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The Past, Present and Future of Customer Lifecycle Automation | CustomerThink

The Past, Present and Future of Customer Lifecycle Automation | CustomerThink | The MarTech Digest | Scoop.it
To really make the CRM+MA investment deliver on its potential and efficiently generate new customers and revenue, automation is also needed for the billions of dollars invested into top-funnel initiatives (events, ABM lead gen, paid search and social, content syndication, etc.). These are the initiatives designed to identify new contacts and obtain the prospect data marketing automation systems use to nurture prospects into opportunities.

Top-Funnel Automation has emerged as a solution has emerged as a solution to eliminate the manual, disconnected efforts that currently encumber demand marketers and prevent efficient scale. Specifically, we’re talking about centralizing all the diverse channels, data sources and programs used to generate prospects and then automating the ways in which we validate, enhance and inject that data as quickly as possible into nurture tracks.

With top-funnel automation in place and fully integrated with MA and CRM, the full prospect generation and customer acquisition process becomes streamlined and scalable. In effect, the same amount of marketing effort creates bigger wins.
CYDigital's insight:

The centerpiece is data, data, data.

 

Email your comments to joe@marketingIO.com. I’ll publish it here. marketingIO: One Source for All Marketing Technology Challenges. See our solutions.  

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How Do Buyer Journeys Relate To the Customer Life Cycle? - Forrester

How Do Buyer Journeys Relate To the Customer Life Cycle? - Forrester | The MarTech Digest | Scoop.it
Q: “How should we use Customer Lifecycle when thinking about Buyer Journey? It feels like two different (similar models)”

A: Well spotted!  They are two different models. The Buyer Journey is about one particular decision journey.  There will be multiple buyer journeys throughout the typical customer life cycle, such as:

  • Initial purchase decision
  • Decision or renew (or expand)
  • Entirely new purchase decisions for entirely new stuff (cross-sell/upsell)
CYDigital's insight:

NEW: Experience Remarkable Planning Accuracy With New, FREE Growth Hacking Tool. Go here: http://goo.gl/UjcA8x  

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It's Game Time: Introducing The Customer Life Cycle Marketing Playbook For CMOs | Forrester Blogs | #TheMarketingAutomationAlert

It's Game Time: Introducing The Customer Life Cycle Marketing Playbook For CMOs | Forrester Blogs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

Key excerpt...


We've organized the playbook to help CMOs:

●     Discover the business value that a strategy grounded in the customer life cycle creates. These reports set the stage for why the customer life cycle is a better framework for modern marketing; they also arm CMOs with the business case to justify the investments and resources they will need for this change.

●     Plan the move away from the marketing funnel and to the customer life cycle. In this section of the playbook, CMOs can use the reports to assess their current capabilities and form a road map and strategic plan to get them moving toward a customer-driven marketing function.

●     Act on the new requirements that a customer-first strategy demands. Here, CMOs tackle the hardest parts of a major transformation: embracing a change management function to transition people, processes, and technology to the customer-first orientation.

●     Optimize performance to enable organization-wide customer obsession. Finally, these last reports take the customer life cycle initiative to the next level by managing performance with new metrics, benchmarking current success, and identifying the next capabilities to add to become even more focused on customer needs.

CYDigital's insight:

For Forrester subscribers only. If you don't have a Forrester subscription, you'll want to saddle up to someone who does.


  • See the article at from blogs.forrester.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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Jeremy Pollard's curator insight, 17 September 2013, 05:49

I normally do not reference B2C marketing trends or services/tools - EXCEPT where I believe they are an appropriate guide to what we will be using someday in B2B. For example the B2C marketers obsession with 'brand' I feel creates dangerous self- absorbtion in B2B marketers. Forrester are creating clever packaging of 'case-for-change' steps for nervous CMOs - but the killer idea for us in B2B is the line: "Plan the move away from the marketing funnel and to the customer life cycle".

Yes, most B2B Business Development would benefit from more rigourous funnel thinking and metrics. But without really clear customer focus you can end up measuring rubbish.

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The Days of the Marketing Funnel Are Numbered | Right On Interactive

The Days of the Marketing Funnel Are Numbered | Right On Interactive | The MarTech Digest | Scoop.it

Article snippet...


Marketers instinctively understand the need to build prospect and customer engagement. But this cannot be done effectively using the old funnel model. The two strategies do not align. Instead, implementing marketing plans to nurture individuals or organizations over their customer lifecycle illustrates a paradigm shift in marketing strategy. It places an emphasis on marketing that goes beyond generating leads and passing them to the sales team. It recognizes that the nurturing of the relationships does not stop at the handoff; it continues past the qualification, and even past the sale.


The Customer Lifecycle Marketing approach recognizes that prospects and customers move through phases in their relationship with a brand, from initial contact to a fully engaged relationship. Marketers play a crucial role in this scenario, communicating with prospects and customers across all channels to drive engagement and movement through the lifecycle.

CYDigital's insight:

Forrester has framed this approach as the Customer Experience, and the role of the marketer is to define and manage the full Customer Experience. The article's premise regarding the need to manage the Customer Lifecycle dovetails with Forrester.  Point: stop thinking about funnels, and start shaping your technologies around the lifecycle.


  • See the article at www.rightoninteractive.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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