Episode 125-Kitty Kalman on Lifecycle Marketing -Building My Legacy with Lois Sonstegard

Welcome to Episode 125 of Building My Legacy.

In this podcast we talk with sales and marketing strategist Kitty Kalman, the owner of High-Converting Funnels, about lifecycle marketing. Also known as customer lifetime value, this describes the lifecycle of a customer — from the point when you first grab the customer’s attention to when they drop off your sales process. Kitty explains how you need to nurture all of those clients because, after spending money to get customers, you want to keep them through the whole life cycle of your system.

In our discussion, Kitty emphasizes the importance of the “backend” of the marketing system. Too often companies put so much emphasis on generating traffic to their website, they forget about what is being delivered and how. That’s where the backend starts. And it’s critical that all of your backend systems — CRM, membership, payment — are integrated. This is the only way you can utilize segmentation to place customers in the right category for appropriate follow-up. You’ll find our discussion with Kitty is informative for anyone who wants to see real value in their marketing efforts.



So if you want to know:

– The biggest challenges companies face when they want to grow
– The most important part of optimizing your funnels
– The problem with chasing after the “new shiny object”
– How marketing is about the customer, not about you
– The importance of building relationships with your customers


About Kitty Kalman

Kitty Kalman is a sales and marketing strategist and the owner of High-Converting Funnels, which helps companies grow to their fullest potential. She has worked with Fortune 100 CEOs and CFOs in a wide range of industries — from banks to mining companies, pharmaceutical companies to car manufacturers, restaurant chains to construction companies, retailers to consulting companies. She is passionate about business success because she knows that, when a business