Your prospects are more than a tracking number. They’re more than an account name. They’re more than a campaign. It’s time to start treating them like who they really are –individuals who can add valuable business to your company. And in order to build a healthy relationship with them, you must first engage them with meaningful dialogue and relevant content based on their unique preferences. How? With data. If marketers can capture and use data to deliver more targeted, relevant, and engaging messages, then prospects will become more engaged—resulting in increased conversion rates. And that means leads will actually have the opportunity to move through the funnel.
Join ExactTarget and Right On Interactive as we explore how Data is the Key to Lead Nurturing.
You’ll walk away with real-world examples of how marketers were able to impact their top line growth with the right lead nurturing program in place. And with the integration of ExactTarget and Right On Interactive, you can too!
4. www.RightOnInteractive.com
Why Lifecycle Marketing is Vital for Business Growth
“Selling now takes more time and resources
then ever before.
The average sales cycle has become 22%
longer as buyers are taking longer to consider
their decisions.”
Source: Sirius Decisions
7. www.RightOnInteractive.com
Why Companies Struggle
1. Have data, but it is not integrated
2. Not maximizing use of technology
3. Lack of a predictable, repeatable process for:
• Moving suspects to customers
• Moving customers to brand advocates
4. Don’t have the right metrics to prove they are
truly impacting revenue
15. www.RightOnInteractive.com
Program: Data Hygiene and Update
Campaign: “Contact Role Data Capture” – Is initiated when a customer places its first order.
Tactics:
• Landing Page is created to capture name, title, phone, and email address of different roles within an organization.
• Email is sent to current clients that asks for updates/additional names
• Seven days later another email request will be sent asking for the same information
• Those that do not respond will be passed to the support team to call and obtain information.
Measurement: Number of new contacts/roles added. Apply value of email address for contacts in lifecycle stage.
ExactTarget Email Landing Page
Incorporate Data Capture into Processes
ROI
19. Using Technology to Automate the Process
The Customer Lifecycle
Website
Visit
Product
Evaluation
Product
Purchase
Product
Usage
Brand
Loyalty
Repurchase/
Renewal
CRM
Lead Scoring / Prediction
Email / Text / Voice
Web Analytics
Websites
Data Acquisition
Lead Management
Customer Communication
Campaign Measurement
Content Management
Process Technology
Lead Generation SEO
20. Measure What Matters!
The Customer Lifecycle
Website
Visit
Product
Evaluation
Product
Purchase
Product
Usage
Brand
Loyalty
Repurchase/
Renewal
• Churn Rate
• Duration
Don’t Confuse Motion with Commotion!
Critical Metrics You Need for Each life Cycle Stage
• Churn Rate
• Duration
• Churn Rate
• Duration
• Churn Rate
• Duration
• Churn Rate
• Duration
• Churn Rate
• Duration
23. www.RightOnInteractive.com
Marketing Measurement w/ Lifecycle Marketing
Lifecycle Stage: Website Visitors
Contacts: 1,788
Churn Rate: 8%
Duration: 109 Days
• Know if you are acquiring the right prospects
• Understand cost per “qualified lead”
• See the stage duration over time (increase velocity)
• Know how many individuals you are moving forward
• Visualize where every prospect/customer resides in the
Customer Lifecycle
• Provide Sales with the ability to close business faster
• Apply strategy to decrease Duration and increase Churn Rate
Email Response by Stage
• Know if my email efforts are impacting the right audience
• Realize what content works best for each Lifecycle Stage
• Provides engagement scoring for each individual who respondes
26. www.RightOnInteractive.com
95% of Website Visitors Do Not Convert
Specific interest
in Subject B
15%
No interest
40%
Have price or
other concerns
10%
Interested, but
want to do
more research
15%
Specific interest
in Subject A
15%
Converters = 5%
Non-converters = 95%
Source: WebTrends
28. www.RightOnInteractive.com
When and How to Use Email
Marketing
• Introduce new products relevant to needs and interests
• Promote events (i.e. Trade Shows, Webcasts, Open Houses)
• Drive leads
Sales
• Nurture leads (Deliver content that informs and educates)
• Cross-sell relevant products and services
• Support the selling effort of dealers / resellers
Service
• Deliver timely information that reinforces product value
• Keep customer informed of useful events and services
• Invite feedback regarding product value and benefit
29. www.RightOnInteractive.com
Marketing
Goal
Email
Objective
Life Cycle
Stage
Attract Engage Convert Serve
• Convert visitor to
email subscriber
• Send Welcome
Email; Provide link
to Preference
Center
• Identify product
needs and
interests
• Provide Information
to aid purchase
decision
• Send invitations to
webinars and live
events
• Offer product
demonstration or
trial
• Promote related
products/services
• Provide
testimonials from
satisfied customers
• Reinforce the value
they will receive
from becoming a
customer
• Send purchase
transaction
confirmation
• Thank customer
for purchase
• Invite feedback
and reviews
• Send product
news and service
updates
• Send triggered
alerts
Reward
• Invite customer
to join discussion
group on website
• Provide links to
product-related
resources on
website
• Provide incentive
to renew or
repurchase
• Send purchase-
triggered cross-
sell offer
Website
Visit
Product
Evaluation
Product
Purchase
Product
Usage
Repurchase/
Renewal
Brand
Loyalty
Renew
• Ask for referral to
friend or colleague
• Invite customer to
contribute to blog
• Reward customer for
loyalty.
The Customer Life Cycle
“Purpose-Driven” Email Strategy
30. In 2009, more
than 50% of
consumers made
a purchase due to
email.
Source: ExactTarget
“Email X-Factors, 2010”
31. In 2009, 82% of
top marketers
reported that
email was their
channel of choice
for retention .
Source: Winterberry Group
37. www.RightOnInteractive.com
Data Acquisition / Database Updating
Automating Lifecycle Marketing
DataCapturer/Fulfillment/LeadScoring
ProgramPerformanceMeasurement
Execution, Response
Tracking and Reporting
Product /Service
Needs, Interests
Campaign
Response History
Communication
History
Products
Purchased
GeoDemographic
Characteristics
Customers
and Prospects
Database
Management
Segmentation and
Program Planning
Prospective
Customers
Identify
Customers with
Specific Needs
Offer
Information
Select
Timing
Channels
Determine
Offline
Online
Offline
Email Communications
Planning and Production
ProgramDevelopment
Customization/Personalization
Segment A
• Offer/ Message
• Channel
• Timing
Segment C
• Offer/ Message
• Channel
• Timing
Segment B
• Offer/ Message
• Channel
• Timing
Customer
Lifecycle Stage
38. www.RightOnInteractive.com
Lifecycle Marketing Produces Results
Enterprises with best-in-class closed-loop
marketing achieved:
• 36% average increase in year-over-year revenue
• 21% average lift in year-over-year conversion rates
• 26% average increase in year-over-year marketing ROI
40. 1. Define the stages and gate criteria for your customer
lifecycle.
2. Consolidate multiple “silos” into a professional
marketing database.
3. Develop a process for marketing to systematically
nurture leads and customers
4. Provide weights and values for profile and
engagement scores.
5. Align marketing programs, campaigns, and tactics
based on “where they are in the relationship.”
10 Tips for Effective Lifecycle Marketing
41. 6. Develop email programs that deliver information,
offers and invitations that are relevant and timely.
7. Pre-Sale. Use email to provide information that aids
the customer’s decision-making process.
8. Post-Sale. Use email to enhance the product usage
experience. Invite customers to share their
knowledge and experience (Testimonials, Video).
9. Leverage social media (YouTube, Blog, Twitter). This
creates more awareness of your product and attracts
website visitors.
10. Go beyond soft metrics and measure ROI, stage
duration, and stage churn rate.
10 Tips for Effective Lifecycle Marketing