As consumers and organizations alike venture into new channels such as mobile and social media, the once linear purchase path is breaking into an assortment of touch points that have very little do with marketers. The time has come for marketers to walk away from the traditional marketing funnel and pursue a new approach that […]
Tag Archives: Customer lifecycle
There seems to be an increasing focus when dealing with content creation on engagement, and rightfully so. To be blunt: Creating uninteresting content is a waste of time and money. However, engagement can’t be the end all be all of content creation goals. Your content has to help you retain audience, and keeping audience helps […]
Engagement indicates a person’s level of commitment. It can come in many forms, such as diamond rings or “@” replies. But engagement, however you get it, can be the difference between a stranger, a qualified lead and a returning customer. Think of engagement as a measurement of how committed a lead is to your brand. […]
According to MarketingSherpa, 79 percent of marketing leads never convert into sales due to lack of lead nurturing. We all know how time-consuming lead nurturing can be, and that’s just one reason why you need to have effective, remarkable content for every part of the customer journey. If you can properly deliver your content at […]
Difference makes the world go around. I frequently remind myself this world would be very boring place if we were all the same. Lifecycle marketing strives to recognize, accept and celebrate customer differences. Long gone are the days where it’s considered sensible to market with blind eyes, assuming all customers want the same information, at […]
Do you know who your customers are? Are they your ideal customer? These are important questions to consider before implementing any new marketing strategy. For organizations looking to win new business, keep current customers and grow the right relationships, it’s necessary to first identify who your current customers are and of those, which are “ideal.” […]
It’s only natural that as businesses and technologies evolve, so does marketing. Many marketers believe to maintain a competitive edge, they need to invest budget and time into learning new concepts, strategies, techniques and technologies. This can be risky as many new ideas or products have yet to be proven. In addition, what worked for […]
Last week, our partner Salesforce.com released its ExactTarget Marketing Cloud 2014 State of Marketing study that polled over 2,600 mid to senior level marketing managers across all industries. The report provides some interesting insights. In particular, I was most drawn to the list of priorities for marketers in 2014. 67% of marketers want to increase […]
Practically a year ago, Forrester analyst Cory Munchbach wrote a break-up letter on behalf of all chief marketing officers to the “marketing funnel.” Cory broke it to the funnel hard as lifecycle marketing presents a bigger and better opportunity for CMOs to improve marketing efforts. In the letter, she addresses why the funnel is no […]
Lifecycle marketing has replaced the traditional approach to marketing tactics once focused solely on lead generation. It’s about engaged relationships. The Right On Interactive lifecycle marketing methodology focuses on the individual person (or company, depending on your business model) and their journey with your brand. By understanding where a person is in their “lifecycle” dictates […]