Streamline document processes with airSlate SignNow's customer lifecycle funnel for Communications & Media

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[Music] thank you hi everyone thanks so much for having me here today today I want to go through a quick overview of life cycle marketing and talk about how you can maximize this function for app growth and engagement with your Orcs so today I have two core goals to run through with everyone first is how to build your lifecycle marketing dream team so whether you're thinking about investing in this function for the very first time or you're looking to support your team and give them a little glow up we'll walk through some of the steps involved there and then second how to maximize lifecycle's impact at any stage of growth we'll talk about what changes as your company evolves and think about what that means for the life cycle marketers you support and so as we know connecting with our customers from their very first purchase or action will never go out of style but how we reach our customers and how we stack our lifecycle marketing teams to support that customer Journey must evolve at each stage of growth and here we'll walk through what the tools scope channels and kind of recruiting practices are that you'll need at the early mid and scale-up stages of growth but first a little bit about me and my experience in the life cycle field I currently oversee the lifecycle marketing team at wealth simple wealth simple is a Canadian fintech app trusted by more than 3 million people across the country with our suite of investing trading and savings tools at wealthsimple we're very much in that scale up mindset and I oversee a team of about 10 lifecycle marketers and Developers prior to wealth simple I spent about four years at a startup called policy genius here in New York uh at my during my time at policy genius we very much went from the early to mid stages of growth and our lifecycle marketing team grew from two to five in that period and so before we talk about kind of these staggered growth phases I wanted to just align on what is life cycle marketing at its core lifecycle marketing is that function that builds and nurtures relationships with customers or prospective customers over the lifetime with their product service or app functionally this means we're the team that starts engaging with customers the moment we meet them so maybe that's when we get their email address maybe it's when they enable push notifications or maybe it's when they create a profile with our different apps and then at each step of the customer's Journey we're working to drive the customer to their next desired action so maybe that's investing some money in their trading or investing accounts maybe it's applying for an insurance policy online or maybe it's recording their very first video on your app no matter what it is lifecycle marketers use our available channels which include things like email push in-app messaging SMS and maybe even Direct Mail to use segmented and personalized campaigns that tailor the messaging offers and experiences to each individual along their customer Journey and what gets me so excited about lifecycle marketing is it plays a unique ability in your overall growth marketing Playbook we have a number of tools that can not only convert top of funnel users but also Drive deeper engagement and cross-sell across your entire customer experience so let's dive into the early stage at the early stage of growth your lifecycle marketing team is setting a quick but solid foundation that will allow the team to focus on growth and experiments this is where your team is likely setting up their marketing automation platforms for the very first time including things like interval braze clavio and others and working to connect it to your other key business tools at this point your team is likely focused on getting a few key touch points automated and then pushing to see how the channel can have an outsized impact on the business success in terms of in terms of scope at this stage your team is likely overseeing just one to two key channels and for those of us in app marketing it's probably things like push in-app or email but if your sales are web-based you might be leveraging things like email and SMS to get started in terms in terms of a team size at this point you're really just looking for one to two folks who kind of have that do it all mentality and a high technical aptitude they're very Scrappy with tools and processes and don't let Perfection stand in the way of driving experimentation and one thing to call out here is that in terms of skill level hiring for somebody who has a deep level of expertise in life cycle marketing is not necessarily as important as hiring for somebody who has had a mix of exposure to the channels that lifecycle marketing uses and so what I mean by that is maybe you're looking for a growth marketer at this stage who spent 50 of their time in push but 50 in Community Management this is bringing a unique perspective to the experiments that your life cycle team can Leverage and then finally in terms of measuring impact um your team will be aligned to maybe just one or two key funnel stages at this early stage of growth and do everything they can to support and influence growth at these early steps so you're learning what your benchmarks are for growth you're anticipating how you can optimize these touch points to drive even higher impact and I just wanted to show you tactically what this meant for our team at policy genius so policy genius is an online insurance marketplace where you can shop for Life home and auto insurance similar to how you shop for flights and so in the early days of our growth at policy genius our lifecycle marketing team was nearly exclusively focused on growing online applications that very first funnel stage in the customer's journey to getting an enforce policy and so one key Insight that we had in these early days is that folks were getting to kind of the view of seeing all their quotes online but abandoning at this step primarily because they weren't sure which policy was right for them but also a lot of people want to validate the prices that they see online with other stakeholders in their lives so husbands wives parents friends and so because our team collected email addresses at this stage the lifecycle marketers were responsible for following up and trying to drive this type of funnel growth and so so to show some uh example of an experiment we ran during the early days knowing that we were seeing an abandonment on these kind of quotes online what we did is we thought what if we could find a way to embed the web experience in the follow-up comms that we were sending to customers to bring them back and so what we took were the quotes that someone saw online embedded them into our marketing automation platform and then displayed the quotes and their search criteria in the follow-up emails that we were sending and so this helped on two levers one it gave a very clear spot for someone to one click back into the application process from their inbox but then two this is also a really shareable piece of content you could just forward this to your husband wife parents Etc to get a gut check on are these prices right for me and so with this email we were able to see a 10 boost in online applications from the single touch Point alone but what was great is that the investment we made in getting these quotes and search criteria into our marketing automation platform with that we were able to maximize our impact because we could leverage that data in tons of other touch points along a customer's Journey and I share this example specifically because it's what makes up probably my very favorite type of lifecycle marketing campaign which is one that involves scalable personalization that you can leverage over and over and over again to make each touch point you have with a customer along their journey individualized to their experience and so let's jump down to the mid stage of growth here your lifecycle marketing team will start to move down funnel in the customer experience into deeper level levelers for engagement along the customer journey and looking to drive growth with new levers including things like cross-sell and maybe referrals the scope of your team will expand here as you're adding these new touch points in the customer Journey which means you're likely adding new channels and also adding all the data that's needed to support those new steps that you are driving towards in terms of copy and Design This is likely where you're starting to pass off those responsibilities to internal Partners but I would say with all the great AI tools today this is likely being kicked out even further and so again to show you tactically what this meant at policy genius not only were we focused on growing that sort of online application at the top of the funnel but we were also working with our sales team to drive more calls and our operations team to actually improve optimizations for the entire underwriting process as well and so in terms of your team at this stage the size is really going to vary based on your business and kind of the number of product lines you support however the key thing to call out here is that at this point your team should start to specialize and what that looks like is specializing in a product line a funnel stage or maybe even a channel and the model that worked pretty well for us at policy genius was having a specialist that oversaw kind of the online application through the enforce policy for our life insurance business one for home and auto and then somebody who looked at cross-sell and referrals across our entire ecosystem and then here in terms of measuring impact because you're expanding your focus Beyond just one or two uh core funnel stages you'll want to think about how you Bubble Up the results of your campaigns and experiments into a program level view so because lifecycle marketing uses so many automated campaigns the way you'll be able to do this is not only showing the impact of an individual or time-bound experiment but using those results to forecast out what lifecycle marketing contributes on a monthly quarterly or even annual basis for the entire customer experience and while I don't have time to do a case study with every single stage what I wanted to do is just show a few examples of the types of programs you're likely to consider at the mid-stage of growth including things like driving repeatable campaign success launching cross-sell campaigns and maybe even working with other teams across the business to drive efficiency in addition to growth all right jumping into the scale-up phase here your lifecycle marketing team Canon should be supporting the entire customer Journey all the way through from that first moment you meet them through to a purchase deeper engagement and so much farther further Beyond the scope of your team here will grow to have full Channel oversight on all owned channels but play a role in not just growth strategy but also engage in strategy and go to market strategy as well and at this stage one thing that's really important is for lifecycle marketing to play an outsized impact in influencing other customer facing communication so it's quite possible no matter where you work that there are other teams that are communicating with your customers maybe on a one-to-one basis on the sales side maybe on a transactional basis on the engineering side but with lifecycle you have kind of these guidelines and templates around messaging because you're experimenting so much and so using your expertise in this field you can start to influence these other customer facing channels even if you don't directly own them yourselves and so again here your team size will likely 2x from wherever you were at at the mid stage of growth and it will really vary again based on the number of product lines you're supporting but what I would say here uh unlike the early stage of growth is at this point you will be looking for folks who do specialize in life cycle marketing especially kind of that marketing manager mid-level experience and the second tip I would say is that at this point because you're in a scale-up position having dedicated resources on your team with a technical lens is going to be really important so for us at wealthsimple we manage more than half a dozen channels and hundreds of data points about the customer's Journey end to end so having a technical resource on our team who understands not only how our marketing automation platform works but how other tools feed into that customer experience has been a key way for us to scale and then finally in terms of measuring impact at this point your lifecycle marketing team should be able to tell the story of the contribution they're making in terms of the metrics that are key to your business so maybe that's Revenue maybe that's something else but a key body of work for us at wealthsimple to get this done is to look at the incremental impact of not just our campaigns and experiments but also our program holistically so we have Global holdout groups in place that allow us to monitor our program level performance but also measure the individual campaigns and experiments along the way and again I wanted to give a quick case study on some of the tooling Evolution that we're doing at wealth simple uh just to give you an idea of some of the considerations to make at scale and so email marketing has been one of our key channels for app growth and engagement over the last several years previously all our emails were hand coded HTML templates based on a very limited set of designs and even with the world's most talented lifecycle marketers that is still a very time consuming and error-prone setup and so earlier this year we migrated our team to a tool called taxi for email which allowed us to preset dozens of different design modules and gave our team the ability to drag and drop them together to create really efficient and beautiful templates for our app growth and engagement taxi allowed us to build tests and share everything right from its tool and then it connected directly to our marketing automation platform which is braze and in addition to all the wonderful design perks that we get with taxi what we've seen in results is that It sped up our email production process significantly we're now building emails more than three times faster than we were with any of the Legacy tools we had which means a standard email can now be built in just minutes and with this time saved we've actually been able to double down in lots of new mobile channels including launching lots more push notification campaigns and experiments adding full screen takeovers in our apps for special campaigns or feature announcements and adding uh marketing cards a key product Discovery points along the way and so just to wrap it up here our two key goals today I do hope you feel better prepared to support your lifecycle marketing team whether you're thinking about investing in this function for the very first time or helping your team think about the next phase of growth and then finally thinking about how you maximize life cycles impact for growth at any stage I know these case studies were quick but hopefully they gave you a little inspiration for things you can consider in your orgs and with that thank you so much