1. Moving beyond the funnel: How to market across the customer lifecycle
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2. Todays Presenter
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Hello, my name is
Joshua
Joshua Porter
VP of Customer Experience
Contact info:
888-268-6035
Joshua@performable.com

3. Webinar Logistics
Todays webinar will be recorded and you will receive an email link to it.
Please enter your questions in the question box. We will answer as many as possible at the end of the presentation.
If you are have technical difficulties, try logging back in or using a different browser
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4. Agenda
Webinar (30 minutes)
Todays Sophisticated Customer
Multichannel Marketing
Lifecycle Marketing
Turning insights into action
Q&A (15 minutes)
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5. Todays Sophisticated Customer

6. Todays customer is multi-channel and multiplatform
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78% of consumers
use two or more channels to browse, research and make purchases
Oracle | atg consumer survey
http://www.flickr.com/people/eflon/

7. Todays customer is multi-channel and multi-platform
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24% of consumers say they incorporate facebook, twitter, or other social networks into their online purchasing activities
Oracle | atg consumer survey

8. Todays customer is multi-channel and multi-platform
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Googles mobile search grew 5x
from early 2008 to 2010
Source: Google
http://www.flickr.com/photos/carnero/

9. To market effectively to todays customers, a few things are going to need to change
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Your Marketing

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Starting
with the
traditional marketing funnel

11. Multichannel Marketing

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Traditional funnel marketing assumes
that your customers path to conversion is linear

13. But todays customers take a variety of steps to conversion, both on and off your site
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14. Practical steps for understanding the various channels, content and keywords that drive your best customers
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Make a list of all of the channels and platforms your customers use.
Monitor your analytics for 2-4 weeks to determine which channels are most effective. If possible, monitor first and last touch.
Interview your best customers to get a sense of how they found you and decided to sign-up.
Performable can automate
these steps for you

15. Lifecycle Marketing

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Emailed Question
Phone Response
Purchase Product
Visited Site
Clicked on Ad
The traditional funnel marketing doesnt go past the first point of conversion

17. But todays customers build relationships with brands over time
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[ -----------------------------10 15 months-------------]
[--- 2-4 weeks--]

18. Practical steps for marketing throughout the entire lifecycle
Identify all of the milestones customers go through.
Include activity like: help desk requests, customer feedback channels, reviews and other key interactions.
For each touchpoint you identify, start recording interaction events in your analytics platform.
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Performable can automate
these steps for you

19. Tactic: Meet People at the Door
Embed a chat or phone call widget on your website.
Put someone in place to monitor any incoming chats.
Have conversations about questions, expectations, and general experience.
Share with others on your team and change your marketing appropriately.
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20. Tactic: Interview your Passionates
Identify your very best, most passionate customers.
Interview them to hear them tell you in their own words why theyre passionate about you.
Record what they say and embed that content in your marketing and sales collateral.
Reward your passionates!
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21. Turning your insights into action

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Traditional analytics give you information, but dont enable you to easily act on it
Photo by Kishisaka: http://www.flickr.com/photos/70681780@N00/4194694672/

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Communicating effectively to todays customers will require closing the gap between marketing analytics and email

24. Practical steps for connecting your messaging to customer insights
Stop mass emailing.
Segment your emails based on customer behavior or milestones reached.
Conduct A/B testing to determine your most successful messages by segment.
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Performable can automate
these steps for you

25. Recap
Todays customer is multichannel. Your marketing strategy should be too.
Todays customers develop relationships over time. Learning to market to them at various stages of their lifecycle is key.
Insights without actions are worthless. Tie your analytics to your email and communications strategy.
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26. A brief overview of Performable

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Tracks across channels
web, email, social, mobile, billing services etc.
Tracks over time
Unique user profiles from first click to latest interaction
Enables you to act
Built-in email automation tool so you can message based on behavior
Up and running same-day
Easy to use and integrate with other marketing tools

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Want to talk specifics about
using Performable for your company?
Call us at 888-268-6035
or visit
http://www.performable.com

29. Thank you Questions?
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Joshua Porter
VP of Customer Experience
Call us: +1888-268-6035
Follow us: @Performable
www.performable.com