A critical tactic towards improving conversions is to develop a thorough understanding of customers and their behaviours. Using Adobe Marketo Engage’s Lifecycle Modeller, Rebecca captured each lifecycle stage used by the sales team. “We knew there was a lag in activation, but we didn’t have the reporting in place. We now have a snapshot at any moment in time to show the average velocity.”
Through the integration between Adobe Marketo Engage and Ezidebit’s Salesforce CRM solution, they share a single source of truth for reporting and identifying lags between the time when a customer signs up and activates their account with transactions.
“That’s what prompted us to take time to build out and demonstrate the value of customers,” Rebecca explains. “We had spent so much time acquiring new leads, without seeing the revenue because they weren’t moving down the funnel and activating.”
With an exact lifecycle model laid out before them, Ezidebit’s marketing team have rolled out nurture streams across a variety of segments. Content for each programme focuses on talking points based on a customer’s industry, soware segment or geolocation. is proven critical in 2020 during lockdowns in the Australian state of Victoria, helping the marketing team to deliver emails that could take a sensitive and helpful approach to affected businesses.
“We offered support and advice, such as ways for fitness businesses to offer online classes,” Rebecca explains.