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Era of LifeBound

Would traditional ways of marketing evolve in the year 2024?

That is the question on everyone’s mind.

Well, I am sure we all have an answer to this question. It will be great to hear from you in response to this newsletter.

It is clear that email marketing, linkedin outreach, onboarding, and content marketing are more automated than before.

It is also evident that the user knows that when he/she gets an automated response. User also know when the content is written by chatGPT. Hence, the real winner is personalization.

Personalization has been there for a long time now. Problem arises when you try to do personalization at scale. There are two ways data has been used.

1. Data to personalize the email copy/linkedin copy. For example, “I observed your company hiring for a salesforce Pardot developer”.

2. Data to trigger an icebreaker such as new hire or work anniversaries. Both of them do work within their limitations.

Table of Contents

Era of LifeBound

Let us think big in 2024. Getting new accounts in the funnel is not easy anymore. Marketing and Inside Sales teams have reached out to them and new accounts do not grow on trees. It is important to recycle the accounts from churned customers + lost opportunities + trial sign ups. These customers are there with us for life.

# of touchpoints to convert customers have increased to all time high. I used to hear 8 and then 25 and now I see sales reps chasing for 9 months. Sales reps are not magicians either to come up with touch points and triggers. These accounts have to be chased for a long period of time in our life. We have to touch the buyer at moments when it is special for their life.

Power of Work anniversaries: Everyone has a work anniversary. It comes every year unlike promotion. It comes more frequently than a new hire trigger. If you have 10K accounts lifebound, you have 10K work anniversaries triggers. Can you not use some of them ?

You have to work with these leads throughout their lives as far as they fit your customer persona. That is the reason we believe It is LIFEBOUND. This practice is called Life Cycle marketing.

Life Cycle Marketing

This is the era of life-cycle marketing. Companies have found that they close deals more than there is a new hire in the company. If it is true, one should double down on it.

Here are different ways new hire, work anniversaries have been used well.

1. Reach out to them via cold calling or email. Add the iceBreaker. It is important for many reasons. Prospects have the positive energy to talk to you because people are generally positive in their new job.It also validates their email address.

2. It is such an important part of the CRM to keep refreshing the data. You are enriching 20 % of the data using this method. Not a bad ROI.

Could you apply Life Cycle Marketing to your business ?

Benefits for Audience

We have a Christmas gift for you, dear audience. We have curated a list of freelancers, fractional CMOs, and Agencies at this Link (Click here). You can also invite these valuable resources and ask them to list themselves. Goal is to build an exhaustive list useful for marketers.

Author Details

Picture of Vinay Mehendi

Vinay Mehendi

Vinay Mehendi, PhD focuses on customer engagement, alternative data, technographics, and CRM data management. he was listed as Top 20 B2B Marketer by Ruth Stevens in 2020. He is a Clemson graduate.
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