#9-lifecycle-expansion
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@Jeanne Talbot As to ways to learn about lifecycle marketing, I would spend some time with the B2B marketing podcasts. Opscast, B2B marketing by Dave G, digital cx. Hear from the other side of the house. Lets talk, I have an idea.
Lifecycle is a career skill gap for me. Looking for courses, webinars, podcasts, book recommendations, etc. particularly around adoption and expansion campaigns.
Hello Krutika, what are your goals or what is the story you're hoping to sell to ELT?
Hello all! Iām putting together a deck/proposal on the art of possibility between Customer Marketing and the Renewals team - for upsell, retention, cross-sell. Any tips on key topics I should cover? Also, if anyone has insights on what has worked well with executives, Iād love to pick your brain. Thank you! š
Shetal!
I have been noodling on some 30 min live demos of our add on products. Would love to know ab it more about how you're running those and where you're seeing success, esp with us sharing an ICP š
Hi Clay. Echoing a lot of what Rachel just mentioned. We are doing a "grow with us" series of emails, product update webinars, and 30-minute product demos (15 minutes of research/data-based content and 15 min of product demo). The goal is to encourage customers to "grow with us" through educational content and eventually influence adding products. We also incorporated gifting for strategic ENT accounts from our ABM list. Like Rachel, the product update and demo webinars perform best and drive expansion pipeline.
We also do a quarterly product update webinar, highest engaged and attended and it always produces about 80-100 handraisers. It;s a retention/upsell lever. It showcases new products, our product team is there to engage customers, and we always get the non-salesy opportunity to show off our new shiny products that are often also upsells. So upsells are not the primary objective for this initiative but it does a great job of creating leads.
Note: I won't do a webinar without a poll to capture handraisers (an option for customers to ask for more information from their AM). This drives anywhere from 20 to 50 leads on average, depending on the topic.
Thanks for sharing Irwin!
Clay, I think lately we've been so heads down we haven't been super creative. We did do a "summer school" series as we are an L&D company with several topics relevant to upsell products, but that were also educational for any customer that did really well. It was a fun engaging theme and the topics were well liked as we spent the majority of the sessions reviewing examples of ways to design programs/build out content tracks/market your campaigns. The tangible templates and examples were highly liked and generated a lot of interest in our add on products.
@Nick Venturella welcome to the lifecycle channel. @channel who here is interested in helping manage this channel? I know a few of your messaged to say you'd be interested.
Just came across this free online conference by Martech. Lots of great sessions and a few on lifecycle marketing. Just the agenda is worth looking at.
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