In part 1 link, we introduced how Digital Lifecycle Marketing uses personalized sales and service experience to generate more sales and build customer loyalty. In part 2, we share how lifecycle segmentation and marketing automation is used to send relevant content and product offers to nurture leads, create interest and trigger call to actions.
Digital Lifecycle Marketing uses personalized advice to target the right product and content to the right person at the right time based on their current lifestyle goals and needs. DLM is built by defining Digital ‘Lifestyle Personas’, understanding how they interact socially and building marketing automation workflows by identifying products and articles that peek their interest, generate awareness and prompt call to actions.
Building Digital Lifestyle Personas
A Persona refers to a group of people with similar characteristics, often used for target segmentation. DLM defines Personas around a person’s lifestyle (single, married, family etc.), which is then used to personalize consumer experiences during sales and servicing interactions.
When a visitor or customer comes to the website or customer portal, DLM’s rules automatically segment them into their ‘predicted lifecycle persona’ based on their behaviour, preference, known attributes and events. DLM Personas are used throughout the whole customer journey (pages, e-mails, campaigns, customer service) to show personalized content and relevant products offer to each customer based on their predicted persona, as more data is gathered, new behaviour’s and attributes automatically refine their persona.
Actionability must come from the exercise of building Buyer’s Persona by defining how, what, when & where to reach them with Content & Products they want or need
A consumer’s persona can change over the time when certain lifecycle events occur (e.g. birth of a child, retirement), whereby rules automatically change personas and generate real time events triggering new targeted opportunities via predictive marketing workflows.
Giving Sales Team More Face-to-Face Time at Reduced Cost
Today insurance, takaful and bank agents focus on new leads to get sales, and if a lead does not show interest to buy, they move onto the next lead; typically following a 10:3:1 ratio (10 leads, 3 appointments, 1 sale). DLM automation reduces cost of acquisition, by helping agent nurture those 9 ‘lost’ leads by automatically sharing relevant content and notifying the agent when to call or contact them, tracking interactions (human & digital) and etc.
For an example, following a sales presentation to a prospect who is not ready to buy the product, the agent learns they are planning to have baby soon. With this information, the agent adds an event that triggers a custom marketing workflow with advice on family planning, that will notify the agent when to call.
Another example to explain on DLM automation, a ‘First-Home’ marketing workflow would include sending one or more relevant articles and getting an advisor to follow up, where conditional workflows check if a consumer has already interacted.
Digital Lifecycle Marketing Workflow are created for each lifestyle goal with content custom crafted to keep interest and nurture the lead. Follow up events can be added to interact again at a later date.
Acquisition, Cross-Sell & Upsell Campaigns
DLM campaigns are developed around lifestyle goals, rather that specific products and focus on helping consumers achieve these goals over a period of time. Campaigns can be designed to acquire new ‘customers’ (even if they do not immediately buy), and continuously nurture and build trust, until they are ready to buy. Thus, the outcome of campaigns is often a marketing automation workflow.
Unlike retail products, Insurance and Takaful products have associated risks, based on a person’s health and financial wellness. Thus, if a consumer or customer fits a particular lifestyle persona, it does not mean you should include them in a targeted product campaign if their risk is too high.
DLM includes ‘wellness scoring’ taking into account affordability, health, claims and lifestyle activities. For different campaigns, the wellness score is used to filter out higher risk prospects, especially for cross-sell and upsell campaigns. Wellness scoring is easier to assess on customers as you have a lot more information, whereas for consumer acquisition you need to add additional paths to help identify potential risks.
Different product campaigns will use one or more wellness scores to filter the target list, and those not meeting the profile, may still be prospects for other target campaigns.
In summary, Digital Lifecycle Marketing helps you
- Achieve scalability, growth and sustainable business by growing the financial ‘wallet share’ of a customer over their lifecycle;
- Higher closing ratios by building trust and sharing relevant information in a timely manner;
- Personalize customer journeys when a visitor comes to the site, based on real-time scoring of pages they visit;
- Nurture leads who are not ready to buy immediately by sharing relevant content and targeted product offers;
- Enabling sales agents to engage with prospects and customers on a regular basis, using marketing automation to sharing relevant personalized content & product offers;
- Build trusted relationships with the company and agent via personalization, showing that you care and know their needs;
- Run segmented campaigns around a person’s life stage;
- Manage risk so that campaigns only target low risk segments in that lifestyle;
- Higher volume by automating and continuously refining repetitive tasks;
- Use Digital Technology to automate tasks i.e. real-time predictive analytics.
About
Kevin Steer, CEO of One Two One Advisor Sdn Bhd, who has more than 20 years of success in technology solution implementation. He is passionate about utilising digital solutions to help improve the quality of advice given to the public whilst helping financial services advisors to build trusted relationships with their customers. 121Advisor’s Enterprise Digital Framework provides an integrated digital ecosystem to improve sales acquisition and retention of customers in the ever-changing digital world.
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