Revenue Architecture in Action: Closed-Loop Marketing
We define closed loop marketing as the continuous process of delivering tailored experiences, engaging customers, driving conversions, and tracking results. By ‘closing the loop’, sales and marketing teams engage the funnel end-to-end, align around the customer life-cycle and track activities, micro and macro conversions throughout the cycle. Campaigns are measured for total revenue impact with attributions to track lead sources measuring the impact of different campaigns and channels.
Use the Closed Loop Marketing process to design and deliver inbound marketing and account based marketing programs. Use a mix of paid, owned and earned media strategies tailored for target audiences and personas and deliver experiences at different stages of the buyer lifecycle. Use marketing automation and sales technology, channels, content and media to enable the experience. Capture data and use customer analytics to target messages to specific personas, accounts and individuals.
Closed Loop Marketing Technologies
An effective closed loop marketing process is enabled by a technology and channel platform, including the following:
Omni-Channel: This is your website and social media channels, but also your marketplace participation and direct channels. Engage an optimal media mix through digital, direct and indirect channels to deliver customer experiences and interactions across the customer lifecycle.
Marketing Automation: Configure and integrate campaigns using business rules to engage audience segments.Optimize conversions, nurture, qualify and score leads to generate sales ready opportunities.
Salesforce Automation: Enable sales effectiveness with tools, intelligence, assets and services that track and manage customer contacts, accounts, opportunities and service interactions.
Business Intelligence: Engage tools, applications and methodologies to develop and run queries, create reports, dashboards and data visualizations that enable predictive analytics and informed decision making.
Data Management: Collect, store, index and harmonize internal, external, current and historic customer data to enable a 360 degree customer view, business intelligence and relevant communications.