#lifecycle
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Sorry - just seeing this now - but I also saw another thread with answers . . . so a little confused.
+1 @Rachel Ward
Also, I would add I have one person on Lifecycle - which is not nearly enough. She spends 50%+ of her time on expansion as we have large rev goals to hit. Then the other ~50% on the newsletter, product updates/adoption, and an SMB initiative we are supporting. I am hoping to prove the value and then build out the team.
+1 @Rachel Ward! Would love to see your deck.
@Rachel Ward -- i'd love to see your deck, if you're willing to share! trying to align multiple journey mapping processes across marketing and CS currently and would love to see another buy-in deck for inspo 🙂
Thank you so much for all your helpful inputs! While we're not quite ready to kick off our lifecycle marketing yet, your insights are really valuable. These points give me a clear idea of how we can eventually integrate our current email templates and nurturing campaigns into the CLM plan. Appreciate your support and guidance! 🙂
@Krutika Mathihalli I think 30/60/90 plans are entirely dependent on the existing program (or lack thereof). Does lifecycle already exist and you're taking it over or are you wanting to start from the ground up? Does the company send any marketing emails right now (I hope so) and if so who does that today? What kind of team is in place? There are so many factors and that may be why there isn't a reply to your inquiry here. There just isn't a templated plan that applies to most use cases.
Hello! Is anyone willing to help share any 30-60-90 plan on Lifecyle marketing? I'm wanting to pitch this internally, but never owned the lifecycle marketing in previous experiences. Will be grateful to receive any tips or resources. Thank you!
I used to run the listing from hubspot of returned messages and send them to the CS group for updates. Unless the number was low, then I'd update and notify instead.
Hi- Just had an interesting conversation with a customer marketer who cleaned up a segment of their customer contact database. What jumped out at me was the % of customers that were no longer at their company. Has anybody done the same cleanup? If so, you may have a gut sense as to what % of customers did you have inaccurate information for (e.g. title, location, no longer at their company, still at company but no longer using your product).
Hi happy to help too!
Hi Rebecca. Also happy to connect and share a few examples of integrated expansion campaigns.
DM me your emails
Hello to all- I am working on a piece about marketing abdicating cross-sell to sales and is there a role for customer marketing. Would live to get some feedback and a reality check before I hit publish. It is going to be on the bold side. Anybody interested in taking a look.
@Kevin Lau I'd love to see too, if possible!
Hi everyone - we are just starting our lifecycle efforts and are first focused on expansion.
Does anyone have any examples they can share of an integrated campaign that worked well, including in product messages, emails, webinars, paid ads, 1:1, etc? I'd like to paint a vision of where we could be in 6-12 months across teams. One of my challenges is that people are working in silos and I want to get everyone inspired to work together. Thank you!
I would love to see this plan as well if possible!
hello, I'm putting a business case together for lifecycle marketer headcount, does anyone happen to have a 3month, 6month + success plan for such a role?
Planhat just released one of the better studies I have seen in a while. Beyond Advocacy: Untapped Potential of Customer Marketing. What jumped out at me was how big of a challenge having accurate customer contact data is. If this is a challenge for you, lets talk.
Does anybody have experience using InMail to communicate with former customers. Would love to chat 1-1 to show you what I am doing and help in choosing from some of the options InMail offers.
that's in a different group, but i'll suggest it to our MOPs team anyway. good call out.
@Becky Scott There are also some studies out there that indicate that CSM Health Score is consistently on point - not sure if I completely buy in to that one, but you may want to weight in within your calculation.
like that!
I'd take a look at product usage, help desk tickets, usage of the academy, and community participation.
(and if there are resources out there that address this, please let me know)
we're looking at health scores for accounts & thinking about automating a score for lower tiers. but still researching health metrics. has anyone else automated this? if so, what did you use for the criteria to measure the health of accounts?
Thank you @Kevin Lau. I do not know the answer so great question to ask.
Might be helpful to level set with this group on how they define lifecycle at their company - do they have someone that actually does journey mapping or is that the scope of your role that you would be building out? This would be helpful so you can deliver more surgical and targeted programs at each stage of the journey.
Hi everyone! I am new to this group and actively looking for a customer marketing role. Wednesday-Friday, I am in what I hope are final 4th round interview with 5 people from the Marketing team. I would be responsible for customer experience around their services and customer training for their precision radiation oncology instruments in the Americas. This is a new role for them. I am interviewing with the Director of Global Services and Lifecycle Marketing. I will be collaborating with this team. I am going to ask him how he sees this collaboration working.
I also want to ask question that would help me understand/uncover how he approaches lifecycle marketing for the company’s services and the challenges, opportunities or any red flags.
What 1-2 questions would you recommend I ask that will help give me pertinent information? Thanks!
We started doing this last year and it’s gone down really well with our customers. This and a quiz around product to identify knowledge gaps/highlight features they were not aware of. Really good engagement from these types of messages.
This the the year customer marketers may want to consider going for some big wins at your organization. I just received this report from the Boston Globe newspaper regarding my engagement with their product. For B2C an annual report makes sense. For B2B perhaps quarterly. This is an example of a cross organizational, high profile initiative to start working on. It may take a while to pull off and the naysayers will say we do not want customers know they are low utilizers. Then, either filter them out of the report or use it activate customers.
@Rebecca Grossman yes, super helpful, it is indeed such a high-level question that your points help with refinement. Appreciate it
Hi - that's a big question. My advice is:
• make a list of everything you can upsell/cross sell
• do you sell via slg or plg?
• determine the ICP, both the company and the contact - who is the decision maker, who is the influencer for each of the things you want to sell and what is the trigger that will determine that your customer needs your solution
• then determine a cadence of content related to the problem that your solution is focused on, figure out how/where to deliver it
• figure out your cta and how you will route interested customers to sales
does that help?
Hi crew, does anyone have foundational advice /templates on approaching cross sell or upsell campaigns within the existing install base for a B2B SaaS/fintech company?
@Shannon Howard Yup, easily repeatable content, or only requiring minor tweaks like brand examples, or language based on geography.
But on the topic of inviting as many people, often a user base might be too small, or potential yield so small that you’d get tempted to invite prospects to those webinars as well, but I think the content will then have to be more generic. So also keen to learn from anyone, when it makes sense to be creating webinars for exiting users only. Do you go based on install base/user audience size, or potential opportunities and $$.
Hi crew, anyone here has figured out how to run a scalable virtual event/webinar series for their B2B company focusing on products for existing users that has English and non-English versions? I’m keen to especially learn how you tackled scaling content creation and promotion.
Hiya! Does anyone have a lifecycle comms framework or comms journey map that they love and would be willing to share? TY!
Is anybody using LI AdvancedPlus to keep track of when a customer leaves their organization and where they have gone. There is some info on LI’s marketing, but not enough to be helpful. My key question is, unlike a sales person who wants to keep an eye on their contacts I would need to keep an eye on contacts across many sales people. And if it is manual, it would be too painful.
@Kevin Lau Thank you so much- that would be VERY helpful!!
<!channel> hello everyone! I'm in process of pitching a Lifecycle Marketing Role to my leadership team. Does anyone have any killer job descriptions/Lifecycle role pitch materials that have been successful?
<!channel> - @Katherine Leung would like to learn about running a marketing campaign, can you make suggestions?
There are a bunch of Forrester reports on lifecycle that have either just come out or have been recently updated. If someone is at a company that is is FORR customer they can ask the seatholder to share with them.
Does anyone in here use and do you all have any lifecycle marketing strategies? @ is looking for some direction <!channel> @Irwin Hipsman @Rebecca Grossman
Would you all mind throwing an article or something interesting in here once a week? I know you all have a few resources you watch so if we bring it together 🔥 for all of us. 🙂 <!channel>
Anything good in the lifecycle space this week? <!channel> - Let’s also welcome @Catalina Lueders
I really like the idea of segmentation for sending communications. I think that’s the best way to motivate customers to take action. That being said, what data points do you use for segmentation? I know Irwin has been doing a LinkedIn post each week and has shared his, I’d love to see what others have.
@Kevin Bendixen I do not know of any others that have this kind of focus. That being said, I’m happy to help build this channel into something helpful and even hold a monthly lifecycle call if that works for everyone.
Great Timing with this new channel. Does anyone know of other communities that focus on lifecycle marketing? I recently switched from Customer Education back to the Marketing Team and lifecycle fits my role pretty well, so I’m trying to soak in as much as I can.
We’re currently refreshing the trial sign-up page, do you have examples from companies that nail it?
Same @Rebecca Grossman! 🙂