In this deck, we cover Print, Email, and Marketing-automation Strategies for the Complete Customer Lifecycle Multichannel — 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. Lifecycle marketing — A focus on the individual and their journey with your brand.

1. Multichannel
Lifecycle Marketing
Print, Email, and
Marketing-automation Strategies
for the Complete Customer Lifecycle

2. 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

3. A focus on the individual and their
journey with your brand.
Lifecycle marketing

4. Customer lifecycle

5. APPROACH
Define your

6. Stakeholders

7.  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

8. 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

9. For example…
Inbound content (eBook)
Outbound content (email)

10. CAMPAIGN
Organize your

11.  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

12. For example…

14.  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

15. For example…

16. 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

17. 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

18. 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

19. TRACKING
Strategize

20. Ummm, noooo…
Convert inactive
subscribers to
active customers
Yes!
Convert 200 inactive
subscribers into
customers by 31
December.
Quantifiable goal

21.  Email
 Squeeze pages
 Landing pages
 QR codes
 Forms
 Surveys
 Tracking URLs
 URL shorteners
 Social media
 Website
 Syndicators
Data points

22. For example

23. A/B test: content

24. A/B test: vehicles

25. BRAND RECOGNITION
Establish and foster

26. 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

27. For example…

28. 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

29. 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…

31. 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

32. 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

33. For example…

34. 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

35. For example…

36. 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

37. Send email Wait Send email WaitNew lead
For example…

38. 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

39. 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

40. Email Auto-responder
For example…

41. 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

43. Blast welcome email to subscribers
with A/Btest of variousCTAs
Email
Thank you for
subscribing
• Social sharing
• Website link
• Contact info
• No interaction
• Call to action
Drip email
Statistics
Drip email
Letter from
president
Drip email
Industry news
Drip email
Press
announcement
Passive path (drip campaign)
Hand o to
salesteam.
Nurture email
Gated:
Video
Nurture email
Gated:
Free trial
Nurture email
Gated:
Price list
Nurture email
Gated:
Meeting
request
Active path (nurture campaign)
Click?
Click?
Click?
Bucketsto
differentiate
engagement types
Clicksonlinksindicate
mildinterest, andgotopassive
path.Clickswithinpassivepath
sendstoactivepath.
Welcomeemail
toset newsubscriber’s
expectations.
ClicksonCTA
indicateinterest and
thusgodirectlyto
activepath..
If noclicksoccur on
nurturingemails, canindicate
alackof salesreadiness.
Returntodripcampaign.
Progressiveprofiling
andleadscoringwill help
salesandmarketingclassify
salesreadiness.
Dripcontent tobroad
audiencefor education, branding,
positioning, andselling(B2C)your
products.

44. 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