Lifecycles provide a set of marketing touchpoints organized by stages.
Touchpoints are the marketing interactions you can assign to profiles at each stage in a lifecycle. For example, in stage 1 you might display a banner ad on site to all profiles. All profiles that click on said ad get moved to stage 2, where you’ve set up a connection goal to send all profiles in this stage an email campaign from your ESP. As a marketer, you decide what dialogues or connections are relevant to customer profiles at each stage in the customer journey.
Watch the video: Lifecycle Touchpoints
Key points: Touchpoints
- Touchpoints can be BlueConic dialogues or connection goals.
- You can add as many touchpoints as you like to each stage.
- A single dialogue touchpoint can appear in more than one stage.
- You can use BlueConic connection goals to send profiles within a stage to other marketing systems, for example, to sync an email audience in your ESP or on Facebook to make sure your messaging for customers within this stage aligns across channels. You can also use BlueConic connection goals as lifecycle touchpoints to export lifecycle stage information and the profiles associated with a lifecycle to business intelligence (BI) and analytics tools for further analysis or write lifecycle stages as a profile property.
- Connection goals placed inside a lifecycle stage apply only to the profiles in that stage. They cannot be used elsewhere.
Tip: Make copies of any connection goals you would like to use outside of the Lifecycle.
- You can apply stage thresholds to limit over-exposure to marketing touchpoints for profiles in a particular stage.
How to add marketing touchpoints to a Lifecycle
For each stage in a customer Lifecycle, you will want to add marketing touchpoints targeted to profiles in that stage. Once you've created a Lifecycle and added stages, you're ready to add individual marketing touchpoints to the stages. (See Creating a Lifecycle and configuring stages for details on the initial setup.)
Adding BlueConic dialogues as touchpoints
- To add marketing touchpoints in a Lifecycle stage, click Add touchpoint under the stage name.
- A window appears with a list of BlueConic dialogues and connections you can choose to add to this stage.
- Select the dialogues you want to include in this stage.
Dialogues that you place in a Lifecycle will now be directed to the audience for that Lifecycle stage. For this reason, it's best not to reuse dialogues that are active elsewhere in BlueConic.
- Click close.
See Dialogues and Lifecycles to learn best practices for adding dialogues to Lifecycle stages.
Using BlueConic connections in Lifecycle stages
You can use BlueConic connection goals as Lifecycle touchpoints to export Lifecycle stage information and the profiles associated with a Lifecycle to business intelligence (BI) and analytics tools for further analysis. You can also write Lifecycle stage information to profile properties to be shared with other marketing systems, for example, to create an email audience in your ESP for all profiles in a particular Lifecycle stage.
Note: A connection goal can be part of only one Lifecycle.
- In a Lifecycle stage, click Add touchpoint. An overlay window appears that lists relevant connections and dialogues you can add as Lifecycle touchpoints.
- Select the connections you want to use in the current stage.
When you've chosen a connection with multiple goals, you can select specific connection goals to be active for the stage. For example, you might choose to export all the profiles in a certain stage to your ESP as an email audience, or export these profiles to a BI tool for further analysis.
Note: Each Lifecycle stage can contain several different connection goals. While a connection goal can appear in several stages of the same Lifecycle, a connection goal cannot appear in multiple Lifecycles.
- Click Close.
In Lifecycles, you can see the export goal(s) listed in the stage.
See Setting stage thresholds in Lifecycles for details on how to use stage thresholds with connections.
Connections that export Lifecycle data
The Lifecycles feature currently supports exporting Lifecycle data using BlueConic connections. See Connections and Lifecycles for details on how connections works with lifecycles.