Successful Campaign Strategies for All Stages of the Customer Lifecycle Michael Loop Group Account Director, Datarati
Sep 12, 2014
Successful Campaign Strategies for All Stages of the Customer Lifecycle
Michael LoopGroup Account Director, Datarati
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Introductions
Show me…
Campaign Strategy
Questions
Agenda
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About MeWhat Would You Say You Do Here?
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200+Clients
JapanChina
Hong Kong
Singapore
Australia
New Zealand
Strategy & Implementations
Antarctica
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Audience Introductions
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“If history were taught in the form of stories, it would never be forgotten.”
-Rudyard Kipling
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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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Campaign Strategy - Education
New Student
Existing StudentAlumni
Prospective Student
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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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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…
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Quality of Life
Difference Between Good & Great…
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What Compels You To Leave a Large Tip?
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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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What’s your name again?
Don’t Be That Guy
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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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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
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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
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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
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Customer Usage Campaign
Target Audience
Campaign Flow
Customer Usage Hits Milestone
105%
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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
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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
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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
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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
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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
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Campaign Setup
Target AudienceAdded to OpportunityAmount > $500.00Status is Gold
Campaign Flow
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Feel Good About Your Work
IN CAMPAIGN
15%Sales
2.0NPS
Campaign Results
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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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