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Moving beyond the funnel:  How to market across the customer lifecycle ,[object Object],1,[object Object]
Today’s Presenter,[object Object],2,[object Object],Hello, my name is,[object Object],Joshua,[object Object],Joshua Porter,[object Object],VP of Customer Experience,[object Object],Contact info:,[object Object],888-268-6035,[object Object],Joshua@performable.com,[object Object]
Webinar Logistics,[object Object],Today’s webinar will be recorded and you will receive an email link to it.,[object Object],Please enter your questions in the question box. We will answer as many as possible at the end of the presentation.,[object Object],If you are have technical difficulties, try logging back in or using a different browser,[object Object],3,[object Object]
Agenda,[object Object],Webinar (30 minutes),[object Object],Today’s Sophisticated Customer,[object Object],Multichannel Marketing,[object Object],Lifecycle Marketing,[object Object],Turning insights into action,[object Object],Q&A (15 minutes),[object Object],4,[object Object]
Today’s Sophisticated Customer,[object Object]
Today’s customer is multi-channel and multiplatform,[object Object],6,[object Object],78% of consumers ,[object Object],use two or more channels to browse, research and make purchases,[object Object],Oracle | atg consumer survey,[object Object],http://www.flickr.com/people/eflon/,[object Object]
Today’s customer is multi-channel and multi-platform,[object Object],7,[object Object],24% of consumers say they incorporate facebook, twitter, or other social networks into their online purchasing activities,[object Object],Oracle | atg consumer survey,[object Object]
Today’s customer is multi-channel and multi-platform,[object Object],8,[object Object],Google’s mobile search grew 5x,[object Object],from early 2008 to 2010,[object Object],Source: Google,[object Object],http://www.flickr.com/photos/carnero/,[object Object]
To market effectively to today’s customers, a few things are going to need to change…,[object Object],9,[object Object],Your Marketing,[object Object]
10,[object Object],Starting,[object Object],with the,[object Object],traditional marketing funnel,[object Object]
Multichannel Marketing,[object Object]
12,[object Object],Traditional funnel marketing assumes,[object Object],that your customer’s path to conversion is linear,[object Object]
But today’s customers take a variety of steps to conversion, both on and off your site,[object Object],13,[object Object]
Practical steps for understanding the various channels, content and keywords that drive your best customers,[object Object],14,[object Object],Make a list of all of the channels and platforms your customers use.,[object Object],Monitor your analytics for 2-4 weeks to determine which channels are most effective.  If possible, monitor first and last touch. ,[object Object],Interview your best customers to get a sense of how they found you and decided to sign-up.,[object Object],Performable can automate,[object Object],these steps for you,[object Object]
Lifecycle Marketing,[object Object]
16,[object Object],Emailed Question,[object Object],Phone Response,[object Object],Purchase Product,[object Object],Visited Site,[object Object],Clicked on Ad,[object Object],The traditional funnel marketing doesn’t go past the first point of conversion,[object Object]
But today’s customers build relationships with brands over time,[object Object],17,[object Object],[ -----------------------------10 – 15 months-------------],[object Object], [--- 2-4 weeks--],[object Object]
Practical steps for marketing throughout the entire lifecycle,[object Object],Identify all of the milestones customers go through.,[object Object],Include activity like: help desk requests, customer feedback channels, reviews and other key interactions.,[object Object],For each touchpoint you identify, start recording interaction events in your analytics platform. ,[object Object],18,[object Object],Performable can automate,[object Object],these steps for you,[object Object]
Tactic: Meet People at the Door,[object Object],Embed a chat or phone call widget on your website.,[object Object],Put someone in place to monitor any incoming chats.,[object Object],Have conversations about questions, expectations, and general experience.,[object Object],Share with others on your team and change your marketing appropriately.,[object Object],19,[object Object]
Tactic: Interview your Passionates,[object Object],Identify your very best, most passionate customers.,[object Object],Interview them to hear them tell you in their own words why they’re passionate about you.,[object Object],Record what they say and embed that content in your marketing and sales collateral.,[object Object],Reward your passionates!,[object Object],20,[object Object]
Turning your insights into action,[object Object]
22,[object Object],Traditional analytics give you information, but don’t enable you to easily act on it,[object Object],Photo by Kishisaka: http://www.flickr.com/photos/70681780@N00/4194694672/,[object Object]
23,[object Object],Communicating effectively to today’s customers will require closing the gap between marketing analytics and email,[object Object]
Practical steps for connecting your messaging to customer insights,[object Object],Stop mass emailing.,[object Object],Segment your emails based on customer behavior or milestones reached.,[object Object],Conduct A/B testing to determine your most successful messages by segment.,[object Object],24,[object Object],Performable can automate,[object Object],these steps for you,[object Object]
Recap,[object Object],Today’s customer is multichannel. Your marketing strategy should be too. ,[object Object],Today’s customers develop relationships over time. Learning to market to them at various stages of their lifecycle is key. ,[object Object],Insights without actions are worthless.   Tie your analytics to your email and communications strategy. ,[object Object],25,[object Object]
A brief overview of Performable,[object Object]
27,[object Object],Tracks across channels,[object Object],web, email, social, mobile, billing services etc.,[object Object],Tracks over time ,[object Object],Unique user profiles from first click to latest interaction,[object Object],Enables you to act ,[object Object],Built-in email automation tool so you can message based on behavior,[object Object],Up and running same-day,[object Object],Easy to use and integrate with other marketing tools ,[object Object]
28,[object Object],Want to talk specifics about ,[object Object],using Performable for your company?,[object Object],Call us at 888-268-6035 ,[object Object],or visit,[object Object],http://www.performable.com,[object Object]
Thank you… Questions?,[object Object],29,[object Object],Joshua Porter,[object Object],VP of Customer Experience,[object Object],Call us: +1888-268-6035,[object Object],Follow us: @Performable,[object Object],www.performable.com,[object Object]

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Moving beyond the funnel: How to market across the customer lifecycle

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Notas del editor

  1. Sources – ATM, and Google
  2. Sources – ATM, and Google
  3. Source: Google
  4. Explain first and last touchEye-Fi Example
  5. Over time