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Don’t let poorly targeted messages stunt your business’s growth

Here’s how to maximize your conversion and retention with customer lifecycle marketing

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Don’t let poorly targeted messages stunt your business’s growth

Here’s how to maximize your conversion and retention with customer lifecycle marketing

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Get the guide

Building and maintaining customer relationships is a juggling act with several moving pieces. As your business grows, you’ll likely experience an increasing number of requests, purchases and interest in your products — it’s a lot of lead and customer engagement to keep up with!

You may find that your business thrives on the relationships you do maintain, but at times it might feel like your communications with leads and customers don’t always match the level of their relationship with you.

“But knowing exactly what messages to send to people at different relationship stages isn’t always cut and dried. You want to strike the right balance of warming up cold leads and focusing on closing deals with your hot leads.

Perhaps you’ve tried nailing down a communication strategy to make it easier to engage with existing and prospective customers. But knowing exactly what messages to send to people at different relationship stages isn’t always cut and dried. You want to strike the right balance of warming up cold leads and focusing on closing deals with your hot leads.

While sending out something seems better than nothing, you definitely don’t want to target leads with the wrong content, or inadvertently encourage customers to buy a product they already bought.

Business owners just need a better, more efficient way to manage their relationships with leads and customers. Trying to keep track of it all with a bunch of different software tools or even rough spreadsheets just won’t cut it.

If this is you, now is a great time to start thinking about a personalized, lead nurture marketing strategy that’ll boost your sales numbers, and make your customers feel understood and cared for.

Ready to send the right message at the right time?

Learn how to build and maintain high-value client relationships with customer lifecycle marketing.

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Get the guide

Ready to send the right message at the right time?

Learn how to build and maintain high-value client relationships with customer lifecycle marketing.

Many businesses don’t have an established lead nurturing system

If you’re not entirely sure about your follow-up strategy or finding one that works, you’re not alone. According to Forbes, more than 40% of marketers describe their businesses’ sales and marketing strategies as “outdated,” with nearly 60% of them relying on spreadsheets to track their marketing efforts.

Jumping headfirst into lead follow-up without a solid nurturing strategy is like trying to drive to a new place in an unfamiliar town without a map. You know where you need to be and maybe even have a general idea of how to get there, but without a map you’re likely to take longer to find it or get lost.

With online marketing opening up the opportunity to reach infinite numbers of prospects, businesses might expect follow-up to become a bit challenging. This is where customer lifecycle marketing comes in.


“Jumping headfirst into lead follow-up without a solid nurturing strategy is like trying to drive to a new place in an unfamiliar town without a map.

Effective and stress-free effective customer lifecycle marketing does exist

Matching your CRM and marketing automation strategy to the natural phases of the customer lifecycle is a tried-and-true way to keep leads and customers constantly moving towards a stronger relationship with your brand and eliminate follow-up overwhelm. The ability to target segmented groups at five distinct stages of the customer lifecycle alone can drastically improve your business’s ROI.

The key to effective lead nurturing lies not in the automation itself, but in the strategy you build into it. The step-by-step guide to the customer lifecycle says, “Marketing is like dating: Just as you wouldn’t ask someone to marry you on a first date, you shouldn’t ask your customers to buy your main product the first time they become aware of your brand.”

The main idea is to present leads with the right information and offers at the right times — ultimately nurturing them into customers and referrers of your brand.


Nurtured leads and customers lead to increased revenue for your business

When your customers are having a positive experience with your brand, they’re more likely to open their wallets. According to BrightTalk’s marketing automation research, targeted lead nurturing can boost prospects’ engagement by 57% and conversion rates by 63%.

But the journey isn’t over once leads convert to customers. In fact, it’s just getting started! SEMrush reports that your current customers are 31% more likely to increase their average order value, and that 68% of any new customers you get will come from referrals through your existing buyers.

So just as in personal relationships, the more you work on making people feel cared about, the more loyal they’ll become.


Here’s why implementing customer lifecycle marketing should be your next move:

Customer lifecycle marketing will give you the tools you need to:

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Map out each stage of the customer lifecycle to eliminate the stress of improvising communications with customers and leads along the way or of making mistakes.
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Capture your leads’ attention with valuable content so they’ll provide you with their contact information and move even closer to purchasing your core product.
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Systemize your customer and lead follow-up so that you won’t miss any opportunities to convert new customers and grow your revenue.
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Use consistent communication to turn qualified leads into loyal customers who will come back to your business time and time again.
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Connect your CRM to each funnel so your customers are guaranteed to be nurtured and cared for at every stage of the customer lifecycle.
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Automate your follow-up so that you can rest easy knowing your messages are properly targeted and consistent, making your customers feel understood and cared about.

Here’s why implementing customer lifecycle marketing should be your next move:

Customer lifecycle marketing will give you the tools you need to:

check_circle

Map out each stage of the customer lifecycle to eliminate the stress of improvising communications with customers and leads along the way or of making mistakes.

check_circle

Capture your leads’ attention with valuable content so they’ll provide you with their contact information and move even closer to purchasing your core product.

check_circle

Systemize your customer and lead follow-up so that you won’t miss any opportunities to convert new customers and grow your revenue.

check_circle

Use consistent communication to turn qualified leads into loyal customers who will come back to your business time and time again.

check_circle

Use consistent communication to turn qualified leads into loyal customers who will come back to your business time and time again.

check_circle

Automate your follow-up so that you can rest easy knowing your messages are properly targeted and consistent, making your customers feel understood and cared about.

Ready to get started with customer lifecycle marketing?

Learn how to make relationship-building your business’s strong suit.
settings
settings
settings
Get the guide

Ready to get started with customer lifecycle marketing?

Learn how to make relationship-building your business’s strong suit.
settings
settings

Frequently Asked Questions

What is marketing automation and why is it so important?

Marketing automation is technology that manages repetitive marketing tasks and complex campaigns so you don’t have to. This software allows you to automate your communication with leads and customers throughout the customer lifecycle, from their first touchpoint to post-purchase.

When paired with a CRM that collects data about your leads and customers, your marketing automation software can use that data to deliver engaging, effective experiences across multiple channels. Whether you use email marketing, SMS messages, postcards or a combination of them all, marketing automation tools will give you the power to turn more leads into customers — without managing the whole process manually.

What is a digital marketing funnel?

Digital marketing funnels are like road maps that your prospects follow until they eventually convert into loyal customers. You can create all kinds of funnels depending on your business and strategy, however most center around the five customer lifecycle stages: Attract, Convert, Fulfill, Delight and Refer.

With marketing automation, your leads and customers will move from one stage to the next based on their interactions with your business. For example, your marketing platform can bump a contact to their next lifecycle stage automatically after they reach milestones like signing up for your newsletter or making a first purchase. The best part is, it all runs on autopilot after you set it up, which gives you the power to scale faster.


How do I know if Ontraport is the best marketing automation software for me?

When you’re shopping for a marketing platform for your business, you’ll want to take your entire business into account — not just the marketing side of things. Whether you choose Ontraport or not, we recommend making sure your automation platform includes the following features, at the very least:
  • A website or page builder to share your business with the world online
  • A system for capturing leads and sending marketing emails
  • A contact management system (CRM) to keep track of clients and prospects
  • A payment processing tool to collect orders and charge credit cards/li>
Of course, you’ll probably need more sophisticated tools as your business continues to grow. With Ontraport, you’ll have everything you need now and in the future — all under one roof.

Take a look at our buyer’s guide for a complete checklist of all the CRM, marketing automation and sales features to keep in mind throughout your software search. It’ll help you find the perfect platform for your business (even if you don’t choose Ontraport).

How can I apply my research about marketing strategy to the customer lifecycle?

Once you have a solid grasp on how to use the customer lifecycle in your marketing, you’ll find that most marketing automation research fits naturally into the stages of your lifecycle. When you can see where a certain strategy lands in your customer journey, it’s easier to build it into your overall plan to create longer-lasting relationships.

For example, say you’re collecting a lot of new leads but aren’t seeing many new customers. Using the customer lifecycle as a basis for your marketing research, you’d know right away that you need to strengthen your Convert stage. That would narrow down your research to strategies that address your leads’ problems, position your business as a solution, and maybe even offer a discount for their first purchase.

Or maybe you are getting a lot of new customers, but they aren’t sticking around. In that case, you’d use the customer lifecycle to home in on your Delight stage and research strategies that introduce customers to your other exciting products, events or services.

By using the customer lifecycle to frame your marketing research, you’ll be able to prioritize and execute new strategies more efficiently — and you’ll have peace of mind that it all works together to boost your bottom line.

Why is customer lifecycle marketing so important?

Whether you’re building onboarding systems, lead nurturing funnels or sales processes, the best way to organize and think about your business’s systems is through the lens of your customer lifecycle. That way, you can design every process, campaign and interaction in a way that builds long-term relationships with leads and customers.

When you can track prospects’ progress through your lifecycle and work to improve your conversion rates between each stage, you’ll have a solid foundation on which to build your business.

Is Ontraport a good choice for B2B marketing automation?

Yes — Ontraport is a great fit for attracting new prospects, nurturing leads, generating sales and more for your B2B business. We offer reliable tracking and attribution, highly personalized communication channels, and ready-to-launch marketing funnels that you can kick off in minutes. Plus, since Ontraport lets you gather and store more data than most marketing automation solutions, you’ll be able to reach more potential customers and get better results from your marketing efforts.
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