Lifecycles enable you to organize and sequence the marketing touchpoints along customer journeys. BlueConic lets you add connection goals to the stages along a customer journey.
Placing connections in Lifecycle stages enables you to:
- Export information about the associated lifecycle stage to external systems.
You do this in the connection configuration by setting up a mapping for Lifecycle information to be exported via a connection (either all associated lifecycles or a specific lifecycle).
For example, you could send to your ESP a list of profiles that attain a certain lifecycle stage along their customer journeys and use this information for targeted emails. This helps you use profile information from BlueConic in other marketing systems or analysis tools. You can even use this information to create new audiences or segments outside of BlueConic.
- Restrict an export goal to export only the profiles in a certain lifecycle stage.
Using lifecycle stage information, you can control whether and when profiles are exported to your marketing systems. This lets you run a campaign for prospective buyers, for example, or to easily target different groups of customers or prospects. Another use might be to run stage-specific campaigns that cut across customer segments.
- Set optional thresholds on lifecycle stages to limit exposure to connection goals in that stage.
For some connections, you can limit campaign pressure on profiles in a certain stage by setting stage thresholds. For example, you can make sure a profile is exposed to only 3 marketing touchpoints per week/month/quarter during a particular stage on their customer journey.
Because of differences in how connections work, connections differ in how they interact with lifecycles and stage thresholds.
Key points: Lifecycles and Connections
- Placing a connection goal inside a Lifecycle restricts the audience for that goal to only the profiles present in that lifecycle stage. So a best practice is not to reuse a connection goal outside the lifecycle – because its audience will be limited by the lifecycle criteria.
- A connection goal that is placed in a lifecycle cannot be used in other lifecycles -- nor can it be used outside the lifecycle. To reuse a connection goal in multiple lifecycles, create a copy or duplicate the goal.
- Connections differ in how they interact with lifecycles and stages, and whether they are aware of stage thresholds.
- A valuable feature of adding connections to lifecycles is that it lets you target profiles by stages or by segment.
- Targeting profiles by lifecycle stage helps you separate the timing of the interaction from the content of your marketing messages.
- Turning a lifecycle on or off has implications for which profiles are affected by connections included as marketing touchpoints. See Turning lifecycles on or off for details.
See Adding marketing touchpoints for detailed steps for adding connection goals to lifecycle stages.
Contact your BlueConic Customer Success Manager for details on exporting your lifecycle data with connections.
Access to the Lifecycles feature
For information on accessing the Lifecycles feature, contact your BlueConic Customer Success Manager.