The Lifecycle Loop The New eCommerce

Sales Funnel #LifecycleLoop

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Sam @Mallikarjunan Head of eCommerce

Marketing @HubSpot

Irv Brechner Executive Vice President Corporate Communications Acquirgy.com

Ask questions at any time:

Use hashtag #LifecycleLoop or

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Lead Conversion in the

Age of Immediacy: New Tactics to Turn Prospects Into Lifetime Customers

They are used to:

Instantaneous email responses to orders

Clicking remotes

Instant messaging

Texting

Constant updates of news, sports scores

Consumers Live in a

World of Immediacy

They Are a New Breed of Shopper

They watch TV while using their devices.

They see a TV commercial, email their friends, check out

ratings online, view the advertiser’s Facebook page, and

on and on.

They can easily get distracted from what advertisers want

them to do: place an order!

Delays Common with Lead Gen

Consumers looking for more information often don’t get

responses for days, even weeks.

They can easily lose interest and seek out a competitor,

especially in a world where instant response has become

the norm.

The “Holy Grail” of Lead Gen

Consumers who respond to TV and radio commercials by

calling or going online get email responses in minutes.

Email responses are relevant, timely and have a strong call

to action and offer.

The “Lifecycle Loop” makes it happen.

The Lifecycle Loop

So easy, pretty, and simple to understand, ain’t it?

The Conventional Linear Buying “Cycle”

How Inbound Marketing Works … and what tools you can use.

Reality is more complicated: The inbound relationship lifecycle

Reality is more complicated: The inbound relationship lifecycle

– Missing key phases of

the buying cycle and

marketing process

– Considers “Influencers”

an end-state

– Considers “Buyers” and

end-state

It’s not an end-state

It’s an infinite loop

This breaks the classic

eCommerce Funnel

eCommerce marketers

are late to the game –

always focused on the

sale. If you’re waiting

until the customer is

ready to buy to engage

them, you’ve already

lost them.

So we started converting people

earlier

Blogging Adoption Is Rising Does your company have a blog or similar content channel?

Frequent Blogging Is Critical 72% of marketers who saw ROI from Inbound Marketing blog at least once a week, and marketers who blog are 155% more likely to see ROI from Inbound Marketing.

More marketers are adopting

pre-transactional conversions

Research Phase Corey’s not just building her contact list,

she’s generating predictable future sales

revenue that she can analyze and optimize:

𝐶

𝐷∗ 𝑉

C = # of new customers,

D = # of downloads,

V = Average LTV

The marketing activities and tools to this point add up to the Cost Of Customer Acquisition

Now her focus shifts to increasing Charlie’s Life Time Value

Customer LTV Is A Profitable Focus Companies that saw ROI by LTV focus rating

The Focus of our eCommerce eConomics

needs to change

“But I get my business through word-of-mouth…” …there’s a math for that!

On a scale of 1 to 10 (one being very unlikely and 10 being very likely), how

likely are you to recommend the Fakasonic VT30 to a friend looking to

purchase a new TV?

Target the right content, engagement, and experience to

people in each phase

Be sure you’re tracking the right metrics in each phase.

Instead of just having someone own a “channel”, someone

should own the phase.

Calculate and track your LTV:COCA and segment by buyer

persona

Get started today.

THANK YOU

QUESTIONS?

Ask questions:

Use hashtag #LifecycleLoop

or

Use the WebEx Questions Panel