Dear Topliners,
Do you have a great example of how you use marketing programs to convert customers? I'm speaking at Interact in July on "From Suspect To Advocate, Converting Buyers Across The Customer Life-Cycle" and am looking for excellent examples of how modern marketers CONVERT:
1) Suspects to prospects: Any example related to sophisticated segmentation would fit the bill. Or an advertising retargeting example that shows how you interact with anonymous visitors on and off your site/properties to convert them to know prospects.
2) Prospects to purchaser: Looking for an example with a unique approach -- not just your normal email nurturing -- or some compelling ROI numbers.
3) Purchaser to happy customer: this could be about onboarding, cross-sell, upsell, retention. Have anything to share about how you use automation to make customers happy and loyal?
4) Happy Customer to advocate: looking for programs that take customer references to the next level. How do you reward customers for advocating? What tools have you found useful here?
Let me know if you have a story for any one (or all) of these four scenarios. All examples will be fully cited, sourced, and approved by the provider. Have Forrester share your story from the stage - contact me at lramos@forrester.com with your examples or referrals to ones you've seen. I look forward to speaking with you!
Laura Ramos, VP Principal Analyst, Forrester Research