1. Moving beyond the funnel: How to market across the customer lifecycle 1

2. Today’s Presenter 2 Hello, my name is Joshua Joshua Porter VP of Customer Experience Contact info: 888-268-6035 Joshua@performable.com

3. Webinar Logistics Today’s webinar will be recorded and you will receive an email link to it. Please enter your questions in the question box. We will answer as many as possible at the end of the presentation. If you are have technical difficulties, try logging back in or using a different browser 3

4. Agenda Webinar (30 minutes) Today’s Sophisticated Customer Multichannel Marketing Lifecycle Marketing Turning insights into action Q&A (15 minutes) 4

5. Today’s Sophisticated Customer

6. Today’s customer is multi-channel and multiplatform 6 78% of consumers use two or more channels to browse, research and make purchases Oracle | atg consumer survey http://www.flickr.com/people/eflon/

7. Today’s customer is multi-channel and multi-platform 7 24% of consumers say they incorporate facebook, twitter, or other social networks into their online purchasing activities Oracle | atg consumer survey

8. Today’s customer is multi-channel and multi-platform 8 Google’s mobile search grew 5x from early 2008 to 2010 Source: Google http://www.flickr.com/photos/carnero/

9. To market effectively to today’s customers, a few things are going to need to change… 9 Your Marketing

10. 10 Starting with the traditional marketing funnel

11. Multichannel Marketing

12. 12 Traditional funnel marketing assumes that your customer’s path to conversion is linear

13. But today’s customers take a variety of steps to conversion, both on and off your site 13

14. Practical steps for understanding the various channels, content and keywords that drive your best customers 14 Make a list of all of the channels and platforms your customers use. Monitor your analytics for 2-4 weeks to determine which channels are most effective. If possible, monitor first and last touch. Interview your best customers to get a sense of how they found you and decided to sign-up. Performable can automate these steps for you

15. Lifecycle Marketing

16. 16 Emailed Question Phone Response Purchase Product Visited Site Clicked on Ad The traditional funnel marketing doesn’t go past the first point of conversion

17. But today’s customers build relationships with brands over time 17 [ -----------------------------10 – 15 months-------------] [--- 2-4 weeks--]

18. Practical steps for marketing throughout the entire lifecycle Identify all of the milestones customers go through. Include activity like: help desk requests, customer feedback channels, reviews and other key interactions. For each touchpoint you identify, start recording interaction events in your analytics platform. 18 Performable can automate these steps for you

19. Tactic: Meet People at the Door Embed a chat or phone call widget on your website. Put someone in place to monitor any incoming chats. Have conversations about questions, expectations, and general experience. Share with others on your team and change your marketing appropriately. 19

20. Tactic: Interview your Passionates Identify your very best, most passionate customers. Interview them to hear them tell you in their own words why they’re passionate about you. Record what they say and embed that content in your marketing and sales collateral. Reward your passionates! 20

21. Turning your insights into action

22. 22 Traditional analytics give you information, but don’t enable you to easily act on it Photo by Kishisaka: http://www.flickr.com/photos/70681780@N00/4194694672/

23. 23 Communicating effectively to today’s customers will require closing the gap between marketing analytics and email

24. Practical steps for connecting your messaging to customer insights Stop mass emailing. Segment your emails based on customer behavior or milestones reached. Conduct A/B testing to determine your most successful messages by segment. 24 Performable can automate these steps for you

25. Recap Today’s customer is multichannel. Your marketing strategy should be too. Today’s customers develop relationships over time. Learning to market to them at various stages of their lifecycle is key. Insights without actions are worthless. Tie your analytics to your email and communications strategy. 25

26. A brief overview of Performable

27. 27 Tracks across channels web, email, social, mobile, billing services etc. Tracks over time Unique user profiles from first click to latest interaction Enables you to act Built-in email automation tool so you can message based on behavior Up and running same-day Easy to use and integrate with other marketing tools

28. 28 Want to talk specifics about using Performable for your company? Call us at 888-268-6035 or visit http://www.performable.com

29. Thank you… Questions? 29 Joshua Porter VP of Customer Experience Call us: +1888-268-6035 Follow us: @Performable www.performable.com