Lifecycle Marketing. ecommerce & Consumer Portals

Transcription

1 Lifecycle Marketing ecommerce & Consumer Portals

2 What is Lifecycle Marketing? Lifecycle marketing is the practice of running marketing campaigns that address your customer s needs and requirements over a period of time, as they evolve. In other words, it is the practice of sending the right message to the right customer at the right time over the right channel. For example, let s say Kathy is a gadget geek and she loves exploring DIY (do it yourself) electronics kits. Early lifecycle: While she is not exactly looking for a particular product yet, an online portal offering electronic kits and gadgets may want to engage her with useful content that helps her learn about various types of devices, new design options, common FAQs and more. The content must address her top pain points and aspirations. The content is not sales y and is purely educational. Middle lifecycle: Once she has consumed this content for a period of time, her needs have evolved significantly and she is now in the market for an actual development kit. The service provider may now want to send her newsletters, case studies, comparison guides, and more. This content is bound to attract her attention as she is specifically looking to purchase an actual product. End lifecycle: Kathy has purchased the product and is now looking to ensure she gets the maximum ROI from her investment. The ecommerce company can now engage her with useful content that helps her with her electronics kit, access self help resources, tips, and more. Additionally, she may be willing to refer other friends to the website. A good cross-sell and up-sell campaign would also make sense at this point in Kathy s lifecycle. 22% - Average sales cycle has increased by 22% over last 5 years. (Source: Sirius Decisions) 50% - of qualified leads are not ready to buy immediately. (Source: Gleanster) 47% - larger purchases made by nurtured leads as compared to nonnurtured leads (Source: Annuitas Group)

3 Lifecycle Marketing Campaigns & Messaging Generate more leads with landing pages. Share educational articles, solving a prospects pain points. Avoid pushy sales tactics. Nurture a lead by sending useful articles, writing blogs, social media posts, ebooks which keep you on the top of their mind when ready to buy. Share customer success stories, case studies, testimonials, competitive comparison sheets, buying guides. Help a customer make an informed decision as they are evaluating you against other companies. Ask the customer for testimonials, quotes. Ask the customer to give you referrals. Run cart abandonment, lapsed re-engagement, welcome onboarding and more campaigns.

4 Top of the funnel: Capture more leads with landing pages Landing pages help you capture more leads from all your lead sources. Landing pages are designed to be conversion focused and therefore, it is a good idea to drive all your marketing traffic to specific landing pages. Landing pages can be used with your AdWords campaigns, your marketing campaigns, your website lead capture mechanism, as well as partner lead generation. 48% of marketers build a new landing page for each marketing campaign. (Source: MarketingSherpa) Sample lead capture landing page Landing Page Features on Canvass Create unlimited landing pages All landing pages mobile responsive by default Easy drag-and-drop landing page creator No HTML coding required Trigger automated follow up messages Several pre-built templates available SEO friendly landing pages Embed on website or Facebook Monitor detailed statistics like lead source, conversion rate, time spent

5 Middle of the funnel: Nurture leads with drip marketing sequences Drip marketing is a communication mechanism that sends, or "drips," a pre-composed set of messages to customers over time. It s a great way to nurture a cold lead into a warm lead over a period of time with relevant & consistent communication. Drip helps you better target specific sequences to specific types of customers. 47% - larger purchases made by nurtured leads as compared to non-nurtured leads (Source: Annuitas Group) Sample drip marketing sequences for 3 lead sources Drip Marketing Features on Canvass Create unlimited drip sequences Trigger automatically based on customer behaviour, form fills, customer field update, specific field values, responses, and more triggers Remove customers automatically from drip sequences based on conditions Specify exact delay in days and time for each message Monitor statistics to understand which sequences are working better than the others

6 Middle of the funnel: Keep your audience engaged with marketing marketing newsletters provide you a great channel to keep your prospects and customers informed and engaged with your brand. Despite the emergence of several communication channels, still remains one of the preferred channels for commercial communication to customers. 74% of customers prefer to receive commercial communication over . (Source: Merkle) HTML newsletter editor Marketing Features on Canvass Create unlimited campaigns All templates mobile responsive by default Easy drag-and-drop HTML creator Best deliverability, IP reputation in the industry as we follow authentication best practices Schedule s for a future date and time Personalize s with mail-merge tags Automated bounce/unsubscribe management ISP feedback loops to monitor spam complaints Detailed analytics on each campaign

7 Bottom of the funnel: Generate customer referrals Referrals are probably your highest source of new leads today. What s more, referral leads are probably also easier for you to convert compared to leads generated from other sources. The benefits of customer advocacy (or referral) programs are very clear. Sample Referral Program Page Referral Program Features on Canvass Create multiple referral programs for different stakeholders (customers, partners, employees) Ready pre-built templates Automated follow up and reminders to new referrals Automated tracking of conversion Trigger various types of awards on referrals (points, discounts, consultations, etc) Uncover best brand ambassadors with referral analytics Trigger automatically a few days after purchase

8 Bottom of the funnel: Behaviour and event triggered s Trigger s to your customers based on how they interact with your website. Run Abandoned Cart reminders, send specific campaigns to lapsed (not logged in for long) customers, special messaging for first time customers, and more. Welcome Series & On-boarding Welcome new users with specific campaigns to get them highly engaged with your website and offerings. First time buyer push Convert registrants into buying their first product on your website automatically. Abandoned Cart Program Automatically trigger campaigns to re-capture abandoned carts once customer has left your website. Lapsed Customer Re-Engagement Re-engage lapsed customers who bought from you but are not returning any more.

9 Across the entire funnel: Marketing Automation to build marketing workflows Marketing automation allows you to automate many of the marketing activities which you might currently be managing manually. Right from dealing with incoming queries, to lead inflow, to lead nurture, new customer follow-ups, payment reminders, training follow-ups and more. Trigger automation rules based on: Sample Use Case: Pre-renewal date automation response behaviour (opens, clicks, etc) Customer landing page form fills Specific customer field value (eg: If age < 25 do activity, else do something different) Specific customer date (eg: renewal date, trial date) and more... Take automated actions like: Send an to customer or employee Add/remove customer from sublist Add/remove customer from drip campaign and more...

10 Many more features to turbo-charge your marketing Customer feedback Automatically capture customer feedback and testimonials after they have bought a product Social Share & Win Incentivize your audience to share about you on Social Media Birthday Offers/Wishes Send automated birthday wishes and/or offers to your audience throughout the year SMS Marketing Send mass promotional SMSes to your audience with personalized tags to drive action Social Like & Win Incentivize your audience to Like your Facebook page or Follow you on Twitter Smart Data Collector Collect missing data from your audience in order to plug your database and ensure data integrity and freshness Verification Verify your large lists to remove bad/bouncing addresses and ensure high deliverability numbers

11 Case Study See how theindianbean.com reached the right target audience by harnessing the power of customer referrals through Canvass. Read the case study here >> Some Clients

12 A Solid Management Team Backing You Rahul Lakhani, CEO & Co-Founder 11 years in the US 5 years at Google Silicon Valley BS/MS at Georgia Tech MBA at ISB Hyderabad Ankur Nandu, COO & Co-Founder 6 years in the US 3 years at Cisco Silicon Valley MS at Carnegie Mellon University MBA at ISB Hyderabad

13 About Canvass Corporate HQ Online Phone Canvass Tech Solutions Pvt. Ltd 124 Swastik Disa Corp Park, LBS Marg, Ghatkopar (W) Mumbai Landline: Mobile: /company/ /+CanvassInc