Episode 4: Improve Customer Retention with Customer Lifecycle Marketing
Step by step guide with a template
š This week Iām diving into CLM for you Customer Marketers and for the Advocacy folks, scroll all the way down for an episode on the Advocacy Channel podcast where I talk about how to develop advocates early in the customer journey.
Customer Lifecycle MarketingĀ
Now Iām not an expert in this area but I have done it at 2 companies. By the end of this post, you can start mapping out your customer communication journey!
What is it?
Customer Lifecycle Marketing (CLM) is a data driven, scalable approach to engage with customers across their post-sale journey from initial sign up through engagement, renewal, expansion and advocacy. This helps customers meet their success goals, leading to increased ARR via expansion and retention.Ā
The goal is to remove friction and provide positive experiences during āmoments that matterā to create customers for life.
Another way to say to explain the value isā¦
Customer Lifecycle Marketing centralizes the 1:Many customer engagement strategy so all teams will be aligned and customer needs will be prioritized.
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Letās start with communication channels. A good place to start is to identify all departments communicating with customers post-sale and what channels the use to deliver the message. Here are some that I have seen:
EmailsĀ
In product messages
Events
Community
LMS
Knowledge Base
Next, figure out all the messaging that happens throughout the year. There are three main types of messages:
1:1 Email communications
AE to CSM handoff
Aligning on Strategy and Timeline
Account Manager - Renewal comms
Triggered evergreen communications with self service consumption, based on lifecycle stage, milestones met, actions taken or not taken.
Onboarding - focused on getting new users to first dollar value
Engagement - focused on continuous value to avoid churn
Renewal & Expansion - opportunity to sell moreĀ
Advocacy - find customers who love us and want to share the love
One time messages based on external events such as time of year, webinars, etc,
Seasonal
Product updates
Events
Other, eg industry data, trends
Next, look into who is receiving or who you want to receive messages. This is called Customer Lifecycle Segmentation.
Segmentation by role:
Decision maker
Champion
Day to Day User
Segmentation by customer state:
New/existing customer
Existing deal/no deals opened
Met/has not met milestones
Segmentation by customer attributes:
Stage
Industry
Geos
Letās take onboarding as an example:
You can make a real bang š„ in this phase of the customer journey and in my opinion itās the most fun.
First outline some metrics. Here are some standard onboarding goals:
License Activation
Reduce drop off from sign up to first X
Cut time time to first X
Prevent drop-off / dormancy after first month
Ease CSM enablement - allow them to focus on strategy instead of reiterating how-toās
Then, gather the current content or wishlist of contentā¦
Key Content
1:1 emails from CSM or Onboarding
Quick How-To Videos - 2-5 min in-platform demos that re-iterate the technical side of how to do key things in the platform
Goal is to make the content very digestible, easy to follow and to prevent CSMs from wasting time retraining their contacts
Each video should drive audience to University or Community
Quick Win Guides - Short guides on specific strategies, come in slide and one-pager format.Ā
Should audit and see what other tips / tricks should be added
Admin Tactical Handbook - quick resource that outlines how to establish new strategy as admin / internal owner of platform.
Virtual Events
New Customer Meet and Greet - Virtual event with key members + all new customers. Features outline of important resources.
Topics:
Intros & breakout rooms
Ways to get involved (resources, office hours, events, milestone list)
Info on support
Helpful Hints: Video Series - 2-3 min how-to videos explaining how to do specific actions in the platform. Goal is to supply CSMs with an easy tutorial so they can use meeting time to develop strategy and drive longer term success.
Onboarding Triggered Nurture
3 part triggered nurture track that mirrors the onboarding process and introduces customers to beginner level strategies
Email 1 is a welcome note from VP of CS and an onboarding checklistĀ
Email 2 is a Strategic Guide
Welcome Kit - Trigger a email that links to a Landing Page where customers can fill out a form and select a shirt size. (Ex. Here is my advocacy welcome kit form)
Kit can have a branded t-shirt, socks and a flip book with platform tips.Ā
(Should consider tiering the gift based on company size)
Once you have a good idea of all comms and/or proposed comms, you need a place to see all of this info in order to make sense of it. You know your girl has your back! Here is a template for you all to build your customer journey. I had to remove all my data from the past but I think itās still really helpful.
Hope this helps! All of the strategies used throughout the journey are familiar onesā but the key thing to keep in mind is that the content type, campaign objective, and message you use aligns with the customerās goals and your company values. āļø
For you Advocacy gurus, I was on a podcast last week and I talk about how to develop advocates early in the customer journey & lessons learned along the way! Here is the episode!
If you have any questions or liked this post, hit the like or comment button š. If you want to share this newsletter with your friends, you can send themĀ this link. I'd also shout 'boom-shak-laka' if you shared on LinkedIn like Dana did last week.Ā
See you next Saturday!
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