Lifecycle marketing hinges on keeping audience members engaged as prospects, customers, and finally, brand advocates.
The framework — which aims to give a brand’s audience “ideal” experiences during the awareness, selling, retention and advocacy phases of the customer journey — is a growing trend among marketing teams. According to David Pendery, VP of marketing at CSG, the holistic take on marketing shows no signs of slowing down in 2020.
“Lifecycle marketing is becoming more important as marketers are tasked not only with filling and nurturing the pipeline, but also with helping to impact the overall customer experience and drive brand loyalty,” Pendery said.
Pendery said marketing teams should acquire an intimate understanding of customers by collaborating with other departments. For instance, working with a sales team might allow marketers to learn the ideal touchpoints to reach customers along the sales cycle. More teams will employ this technique in the future, Pendery said, because with increased data points, a marketing team has more opportunities to drive impact across the business.
“We’ve put a lot of work into testing, learning and listening throughout the customer lifecycle to help us build and continuously improve our campaigns, content and approach,” Pendery said.
What growth marketing trends are you watching in the year ahead?
Lifecycle marketing is becoming more important as marketers are tasked not only with filling and nurturing the pipeline, but also with helping to impact the overall customer experience and drive brand loyalty. The lines are blurring between who “owns” customer communication between marketing, sales and support, especially for companies with longer, more complex sales cycles. We have to focus on ongoing engagement well beyond what used to be a “handoff” of the customer.
Also, I think there will be more focus on insight-driven marketing, using technology, data and analytics to drive continued optimization. I’m not talking about measuring the return on investment of every single channel and tactic to show how great marketing is. But rather, using these tools and resources to better understand the holistic impact of your marketing activities so that you can be more effective in supporting the business.
We find that lifecycle and insights-driven marketing go hand-in-hand. We’ve put a lot of work into testing, learning and listening throughout the customer lifecycle to help us build and continuously improve our campaigns, content and approach.
Break through the noise in a market by addressing key customer challenges.”
How can product and marketing pros start leveraging these trends in their work?
You have to spend time listening to and getting to know your customers and the challenges they face. Spend time learning from sales teams. Understand where and how an audience prefers to receive information. Use these insights to build an integrated strategy to meet customers and prospects where they are.
The other key ingredient is having a deep understanding of a product’s value and its differentiation. It’s necessary to be able to communicate value quickly and easily in a measurable multimedia, multichannel approach. This practice allows teams to learn in real time when and where customers are having that “aha” moment so they can create those moments more consistently.
At CSG, we know that our nurture campaigns are as important as our demand-generation campaigns, and we’re constantly reviewing and optimizing our approach so that we deliver a relevant, personalized experience. We’ve worked hard to build our data ecosystem and analytics tools. Now we’re seeing the benefits as we leverage our insights to help drive a better experience across the entire customer lifecycle and help our sales teams drive business growth.
We also leverage our insights to create valuable, diverse content that interests and engages our target audiences. If it’s possible to break through the noise in a market by addressing key customer challenges, exploring topics of interest to them and delivering content in a compelling way, people will want to continue hearing from your brand.