The Lifecycle Marketing Agency

Lifecycle programs that drive results

For more than 20 years, we’ve been experts at building lifecycle marketing programs that are trigger-based, data-driven, evergreen, and KPI-focused. From uncovering customer insights to determining the optimal communications mix, we’ve chalked up an impressive track record of creating turn-key solutions that speak to the right person—at the right time—and deliver unsurpassed results.
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You’ve got customers—but can you keep them? We can help you decide when to start marketing to your customers (hint: early) and what to say (hint: it’s about them, not you). All so you can reduce churn and increase average revenue per user (ARPU) when it’s least expensive.
From offers to timing to pricing psychology, we know how to move your customers up the value ladder. We can even help you construct product tiers from scratch—to help you deliver high perceived value to your customers and more profit to your bottom line.
Bad news: even if you do everything else right, you’ll still lose some customers. Good news: you can earn (some of) them back, quickly and cost- effectively. We can help you build data-driven programs that hit your customers at the right time—with the right offer—at a fraction of the cost of new acquisition.
Utilization. Usage stimulation. Engagement. Different industries use different terms, but it all boils down to the same thing: you want your customers to use your product or service. We can help you build “Goldilocks” engagement campaigns that ensure your customers activity is “just right.”
Too often, companies fail to take a customer-centric approach to onboarding—or worse, avoid it altogether. We’ll show you how the right onboarding program can contribute to customer satisfaction (and your bottom line) in the critical time between prospect and customer.
Sometimes it’s about generating more average revenue per user (ARPU). Other times, it’s about reducing the likelihood of churn. Most times, it’s a bit of both. But whatever your cross-sell goals, we can help you create the automated, data-driven program you need to meet them.
Demand Generation
Before you can land a customer, you need to get them interested in what you’re selling. From content generation to paid social to retargeting, we build demand generation programs that are measurable and drive leads.
Converting prospects into customers is part art, part science. So we deliver both—no matter if your sales cycle is as simple as a quick click for as complex as multiple sales calls over an entire year. All with programs that are proven to drive conversion and revenue.
Driving trials—and converting them into paying customers—has its own unique challenges. We’ve built hundreds of trial and in-trial programs and know how to move the needle in ways that are repeatable and effective.

Our philosophy: Marketing That’s Human™

Marketing that's human means putting ourselves in the shoes of real people, to communicate in ways that move  them. It’s about openness and honesty, not confusing “marketing speak.” It’s a desire to push  beyond  what our clients want to say and get to what customers actually want to hear. And it’s the approach that eci takes with every client, on every assignment. Because when you transform “targets” into real human beings, you get real results.

Moving the needle with a big social media campaign

Sometimes when we test against established marketing campaigns, we like to blow things up. In a departure from Adobe Acrobat’s regular demand gen communications, we created a robust social media campaign that featured hilarious videos, interactive PDFs, audience participation, and ongoing Facebook and Twitter integration—all wrapped in a fun “search” for the world’s smartest project manager.

Getting dirty with an email campaign about trucks

Driving prospects to retail can be easy—if you do your homework. For Toyota, we dug deep into the mindset of the "off-road-truck guy." We took some road trips. Went camping. Drove into a lake (not kidding). And came up with a simple-but-effective email campaign that said everything it needed to say, and brought it all home with dynamic personalization.

Some exciting in-trial marketing, Hollywood style

When prospects are test-driving your products or services, you can walk a fine line between alienating people and persuading them to buy. For the Autodesk Maya and 3ds Max test drives, we hit the audience where they lived: special effects and gaming. By showcasing the work that their peers were doing with Autodesk products, we proved beyond a shadow of a doubt why they should buy right away.

Stretching a small media investment into a big payoff

Even when the budgets are small, we like to think big. To promote Adobe’s FormsCentral web forms, we became the official survey of the Carmel Art & Film Festival. We placed staffers at strategic locations to survey attendees, challenged them to a film trivia quiz, and even got Adobe in the news and on prime billboards—for a media footprint well in excess of our small initial investment.

Bringing the passion back to event marketing

Attendees of AU, Autodesk’s annual user conference, are nothing if not passionate. So unlike in previous campaigns, where the focus was on lists of classes, we brought all of the amazing AU content front and center. We showcased awesome speakers from previous years. And we told inspirational stories about the passionate people who attend year in and year out. All of which led to record attendance.

An ongoing content-marketing campaign that scales

Content marketing can be extremely powerful. It can also be pretty expensive. We capitalized on that first part and took care of the second with a demand gen campaign that used YouTube videos to dramatize the benefits of Adobe Acrobat. The simple videos (available free for marketing use under the Creative Commons license) proved to be a fun, engaging way to sell Acrobat that hadn’t been tried before.

A mail campaign for the entire customer life cycle

Over the 19+ years we’ve been working with Union Bank, we’ve learned a thing or two about how to treat their best customers. It starts at acquisition, with creative that puts their needs first. It continues through onboarding, where we educate and inspire. And it reaches its peak with cross-selling and retention to deepen the relationship. There’s a lot more to it, of course, but it all plays on the same theme: doing right by our customers.

Exploring formats that appeal to brides

Brides these days obsess over every detail. The groom? Not so much. Which is why we reached out to the bride to talk about wedding tuxes. Through a wide range of innovative and involving direct mail formats, we showed brides how great their guy could look—and how easy it can be to work with Men’s Wearhouse. All of which gave them one less thing to worry about.

Expressing our brand in a unique new way

Explaining "marketing that's human" with words isn't too difficult. We can use words like "genuine." Or "real people." But showing that visually is a bit tougher. We did it by commissioning custom art, featuring portrait collages of people—made up of the very marketing they see every day. You can see them hanging in our office today, and get a behind-the-scenes look at how they were made in this quick video.

Throughout our 20+ year existence, we’ve been fortunate enough to work with a number of fantastic companies, representing all kinds of industries. Here are a few that you’ll probably recognize, from the worlds of automotive, financial services, health, and technology.

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55 Union Street, Fourth Floor,
San Francisco, CA 94111