Moving beyond the funnel: How to market across the customer lifecycle
Focus on Customer Lifecycle Forget the Funnel,
Transcript of Focus on Customer Lifecycle Forget the Funnel,
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Forget the Funnel, Focus on Customer
Lifecycle
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Our agenda● Lesson 1: Forget the funnel
● Lesson 2: Focus on the customer lifecycle
● Lesson 3: How to make the customer lifecycle work
● Lesson 4: Customer Experience Automation in action
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Lesson 1:Forget the funnel
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What’s wrong with funnels?
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Ace your customer’s experiences
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From your customer’s perspective
Ongoing relationship
Customer communications don't stop after marketing.
Multiple channels
Consistent communication at every interaction, regardless of channel.
Everything matters
Customers want personalized messaging at every touchpoint.
Don’t ask twice
Customers don't want to repeat themselves. Pick up where the last conversation left off.
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“86% of respondents who experienced personalization said that it influenced their decision to purchase to some extent, with 25% of respondents saying it significantly influenced their purchase decision.
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Funnels are one size fits all
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Lesson 2:Focus on the customer
lifecycle
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Phases of the customerlifecycle
1. Reach & Engage2. Nurture & Educate3. Convert & Close4. Support & Grow
Gain a deep understanding of existing and potential customers, and hyper-personalize your interactions with them.
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Phase 1: Reach & EngageHow do people find out about your business?
Online advertisements
Search engine optimization
Conferences & trade shows
Offline (billboards, radio, TV)
Speeches & workshops
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Phase 2: Nurture & EducateHow do I obtain a mutual exchange of information?
Emails opened
Links clicked in emails
Pages visited on your website
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Phase 3: Convert & CloseHow does our sales approach change now that we have an engaged lead?
Relationship based selling: CRM
Transactional selling: sales-focused calls to action
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Phase 4: Support & GrowHow can we craft our customer’s experience to ensure they continue to value what they purchased?
Emails opened
Links clicked in emails
Pages visited on your website
Reviews & referrals
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The customer lifecycle continues...
Your supporters are a path to reach and engage new customers; creating a continuum is key.
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Lesson 3:How to make the customer
lifecycle work
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Process before software
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Actionable interactions
Emails opened Links clicked on Web pages visited Forms submitted
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Combining interactions to communicate and scale
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What are segments?
Segmentation is the act of grouping your contacts by attributes and/or actions. Segments are those groups.
Goal: send targeted messaging
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Segment your contacts
Attributes: quality or feature about a contact.
Actions: contacts’ behavior when interacting with your business.
Any data you collect, you can segment!
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Create action-focused content to...
Get a response
Think like your customer to understand the questions they’re asking themselves about your products and services.
Build a relationship
Listen to your lead’s interests and provide value accordingly.
Encourage action
Drive your contacts to the next call to action you want them to accomplish.
Be solution-focused
Your messaging is consultative and personalized to each individual’s needs.
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Lesson 4: Customer Experience Automation in action
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CXA for eCommerce
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CXA for B2B Brands
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CXA for Physical Businesses
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CXA for Digital Brands
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See you next time!
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