Evolution of a Lifecycle Marketing Program
With so much data, so many systems and so many screens personalization at scale has become really hard. Ragnarok’s Growth model enable marketers to leverage automation at scale.
Pat Asbra + Steven Aldrich
Lifecycle programs generally evolve in a linear fashion with a starting playbook being adapted into the domain special sauce to generate revenue through engagement. Maturing the program also follows a linear path with hiring marketing strategists overseeing segments of the journey supported by a marketing ops function. Most marketing strategists are generalists and don’t specialize in building personalization programs, leading to a grind out of incremental revenue. If a program can break through the grind and tap into smart investments in machine learning (ML) and AI, it enables the program to scale without additional headcount, leading to significant gains in efficiency.
Growing a Lifecycle Program
Lifecycle programs often start by leveraging out of the box features for automation, such as form or cart abandonment, welcome, etc with a majority of the marketers activity in building batch campaign sends. At some point, a weekly send because a 2x a day send with some frequency management. The lack of scale often results in meager returns. To grow a program means shifting the percentage of gross revenue from batch to automation. A general rule of thumb is to strive for 80%, however the most successful programs will see 99% or higher revenue from their automations.
Ragnarok Growth Model
The growth model serves as the Ragnarok vision for how to drive a marketing program towards automation and scale. By developing strategies and tactics that follow the growth curve to march towards each goal enables business to move onto the next stage and general incremental revenue without additional headcount.
Each stage represents a shift in attributed revenue from automation. Each stage progression will shift the distribution on average by 20% more coming from automation programs.
- Foundational stage is 1-10 programs using Email, Push + Paid Social
- Growth is 11-20 programs in flight using Email + SMS or PUSH, Paid Social & Search + Affiliate marketing
- Scale is 20-40 campaigns with a dedicated marketer and advanced segmentation
- Persoanlizationn at Scale – full tech stack, up to 100 campaigns, multi-channel, multi-modal with some AI
- Mature program – advanced marketing automation, full tech stack with BI and Analytics, 100 + personalized campaigns, all digital channels with advanced testing.
For insights on how to mature your program, grow revenue and measure ROI contact Ragnarok’s, Vice President of Growth and Partnerships at pat@ragnaroknyc.com
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