Nice. Simple. Explanation.
The best advice I could give to anyone embarking on customer lifecycle marketing, enabled with marketing automation is this - keep it simple. The simpler the better. Start slow. Keep your expectations realistic...and get your analytics in place. Very little is gained if your customer lifecycle marketing is so complex that you cannot derive predictable, reliable results.
Consider how you will build your control groups and apply the discipline of A/B splits and make sure your analytics will support it...and that it fits with what is happening in your customer lifecycle marketing.
If not, a few months or years down the road, you'll have all this great technology deployed and will be flying by the seat of your pants with no idea of what actually produces revenues or profits.
Build it right.
Good stuff in here. It's always nice to have a simple starting point... :)
This shouldn't surprise anyone... it's September and who wants to try new technology going into the 4th quarter...too much risk. The 4th quarter for retailers is the time to scale up everything you know that works. From a technology standpoint, the time to test and invest in new technology is the first half of the year.
I really like the idea that Subscribers Rule! You know, that feel good strategy of "opt-in" only email, "double opt-in" and the like.
It's amazing how many different answers you get when searching for "content." One might be looking for variable content solutions within t…
Transaction emails may be boring but that can be super effective and profitable.
How many CEO's do you know that will wait 31+ months to impact 35% of their revenue? Not many from expeirence - especially if they work in a public company. And how many CMO's will wait that long? Probably less than the CEO's given their short life spans in their positions.
Just the same, abandoned shopping cart emails are worth their wait - and their weight in gold. This is one of the lowest cost sources - most responsive segments you will find in your entire segmentation efforts.
Interesting commentary - but short-sighted in saying there is an easy fix... :) now before any of you take exception to my comment, I'll post a full explanation later in my blog as to why. Having said that, here is the short answer: there are no secrets on the web...and everything is on the web. More to come later.
Great summary - one note to his comments. In the old worlds of publishing and direct mail one of the "rules of thumb" in running these types of business: "you lose money on the first order (acquisition) - break even on the second order (conversion as in customer conversion NOT lead conversion) - and make money on the "3rd order" or in publishing or subscription model the "3rd term". This is clearly what HubSpot is experiencing. They lose money on acquisition, break-even on conversion (I'm being generous here since they have piled up a large stack of losses and they are clearly using an "unloaded" cost analysis on their acquisition/conversation metrics); and finally make money on the 3rd term.
Serious? Didn't see that one coming... lol
Which term do you prefer? Customer life cycle? Or customer journey?
Noteworthy announcements? Steps in the right direction. Yes, but if you're a B2B marketer don't get your hopes up yet about the hype surrounding the "customer journey."
Noteworthy development. Big scale. Big brands. Big impact. Assuming of course the people creating the strategies, doing the interaction designs and implementations understand how to bring together all pieces of this very large and very complicated set of tools and technologies. This is going to take some time but it will be meaningful over the long haul.
This is good detail on the operations of Marketo and the progress they continue making as a company.