The Truth about Lifecycle Marketing Automation

Posted by | January 09, 2014 | Marketing Automation | One Comment

Let’s get down to it: What makes lifecycle marketing automation different from marketing automation? What makes one a better candidate than the other for an organization? Can lifecycle marketing work for B2C companies? What about B2B2C? How about higher education? These are questions we hear frequently by organizations of all sizes, varying verticals and with different business models. So here it is, the truth about lifecycle marketing automation.

First and foremost, lifecycle marketing automation is based on the concept of lifecycle marketing. Lifecycle marketing focuses on engaged relationships instead of the more traditional marketing approach based on connections. In the past, marketing was conducted to a database of contacts merely because they were contacts an organization was connected to (with a phone number, street address or email). Instead of the “batch and blast” approach marketers used in the past, lifecycle marketing focuses on the individual or organization and their journey with your brand. Where a person is in their journey or lifecycle dictates how the contact or company is communicated to, by whom and how often.

Take the concept of lifecycle marketing and build it into a marketing automation platform, and you have lifecycle marketing automation.

Marketing Automation on Steroids

Marketing automation is a marketing and sales solution that takes email marketing, marketing campaigns, lead nurturing and reporting to the next level. It’s really gaining more popularity and attention these days, too. According to Focus Research, marketing automation has seen the fastest growth of any CRM-related segment in the last 5 years. Additionally, Show Me Leads reported there are over 110 vendors in the marketing automation space. Needless to say, there are a lot of solutions to consider!

Marketing automation platforms can score leads based on how they engage with campaigns or content. Scoring can also be based on demographics or lead attributes such as business size, title, revenue and location. These scores can build highly desirable stack-ranked lists of prospective customers for sales teams to contact. Take marketing automation to the next level and not only do sales teams have leads ranked upon on engagement and profile scores but also their lifecycle stage. Profile and engagement scoring can’t always give you information about the relationship a person or business has with your brand. With lifecycle marketing, sales and marketing teams alike have visibility into contacts’ engagement with the brand, relevant profile attributes and where they are in their journey with the company.

ROI Customer Lifecycle Map

Is Lifecycle Marketing Automation worth considering?

Here are some statements to consider when evaluating marketing automation solutions to help determine whether or not lifecycle marketing automation could be a good fit for your organization.

  • Your sales team complains frequently about the quality of leads they are provided by marketing.
  • Your sales process takes weeks or even months from beginning to end.
  • You want to send different messages to different contacts based upon profile attributes, level of engagement and/or lifecycle stage.
  • You want to measure the ROI of marketing efforts based upon engagement and moving contacts through your brand’s lifecycle instead of open and click-through rates.
  • Your marketing team has access to lead and customer data but either doesn’t know what to do with it or doesn’t have the time/capability to use it effectively.

Interested in learning more? Download our whitepaper, How to Select a Lifecycle Marketing Automation Solution for more information.

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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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