Traditionally, most marketing resources (and many of our conversations about using Marketo) have been focused on the lead generation phase of the customer lifecycle. We don’t always spend much time on upsell, cross-sell, customer satisfaction, and advocacy. Gartner Group, however, estimates that 80% of a company’s future profits will come from just 20% of existing customers.
Given those statistics, as marketers we need to make sure that we’re putting an adequate amount of effort into:
What are some of the ways you can focus on your customers within Marketo?
First and foremost, if my workshops with my clients are any guide, a shocking number of us must admit that we don’t know who our customers are. The data that tells us someone is a customer frequently lives in another system that’s not connected to Marketo or it requires a combination of information from multiple systems so we don’t exert the effort to integrate that. As a customer, imagine how frustrating this is: “Stop emailing me with offers to join. I’m already a customer!” So, the first step is to agree on some rules about how to identify who is actually a customer and get your data in order so you have everything you need to execute those rules.
If you know who your customers are, you’re ahead of many. Now you have to decide what to do with that information. Again, think about what you like as a customer – to feel like the company cares about your business. You don’t want your customers to say: “The only time I hear from you is when you want me to renew and pay you more money.”
Consider a couple of these ideas:
It’s always really refreshing to see people putting some thought into managing the customer experience, not just the prospect lifecycle. If you have other ideas or want to share how you’re using Marketo for your customer lifecycle, please share!
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