Lifecycle Marketing: Conquering Customer Engagement

Apurva Pathak | July 5, 2022 | 282 views | Read Time : 03:00 min

Lifecycle Marketing
Marketers know it's rare to capture a customer's attention on the first brand encounter. Customer loyalty takes time, thought, and brand trust.

What if your marketing strategy included all these elements and more? Lifecycle marketing boosts customer engagement, revenue, and brand growth.

Lifecycle Marketing at a Glance

Lifecycle marketing is a set of strategies that a company uses to positively influence customers as they move from one point in the marketing cycle to the next.

Stages of Lifecycle Marketing

A brand’s lifecycle can be short, like Nespresso’s, or long, like Mercedes’. Both have the same goal: to win over a customer and keep them coming back.

Stages of a lifecycle marketing plan:
  • Awareness
Prospects learn about your company. This is where you can catch their attention and reel them in to the next stage.

  • Engagement
Prospects begin interacting with your brand. They want to learn about your offerings through different channels like email, websites, and social media.

  • Evaluation
Here you provide your prospects with information on your product or service so they can move towards making a purchase decision.

  • Purchase
Your prospect buys your product or services and becomes a customer. Ensure that you make the purchase experience simple.

  • Support
After-sales service is crucial for maintaining your brand’s reputation. At this stage, make sure your customers are satisfied with your product through excellent customer service.

  • Loyalty
Your customers become your brand ambassadors and promote your product to their contacts.

What Does Lifecycle Marketing Do for Your Business?

  • Helps grow your customer base through elevated customer experience
  • Improves sales by turning a one-time buyer into a returning customer
  • Turns customers into brand advocates who promote and vouch for your brand
  • Improves marketing ROI and lifetime customer value (LCV)

Spotlight

Red House B2B Marketing

Red House helps clients achieve results through strategic planning, account-based marketing and content marketing, as well as services such as automation support, content development, creative and analytics. Our expertise includes healthcare, financial, manufacturing, supply chain, technology and telecom.

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Unlock Channel Partner Engagement with These Three Tricks

Article | February 16, 2022

Channel partners are a bridge between businesses and their customers. They are crucial for increasing sales, achieving revenue targets and tapping new opportunities in new markets and verticals. Because of this, businesses want to strengthen their relationships with their channel partners, such as distributors, resellers, or technology partners. "Distribution is the single most viable alternative to complement and supplement a direct sales organization." – Phillip L Peck, Former Director of Sales for EagleBurgmann Do you rely on channel partners to reach your customers? Read on to find out how you can enrich your channel partner relationships. Channel Partner Enablement Channel partnerships need enablement through engagement. The right content, proper tools, and accurate information about your products, customers, and territories drive this engagement. Continually improving and retaining a good relationship with channel partners is imperative to bring in sales and revenue, increase market share and improve your bottom line. Here are the three tricks that can help you boost your channel partner engagement: Don’t Let Partners Fend for Themselves Identify what your channel partners are looking for to increase their productivity. Product training resources and marketing collateral that are full of crucial information add value to your channel enablement plans. Crisp and to the point, product information allows partners to grasp and adapt to any change. Constant support and enablement encourage partners to do more. A sophisticated partner relationship management (PRM) software can help you organize resources, track progress on leads, and understand the partners’ performance. Channeltivity, a partner relationship management software provider, helped Outmatch, a hiring experience stack provider, grow their partner base by over 300% without hiring new staff. This is a great example of PRM software’s success in managing partnerships. Create a Strong Channel Partner Program Your channel partner program shows how committed and involved you are with both the channel partnership and your end customer. Partners who work with other businesses might analyze you through every interaction they have with you. Ensuring that you treat all your partners — enterprise-level, small or mid-sized channel partners — the same way can help create healthy partnerships. Keep Communication Channels Open Find the right and most effective way to communicate with your channel partners so you remain on the same page. To increase engagement, remain approachable and listen to your partners with an open mind. Address concerns or suggestions rationally and ensure that your communication is clear and goal-oriented. Microsoft Teams, Facebook groups, and Slack can add a personalized touch as compared to sending out email blasts. Consider using a PRM tool that offers messaging features so you can collaborate, communicate, and document your interactions with your partners. Transparency in communication will increase partner productivity, profitability, mutual trust, loyalty, and partnership longevity. Key Takeaways Offering rewards for exceptional performance, aligning your partnership strategy with your partners’ needs, and maintaining clarity in communication can bring you the output you expect from channel partnerships.

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Online Multi-channel Marketing: Customer Outreach Redefined

Article | January 24, 2022

Marketers strive to expand their marketing efforts to new channels to connect with their target audience through multi-channel marketing effectively. Channels such as email, websites, social media, display ads, and retail storefronts become touchpoints to connect with customers about their product or service. So, let us delve into multi-channel marketing (MCM) and understand how it helps you elevate your customer experience. Multi-Channel Marketing: A Multiverse of Possibilities When a customer browses a product on an e-commerce website, his social media ad recommendations reflect that. He may also receive a coupon in his email so he can complete his purchase. This is the essence of multi-channel marketing. According to Stellardigital, 72% of consumers prefer to engage with brands and enterprises through multi-channel marketing. With this in mind, businesses use marketing automation for its ability to streamline the complex criteria of MCM campaigns and boost their accuracy. MCM campaigns are sophisticated and detail-oriented in both, one-to-one interactions and broad demographic targeting. MCM facilitates: • Casting a Wider Net: Extensive Reach Marketers can reach a wider demographic through multiple channels. The target audience has a choice to interact with your brand through a medium they prefer and find comfortable. This factor can contribute to conversions. • Creating Multiple Touch Points: Improved Engagement Multiple touchpoints can enrich your marketing funnel and help you collect more data. This data will help you better understand your customers. It can also give you insights into what kinds of promotions work best for your audience. • Unified Marketing Approach: Brand Consistency Continually marketing on different channels ensures that you maintain brand consistency to attract customers. It could be a great way to help improve the reputation of your brand on the market so that your customers continue to buy from you. Hiccups in Implementing MCM Implementing MCM may not be a smooth-sailing ride. Here are some of the issues you might face while carrying out MCM campaigns: • Lack of Control You cannot funnel your audience to a specific medium you prefer. For example, a telephonic conversation may generate more conversions than a website. However, many customers prefer to order online. So, your chances of getting conversions dwindle. • Tedious to co-ordinate Many channels work in tandem in MCM. It is overwhelming to manage cross-promotions and integrated marketing together. Co-ordination might be the biggest struggle on the pathway to MCM success. • Expensive and Time-Consuming MCM campaign management is draining and time-consuming. You might have to hire dedicated staff that can devote time to the campaigns. In addition, MCM can be an expensive endeavor if your goals are not clear. Ensuring MCM Success Despite the challenges, you can execute MCM successfully by following these steps: • Get Acquainted With Your Audience Find out which channels your target audience spends most of their time on. This information will increase the efficiency of your MCM campaign. • Break the Channel Silo Ensure that in cross-promotional initiatives, different media and channels complement each other. • Test Your MCM Campaign Engage control groups to test the efficiency of your MCM campaign to avoid any mishaps and unexpected pitfalls. • Establish Multiple Touch Points Utilize touchpoints like social media, email newsletters, mail-in items and surveys to provide additional information on your product or service to your target audience. Wrapping It Up The biggest advantage of multi-channel marketing is that it reaches out to a broad demographic. It can amplify your marketing campaign’s reach and frequency and deliver your messaging effectively. An example of a successful multi-channel marketing strategy would be Apple. Apple’s physical stores are customer touchpoints that help Apple offer an immersive brand experience without pushing customers to make a purchase.

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Simplify Channel Partnerships with Channel Partner Management Software

Article | February 10, 2021

Channel Partners: Scale Your B2B Sales B2B organizations form alliances with like-minded, goal-oriented channel partners such as resellers, distributors, service providers, vendors, agents, or retailers to increase their market share and scale their growth. Channel partners help organizations venture into new markets, passionately co-sell their products, market their offerings to customers, and achieve revenue through sales. As a result, you can focus on efficiently utilizing your existing resources to innovate and offer exceptional customer service instead of hiring new employees. In a candid conversation with Media 7 about the growth of the partner market. “We're working with some huge brands at the moment, we're giving companies a faster way to start Partner Marketing. Find the partners you want to work with, or the publishers or creators or affiliates, to promote your business.” Sam O’Brien, CFO at Affise How Do Channel Partnerships Drive Revenue? More than 90% of company executives and channel leaders expect to increase revenue directly through their partner ecosystem. (Source: 2021 Annual Channel/Partner Marketing Benchmark Survey conducted by Demand Gen Report and Channel Marketer Report) In a channel partnership, the ground rules for revenue generation are laid beforehand. Channel partners optimize their performance to match each other’s expectations. The revenue in channel partnerships is governed by the type of partnership. Some of the most popular channel partnerships are channel value-added resellers (VARs), service delivery partners, technology alliance partners, cloud service providers, and high-velocity partners. Channel partnerships drive revenue by: Increasing a brand’s market presence through the channel partner’s credibility Leveraging an already established customer base to improve brand recognition Enabling the sales channel using defined processes that accelerate lead conversion Offering a bigger network of connections in the target industry domain A revenue performance management strategy uses partner engagement data from marketing assets that help close deals. It helps you understand how every part of your partner network is performing and which areas need extra attention. You can do this effectively through partner relationship management (PRM). Read on to find out the finer details of PRM. Partner Relationship Management: How to Net on Channel Partnerships? Partnership relationship management is a combination of processes, software tools, and strategies that help businesses optimize their channel partnerships. Channel partner management software usually includes a partner portal, a customer database, and tools that allow businesses and partners to manage leads and opportunities. A PRM system also gives insights into the sales and revenue metrics to understand how well a partnership is faring. You can track inventory, product pricing, operational efficiency, and discounts through a PRM system. Streamlining PRM According to Gartner, PRM has expanded considerably in the past decade. In tandem, the importance of closely managing channel partner performance and partnership processes has increased. A good PRM solution for managing partner relationships takes care of the following parts of a channel partnership: • Partner Recruitment: Score and recruit partners based on an ideal partner profile to kick-start a successful partner program. • Partner Onboarding: Onboard ideal partners to your partner program to increase revenue and enter new markets confidently. • Joint Business Planning: Plan business strategies with partners to optimize partner sales processes. • Partner Training & Certification: Train and certify partners with on-demand product training and onboarding programs. • Partner Enablement: Provide partners with resources like playbooks that are industry-specific, covering sales cycle stages, and product details. • Lead Distribution & Management: Monitor, organize, and score leads based on their categories and assign them to channel partners. • Deal Registration & Management: Get insights into the channel’s sales after partners register their deals. • Marketing Development Funds (MDF) Management: Manage and process MDF applications from partners, tracking payments, and marketing campaign approvals. • Partnership Contracts Management: Manage special provisions, signing, documents, and archiving of partner contracts. With the help of automation, reduce labor costs, limit liabilities, and increase efficiency. • Partner Solutions Marketplace: Connect channel partners with prospective customers through a unified solutions marketplace. • Partner Performance Management: Optimize partner program by analyzing dashboards and reports that show the status of leads, and opportunities. • Communication & Collaboration: Communicate with partners at every stage of the sales cycle. Monitor opportunities and collaborate in real-time with partners about new deals. A great example of how channel partner management software can streamline partner management would be Halodata. As a leading distributor of information security products and solutions across Malaysia, Indonesia, and Singapore, Halodata managed a network of 80 resellers that sold 10 different products. The company invested countless hours into training, deal management, and coordination, which was challenging and affected its performance. Streamlining processes was crucial. It found a solution in Kiflo, a channel partner management software which helped define deal registration, set a clear business plan, and organized resources effectively. Halodata’s indirect sales went up by 33% in a year with Kiflo’s help. B2B Businesses Are Creating a Sales Machine with PRM Software B2B executives are giving priority to consolidating multiple systems into one to provide simplified support to their channel partners. The partner relationship management market size is set to reach $1994.76 million by 2026 (Market Research Future). The changes in digitization, the expansion of businesses in new territories, and the need to create external partnerships to strengthen sales channels are driving the market’s growth. Getting buy-in for PRM is no longer a hassle for B2B executives because they use partner management software for: Achieving productive marketing Providing partners with robust marketing material, implementing an MDF program, and periodically updating co-branded marketing materials that can be accessed through PRM software brings in more revenue. Addressing partner oversight PRM software provides analytics and reports that can give you insights into your partners’ performance. These insights can help you make critical changes to your channel strategy to achieve optimum results and avoid oversight. Real-time partner feedback Your channel partners can provide actionable insights that can help you adjust your approach to addressing customer pain points. Read more about effective channel partner management. Conclusion Based on the unique requirements of a business, channel partnerships take shape. They can be effectively managed using PRM solutions and enhance revenue growth strategies across different touchpoints. FAQ What features should you look for in PRM software? Some features that you should look for in a PRM software are partner profiles, partner portals, partner performance management, data integration, partner marketplace, and partner contract management. How does PRM help increase ROI? Partner relationship management helps increase ROI by providing businesses with a comprehensive view of how well their channel partners are doing, how they can empower their partners to do more, and what steps need to be taken to strengthen the partnership. How can you create a successful partner relationship management strategy? You can create a successful PRM strategy by using insights from PRM software to make decisions, streamlining lead management, onboarding, and training partners, and preventing partner churn through transparent communication.

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SaaS Businesses Are Booming Through Channel Partnerships

Article | May 20, 2022

Today’s SaaS companies build their brands, expand their customer base, smartly utilize their resources, and scale their revenue through channel partnerships. More than 40% of the $5 trillion global IT market is in North America. It accounts for more than 10% of the United States national economy and 11.8 million jobs. These numbers are possible because of successful channel partnerships within the SaaS ecosystem, which is made up of software publishers, computer systems design firms, computer programming service suppliers, and facilities management companies. Carahsoft, a government IT solutions provider, resells DocuSign’s e-signature services to the public sector. Consequently, 800+ local, state, federal, and tribal agencies use DocuSign. A SaaS channel partnership similar to this benefit both partners and helps them generate revenue. “We’re seeing more and more early-to mid-stage SaaS companies look to partnerships as a means to achieve their growth goals,” said Tyler Calder, Vice President of Marketing at PartnerStack, a partner management platform. “For many SaaS companies, getting started with an ambassador, affiliate, or referral program is the first step in developing a partner ecosystem strategy.” Which Type of SaaS Channel Partners Bring in the Revenue? System Integrators- This kind is ideal for complex products that need integration into an existing IT ecosystem. Distributors- They provide an established distribution channel for their vendor’s product Value-added resellers- They contribute to customer acquisition in new markets. Managed service providers (MSP)- They monitor and maintain the IT infrastructure. IT consultants- They provide independent IT advice, project management, and administrative services SaaS companies generated 21% of the total revenue through channel partnerships, says SaaS Capital, in a 2018 survey. Your Muse List for SaaS Channel Partnership Commitment- Are your C-level executives ready to commit to a channel partnership? Also, consider human resources and budgeting to dedicate to the partnership. Product readiness- Does your product appeal to your prospective channel partner? Ensure that your partner can get support and training to sell your product independently. Focused sales & marketing teams- Do your sales and marketing teams have enough enablement material to help the channel partner sell your product effectively? You may want to consider preparing case studies, videos, scripts, and ICP documents in advance. Streamlined operations- Try consultation or an expert opinion to figure out what kind of support you can provide to your partners through your sales, marketing, and success teams. Last Word Though most partnerships start as an experiment for growth SaaS companies are steadfast today. They are redefining the way businesses operate and scale while acting as the backbone of revenue generation.

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Red House B2B Marketing

Red House helps clients achieve results through strategic planning, account-based marketing and content marketing, as well as services such as automation support, content development, creative and analytics. Our expertise includes healthcare, financial, manufacturing, supply chain, technology and telecom.

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HMI Performance Incentives Wins a B2 Award For Channel Marketing Strategy

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HMI Performance Incentives Wins a B2 Award For Channel Marketing Strategy

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Evolution Measurement appointed USA and Canada sales channel partner for DMA

Evolution Measurement | August 08, 2022

Evolution Measurement are proud to announce that they have been appointed as channel partner for Italian flight test instrument manufacturer, D. Marchiori Srl. (DMA) in the USA and Canada. DMA design and manufacture test equipment for aircraft systems and components such as: RVSM compliant Air Data Test Sets and Systems; Pitot-Static adapters and air data accessory kits, fly-by-wire flight control surface movement analysers; tachometer test sets; absolute pressure calibration standards and transfer standards; tilt tables and equipment designed to customer specifications. They also produce laboratory and production grade instruments as well as a comprehensive range of flight-line instruments. DMA’s precision aircraft ground test equipment is used in over 80 countries worldwide by established overhaul bases, civil airlines and general aviation and DMA are unique in being the only manufacturer to produce both test sets and a complete range of pitot-static adapters. Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.” Evolution Measurement’s Managing Director, Paul Crowhurst said, “Always delighted to be working with DMA, their flight test equipment is truly world class and we are excited to present the product range to our customers. We have detailed experience of this vibrant market and we’re looking forward to growing DMA’s presence in the USA and Canada.”

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Seemplicity and Checkmarx Partner to Streamline the Discover-to-Remediation Lifecycle

Checkmarx, Seemplicity | August 08, 2022

Seemplicity, the first risk reduction and productivity platform for modern security teams, today announced that it has partnered with Checkmarx, the global leader in developer-centric application security testing (AST) solutions. The partnership will see the Checkmarx One Platform integrated within Seemplicity's Productivity Platform, allowing joint customers to simplify the entire find-to-fix lifecycle and ultimately accelerate the time to remediation of vulnerabilities found throughout the software development lifecycle (SDLC). The integration brings security findings discovered by Checkmarx into Seemplicity's platform that provides a unified picture and workspace for risks posed to the organization. Seemplicity's deduplication, prioritization and workflow capabilities combined with Checkmarx' context-aware correlation engine empower organizations with both the visibility and operational efficiency required to successfully drive risk down at scale. The joint solution is deployed by both managed security service providers (MSSP) as well as security teams within large enterprises. "We are very pleased to partner with Seemplicity, a company that demonstrates true innovation to the real challenges faced by development and security teams today," said Checkmarx VP of Strategic Channels and Alliances Mark Osmond. "We are very pleased to partner with Seemplicity, a company that demonstrates true innovation to the real challenges faced by development and security teams today," said Checkmarx VP of Strategic Channels and Alliances Mark Osmond. "This partnership and the integration of our two platforms will bring the future of work to application security teams and reduce time-to-remediation for our joint partners." Checkmarx is working to drastically reduce risk by delivering seamless application security management from coding to deployment, to day-to-day management. Integrating and automating directly into DevOps processes enables organizations to confidently manage and mitigate more effectively in less time. "Our partnership with Checkmarx is very exciting for us and stems from our shared philosophy of making work for security professionals easier, better, and more fulfilling," said Sharon Besser, SVP Business Development Seemplicity." This integration enhances the security teams' performance and provides a strong foundation for any enterprise to scale security functions in pace with business growth. As the threat landscape continuously evolves and the talent shortage increases the workload on security workers, our partnership will let security teams feel confident that they not only are able to find all the vulnerabilities, but to get the fix done quickly and efficiently." Checkmarx and Seemplicity will hold a joint webinar discussing the future of work for AppSec teams touching on; how to rapidly reduce backlogs, how to gain full visibility and remediation for the entire enterprise, and how to prioritize fixes based on severity and workload. Sign up for the webinar on August 4, 2022, at 10:00 am (EDT) here. About Checkmarx Checkmarx is constantly pushing the boundaries of Application Security Testing to make security seamless and simple for the world's developers while giving CISOs the confidence and control they need. As the AppSec testing leader, we provide the industry's most comprehensive solutions, giving development and security teams unparalleled accuracy, coverage, visibility, and guidance to reduce risk across all components of modern software—including proprietary code, open source, APIs, and infrastructure as code. Over 1,600 customers, including half of the Fortune 50, trust our security technology, expert research, and global services to securely optimize development at speed and scale. For more information, visit the Checkmarx website, check out the blog or follow the company on LinkedIn. About Seemplicity Seemplicity is revolutionizing the way security teams drive and scale risk reduction efforts across organizations by orchestrating, automating, and consolidating all remediation activities into one workspace. As the first productivity workflow platform created for modern security teams, Seemplicity transforms the remediation process into a streamlined and collaborative effort that can easily be utilized by developers, DevOps, and IT across the organization, helping them achieve complete operational resilience and establish a truly scalable security program. Seemplicity was founded in 2020 by cybersecurity veterans Yoran Sirkis, Ravid Circus, and Rotem Cohen Gadol, and its customers include Fortune 500 and publicly traded companies. For more information visit www.seemplicity.io

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