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what we were going to talk about today in the first uh 30 minutes was really just get some clarity around what are the main differences attributes between funnel and life cycle marketing um it's definitely a journey and i think marketing automation in particular began around the funnel and really has evolved so i'll talk to some of the key points behind that i also wanted to just share some thinking and what we're seeing on the market on why funnel marketing isn't really enough these days and really what's changed with buyer behavior that makes life cycle marketing uh uh a much more hard-hitting uh uh an important strategy for the for the long term and then last we want to spend a little bit of time just talking about how things you can do to get started so whether you're just beginning on it now considering it or halfway through just some real basic fundamentals that you can start to get in place so that as you start developing it you have the right ingredients in place and as lauren said um you can submit questions along the way if we we'll get to i think we have about 15 minutes for q a today so we'll get to quite a few questions if you want to submit them and if we will follow up for those that we can't so let me move forward here so first i just wanted to spend some time just talking about really what the difference is and and get everybody i think i think you know words have a way of being interpreted in different ways so i just want to get some clarity when we what we're talking about here and how we're thinking about it um i think you know most most marketers and people who've been using marketing automation understand that funnel marketing is really kind of focusing on customer acquisition this concept of we're converting getting names into our system applying lead nurturing to them you may segment at that level but it's the general concept of generating leads and pushing leads to either a in a b to c environment to a purchase or in a b to b environment to a a sales person or somebody who actually uh converts the deal now life cycle marketing is is an extension on that and we'll talk on the next slide on why this is so important but it's really kind of going beyond customer acquisition and thinking about how do i nurture them as they once they converted how do i get them on board how do i educate them about the product how do i show them what the next step logical next step on their buyer journey would be and how you might nurture them into being a strong customer advocate that actually brings new sales in the door so that's one very important part it's not just focused at on the funnel meaning sort of like from the lead to a close of new deal um likewise sort of from a segmentation perspective in funnel marketing much of the segmentation is around buying behavior are they visiting a certain product many times are they visiting a pricing page and really those are the type of attributes that end up driving scoring or end up driving uh marketing or sales behavior um uh uh down the funnel now again likewise over in lifecycle marketing it's much past the conversion point so you're not only using segmentation around buying behavior because lifecycle marketing does include the sort of awareness down to the conversion point but you're also thinking about what segmentation means post sales and there's a lot of ways to look at that and you know i think every business is unique and so you got to figure out what's right but some real common examples are where are they in using the product are they uh sort of in the adoption stage of the product are they in the implementation stage of a product have they is are they a first-time buyer and then you get you know likewise further down the funnel further down the new funnel rather which we'll show you in a second you get a lot more um uh programs and and automation around getting them to do more getting them to use new features getting them to buy like and similar products and getting them to become a champion for your company so it's a much more holistic um and and but does also include funnel i think sometimes people hear life cycle marketing is uh really a post sales thing we don't look at it that way it's really about taking the full picture um when companies are really focused on funnel marketing i think many of them are using automation mostly for leads nurturing i think the next step in all this and we already see this happening out there in the market is using automation not just for lead nurturing but also for managing the onboarding experience managing the uh feature experience managing uh upsell opportunities and even managing customer loyalty or i'm sorry and customer advocacy so nurturing the same common principles that if they if they do x send them y if they are in this stage of the life cycle put them in this sequence it's just applied post sales so it's a much more holistic approach to it and and as things are changed which i'll talk about in the next slide this will become more and more important and i think this last one is also very different um funnel marketing often is very focused just between marketing and sales and when you get into life cycle marketing and you're thinking about how do we extend into that you really have to start thinking about all the different touch points and who are the key stakeholders in the company and often it involves you know post sales customer success and lots of other groups across the company so it's not that you have to boil the ocean out of the gate but i think it's important to acknowledge that uh automation and marketing automation and customer life cycle automation um is is about putting processes in place that are scalable still have their level of personalization but they're also not just trying to get the conversation started with sales so as you can see there's quite a difference between the two i really view life cycle marketing as sort of the next level of where and i think we had act on believe that as well is where much of the next uh sort of marketing 2.0 around automation will take place so we can go to the next slide um so a very colorful slide for you to uh digest but i wanted to share a little bit around what we view as sort of the modern marketing funnel these days you