Sponsored by: Extraprise & SDL
Forrester’s Customer Life-Cycle model demonstrates how people DISCOVER a brand either actively or passively, before they EXPLORE and research the brand or the product being considered. If all goes well, they BUY the product and then ENGAGE with the brand post-purchase. Leveraging the DISCOVER-EXPLORE-BUY-ENGAGE model enables marketers to map their activities to customer journeys, ensuring conversions which drive customer acquisition, as well as customer development and retention.
For customer acquisition, marketers need to apply analytics to understand suspects and prospects in the DISCOVER/EXPLORE stage. Even if these people are unknown or the brand is not able to contact them via outbound channels, it is possible to glean important insights for segmentation and content development. Once they are registered with the brand – regardless of channel – it is critical to recognize which prospects have the potential to become profitable customers, by using insights to drive outbound messaging and offers.
After the initial purchase, with both interaction and transaction data now available to the brand at the BUY stage, marketers can more deeply analyze customer behavior to drive repeat purchases, up-sell and cross-sell campaigns and loyalty or advocacy programs. The trick is to engage with the customer in the way he/she prefers, leveraging the appropriate messaging, offers, channels and touch points. Get it right, and the customer will in turn actively ENGAGE with the brand. Beyond customer development, analytics provide insights to optimize customer retention. Mapping customer behavior or engagement against “best” customers will highlight potential issues, enabling marketers to make course corrective actions before profitable customers’ lapse or defect.
During this webinar, you’ll learn how to derive actionable insights to execute strategies for customer acquisition, development and retention – optimizing your marketing activities as customers DISCOVER, EXPLORE, BUY and ENGAGE with your brand.
In this webinar you will learn:
- How does the customer lifecycle apply to customer acquisition and retention?
- What are the insights for each and how do they help the marketer optimize the customer journey?
- How do marketers use insights to profile “best customers” and how can they leverage it in their marketing?
- How do insights help marketers align message and content with the customer journey and create engagement?
Chris Baribeau Vice President, Account Services Extraprise
Chris has spent the majority of his career as a management consultant helping organizations drive revenue through multi-channel marketing campaigns. He is an expert at using analytical insight from customer information to understand customer needs, predict behavior, and create customer interaction strategies that improve a marketing organization’s ability to generate qualified leads and have a measureable impact on revenue. He is responsible for managing Extraprise’s client relationships and leading all engagements. His marketing strategy and analytic expertise, coupled with a deep understanding of marketing technology, automation and processes has made Chris a key factor in the success of our clients’ marketing initiatives. Chris manages a team of marketing professionals and serves as a mentor for their development and growth as database marketing experts. Chris plays an active role in new business development and has been a key player in the fostering of new business within Extraprise’s current account base. Prior to joining Extraprise, Chris was a marketing and customer intelligence consultant at IBM. Chris holds a B.S. in Mechanical Engineering from Worcester Polytechnic Institute.
Rusty Warner, Senior Vice President, Marketing SDL – Campaign Management & Analytics
As Senior Vice President of Marketing, Rusty Warner is responsible for driving strategy for the SDL Campaign Management and Analytics Division, including solutions for Cross-Channel Campaign Management, Customer Analytics and Email Marketing. With more than 25 years in the IT industry, Rusty has a wealth of experience with enterprise software solutions, primarily in the customer intelligence and marketing analytics marketplace. He is an American who has lived in the UK for 16 years, and he supports SDL users worldwide in enabling marketers to deliver engaging customer experiences. @RustyWarner
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