As marketers, we want to maximize our results at every step of the customer journey. We want to attract more prospects, capture critical information, nurture them, and convert them into closed deals.
That’s easier said than done, of course.
At Act-On, we understand that marketing can be complicated and even confusing at times ‒ unless you have a comprehensive and easy-to-use system to help you stay focused, organized, productive, and effective. Our marketing automation platform enables you to run your programs smoothly in order to drive better business outcomes.
Act-On’s integrated marketing workspace is built to enable marketers to address the needs of the customer experience, from brand awareness and demand generation to customer loyalty. For best results, you’ll need to first thoroughly understand your opportunity for engagement at each stage of the customer lifecycle ‒ and Act-On’s software makes that not only possible, but easy.
In our Customer Lifecycle Optimization Playbook, we’ll show you how, with Act-On, you can create a prospect marketing lifecycle structure that lets your team reliably meet your goals, craft winning strategies, and realize a quicker return on investment.
This playbook is a starting point to your success with customer lifecycle optimization. It defines a purpose for each stage, sets clearly defined instructions, and creates a foundation for your marketing automation strategy. It also provides a set of sequential projects, empowers the launch of marketing campaigns, and builds a comprehensive marketing structure for the entire prospect lifecycle.
You’ll get an overview of every step in the process, from getting started through attracting, capturing, nurturing, converting, and expanding your customer base. You’ll get simple, actionable tips for marketing effectively at all stages to give you a strong advantage in the following areas:
- sparking interest in your product or service;
- transforming more prospects into sales;
- onboarding and keeping customers for the long term, and;
- ultimately strengthening customer relationships through upselling and cross-selling.
Here’s a quick breakdown of how we define the different phases of your customer’s journey and how using marketing automation can help positively impact the bottom line.
In the attract phase of the customer journey, marketing automation (MA) helps your team leverage current content to build landing pages, use social media to find customers, and optimize ways to get your content seen on-line.
To capture more leads, MA allows you to connect effectively with prospects via forms by making it easy to invite prospects to view exclusive content and attend webinars and other events. It also aids you in identifying content that could be gated.
To nurture prospects in the next part of the process, marketing automation can help you use drip campaigns by sending targeted, personalized, dynamic content. You’ll also be able to easily combine profile information with behaviors to promote more exclusive content.
During the convert stage, MA allows you to focus on hot prospects by empowering your sales team with marketing-approved email templates and other essential tools and information they need to connect with the most qualified leads at just the right time.
As you work to expand your customer relationships, you can use marketing automation to keep the momentum going by focusing your efforts to supply customers with information and training about purchased products and/or services. It will help you find opportunities to upsell and cross sell and more closely engage with customers so that they become valued advocates for your brand and contribute referrals.
Let’s not fail to mention how marketing automation can greatly enhance your ability to report on and measure conversion rates to help you identify areas to improve, keep prospects flowing through the customer lifecycle, and measure marketing’s contribution to revenue.
Additionally, we’ll provide you with ongoing customer success resources for the lifetime of our relationship ― and that’s just one more benefit that sets us apart from the rest.