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What is Lifecycle marketing?

Lifecycle marketing includes all of the different types of marketing activities you do depending on where your customers are in their relationship with your business.

It encompasses:

    • External marketing that attracts, converts and retain customers.

It encompasses:


      • External marketing that attracts, converts and retain customers.
      • Internal marketing that motivates employees to deliver the best customer experience they can.

How Does Lifecycle Marketing Work?

It’s about adapting what you say and do, and where you say and do it, to match the needs and expectations of your customers as they move through the Customer Lifecycle.

The Customer Lifecycle is made up five stages:

    1. Unaware – people do not know that your company exists.

    2. Interested – people are aware of your products and services and are considering them along with other options.

    3. First-time customers – people have chosen your products and services and entered into a relationship with you for the first time.

    4. Regular customers – people are buying from you regularly.

    5. Passionate customers – people have had such an amazing experience with your company that they have become advocates of your products and services using Word-of-Mouth (WOM) marketing.

    Word-of-Mouth Marketing

    Despite the old wives’ tale that people talk more about the negative experiences they have with a brand,research by the Word-of-Mouth Marketing Association (WOMMA) revealed something very different.

    Of the brand conversations going on online:

        • 66% are ‘Mostly Positive’
        • Only 8% are ‘Mostly Negative’
        • The average rating giving to products and services is 4.3 stars out of 5.

    So if you deliver a customer experience that is second to none, you will create brand advocates that market your company for free in their conversations online and offline.

    Delivering the Experience your Customers Want

    From the moment prospects first learn about your company through to the time they become loyal customers, they are forming an impression of you that will influence their perception, preference, and predisposition toward building an ongoing relationship with you.

    To make sure you can deliver the kind of customer experience that creates brand advocates, you should start by mapping the customer experience.

    There are 5 key steps to getting the mapping stage right:

      1. Defining the customer experience

      2. Establishing experience expectations, priorities and performance perceptions

      3. Mapping the customer experience against these priorities and performance perceptions

      4. Identifying and measuring opportunities for improvement

      5. Creating a customer experience scorecard.

      Getting Employees on Board

      For Lifecycle marketing to be successful, it’s vital that your employees are engaged and motivated to deliver the best customer experience. It is your employees that have to sell your company and its products and services; so they have to believe in you.

      So how do you engage your employees?

      Research has revealed that communications are just as important internally as externally for driving engagement. Employees revealed the best tools for engaging them are:

          • Emails (83%)

          • Intranet (75%)

          • Face-to-face meetings (54%).

      The Road to Stellar Customer Experience Is Lined with Engaged Employees includes a 3-step process that can help you get and keep your employees engaged.

      Customer Acquisition

      Once customers show an interest in you, it’s vital that your teams have the right content and messaging that will enable them to turn those customers into first time buyers.

      Companies that use marketing automation to deliver triggered emails and nurture leads through throughout the Lifecycle marketing stages get better results:

      Customer Retention

      Sadly, customer retention marketing has not been a priority in the past and most marketing departments have focused on new customer acquisition marketing.

      Despite this long-standing approach, there are some compelling reasons for focusing on customer retention:

      Relationship building

      Customer retention marketing content delivers the messages that resonate with your customers when it matters and helps to build a relationship of trust between you. MarketingProfs has developed The 7Ps of Customer Retention Marketing.

      Brand Advocates

      If you’ve successfully led your customers through each stage of the Customer Lifecycle and reached Stage 5, you will have turned them into passionate customers. Once you’ve got them here, Lifecycle marketing helps you to keep them here.

      Taking an disinterested prospect through The Customer Lifecycle stages is a vital part of lifecycle marketing. To ensure your lead management is as good as it can be, our eGuide has some tips to help.