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The marketer’s world is becoming increasingly complex. Marketers need to engage across multiple channels while ensuring consistency, continually updating tactics and plans, and executing campaigns in an effort to counter increasingly fickle customer loyalties and shorter attention spans. More and more marketers now rely on marketing automation to manage their increasingly complex marketing campaigns. In fact, according to BtoB Magazine’s study, 46% of B2B marketers are currently using marketing automation. However, not all platforms are equal. Learn how Lifecycle Marketing can… • Integrate prospect and customer databases • Provide advanced targeting and segmentation abilities • Apply the concept of marketing automation to the customer journey • Emphasize increasing engagement over increasing activity In addition, learn the fundamentals to ensuring your marketing automation program is focused on the right things and is on the path to success.
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How Lifecycle Marketing is Transforming Marketing Automation
Troy Burk CEO / Founder @troyburk @roi_marketing
Agenda • Introduction to Marketing Automation • The Marketing Funnel is Outdated • Marketing Automation meets the Customer
Journey • Introduction to Lifecycle Marketing • Five Key Takeaways
@troyburk @roi_marketing
What is Marketing Automation? Software platforms designed for marketing departments and organizations to automate repetitive tasks. - Wikipedia
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Marketing Automation Benefits • Generate a greater number and better
quality of leads • Reduced dependency on cold calling • Shorten the sales cycle • Improve marketing productivity • Align sales & marketing teams
@troyburk @roi_marketing
Marketing Automation Shortcomings • MA primarily concerns itself with Lead to
Qualified Lead stages. • Most MA platforms ignore the fact that
your leads and contacts aren’t working their way through your campaigns in isolation.
• Complexity and over-optimization
@troyburk @roi_marketing
The Marketing Funnel is Outdated
@troyburk @roi_marketing
Lifecycle Marketing
Determine Ideal ProfileWho to TargetWhere to Spend Time
Who is EngagingHow are they EngagingReady to Buy
Who is Unengaged Loss of RevenueLack of Relevancy
VelocityEffectivenessReturn on Investment
@troyburk @roi_marketing
Key Lifecycle Stage Metrics
Contacts: Tells how many contacts are in a lifecycle stage at any one point in time
Average Duration: Tells how long on average contacts stay within each lifecycle stage
Conversion Rates: Tells the rate in which contacts are converting out of a lifecycle stage to another
Engagement: Tells the average engagement for all contacts within a lifecycle stage
Ideal Fit & More Engaged
Ideal Fit & Less Engaged
Not Ideal Fit & Less Engaged
Not Ideal Fit & More Engaged
• Different Programs, Campaigns, and Tactics
• With different Goals, Strategies, Resources, and Processes
• Utilize different content • Know which tactics are more
effective for each stage • Determine when sales and
service engage
For Each Lifecycle Stage…
The 10 Campaign Elements
1. Objective: 2. Audience and Source: 3. Key Messages: 4. Value Proposition Supported 5. Channels: 6. Content Assets: 7. CTA: 8. Measurement Results: 9. Schedule: 10. Costs:
Ideal Fit & More Engaged
Ideal Fit & Less Engaged
Not Ideal Fit & Less Engaged
Not Ideal Fit & More Engaged
Awareness &
Recognition
Consideration &
Preference
Justification &
Selection
Delivery &
Satisfaction
Value &
Growth
Lifecycle Marketing Results • Win, keep and grow more customers
• Prove the value of your marketing efforts
• Know which programs, campaigns and tactics are effective
• Improve the customer experience
• Know where to allocate more company resources
• Forecast revenue more accurately
• Maximize the lifetime value of your customers
• Optimize your marketing effectiveness
@troyburk @roi_marketing
5 Take Aways 1. Measure where you are today with your key Lifecycle
Marketing metrics 2. Determine which stage(s) should be the focus 3. Further define goals for increasing performance within key
stages (if not all) 4. Create the strategy for acquiring more of the right fit contacts
in each stage, engaging with them, and moving to the next level.
5. Audit and create your content, programs, campaigns, and tactics for each stage.
@troyburk @roi_marketing
Troy Burk Founder, CEO Right On Interactive @troyburk tburk@rightoninteractive.com
@troyburk @roi_marketing
Thank You!
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