Successful Campaign Strategies Across the Customer Lifecycle

Successful Campaign Strategies for All Stages
of the Customer Lifecycle
Michael Loop
Group Account Director, Datarati

© 2014 Datarati Pty Ltd
Agenda

About Me
What Would You Say You Do Here?

200+
Clients
Strategy & Implementations

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 /
Repurchase
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 Trials
Upsell Product/Service Campaigns
Customer Newsletter
Customer Rewards Campaign
Product Announcements
Ongoing Education & Nurturing
Customer Service Survey

Campaign Strategy - Education
New
Student
Existing
Student
Alumni
Prospective
Student

Campaign Strategy – Retail (FMCG)
First
Purchase
Repeat
Purchase
Brand Loyal
Prospective
Buyer

Tell a Story
1 Month Milestone 1 Year Birthday
Prospect
30+ years old
Female
$60k+ Income
Single

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

When You Think of Great Customer Experience…

Think Different
What Separates Apple from the Rest…

Quality of Life
Difference Between Good & Great…

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

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

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 Objectives
Stronger Web Conversion
Higher MQLs/Marketing Generated Leads

Anonymous to Known Campaign
Lead Score
Triggers >20
Show Offer
Change “Show Offer” to True
“Offer” Examples
Incentive Ad
Offer Form
Chat Window
+25

500
Leads
2000
MQLsPER MONTH
PER MONTH
Campaign Results

Day 22Day 15Day 8Day 1 Day 29
Testing in Nurturing
A
Basic
B
Phone
Campaign Objectives
Increase Lead Conversion
Visibility into Stronger Processes

C
Short
D
Combo
E
20% Control

Lead is Created
Lead Fills Out Form
Requested by Sales

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

Next Logical Offer/Product
Loyal Shopper
Next Logical Offer
• Just Purchased $500
Handbag
• Average Buying Cycle:
1 Month
• Average Spend: $100.00
Spring Boots Discount
Next Logical Product
Boots
New Student
Next Logical Offer
• Engineering Freshman
• Coronado Dorm
• From Dallas, Texas
• Orientation Date:
Last Month
New Student Gym Discount
School of Engineering T-shirt
Campaign Objectives
Improved Customer Experience
Increase Campaign Conversion and ROI

Added to Opportunity
Product = Handbag
Next Logical Offer:
Change Next Logical Product Fields
Next Logical Product:
Spring Boots Discount
Boots

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

Telemarketing is Not Dead
Marketing Qualified Lead
Name: Jeff Smith
Title: CEO
Status: Appointment Set
Campaign Objectives
Increase MQL to Opportunity Conversion %
Consistent/Predictable Follow Up

Telemarketing is Not Dead
Lead Stage Changes
to “MQL”
Add to List or Campaign
MQL
or SFDC Campaign

15%
MQLs
CONVERTED
PER MONTH
25%
CONVERTED
PER MONTH
MQLs
Campaign Results

Campaign Results
Campaign Cost Leads Cost/
Lead
MQLs Cost/
MQL
Opps Cost/Opp
Tradeshow $50,00
0
1000 $ 5 200 $25 30 $1,667
Tradeshow +
Telemarketing
$60,00
0
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 Objectives
Increase Customer Satisfaction/Retention
Increase Cross-Sell / Upsell Opportunities

Customer Usage Campaign
Customer Usage
Hits Milestone
105%

Get Some Satisfaction
NPS – Low Score Alert
“Upgrade Your Opinion”
AFL Tickets
Refer a Friend /
Customer Story
“Rescue Call”
Campaign Objectives
Increase Customer Satisfaction/Retention
Increase Referrals

Get Some Satisfaction
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 Objectives
Increase Sales Adoption
Improve Cross-Sell Communications
Name
Company
Title
Email
Lead Status
Recycled Reason
Next Logical Offer
Francis Underwood
White House
Vice President
francis.underwood@whitehouse.gov
Open
Ribs
2 For 1 Ribs Special
Product 1 Score
Product 1 Status
Product 2 Score
Product 2 Status
Customer
Product 3 Score
Product 3 Status
Product 4 Score
Product 4 Status
MQL
CustomerProspect
Engaged
MQL
SAL - Sales Accepted Lead
SQL - Sales Qualified Lead
Customer
Recycled
Unqualified

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 Definition
Qualified:
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 Objectives
Separate Your Brand from the Competition
Increase Customer Value & Improve Retention

Campaign Setup
Added to Opportunity
Amount > $500.00
Status is Gold

Feel Good About Your Work
IN CAMPAIGN
15%
Sales
2.0
NPS
Campaign Results

Believe
in the power of
storytelling

Believe
in surprise & delight

Believe
relationships are
circular

Believe
everyone works
better when they are
having fun

Believe
in 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/
michael.loop@datarati.com.au
Thank You
Connect.

Successful Campaign Strategies Across the Customer Lifecycle

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