Customer Lifecycle Marketing is a software solution with tools to manage data, audiences, technology, and brands. It creates a single view of prospects and customers to understand how they engage with a brand over time. The solution includes marketing automation, scoring and nurturing, campaign management, and analytics. It aims to increase sales opportunities through targeted messaging to different customer stages from suspect to active customer. By understanding customer profiles and engagement, organizations can implement automated nurturing campaigns at each stage to increase sales and retain customers.

1. Customer Lifecycle Marketing
Monday, November 12th

2. Today’s B.I.G. Questions:
• What is Customer Lifecycle Marketing?
• What in it for me?

3. What is Customer Lifecycle Marketing?
A software solution with a suite of tools to designed to manage your data, audience,
technology and brand. With one solution, create a single view of your prospects and
customers and how your brand is engaging them.
• Lifecycle Marketing Automation
• Scoring & Nurturing
• Campaign Management
• Website & Email Analytics
• Integrations

4. Marketing Sales Support Billing
Email Phone Call Social Website Meeting Mobile
It’s not rocket science!

5. On average, nurtured leads
result in a 20% increase in
sales opportunities.
64% DemandGen
64% of CMOs have 20%
either an informal
or no process to
manage their
marketing Purchases made by
automation. nurtured leads are 47%
Focus Research larger when compared to
purchases made by non-
nurtured leads.
47%
Annuitas Group

6. How it works?
Understanding your Business: Understanding your Processes:
• Ideal customer profiles • Marketing/Sales Process Flow
• Ideal prospect profiles • Software, Technology and Data
• Key prospect segments • Organizational Structure
• Key touch points
• Key Stages for Leads &
Customers
While automation works, the
benefits are realized only when
implemented correctly. Many
organizations face significant
challenges on this front.

7. Marketing Process
Nurturing
Sales Process
Awareness
Nurturing
Customer Support/Retention
Marketing Qualified
Prospecting 4
1
Inactive Clients
Initial Meeting/Phone Call
Active Clients
Discovery
2 Site-Visit 5
Return to Nurturing Campaigns
Demo
Proposal Development
Proposal Sent
Negotiation/Review
Closed Lost Closed Won
3

8. Customer Lifecycle Marketing Solution
Inactive Active
Suspect Lead Qualified
Customer Customer
Stage Criteria Stage Criteria Stage Criteria Stage Criteria Stage Criteria
• Marketing's Focus • Sales Team Focus • Budget, Timeline, • Customers not longer • Current Customer
• Contacts/Accounts that • Working to obtain; Need, and Process all doing business with us. • Account Management
we know little about. Budget, Need, identified data pointes to be added;
• Nurturing tracks to gain Timeline, and Process. • Opportunity created Customer Since, Current
interest and/or trigger • No Opportunity yet with the following Contract Expiration,
“engagement.” created. Status flow; Site Visit, Customer Type, etc.
• Conversion to Lead • Sales Status; Nurturing, Demo, Proposal
Trigger to be determined. Discovery, Site-Visit, Development, Proposal
Prospecting, Initial Sent,
Meeting, Opportunity, Negotiation/Review,
Unqualified Closed Won, and
• Nurturing Campaigns Closed Lost.
selected by Sales • Closed Lost workflow to
Person based on change to Sales Type
identified objections. Unqualified.

9. Customer Lifecycle Marketing Solution
Inactive Active
Suspect Lead Qualified
Customer Customer

10. Customer Lifecycle Marketing Solution
Profile Scoring
Profile Scoring
Profile Scoring
Profile Scoring
Profile Scoring
Inactive Active
Suspect Lead Qualified
Customer Customer
Profile Scoring = Who is a ideal fit for your company?
Step 1: Identify the Data Points Step 2: Ranking the Options
• Industry • Rank within Industry
• Title • Bad:
• Department • Good:
• Geography • Better:
• Company Size • Best:
• Budget • Rank against Data Points
• Timeline • Industry more important than Geography
• Process
• Need
Apply ROI Profile Scoring

11. Customer Lifecycle Marketing Solution
Profile Score
Profile Score
Profile Score
Profile Score
Profile Score
Inactive Active
Suspect Lead Qualified
Customer Customer
Engagement Score Engagement Score Engagement Score Engagement Score Engagement Score
Engagement Scoring = Who is currently engaging with you?
Step 1: Identify the Data Points Step 2: Ranking the Options
• Google Analytic Website Activity • Rank within Sales Activity
• Tradeshows • Bad:
• Webinars • Good:
• ExactTarget – Marketing Nurturing • Better:
• Open, Click, Bounce • Best:
• salesforce– Tasks/Events • Rank against Data Points
• Phone Calls • Sales Activity more important than
• Face to Face Meeting Tradeshow
Apply ROI Engagement Scoring

12. Customer Lifecycle Marketing Solution
Profile Score
Profile Score
Profile Score
Profile Score
Profile Score
Inactive Active
Suspect Lead Qualified
Customer Customer
Engagement Score Engagement Score Engagement Score Engagement Score Engagement Score
Marketing
Profile Score
Suspect
Save Segment to
take Action!
Engagement Score

13. Is it really worth it to me?
Customer Lifecycle Marketing Solution
Marketing Nurturing Campaigns: Sales Nurturing Campaigns:
• General Awareness/Newsletter • Objection - Timeline
• Lead Source Focused • Objection - Budget
• Objection - Approval Process
• Website Action – Ask An Expert • Objection - Motivating Factor
• Website Action – Watch Videos • Follow Up – Demo
• Website Action – Review Case Study • Follow Up – Initial Meeting
• Website Action – Lunch & Learn Sign Up • Follow Up – Site Visit
• Website Visitors – Anonymous
• Website Visitors – Identified Customer Nurturing Campaigns:
• Inactive Clients Win-Backs
• Email Responses – Bounce • Active Clients Upsell/Cross-sell Products
• Email Responses - Unsubscribe

14. Website Actions Automation Nurturing
• Targeted messaging based on
website request (Demo Request
VS Whitepaper)
• Prioritize leads from sales team
• More qualified leads to sales
team
• Key off of key profiles
• Effective of campaigns

15. Website Actions Automation Nurturing

16. Automation Nurturing: Website Visitors
Identified Visitors Anonymous Visitors

17. Identified Visitors Automated Notifications

18. Anonymous Visitors Automated Notifications

19. Cross-sell/Upsell Automation
Purchasing Data
ROI – Customer Lifecycle Marketing

20. Cross-sell/Upsell Automation
Sales Team Notifications Customer Nurturing Campaign
Sales • Email Reports
• Tasks Created within SFDC

21. Questions?
Kathy Brown
VP of Client Success
Right On Interactive
Office: 317.225.5871
Toll-Free: 855.618.4502
Email: kbrown@rightoninteractive.com