BlueConic Lifecycles help you orchestrate customer journeys across channels using your first-party customer data.
As your customers interact with your organization, your brand, or your channels, they travel on their own individual journeys. Each customer makes their own choices to direct their own journey. Marketers can identify key milestones and touchpoints along that road based on unified data available in a profile. Now, online and offline interactions can be accounted for to map where a customer is in their journey and consequently, where these interactions map to your lifecycles.
BlueConic Lifecycles give you the means to organize, coordinate, and visualize all of the marketing touchpoints you use to connect with customers throughout their journey. Lifecycles use stages to sequence each potential interaction across channels, and use BlueConic dialogues and connections to orchestrate integrated, cross-channel marketing programs.
With BlueConic Lifecycles, you can activate the customer data in your unified customer profiles using lifecycle orchestration. For example, you might identify four stages customers pass through from initial purchase to upsell. Using Lifecycles, you can apply these milestones to target your messages, manage offers, minimize excess campaign pressure, and continually encourage customers to advance toward a successful outcome. Depending on your business model, you might configure a lifecycle to account for the frequency of purchases, or base it on a specific “date” such as a subscription renewal date.
Depending on your business model, this outcome could be anything from successfully collecting a visitor’s email address or ensuring that customers renew their subscriptions or memberships, to guiding prospects to make a purchase. With Lifecycles, you define the lifecycle stages, the marketing touchpoints, and the criteria that determine who enters and later completes the lifecycle. You can even set a threshold to cap the number and type of interaction at each stage of the customer's journey, to relieve campaign pressure.
How do I build a marketing lifecycle in BlueConic?
BlueConic offers a set of pre-built Lifecycle templates that map out common customer journeys like customer acquisition, cross-sell, upsell, or membership or subscription renewal, etc. Or you can create your own lifecycles starting from a blank template using any customer journey maps of your own design.
Start by answering these questions to design and build your marketing lifecycle:
- Which customer profiles should be part of this lifecycle?
Each lifecycle targets a defined set of customer profiles. By setting lifecycle criteria, you can specify the profile properties, group properties, segments, and objectives that qualify profiles to enter the lifecycle. All profiles in each stage of the lifecycle must meet the lifecycle criteria in addition to meeting the individual stage criteria.
- What are your overall goals for customers in this lifecycle?
In BlueConic, these goals become the lifecycle completion criteria – that is, how you determine which profiles have completed the lifecycle. Profiles that meet the completion criteria are no longer in the lifecycle and are considered successfully “converted’ – however you define the conversion. Depending on your goals, profiles can reenter a lifecycle (for example, if they engage in another research-to-buy cycle).
Note: In order to complete a lifecycle journey, a profile must have interacted with at least one touchpoint in a lifecycle stage.
- What are the phases or stages customers pass through on their journey?
Lifecycle stages let you sequence customers' progress through a lifecycle. Stages are meant to be sequential, but profiles can skip stages or jump to another lifecycle based on their actions or behaviors.
- What are the marketing touchpoints that occur in each stage?
Using BlueConic dialogues and connection goals as touchpoints, you can coordinate the set marketing interactions for profiles at each stage of the lifecycle. Once assigned to a stage, the dialogues and connection goals associated with a lifecycle stage will only be visible to or active for the profiles within that lifecycle.
Using stage thresholds, you can limit or cap the number of marketing touchpoints exposed to profiles in each stage. This reduces campaign pressure across your marketing channels.
Resources for learning about marketing lifecycles
Learn more about marketing lifecycles from BlueConic experts:
- Customer Lifecycle Orchestration: A Guide
- Customer Lifecycle Orchestration
- Customer Lifecycle Marketing Explained