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How to Build a Winning Lifecycle Marketing Campaign - Referral Saasquatch

In essence, customer lifecycle marketing (CLM) engages each prospect, lead, and customer differently because they’re at different stages of the customer experience. Because each stage is unique, this strategy emphasizes addressing customer needs and requirements as they engage with your brand.

Focusing on the entire customer experience, from acquisition to sale to loyalty to referrals means touchpoints are consistent and aligned with your customer.

Different stages of the journey will require different marketing messages and strategies. When, how, and why messaging is delivered is based on contextual messaging. How do we develop a functional approach to crafting lifecycle campaigns?
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

#MarTech #DigitalMarketing

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Lifecycle Marketing Model - Smart Insights Digital Marketing Advice

Lifecycle Marketing Model - Smart Insights Digital Marketing Advice | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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The Pirate's Map to Valuable Lifecycle Emails - Customer.io

The Pirate's Map to Valuable Lifecycle Emails - Customer.io | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Smart! CT for details.

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What is lifecycle marketing? - Smart Insights

What is lifecycle marketing? - Smart Insights | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Bear in mind that marketing automation is considered a subset of Lifecycle Marketing. Perhaps it should be the other way around, where LCM is a differentiator for a MAP.

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Marc Wachtfogel, Ph.D.'s curator insight, March 1, 2016 12:32 PM

Another twist in the customer journey and its impact on marketing. The article also highlights the need for omni-channel approach and proper technology foundation for emails in particular.

Timothy Broderick's curator insight, March 1, 2016 5:37 PM

Bear in mind that marketing automation is considered a subset of Lifecycle Marketing. Perhaps it should be the other way around, where LCM is a differentiator for a MAP.

Bougrier Benjamin's curator insight, March 3, 2016 3:17 PM

Bear in mind that marketing automation is considered a subset of Lifecycle Marketing. Perhaps it should be the other way around, where LCM is a differentiator for a MAP.

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The Complete Guide For B2B Lifecycle Content Marketing | Right On Interactive

The Complete Guide For B2B Lifecycle Content Marketing | Right On Interactive | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

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How the B2B Marketing Landscape Evolved in 2015 | Right On Interactive

How the B2B Marketing Landscape Evolved in 2015 | Right On Interactive | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions

CYDigital/marteq.io's insight:

Lifecycle Marketing is Marketing Automation 2.0.

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The Complete Guide to Lifecycle Content Marketing | Right On Interactive

The Complete Guide to Lifecycle Content Marketing | Right On Interactive | The MarTech Digest | Scoop.it

marketingIO: One Source for All Marketing Technology Challenges. See our solutions.

CYDigital/marteq.io's insight:

How to overlay content to the Lifecycle Marketing effort. Perfect.

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Marketing Automation for the New Buyer's Journey - Act-On

Marketing Automation for the New Buyer's Journey - Act-On | The MarTech Digest | Scoop.it

"Where do you start with marketing automation tech?


Getting started with marketing automation can be a daunting task – with so much information available, where do you start? Start with your buyer. Create your programs around what you know about your buyers, and build out from there:

1) Map out typical buying stages.
Take a close look at how your best customers make buying decisions. Are there common trigger events that cause prospects to start investigating new solutions? Common questions or challenges that must be overcome? Tip: talk to your sales team. They’ll have a pretty good idea of common decision stages.


2) Map out programs and activities that will help you get in front of buyers at each stage.
What do you need to do to get in front of buyers at each stage of the journey? Here you map out tactics, required content, and initiatives necessary to start getting in front of buyers as they begin to make their decision. For example, if most of your buyers start with a web search, creating great web content that’s optimized for search engines should be on the top of your list.


3) Map out the systems and technologies needed to support the initiatives outlined in step 2.
What technical systems do you need to support your activities? Ensure that your marketing automation platform meets your key requirements and has the flexibility to integrate with other technologies as your business needs expand. For instance: if SEO is one of your key tactics, you’ll need an SEO auditing tool, a feature that’s baked into top marketing automation platforms."

CYDigital/marteq.io's insight:

An attempt at Lifecycle Marketing. The concept needs to be inherent in the marketing automation software, i.e., it is difficult to manualize it.

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Mark E. Deschaine, PhD's curator insight, August 2, 2015 1:49 PM

An attempt at Lifecycle Marketing. The concept needs to be inherent in the marketing automation software, i.e., it is difficult to manualize it.

Jean-Pierre Blanger's curator insight, August 2, 2015 4:22 PM

An attempt at Lifecycle Marketing. The concept needs to be inherent in the marketing automation software, i.e., it is difficult to manualize it.

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4 Marketing Analytics That Matter for Driving Higher Revenue - Marketo

4 Marketing Analytics That Matter for Driving Higher Revenue - Marketo | The MarTech Digest | Scoop.it
Instead of seeing marketing activities in isolation, marketers need an end-to-end view of buyer engagement. It’s not about the first “touch” that brings a prospect into the sales funnel, or the last “touch” before signing a deal. It’s about tracking all the touch points at which a prospect connects with your marketing programs, and measuring those multi-touch impacts.

So how do you do it? Here are four marketing analytics for demonstrating marketing’s ability to drive revenue:

Flow: Where are prospects connecting with your marketing programs?
Balance: How many prospects are in each stage of the sales funnel?
Conversion: What’s the ratio of movement from stage to stage?
Velocity: What’s the rate of movement from stage to stage?
CYDigital/marteq.io's insight:

Looks like Lifecycle Marketing to me.

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Lifecycle Marketing 101 eBook | Right On Interactive

Lifecycle Marketing 101 eBook | Right On Interactive | The MarTech Digest | Scoop.it
This “how to” guide is designed for B2B marketers, senior executives, sales enablement professionals, and those looking for practical advice on using Customer Lifecycle Marketing to take their business to the next level. In this ebook you will find:


  • The essential elements to create a CLM strategy.
  • 10 campaign questions to discuss with your team before you start building.
  • Practical ideas to help you move prospects and customers through each stage of the journey with your brand.


Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

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The Truth About Lifecycle Marketing Automation - Relevance

The Truth About Lifecycle Marketing Automation - Relevance | The MarTech Digest | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

CYDigital/marteq.io's insight:

4 Lifestyle Groups x 3 Personas x where each resides in the buyer's journey = Just forget it and focus on pure 1:1.

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Funnel Failure - Try Lifecycle Marketing

Marketers who are willing to move away from the funnel model and embrace a Customer Lifecycle Marketing framework can do so in four steps:

1. Define the Customer Lifecycle Marketing programs. How will you market to individuals in each stage of the customer lifecycle. For example, an Adopt Stage might include a customer on-boarding program that ensure the customer is using your product or service.
2. Define the Customer Lifecycle Marketing campaigns and tactics for each marketing program. Each lifecycle marketing program consists of one or more campaigns that are sequenced, triggered and scheduled according to the campaign design. These campaigns could be a mix of single step and drip campaigns.
3. Define the target audiences. These are audience segments based on attributes, such as behavior, demographics, action, time or lead score.
4. Define the treatments and offers for each step in each campaign. Treatment refers to the communication method (electronic, physical, etc.). The offer compels the individual to action. These may be different depending on the segment. The objective is to move individuals forward in the lifecycle.

 

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