<p>Multichannel
Lifecycle Marketing
Print, Email, and
Marketing-automation Strategies
for the Complete Customer Lifecycle
Using a variety of channels to reach
your audience within a single,
multi-level campaign or across
multiple campaigns.
Also known as multi-touch marketing or cross-channel marketing.
Multichannel marketing
A focus on the individual and their
journey with your brand.
Lifecycle marketing
Customer lifecycle
APPROACH
Define your
Stakeholders
Define your ideal leads (use a
persona profiler)
Segment your list based upon
personas
Send relevant messages to
each segment
Use progressive profiling to
reduce form abandonment and
learn more
Target audience
Inbound (pull)
Educational documents
Website
Landing pages
Video/audio
Microsites
Free trials/demos
Blogs/articles
Social media
Outbound (push)
Blast email
Drip campaign
Nurture campaign
Media announcements
Social media
Methodologies
For example…
Inbound content (eBook)
Outbound content (email)
CAMPAIGN
Organize your
Email
Social media
Press releases
Landing pages
Video
Podcasts
Partner mentions
PPC/CPC
Surveys
Landing pages
Microsite
Website
Content marketing
Syndication
Direct mail
Mass media
SMS
Outbound calls
Vehicles
For example…
Project manager (Insight.ly)
CRM (CCM)
Email automation
(Act-On Software)
Email verification
(EmailonAcid)
URL shortener (Bit.ly)
URL builder (Google)
QR code generator (QRstuff)
Press release distributor (24-7
Press Release)
Website (WordPress)
Analytics tracking (Google
Analytics)
Social-media aggregator
(Sendible)
PDF syndicator (edocr.com)
Slide syndicator (SlideShare)
Video syndicator (YouTube)
Podcast syndicator (iTunes)
Technologies
For example…
When it comes to
CRM technology
and its usefulness
to you in your
marketing efforts,
look for:
Email integration
Social-media integration
Customer-data tracking
Lead scoring
Support
Analytics
Customization
CRM application
When it comes to