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
  • Integrate 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 Architecture

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.

Closed Loop Marketing Process

With the technologies in place, you can engage the the closed loop process:

Analysis. Identify campaign results and trends across the customer lifecycle. Produce behavioral and predictive insights by reviewing data, campaign performance and metrics.

Insights: Develop and enhance customer profiles incorporating personas, segmentation and key value metrics to drive audience strategies.

Opportunities: Prioritize opportunities and mobilize resources to develop and plan marketing and sales programs.

Campaigns: Create and launch omni-channel campaigns to deliver relevant experiences and communications throughout the customer lifecycle.

Engagement: Deliver the experiences that engage customers and develop and nurture leads and capture behaviors and profile information across channels.

Conversions: Drive micro conversions (actions that are MQI – Marketing Inquiry) and macro conversions (opt-ins that are MQL – Marketing Qualified Lead) in the marketing-sales funnel responding to customer behaviors and key performance indicators.

Download the Closed-loop Marketing Architecture E-Book.