Customer LifeCycle Marketing A Focus on Marketing

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Customer LifeCycle Marketing A Focus on
Marketing Sales Optimization
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Key Take Away

• The power of knowing who your most valuable
  prospects and customers are
• The importance of segmenting how prospects are
  managed towards the Sales teams
• Why its critical for Marketing and Sales to
  collaborate
• Why you need a broader set key performance
  metrics to drive optimization

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Carat Fusion A Different Type of Agency

• Carat Fusion is part of the Isobar Global
  Network, a network of digital agencies with 1,600
  staff in 68 offices across 34 countries.
• Agencies are linked by Isobar with their own
  DNA, keeping what made them special.

Americas
EMEA
APAC
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What Exactly Are We Talking About?
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What is Customer Relationship Management?

• The multiple personalities of CRM or Lifecycle
  Management
• A recent Peppers and Rogers Group Survey
• 65 said CRM is moving a company from a
  product-centric to a customer-centric focus.
• 51 felt CRM is using IT tools to achieve
  incremental business improvements
• 41 view CRM as making customer information
  available to all customer contact personnel

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What is Customer Relationship Management?

• A company wide business strategy using
  information-based
• processes to maximize customer value through
  differentiated
• acquisition and growth strategies for individual
  high-value
• customers.

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What is Customer Relationship Management?
A tailored strategy for each segment integrated
across functional teams.
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What is Customer Relationship Management?
The way it often begins in the early stages of
development
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Applying LifeCycle Principles
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Applying LifeCycle Marketing Principles
Value Based Targeting.
Tier 1 Value Potential Average Annual Spend
Annual Tenure 36 months
Tier 2 Value Potential Average Annual Spend
Annual Tenure 26-30 months
Tier 3 Value Potential Average Annual Spend
Annual Tenure 18 months
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Applying LifeCycle Marketing Principles
Investments made in broad based prospecting with
a message aimed at immediate transaction will
fail to capture the longer-term value of your
investment.
High Value Targets 100
Awareness 36
Consideration 10
Preference 4
CPA 235
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Applying LifeCycle Marketing Principles
A broader appeal to prospects focused on brand
differentiation and lead generation captures both
sales and prospects all while dramatically
increasing marketing performance.
High Value Targets 100
Awareness 36
Consideration 10
Preference 4
TIME
CPA 78
Essentially the same spend but significantly
greater returns
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Applying LifeCycle Marketing Principles
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Applying LifeCycle Marketing Principles

• Personalized and customized prospect nurturing
  communications which are tailored to the evolving
  needs of each segments needs as they progress
  towards purchase

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Applying LifeCycle Marketing Principles
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The Value of An Integrated Approach
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The Value of An Integrated Approach

• Integrated lifecycle marketing platform (CRM)
  has the potential to
• increase incremental returns for B2B
  organizations enterprise marketing
• and sales investments by 80-100.
• Evolve from transactional to relationship based -
  yet completely ROI focus
• Focused on optimization vs. execution
• Flight controls know what impacts the
  business and why
• Performance based budgeting through forecast
  modeling
• Places customers at the center of value creation
  and delivery
• Build brand equity and expansion

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The Value of An Integrated Approach
Comparative returns on a typical organizations
overall Marketing and Sales investment
Note performance outlined is for illustrative
purposes
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Questions?