Closed Loop Marketing Architecture Ebook

CLOSED LOOP MARKETING
ARCHITECTURE
EBOOK

www.revenuearchitects.com
WHAT IS IT?
• Respond dynamically to
customer interests and
preferences
• Personalize messaging based on
data and insights to optimize
conversions
• Track and measure activities,
metrics and results across the
revenue funnel.
2
Closed Loop Marketing is a continuous process to engage customers, drive conversions,
and track results across the marketing and sales process. It allows a you to:

WHERE IS IT BEING USED?
3
Pharma
Integrate sales and
marketing by using
technology like
tablets integrated
with CRM to track
interactions with
physicians. Use this
data to customize
and personalize
future promotional
activities.
B2B
Track inbound lead
generation through
the funnel to
measure velocity
and attribute
revenue to first
campaigns and
content, using
insights to focus on
programs with the
greatest ROI.
Mutual Fund
Complex
Integrate customer
and sales data to
create a 360 degree
view of the customer
(investors, advisors,
independent RIA,
FAs) to personalize
solutions based on
investment
objectives.
Food and Beverage
Use information
across the
distribution network
to establish routines
and schedules for
retailer meetings,
engaging
consumers,
motivating sales
teams, and
measuring results.
…
Closed Loop Marketing has been widely applied in the pharmaceutical industry but
applies equally across industry sectors.

WHAT ARE THE BENEFITS?
1. Tailor and target content and messaging for your audience. Use data insights
about customer behaviors, personas and preferences to tailor messaging and
content at every stage of the customer lifecycle.
2. Optimize and track revenue funnel performance. Use data and analytics from
marketing automation and CRM to track performance across each stage of the
marketing and sales funnel. Data allows you to measure velocity, performance,
tactic attribution and identify areas where you may have a ‘leaky pipe.’
3. Double your revenue. Use data to coordinate marketing and sales teams.
Research shows companies with aligned marketing and sales generate 208%
more revenue from marketing.1
1Source: MarketingProfs
4
Closed Loop Marketing helps align marketing and sales around a unified approach to
customer engagement and grow top-line revenue.

CLOSED LOOP MARKETING ARCHITECTURE
Five Technologies:
• Data management
• Business intelligence
• Omni-channel
• Marketing
automation
• Salesforce
automation
5
We designed the Closed Loop Marketing Architecture as a blueprint to describe the
technologies and process stages for closed loop marketing and sales execution.
Six Process Stages:
• Analysis
• Insights
• Opportunities
• Campaigns
• Engagement
• Conversions

TECHNOLOGIES FOR
CLOSED LOOP MARKETING

1. DATA MANAGEMENT
Why does it matter?: Data management is
essential to gain customer insight and track
performance across the lifecycle. It helps you build a
360 degree view of the customer, understanding
demographics, behaviors and intents.
How can you implement it effectively?: Use
marketing automation, CRM and web services to
capture customer information as you engage
prospects and customers. 3rd party data services as
well as internal data helps build a complete customer
profile. Use data to track pipeline velocity and
attributions to identify the most effective tactics.
7
Use data management to collect, store, and index customer information and interaction
data including preferences, behaviors, demographics and predictive indicators.

2. BUSINESS INTELLIGENCE
Why does it matter? Business intelligence informs
campaign strategies and tactics.
How can you implement it effectively? Often core
reporting is embedded in separate marketing
automation and CRM systems. Instead, BI should
be a shared resource across business functions
rather than in silos. Consider emerging predictive
technologies and artificial intelligence tools as part of
the evolution of business intelligence.
8
Develop and run queries, generate reports and dashboards, build visualizations and
segment data for predictive analytics and informed strategies.

3. OMNI-CHANNEL
Why does it matter?: An omni-channel approach
allows you to engage customers consistently
across channels and to touch customers and
prospects where they are.
How can you implement it effectively?: Use your
“funnel DNA”, customer preferences and the buyer
lifecycle to determine your channel mix. Tailor
content and campaign experiences to the channel.
Identify the optimal mix of paid owned and earned
media to reach and engage your audience.
9
Omni-channel defines the mix of channels you use to engage customers, including
your website, sales teams, social media platforms, affiliates and marketplaces.

4. MARKETING AUTOMATION
Why does it matter?: Automate tasks and activities
and power personalized interactions. Platforms help
integrate campaigns optimize conversions, develop
customer insights, nurture, qualify and score leads and
generate marketing qualified leads (MQLs).
How can you implement it effectively? Use an
objective selection process to pick the right solutions.
Map current marketing capabilities and functional
needs and understand best practices in your industry.
Integrate marketing automation with CRM to realize
the closed loop vision and for closed loop reporting.
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Marketing automation helps you integrate and manage top and middle funnel customer
interactions that attract your audience, engage prospects and nurture relationships.

5. SALESFORCE AUTOMATION
Why does it matter?: CRM helps manage
customer relationships vital to business success,
driving consistency of process, assisting in
acquiring customers, deepening and expanding
relationships and growing top line revenue.
How can you implement it effectively? Map and
prioritize functional requirements before selecting a
solution and assess each alternative objectively.
Integrate salesforce automation with marketing
automation for a continuous closed loop process.
11
Salesforce automation enables contact management, account management, opportunity
management and customer service process to retain, deepen and expand relationships.

STAGES IN THE CLOSED
LOOP PROCESS

1. ANALYSIS
Why does it matter? Data analysis is a core attribute
of the closed loop marketing and sales process. In
order to optimize marketing and sales campaigns,
identify tactics and define customer interactions, you
need in-depth analysis based on explicit and implicit
customer information.
How can you execute effectively? Capture data
from customer interactions across the lifecycle and
conduct granular analysis including segmenting data
by stage, persona, intents, preferences, etc.. Develop
insights and strategies based on what the data and
numbers tell you, not what you think they should say.
13
Analysis uses customer interaction and campaign performance data to identify trends,
produce predictive insights, and identify segment engagement strategies and tactics.

2. INSIGHTS
Why does it matter? Use insights from your
analysis to shape campaign strategies and 1:1
engagement tactics.
How can you execute effectively? Insights are
drawn from data but also include creative thinking
and marketing and sales best practices to identify
ways to engage audience segments. Ensure that
marketing and sales teams are aligned,
particularly for account based marketing
programs.
14
Insights from analysis determines detailed segment strategies and value propositions
for more tailored audience engagement.

3. OPPORTUNITIES
Why does it matter? Customer insights from data
analysis reveals a range of potential engagement
strategies and experiences. The opportunity stage
transforms these insights into specific campaign and
engagement strategies and programs which can
prioritized, sequenced and launched.
How can you execute effectively? Craft prioritized
opportunities into integrated multi-channel campaigns
and engagement programs across paid, owned and
earned media. Engage the channels best suited to
the audience and lifecycle stage. Develop an action
plan with the resources needed and plan the
sequence of activities into campaign plans.
15
Opportunities are prioritized and resources are mobilized to execute new and fine
tune existing marketing and sales campaigns and programs.

4. CAMPAIGNS
Why does it matter? Effective campaigns engage
customers through the marketing and sales funnel.
Tailored interactions with customers across various
touchpoints and throughout their customer decision
journey encourages engagement and drives up
conversions.
How can you execute effectively? Use the target
customer persona, profile and preference information
to customize and deliver personalized engagement at
each stage of the customer journey. Take advantage
of marketing automation and use content to engage
with customers at every stage of they buying process.
Personalize communications to optimize conversions.
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Campaigns are launched using a mix of paid, owned and earned media to deliver the
right messages at the right time and through the right channel.

5. ENGAGEMENT
Why does it matter? Engagement are the
“moments of truth” with customers and prospects.
Sales and marketing teams align to orchestrate
customer engagement for lead generation, lead
nurture and sales.
How can you execute effectively? Define
engagement metrics and use technology to manage
and track customer engagement and respond to
customer actions along the customer journey. Use
lead scoring and account scoring to prioritize
engagement. Collect data and insights to orchestrate
next steps.
17
Engagement is the orchestration and management of personalized 1:1 experiences
using customer insights at both the account and personal level.

6. CONVERSIONS
Why does it matter? Micro conversions represent
the incremental activities toward a potential sales
transaction, like a download or form completion.
Macro conversions are the major milestones along
the path to sale such as sales meetings, demos,
and contract commitments.
How can you execute effectively? Identify the
funnel path to sale and tailor conversion
opportunities and business rules across the stages
of the marketing-sales funnel. Track conversion
metrics and optimize and improve the weak areas
in the funnel.
18
Micro and macro conversions using calls-to-action (CTAs) and sales interactions are
optimized and managed at every stage of the revenue funnel.

CLOSED LOOP
REPORTING

CLOSED LOOP REPORTING END-TO-END
A part of the Closed Loop Marketing
Architecture is tracking micro and macro
conversions across the different stages of the
customer lifecycle including top of the funnel
(TOFU), middle of the funnel (MOFU), and
bottom of the funnel (BOFU) elements.
Tracking is enabled by a range of technologies
and tactics that measure stage and deal
velocity as well as attribution of revenue to
marketing campaigns and tactics.
Click on the image for a more in-depth explanation of the revenue process funnel on our website.
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Closed Loop Reporting is used to track marketing and sales activities for more effective
marketing attribution and focus on engagement tactics with the greatest ROI.

WHAT TO TRACK? - SOME METRICS
• Visitors. Are we growing the top of the funnel? (website visitors, visitor growth, keyword ranking, keyword
relevance, list growth, channel performance, MQI (Marketing Qualified Inquiries) performance).
• Engagement. Are we optimizing the middle of the funnel and and engaging our visitors? Is our content and
design attracting, retaining and engaging our visitors? (dwell time, content quality, bounce rates, important
pages, blog post reads, MQI to MQL conversions, content performance).
• Conversions. Are we progressing leads and deals through the pipeline at the right velocity and volume? Is
your sales process effective at closing deals at expected ratios? (call–to-action conversions, funnel stage
conversions, stage velocity, CTR, CTOR, conversion rate optimization, CPA, close rates)
• Attribution. What tactics are working and not working? (first touch, last touch, multi-touch attribution,
revenue by campaign, revenue by content, revenue from sales generated leads / marketing generated leads,
MQLs converted to SAL, SALs followed-up by Sales, MQL win-loss)
• ABM. How well are we penetrating strategic accounts? (Account awareness, account coverage, account
level engagement, number of active accounts, percentage of sales initiated).
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Here are some things to track across the customer lifecycle.

SOME TRACKING METHODS
• Trackable links such as UTM codes help you track online traffic through web channels
including paid search, organic search, referrals, and direct traffic.
• Google Analytics and other analytical tools use Javascript tracking snippets on your
website to help you track visits and sources. These analytics tools can tell you which
channels drive traffic to a page as well as provide demographic, geographic and behavior
data to inform how effective your pages and content are.
• UTM parameters can also be passed through offers and forms to attribute leads that are
generated from campaigns like paid search to the right campaign. They can also be time
stamped to measure velocity.
• Content assets can be set up as individual campaigns allowing you to analyze which
content has the greatest impact on MQL generation.
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Closed Loop Reporting techniques include:

APPLY THE CLOSED LOOP MARKETING ARCHITECTURE
1. Define your funnel metrics. For each customer segment, identify the required marketing and sales
mix, lead generation volumes and the mix of media, campaign strategies and tactics.
2. Deploy your “revenue system”. Select and integrate your technology stack and set up end-to-end
analytics and tracking for campaigns.
3. Envision campaigns and programs. Craft experiences and launch campaigns and sales
engagement activities based in customer insights and collect data along the way to inform
continuous customer engagement.
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CONTACT US TO
LEARN MORE
Organize campaigns and align marketing and sales for lead generation, account
based marketing and sales engagement. Here are steps you can take to get started.
Let us help you engage closed loop marketing and reporting to
align your marketing and sales teams and engage your customer.

Closed Loop Marketing Architecture Ebook

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