.com
Lauren Littlefield
@lllittlefield
www.rightoninteractive.com

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Building Engagement with Content & Lifecycle Marketing

  • 1. 1 Building Engagement with Content & Lifecycle Marketing
  • 2. Presented by Craig Lile Senior Director of Marketing for Raidious Lauren Littlefield Director of Marketing for Right On Interactive 2
  • 3. 3 Agenda •  The Age of the Customer •  Introduction of Lifecycle Marketing •  Value of engagement •  How content wins new business •  How content builds loyalty •  Emergence of brand flexibility •  Building a strategy that works
  • 4. 4
  • 5. 5 What is Lifecycle Marketing? Marketing strategy that helps organizations win new business, keep current customers and grow the right relationships
  • 6. 6 Engagement drives relationships and relationships drive revenue.
  • 7. 7 The Value of Engagement •  It is 6-7x more costly to attract a 
 new customer than it is to retain an existing customer. (White House 
 Office of Consumer Affairs) •  The average spend of a repeat customer is a whopping 67% more 
 than a new one. (Inc.)
  • 8. 8 Content that wins new business •  Introductory content è Build your audience
 
 
 •  Omnichannel content •  Quality not quantity
  • 9. 9 •  Email •  Blogs •  Social Graphics •  Infographics •  Videos
  • 10. 10 Content that builds loyalty •  Activating the audience è Moving them along in the lifecycle •  1:1 Content
  • 11. 11 •  Whitepapers •  Tip Sheets •  Checklists •  How-To Videos •  Webinars •  Reports •  eBooks •  Case Studies
  • 12. 12 Emergence of brand flexibility •  Social listening – real time trends and opportunities that relate to your customers – Flexibility to take advantage of these opportunities •  Versatile content – prepare for content to be shared in ways you didn t plan for – Ensure content is optimized for mobile
  • 13. 13
  • 14. 14 Building a strategy that works •  Who are you sharing your content with? •  How engaged are they with your brand and where are they in their relationship with you (i.e., lifecycle stage)? •  Content needs to be relevant to the contact based upon their profile fit, engagement level and lifecycle stage