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 © 2014 Datarati Pty Ltd

Introductions

Show me…

Campaign Strategy

Questions

Agenda


About MeWhat Would You Say You Do Here?


200+Clients

JapanChina

Hong Kong

Singapore

Australia

New Zealand

Strategy & Implementations

Antarctica


Audience Introductions


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

-Rudyard Kipling


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


Campaign Strategy - Education

New Student

Existing StudentAlumni

Prospective Student


Campaign Strategy – Retail (FMCG)

First Purchase

Repeat Purchase

Brand Loyal

Prospective Buyer


Tell a Story

Day 1 1 Week 1 Month Milestone 1 Year BirthdayProspect

30+ years oldFemale

$60k+ IncomeSingle


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

Built to Last:


When You Think of Great Customer Experience…


Think Different

What Separates Apple from the Rest…


Think Different

What Separates Apple from the Rest…


Quality of Life

Difference Between Good & Great…


Quality of Life

Difference Between Good & Great…


What Compels You To Leave a Large Tip?


What Compels You To Leave a Large Tip?


70 / 20 /10

How Do You Start to Change?


How Do You Start to Change?

70% BUSINESS AS USUAL

20% OPTIMISATION

10% BLUE SKY


You Never Call!

Good News…The Bar is Low


Raise the Bar


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

http://www.datarati.com.au/


What’s your name again?

Don’t Be That Guy


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

http://www.datarati.com.au/




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


Prospective Buyer Campaigns

Anonymous to Known Campaigns

Testing in Nurturing


Anonymous to Known Campaign

Campaign ObjectivesStronger Web Conversion

Higher MQLs/Marketing Generated Leads


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


500 Leads

2000MQLsPER MONTH PER MONTH

Campaign Results


Day 22Day 15Day 8Day 1 Day 29



ABasic

B Phone

Campaign ObjectivesIncrease Lead Conversion

Visibility into Stronger Processes





CShort

DCombo

E20% Control



Target Audience

Lead is Created

Lead Fills Out Form

Requested by Sales



Campaign Flow

20%

20%

20%

20%

20%


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%


New Customer Campaigns

Next Logical Offer/Product

Telemarketing is Not Dead



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



Target Audience

Campaign Flow

Added to OpportunityProduct = Handbag

Next Logical Offer:

Change Next Logical Product Fields

Next Logical Product:

Spring Boots Discount

Boots



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


Campaign Results



Marketing Qualified LeadName: Jeff Smith

Title: CEOStatus: Appointment Set

Campaign ObjectivesIncrease MQL to Opportunity Conversion %

Consistent/Predictable Follow Up



Target Audience

Campaign Flow

Lead Stage Changesto “MQL”

Add to List or Campaign

MQL

or SFDC Campaign


15%MQLsCONVERTEDPER MONTH

25%CONVERTEDPER MONTH

MQLs

Campaign Results


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


Halftime Questions


Service Customer Campaigns

Customer Usage Campaigns

Get Some Satisfaction


Customer Usage Campaigns

CRM

Customer Usage

105%

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


Customer Usage Campaign

Target Audience

Campaign Flow

Customer Usage Hits Milestone

105%


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


Get Some Satisfaction

Target Audience

Campaign Flow

Trigger: NPS Score Change

NPS - 9


25% 50+

100+Customer Referrals

Rescue Connects

Attendees at Event

Campaign Results


Loyal Customer Campaigns

Scoring by Product

Surprise an Advocate


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


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


Consistent Lead Process Across Leads & Contacts!

Allow for Multiple Models/Processes

Product Affinity Across All Business Units

Campaign Results


Surprise an Advocate

Campaign ObjectivesSeparate Your Brand from the Competition

Increase Customer Value & Improve Retention

Sale Birthday1st Big Purchase VIP Event


Campaign Setup

Target AudienceAdded to OpportunityAmount > $500.00Status is Gold

Campaign Flow


Feel Good About Your Work

IN CAMPAIGN

15%Sales

2.0NPS

Campaign Results


Believein the power of storytelling


Believein surprise & delight


Believerelationships are circular


Believeeveryone works better when they are having fun


Believein doing what you say you’ll do


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

-Maya Angelou


au.linkedin.com/in/michaelloop/

[email protected]

Thank You

Connect.