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Successful Campaign Strategies for All Stages of the Customer Lifecycle Michael Loop Group Account Director, Datarati
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Success Campaign Strategies For All Stages of the Customer Lifecycle

Sep 12, 2014

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Marketing

In this live webinar, Michael Loop will reveal some of the most successful campaign strategies that drive results across all stages of the customer lifecycle.

So whether your objective is to acquire new customers, re-engage existing customers, create advocates or all of the above, you won’t want to miss this webinar.

You will find out about:

- Tried and true campaign tactics that work across the customer lifecycle
- Using multi-channel nurturing to magnify results
- Data-driven tactics that enhance customer experience
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Page 1: Success Campaign Strategies For All Stages of the Customer Lifecycle

Successful Campaign Strategies for All Stages of the Customer Lifecycle

Michael LoopGroup Account Director, Datarati

Page 2: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 2 © 2014 Datarati Pty Ltd

Introductions

Show me…

Campaign Strategy

Questions

Agenda

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Page 3 © 2014 Datarati Pty Ltd

About MeWhat Would You Say You Do Here?

Page 4: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 4 © 2014 Datarati Pty Ltd

200+Clients

JapanChina

Hong Kong

Singapore

Australia

New Zealand

Strategy & Implementations

Antarctica

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Page 5 © 2014 Datarati Pty Ltd

Audience Introductions

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Page 6 © 2014 Datarati Pty Ltd

“If history were taught in the form of stories, it would never be forgotten.”

-Rudyard Kipling

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Page 7 © 2014 Datarati Pty Ltd

New Customer

Service Customer

Loyal Customer

Prospect / Repurcha

se

Campaign Strategy

Webinars

Tradeshow Events

White Papers

Online Demos

Cross-Sell Product/Service Campaigns

New Customer On-Boarding

Customer Satisfaction Survey

Customer Portal Registration

Customer Churn Campaigns

Service Offers/Promotions

Customer Training

Customer Event Management

Contract Expiration

Repeat Purchase

Direct Mail Campaigns

Acquisition Nurturing

Free TrialsUpsell Product/Service Campaigns

Customer Newsletter

Customer Rewards Campaign

Product Announcements

Ongoing Education & Nurturing

Customer Service Survey

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Page 8 © 2014 Datarati Pty Ltd

Campaign Strategy - Education

New Student

Existing StudentAlumni

Prospective Student

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Page 9 © 2014 Datarati Pty Ltd

Campaign Strategy – Retail (FMCG)

First Purchase

Repeat Purchase

Brand Loyal

Prospective Buyer

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Tell a Story

Day 1 1 Week 1 Month Milestone 1 Year BirthdayProspect

30+ years oldFemale

$60k+ IncomeSingle

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Page 11 © 2014 Datarati Pty Ltd

Purpose and values driven organisations outperform general market 15:1 -Jim Collins

Built to Last:

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When You Think of Great Customer Experience…

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Think Different

What Separates Apple from the Rest…

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Think Different

What Separates Apple from the Rest…

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Quality of Life

Difference Between Good & Great…

Page 16: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Quality of Life

Difference Between Good & Great…

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What Compels You To Leave a Large Tip?

Page 18: Success Campaign Strategies For All Stages of the Customer Lifecycle

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What Compels You To Leave a Large Tip?

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70 / 20 /10

How Do You Start to Change?

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How Do You Start to Change?

70% BUSINESS AS USUAL

20% OPTIMISATION

10% BLUE SKY

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You Never Call!

Good News…The Bar is Low

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Raise the Bar

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Hey ,

Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you!

Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here

Best,Johnny Sales Rep

Raise the Bar

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Page 24 © 2014 Datarati Pty Ltd

What’s your name again?

Don’t Be That Guy

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Page 25 © 2014 Datarati Pty Ltd

Don’t Be That Guy

Hey ,

Thanks for stopping by the booth yesterday! We had a great time meeting smart marketers like you!

Please click the link below if you’d like to setup a call to discuss how Acme can help you. Click Here

Best,Johnny Sales Rep

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Page 28: Success Campaign Strategies For All Stages of the Customer Lifecycle

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It is never the customer’s responsibility to ask, tell or understand

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Prospective Buyer Campaigns

Anonymous to Known Campaigns

Testing in Nurturing

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Anonymous to Known Campaign

Campaign ObjectivesStronger Web Conversion

Higher MQLs/Marketing Generated Leads

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Anonymous to Known Campaign

Target Audience

Campaign Flow

Lead Score Triggers >20

Show Offer

Change “Show Offer” to True

“Offer” ExamplesIncentive AdOffer Form

Chat Window

+25

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500 Leads

2000MQLsPER MONTH PER MONTH

Campaign Results

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Day 22Day 15Day 8Day 1 Day 29

Testing in Nurturing

Day 22Day 15Day 8Day 1 Day 29

ABasic

B Phone

Campaign ObjectivesIncrease Lead Conversion

Visibility into Stronger Processes

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Day 8Day 5Day 3Day 1 Day 12

Testing in Nurturing

Day 22Day 15Day 4Day 1 Day 29

CShort

DCombo

E20% Control

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Testing in Nurturing

Target Audience

Lead is Created

Lead Fills Out Form

Requested by Sales

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Testing in Nurturing

Campaign Flow

20%

20%

20%

20%

20%

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Campaign Results

Prospect Nurturing A - Basic.Campaign

Prospect Nurturing B – Phone.Campaign

Prospect Nurturing C – Short.Campaign

Prospect Nurturing D – Combo.Campaign

Prospect Nurturing E – Control.Campaign

150

150

150

150

150

15

30

20

30

5

10%

20%

13.3%

20%

3.3%

8

15

10

20

1

53.3%

50%

50%

66.67%

20%

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New Customer Campaigns

Next Logical Offer/Product

Telemarketing is Not Dead

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Next Logical Offer/Product

Loyal Shopper

Next Logical Offer

• Just Purchased $500 Handbag

• Average Buying Cycle: 1 Month

• Average Spend: $100.00

Spring Boots Discount

Next Logical ProductBoots

New Student

Next Logical Offer

• Engineering Freshman• Coronado Dorm• From Dallas, Texas• Orientation Date:

Last Month

New Student Gym Discount

Next Logical ProductSchool of Engineering T-shirt

Campaign ObjectivesImproved Customer Experience

Increase Campaign Conversion and ROI

Page 40: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 40 © 2014 Datarati Pty Ltd

Next Logical Offer/Product

Target Audience

Campaign Flow

Added to OpportunityProduct = Handbag

Next Logical Offer:

Change Next Logical Product Fields

Next Logical Product:

Spring Boots Discount

Boots

Page 41: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 41 © 2014 Datarati Pty Ltd

Next Logical Offer/Product

Target Audience

Campaign Flow

Enrollment = Past 1 Mo.School = Engineering

Next Logical Offer:

Change Next Logical Product Fields

Next Logical Product:

New Student Gym Offer

Engineering T-shirt

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Campaign Results

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Telemarketing is Not Dead

Marketing Qualified LeadName: Jeff Smith

Title: CEOStatus: Appointment Set

Campaign ObjectivesIncrease MQL to Opportunity Conversion %

Consistent/Predictable Follow Up

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Telemarketing is Not Dead

Target Audience

Campaign Flow

Lead Stage Changesto “MQL”

Add to List or Campaign

MQL

or SFDC Campaign

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15%MQLsCONVERTEDPER MONTH

25%CONVERTEDPER MONTH

MQLs

Campaign Results

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Campaign Results

Campaign Cost Leads Cost/ Lead

MQLs Cost/MQL

Opps Cost/Opp

Tradeshow $50,000 1000 $ 5 200 $25 30 $1,667

Tradeshow + Telemarketing

$60,000 1000 $6 300 $20 75 $800

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Halftime Questions

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Service Customer Campaigns

Customer Usage Campaigns

Get Some Satisfaction

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Customer Usage Campaigns

CRM

Customer Usage

105%

Campaign ObjectivesIncrease Customer Satisfaction/RetentionIncrease Cross-Sell / Upsell Opportunities

Page 50: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Customer Usage Campaign

Target Audience

Campaign Flow

Customer Usage Hits Milestone

105%

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Page 51 © 2014 Datarati Pty Ltd

Get Some SatisfactionNPS – Low Score Alert

“Upgrade Your Opinion”AFL Tickets

Refer a Friend / Customer Story

“Rescue Call”

Campaign ObjectivesIncrease Customer Satisfaction/Retention

Increase Referrals

Page 52: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 52 © 2014 Datarati Pty Ltd

Get Some Satisfaction

Target Audience

Campaign Flow

Trigger: NPS Score Change

NPS - 9

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25% 50+

100+Customer Referrals

Rescue Connects

Attendees at Event

Campaign Results

Page 54: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Loyal Customer Campaigns

Scoring by Product

Surprise an Advocate

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Scoring by Product

Campaign ObjectivesIncrease Sales Adoption

Improve Cross-Sell Communications

NameCompany

TitleEmail

Lead StatusRecycled Reason

Next Logical ProductNext Logical Offer

Francis UnderwoodWhite HouseVice [email protected]

Open

Ribs2 For 1 Ribs Special

Product 1 ScoreProduct 1 StatusProduct 2 Score

Product 2 Status

CustomerProduct 3 Score

Product 3 StatusProduct 4 Score

Product 4 Status

MQL

Customer ProspectEngagedMQLSAL - Sales Accepted LeadSQL - Sales Qualified LeadCustomerRecycledUnqualified

Page 56: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Campaign Setup

Scoring Group Stars Definition

0 Prospect – No Engagement

1-10 Engaged – Early Engagement

11-20 Engaged – Moderate Engagement

21-30 Engaged – Stronger Engagement

31-41 MQL – Deemed Ready for Qualification

Status Stars DefinitionQualified:

Pre-Opportunity SAL / SQL – In Touch with Rep & Qualified

Customer Customer Record

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Consistent Lead Process Across Leads & Contacts!

Allow for Multiple Models/Processes

Product Affinity Across All Business Units

Campaign Results

Page 58: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Surprise an Advocate

Campaign ObjectivesSeparate Your Brand from the Competition

Increase Customer Value & Improve Retention

Sale Birthday1st Big Purchase VIP Event

Page 59: Success Campaign Strategies For All Stages of the Customer Lifecycle

Page 59 © 2014 Datarati Pty Ltd

Campaign Setup

Target AudienceAdded to OpportunityAmount > $500.00Status is Gold

Campaign Flow

Page 60: Success Campaign Strategies For All Stages of the Customer Lifecycle

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Feel Good About Your Work

IN CAMPAIGN

15%Sales

2.0NPS

Campaign Results

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Page 61 © 2014 Datarati Pty Ltd

Believein the power of storytelling

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Believein surprise & delight

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Believerelationships are circular

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Believeeveryone works better when they are having fun

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Believein doing what you say you’ll do

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“People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

-Maya Angelou

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Page 67 © 2014 Datarati Pty Ltd

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