Multichannel Lifecycle Marketing

Print, Email, and

Marketing-automation Strategies

for the Complete Customer Lifecycle

Using a variety of channels to reach

your audience within a single,

multi-level campaign or across

multiple campaigns.

Also known as multi-touch marketing or cross-channel

marketing.

Multichannel marketing

A focus on the individual and their

journey with your brand.

Lifecycle marketing

Customer lifecycle

APPROACHDefine your

Stakeholders

Define your ideal leads (use a

persona profiler)

Segment your list based upon

personas

Send relevant messages to

each segment

Use progressive profiling to

reduce form abandonment and

learn more

Target audience

Inbound (pull)

Educational documents

Website

Landing pages

Video/audio

Microsites

Free trials/demos

Blogs/articles

Social media

Outbound (push)

Blast email

Drip campaign

Nurture campaign

Media announcements

Social media

Methodologies

For example…

Inbound content (eBook)Outbound content (email)

CAMPAIGNOrganize your

Email

Social media

Press releases

Landing pages

Video

Podcasts

Partner mentions

PPC/CPC

Surveys

Landing pages

Microsite

Website

Content marketing

Syndication

Direct mail

Mass media

SMS

Outbound calls

Vehicles

For example…

Project manager (Insight.ly)

CRM (CCM)

Email automation

(Act-On Software)

Email verification

(EmailonAcid)

URL shortener (Bit.ly)

URL builder (Google)

QR code generator (QRstuff)

Press release distributor (24-7

Press Release)

Website (WordPress)

Analytics tracking (Google

Analytics)

Social-media aggregator

(Sendible)

PDF syndicator (edocr.com)

Slide syndicator (SlideShare)

Video syndicator (YouTube)

Podcast syndicator (iTunes)

Technologies

For example…

When it comes to

CRM technology

and its usefulness

to you in your

marketing efforts,

look for:

Email integration

Social-media integration

Customer-data tracking

Lead scoring

Support

Analytics

Customization

CRM application

When it comes to

email-automation

software and its

usefulness to you in

designing, developing,

and deploying campaigns,

look for:

Email analytics

Website visit analytics

Automated campaign

deployment

Progressive profiling

CRM integration

Social-media integration

Landing page capabilities

Email application

When it comes to

website software,

look for:

Easy-to-edit platform,

such as WordPress

Easy-to-add squeeze

pages

Easy-to-add targeted

landing pages

Easy-to-build micro sites

Installed analytics tracker

Website application

TRACKINGStrategize

Ummm, noooo…

Convert inactive

subscribers to

active customers

Yes!

Convert 200 inactive

subscribers into

customers by 31

December.

Quantifiable goal

Email

Squeeze pages

Landing pages

QR codes

Forms

Surveys

Tracking URLs

URL shorteners

Social media

Website

Syndicators

Data points

For example

A/B test: content

A/B test: vehicles

BRAND RECOGNITIONEstablish and foster

Branding

Brand all vehicles

Be consistent

Monitor for references to

your brand

Presentation

Use expert design

Use quality images

Use personalization

Develop appropriately for

all platforms

Use A/B testing

Keep it simple

Manage your brand

For example…

Dos

Personalize content based

upon information you have or

you collect

Personalize auto-responders

based upon action or

interaction

Continue progressive profiling

to reduce form abandonment

and increase intelligence

Track offline activities in CRM

Implement lead scoring

Don’ts

Don’t ask for information you

already have

Don’t ask for too much

Develop the relationship

1. Define your approach

2. Organize your campaign

3. Set goal and define tracking

4. Foster the relationship with your brand

throughout the lifecycle

5. Deploy

In short…

Blasts, usually email, are sent

en masse to your customer list and

often used for short-term promotions

or to make an announcement.

Blast marketing

Scope

Deploy online, offline, or

both

Send to all to create initial

segmentation

Implement A/B testing

Use squeeze pages for

conversion

Results

Introduces your brand to

prospects

Begins your

understanding of their

interests

Determines preferred

marketing vehicle(s)

Adds to lead score

Blast multichannel event

For example…

A series of pre-designed messages,

sent on a predetermined schedule,

and geared toward

education, branding, positioning, or selling

of your product to your subscribers.

Drip marketing

For example…

Scope

Use online, offline, or

both

A/B test

Shuttle to nurture

campaign when

interaction occurs

Use progressive profiling

on forms

Results

Identify deliverable

addresses

Identify which offers or

CTAs trigger interaction

Determine which marketing

vehicle is preferred

Create nurturing segment

Garner A/B test results

Add to lead score

Drip multichannel event

For example…

Nurturing messages, also known as

auto-responders or transactional messages,

are sent to specific prospects or leads

based upon their previous actions or

interactions and their place

in the buying cycle.

Nurture marketing

A nurturing campaign should:

Specifically reference their

previous action or interaction

Deploy automatically based

upon that action/interaction

Be an appropriate response

or offer to that

action/interaction

Nudge (or shove) them further

down the sales funnel

Enable you to send more

relevant emails to fewer

leads, not fewer emails to

more leads

Nurture campaign

Email Auto-responder

For example…

Scope

Use online, offline, or

both

A/B test

Escalating CTAs or offers

Results

Identify interest area

Identify position in sales cycle

Nudge (or shove) lead along

sales funnel

Determine preferred

marketing vehicle

Create new, more targeted

segments

Identify sales-ready leads for

sales team

Nurture event

Spider Trainers designs, develops, and

deploys custom drip and nurture

campaigns.

The participating client is the successful

client. Visit our resource center:

Profiling Personas

20+ Ideas for Automated Marketing

Prospects, Leads, & Subscribers

Marketing Metrics

Drip-marketing Toolkit

Great Big Book of Things Marketers Count

Great Big Book of Things Marketers Say

Contact us:

Chuck Meyer

Client relations manager

651 702 3793

cmeyer@spidertrainers.com

http://www.spidertrainers.com

PO Box 280487

Lakewood, CO 80228

United States

Spider Trainers