angelist com-email com-group-bubble-b com-mic com-phone doc-analytic-line-a doc-article doc-book doc-file-line doc-pie-a doc-wboard-line editorial-brush editorial-redo facebook funnel google-plus heart interface-arrow-left interface-arrow-right interface-bottom interface-cloud-download interface-cross interface-tick logo-linkedin logo-twitter media-glass-a media-image-d media-video question-mark snapchat soundcloud thunder tool-magnifier tool-ruler user-alt-check user-alt-plus user-search web-browser-b web-browser web-code web-traffic youtube

Just before I start, note that this post has been inspired by the amazing medium article from Myk Pono.

What’s a Customer Lifecycle?

Quick reminder, a customer lifecycle is a six stages funnel in which the customer has to go through in order to become a loyal customer.


This infographic is taken from Myk Pono Medium post

Here is a quick overview of each stage:

Again, check Myk post for more details on each stage.

Why is this relevant for my content strategy?

Your content strategy should incorporate your lifecycle marketing. When you educate about your product and address your customer/prospect concerns, you improve the demand and your sales funnel.

Your content can be broken down into 4 categories:

Then, how do I include webinars in my lifecycle marketing?

Hopefully, webinars are versatile. Among all customer lifecycle management techniques webinars are probably one of the best. You can cover all those items just by doing webinars.

The positive aspect of that is that you will create high quality, re-purposable content (more on that later) and generate business at the same time.

Here are a few examples of how I would use webinars for each item above.

Awareness webinars

Description:

Short interviews, or live FAQs with an industry expert. If you are a CRM solution, then invite a VP of Sales from another company (maybe even a customer). Talk about their process, some achievements, or best practices.

Objective:

Offer a CTA at the end. Make them download a document (e.g slides). Define if the attendee is a prospect.

Key metrics:

Educational webinars

Description:

Let’s continue with our CRM solution example. Do 45 minutes sessions in which you will address your audience concerns about CRMs and sales problematics. Educate about how you as a company address those. Having a happy customer as a guest is a big plus.

Objective:

Push to signup and/or pay for your product.

Key metrics:

Selection webinars

Description:

Now it’s time to sell. This is where you unleash your product demos. Get your sales team and/or any team member that would be relevant (e.g PM or engineer if you are a tech product). 45–60 minutes split into 2 parts: demos + Q&A.

Objective:

Push to signup and/or pay for your product.

Key metrics:

Training webinars

Description:

Did you close some customers? Great. Now it’s time to get your customer success team to onboard everyone. Do in-depth sessions about your main features, review some specific use cases, and share your next milestones. Finish with some Q&A sessions. You can also offer 1:1s sessions for customers who need help.

Objective:

Prevent churn and/or deliver aha-moments.

Key metrics:

[TL;DR] Don't overlook webinar as a customer lifecycle management technique

Here you go. Hope you guys find it useful. Remember the key is to provide value to customers at each stage of their lifecycle.

Tell us how you implemented webinars in your own strategy. Feedback is more than welcome.

Until then,

Gilles

PS 1: Did you notice? Our signups are now open to the public. Come test Livestorm for free and educate those customers ;)

Ps 2: You produce quality content about lead generation or sales? Are you interested in getting backlinks? We’ve opened our blog to guest authors. Just reach out to me if you’re interested.


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