Recently, I introduced how Right On Interactive scores leads and customers in 3D. We’ve discussed the important roles both profile and engagement play in 3D scoring so now it’s only appropriate to dive into the last piece of the equation: lifecycle stage.

It’s not enough to score leads and customers based upon their profile fit with your company or their level of engagement with your brand. In order to really reach them with meaningful content, you have to know where they are in their relationship with your brand. Enter lifecycle marketing.

It’s imperative for any business to track relationships from start to finish. Isn’t that why customer relationship management software was created? Anybody can have a database of clientele but it’s difficult to track where someone is in their relationship with your products or services in an Excel spreadsheet. Assigning status or lifecycle stage to a lead or customer adds another level of insight that can greatly impact the way in which marketing and sales communicate with the contact.

A lead with a high profile score who is engaged with your brand should receive different communications than a current customer with the same profile and engagement scores. Likewise, a repeat customer who has provided you with referral business should receive different communications than a one-time customer. This is precisely why 3D scoring is so critical.

Gone are the days of blanket marketing approaches and batch-n-blast email marketing. Marketing and sales teams can see more success in identifying “best fit” customers, building relationships with those who are already engaged and streamlining one-to-one communications through automation.

Increase efficiency with fewer resources, increase engagement and increase revenue by considering the customer lifecycle stage in your marketing and sales efforts.

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Lauren Littlefield

Lifecycle Marketing Consultant at Right On Interactive
With over ten years of experience in technology, marketing, public relations and higher education, Lauren joined the Right On team in April 2013. She is a 2013 graduate of the Hamilton County Leadership Academy (Ind.), and a board member of Girls on the Run of Central Indiana. She has previously served as the vice president, programming and the secretary of the Indianapolis Chapter of the American Marketing Association. Lauren earned her BA in Communication from Hanover College. In her free time, she enjoys spending time with her family, running, IndyCar and the Indianapolis Colts.

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