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Sending the Right Message with
Lifecycle Marketing
Professor: Isaac Moche
Email Certification
Brought to you by HubSpot Ac...
1 WHY LIFECYCLE MARKETING IS
IMPORTANT
LIFECYCLE MARKETING
How you communicate with your contacts –
from their first point of contact all the way
through their l...
73%
of your leads will not be sales-ready when first
generated
SOURCE: GLEANSTER
Email is one of the
most effective ways
to nurture leads.
It’s not worth marketing to leads and customers
who won’t see value from your business.
• What messaging resonates with your ideal customer
• The challenges, goals, and pain points of your prospects
• Which off...
The boat moves faster
when everyone is
rowing in the same
direction
56%
of U.S email users unsubscribe from a
business or non-profit email subscription
because content is no longer relevant
...
PEOPLE USED TO SAY BUYER BEWARE.
NOW IT’S SELLER BEWARE.
Loyal customers are worth up to
10X
as much of their first purchase.
SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
YOU NEVER GET A SECOND CHANCE
TO MAKE A FIRST IMPRESSION.
8%
Of companies truly deliver a
superior customer experience
SOURCE: BAIN AND COMPANY
• Offer light-weight support to your customers
• Respond to inquiries and requests quickly and efficiently
• Stay in commu...
• Generate more revenue through renewals
• Have your customers pay you more as they get more value
out of your products an...
Ready for more?
Get the full experience and more with the
free Email Marketing Certification.
Take the course!
2 HOW TO USE
EMAIL TO DO
LIFECYCLE MARKETING
Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your mark...
Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your mark...
THE BUYER’S JOURNEY
The research process a buyer goes through
leading up to making a purchase.
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
AN IN-DEPTH UNDERSTANDING OF
YOUR BUYER’S JOURNEY IS THE
FOUNDATION OF A SUCCESSFUL
EMAIL MARKETING STRATEGY.
Map the content in your emails to the buyer’s journey
LIFECYCLE MARKETING FOR LEADS
Identify key touch-points in your mark...
• Subscribing to your blog
• Filling out a contact form
• Requesting a consultation
• Downloading a key offer
POTENTIAL KE...
YOUR LEADS ARE BUSY. THEY ARE
DISTRACTED.
BE RESPECTFUL OF THEM AND THEIR
TIME.
YOUR JOB AS A COMPANY IS NOT
COMPLETE SIMPLY BECAUSE A
CUSTOMER HAS PURCHASED.
Capture the right data
LIFECYCLE MARKETING
FOR CUSTOMERS
Map out the important parts of the customer lifecycle
Capture the right data
LIFECYCLE MARKETING
FOR CUSTOMERS
Map out the important parts of the customer lifecycle
A great email marketer recognizes
when not to send an email.
Capture the right data
LIFECYCLE MARKETING
FOR CUSTOMERS
Map out the important parts of the customer lifecycle
1. New customers
2. Ongoing customers
3. Evangelists
THREE CUSTOMER STAGES
HOW CAN YOU GET YOUR NEW
CUSTOMERS TO SEE THE VALUE
OF THEIR PURCHASE AS QUICKLY
AS POSSIBLE?
• Why did your customers purchase?
• What does success look like to them?
• How will they measure success?
• How can you h...
• Transactional emails
• Welcome emails
• Confirm appointments
• Recap meetings
USING EMAIL WITH NEW CUSTOMERS
1. Provide value
2. Listen for cues
3. Pay attention to context
THREE RULES FOR ONGOING CUSTOMER SUCCESS
EVANGELISTS
Customers who believe so strongly in a product or service
that they freely try and convince others to buy or u...
• Provide exclusive access
• Give customer discounts
• Create a referral program
CREATING EVANGELISTS USING EMAIL
• Social communities
• Case studies
• Testimonials
• Customer reviews
CUSTOMER EVANGELIST PROGRAMS
WHAT A GREAT LIFECYCLE EMAIL
LOOKS LIKE
3
GET EMAIL MARKETING CERTIFIED.
START TODAY
THANK YOU.
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing
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Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing

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Lifecycle marketing will guide you when using email to communicate with your contacts - from their first point of contact all the way through their lifespan as a paying customer. Your leads and customers are all different. They have different needs, challenges, and goals. This class will introduce you to the critical importance of segmentation for your email marketing success.

Veröffentlicht in: Marketing
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Class 2 Email Marketing Certification course: Sending the Right Message with Lifecycle Marketing

  1. 1. Sending the Right Message with Lifecycle Marketing Professor: Isaac Moche Email Certification Brought to you by HubSpot Academy CLASS 02
  2. 2. 1 WHY LIFECYCLE MARKETING IS IMPORTANT
  3. 3. LIFECYCLE MARKETING How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.
  4. 4. 73% of your leads will not be sales-ready when first generated SOURCE: GLEANSTER
  5. 5. Email is one of the most effective ways to nurture leads.
  6. 6. It’s not worth marketing to leads and customers who won’t see value from your business.
  7. 7. • What messaging resonates with your ideal customer • The challenges, goals, and pain points of your prospects • Which offers best generate these ideal customers • What content to create WHAT MARKETING CAN LEARN FROM SALES
  8. 8. The boat moves faster when everyone is rowing in the same direction
  9. 9. 56% of U.S email users unsubscribe from a business or non-profit email subscription because content is no longer relevant SOURCE: CHADWICKMARTINBAILEY
  10. 10. PEOPLE USED TO SAY BUYER BEWARE. NOW IT’S SELLER BEWARE.
  11. 11. Loyal customers are worth up to 10X as much of their first purchase. SOURCE: WHITE HOUSE OFFICE OF CONSUMER AFFAIRS
  12. 12. YOU NEVER GET A SECOND CHANCE TO MAKE A FIRST IMPRESSION.
  13. 13. 8% Of companies truly deliver a superior customer experience SOURCE: BAIN AND COMPANY
  14. 14. • Offer light-weight support to your customers • Respond to inquiries and requests quickly and efficiently • Stay in communication in-between phone calls • Provide access to additional products and services of value EMAIL IS A FLEXIBLE CUSTOMER SUCCESS TOOL
  15. 15. • Generate more revenue through renewals • Have your customers pay you more as they get more value out of your products and services. • Turn your customers into evangelists CUSTOMER SUCCESS CAN HELP YOU:
  16. 16. Ready for more? Get the full experience and more with the free Email Marketing Certification. Take the course!
  17. 17. 2 HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
  18. 18. Map the content in your emails to the buyer’s journey LIFECYCLE MARKETING FOR LEADS Identify key touch-points in your marketing and sales process
  19. 19. Map the content in your emails to the buyer’s journey LIFECYCLE MARKETING FOR LEADS Identify key touch-points in your marketing and sales process
  20. 20. THE BUYER’S JOURNEY The research process a buyer goes through leading up to making a purchase.
  21. 21. THE BUYER’S JOURNEY
  22. 22. THE BUYER’S JOURNEY
  23. 23. THE BUYER’S JOURNEY
  24. 24. THE BUYER’S JOURNEY
  25. 25. AN IN-DEPTH UNDERSTANDING OF YOUR BUYER’S JOURNEY IS THE FOUNDATION OF A SUCCESSFUL EMAIL MARKETING STRATEGY.
  26. 26. Map the content in your emails to the buyer’s journey LIFECYCLE MARKETING FOR LEADS Identify key touch-points in your marketing and sales process
  27. 27. • Subscribing to your blog • Filling out a contact form • Requesting a consultation • Downloading a key offer POTENTIAL KEY TOUCHPOINTS
  28. 28. YOUR LEADS ARE BUSY. THEY ARE DISTRACTED. BE RESPECTFUL OF THEM AND THEIR TIME.
  29. 29. YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY BECAUSE A CUSTOMER HAS PURCHASED.
  30. 30. Capture the right data LIFECYCLE MARKETING FOR CUSTOMERS Map out the important parts of the customer lifecycle
  31. 31. Capture the right data LIFECYCLE MARKETING FOR CUSTOMERS Map out the important parts of the customer lifecycle
  32. 32. A great email marketer recognizes when not to send an email.
  33. 33. Capture the right data LIFECYCLE MARKETING FOR CUSTOMERS Map out the important parts of the customer lifecycle
  34. 34. 1. New customers 2. Ongoing customers 3. Evangelists THREE CUSTOMER STAGES
  35. 35. HOW CAN YOU GET YOUR NEW CUSTOMERS TO SEE THE VALUE OF THEIR PURCHASE AS QUICKLY AS POSSIBLE?
  36. 36. • Why did your customers purchase? • What does success look like to them? • How will they measure success? • How can you help them be successful quickly and sustainably? CAN YOU ANSWER THESE QUESTIONS?
  37. 37. • Transactional emails • Welcome emails • Confirm appointments • Recap meetings USING EMAIL WITH NEW CUSTOMERS
  38. 38. 1. Provide value 2. Listen for cues 3. Pay attention to context THREE RULES FOR ONGOING CUSTOMER SUCCESS
  39. 39. EVANGELISTS Customers who believe so strongly in a product or service that they freely try and convince others to buy or use it.
  40. 40. • Provide exclusive access • Give customer discounts • Create a referral program CREATING EVANGELISTS USING EMAIL
  41. 41. • Social communities • Case studies • Testimonials • Customer reviews CUSTOMER EVANGELIST PROGRAMS
  42. 42. WHAT A GREAT LIFECYCLE EMAIL LOOKS LIKE 3
  43. 43. GET EMAIL MARKETING CERTIFIED. START TODAY
  44. 44. THANK YOU.

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