This document discusses how marketing automation and CRM can work together effectively. It emphasizes integrating inbound marketing and automation strategies to attract traffic, capture leads, nurture prospects, convert sales, deliver services, upsell customers, and obtain referrals. This perfect customer lifecycle framework involves mapping out strategies for each stage, including content marketing, social media, paid ads, lead capture forms, nurturing campaigns, and automated sales communications. The goal is to build relationships through relevant, helpful communications over multiple touches.
18. Understand
your
target
market
Wants
&
Desires
Industry
Specific
Forums
&
Communi2es
Where
are
the
Influencers?
Fears
&
Pains
Trade/Industry
Specific
Websites
Demographics
21. Use
the
right
content
JOIN
THE
CONVERSATION
IN
YOUR
PROSPECT’S
MIND
WHAT
ARE
THEY
THINKING
ABOUT?
DESIRES
PAINS
What
content
will
help?
Show
Examples
Be
the
Expert.
22. Examples:
Ebooks
Free
Reports
Video
Exclusive
Membership
Get
a
Quote
Free
Trial
Contest
Drawing
Coupons
Podcast
Survey
Live
Event
RSS
Feed
Teleseminar
Audio
Download
Webinar
23. This
is
NOT
CATCH-‐AND-‐RELEASE
It
is
CATCH-‐AND-‐FOLLOW
UP
25. Email
is
s>ll
the
#1
method
H O W
D O
Y O U
P R E F E R
T O
H E A R
%
O F
A B O U T
S A L E S
A N D
P R O M O T I O N S ?
R E S P O N D E N T S
Promo2onal
emails
64%
This
company’s
website
21%
Postal
mail
25%
Don’t
want
communica2ons
50%
Television
10%
Social
media
websites
(Facebook,
TwiZer,
YouTube)
8%
Mobile
phone
text
messages
or
alerts
5%
Radio
3%
Other
2%
*ForeSee
Results
26. Just
because
you’ve
captured
a
lead
and
can
now
send
them
email,
doesn’t
mean
you’ve
earned
the
right
TO
SELL
27.
NOT
about:
It
is
seeng
up
a
42-‐step
autoresponder
to
hammer
people
28. It’s
about
being
Targeted
Relevant
Building
a
rela2onship
Timely
Personalized
To
create
goodwill,
educate,
and
convert
38. Framework
for
your
plan:
The
Perfect
Customer
Lifecycle
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
39. PCL
the
Map
out
the
plan
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
SEO
AD
+
+
$
+
+
PPC
42. PCL
the
Traffic
Ahrac>on
Strategies
Ahract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
1
Content
is
king
(blog
posts,
videos,
etc.)
/
Social
media
/
Online
Marke2ng
(PPC,
SEO)
/
Referrals,
Partners
43. PCL
the
Lead
Capture
Strategies
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
2
Opt-‐in
for
free
report,
video,
premium
content,
etc.
/
Request
a
quote,
get
a
demo,
free
trial
Offers,
coupons,
contests
/
AZend
live
event,
webinar,
teleseminar
44. PCL
the
Lead
Nurture
Strategies
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
3
Create
custom
campaigns
for
hot,
warm
and
cold
leads
/
Personaliza2on
is
key
Make
every
message
relevant,
useful
45. Did
you
know?
48%
1
2%
24%
2
3%
%
of
deals
that
close
12%
3
4%
%
of
calls
a
company
makes
6%
4
10%
10%
5
81%
It
takes
an
average
of
five
sales
calls
to
close
a
deal,
but
most
salespeople
give
up
aner
just
one
or
two
calls
47. PCL
the
Wowing
Customer
Strategies
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa>sfy
Customers
Referrals
5
Welcome
customers
(make
it
personal
&
relevant)
/
Be
systema2c
about
quality
delivery
Measure
sa2sfac2on
and
take
ac2on
48. PCL
the
Upsell
Strategies
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
6
Upsell
or
cross
sell
later
in
the
rela2onship
Offer
upsell
products
during
checkout
49. PCL
the
Referral
Strategies
AZract
Capture
Nurture
Convert
Deliver
Upsell
Get
Traffic
Leads
Prospects
Sales
&
Sa2sfy
Customers
Referrals
Ask
for
referrals
–
and
track
them
/
Partners,
customers,
networking
7
Tes2monials
and
social
promo2on
50. Map
your
PCL
WRITE
DOWN
YOUR
KEY
TACTICS
AND
WORKFLOW
ACROSS
THE
ENTIRE
LIFECYCLE
IDENTIFY
THE
KEY
PICK
THE
TOOLS
TO
DOWNLOAD
THE
TEMPLATE
HOLES
AND
ACCOMPLISH
YOUR
AND
WORKBOOK
AT:
OPPORTUNITIES
IN
GOALS
WWW.INFUSIONSOFT.COM/PCL
YOUR
FUNNEL
DON’T
GET
BOGGED
DOWN
WITH
TACTICS
THAT
DON’T
DRIVE
STRATEGY
51. Let
us
know
how
we
can
help
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