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How to Convert Your Connections Into Lifelong Customers

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Our webinar goes beyond the data and into treating customers like “real people.” After all, their goal is to learn about your products in a personal and trustworthy way. I know this sounds complex, but it doesn’t need to be that way.

Veröffentlicht in: Marketing
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How to Convert Your Connections Into Lifelong Customers

  1. 1. | Nurture Your Contacts into Lifelong Customers 1 Nurturing Your Contacts into Lifelong Customers
  2. 2. | Nurture Your Contacts into Lifelong Customers 2 Webinar Topics • The Real Challenge • The Phases (Strategy) of a Lead • Acquisition • Management • Engagement • Sales • Summary • Questions
  3. 3. | Nurture Your Contacts into Lifelong Customers 3 So what is the Challenge? • Discipline to execute • Discipline to measure • Discipline to drive continuous improvement through these strategies
  4. 4. | Nurture Your Contacts into Lifelong Customers 4 Lead Acquisition TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel
  5. 5. | Nurture Your Contacts into Lifelong Customers 5 Generate Leads and Drive Sales Are The Top Digital Marketing Objectives
  6. 6. | Nurture Your Contacts into Lifelong Customers 6 CONVERSION FUNNEL – RAW INQUIRIES APPOINTMENTS SET 60% APPOINTMENTS ISSUED 75% DEMOS 75% SALES 35% 100 INQUIRIES 60 APPOINTMENTS 45 ISSUED 34 DEMOS Typical Sales Funnel 12 SALES Email Brand LoyaltyD-mail Phone 88 Leads require engagement 40 Need Engagement 15 Need Engagement 11 Need Engagement 22 Need Engagement Promotional$180,000 in Sales
  7. 7. | Nurture Your Contacts into Lifelong Customers 7 Measuring and Analyzing Start with what you know and can measure Lead Acquisition TOFU Top of Funnel MOFU Middle of Funnel BOFU Bottom of Funnel
  8. 8. | Nurture Your Contacts into Lifelong Customers 8 Lead Acquisition Poll How many of you align with the top priorities are to generate leads and drive sales?
  9. 9. | Nurture Your Contacts into Lifelong Customers 9 Lead Management
  10. 10. | Nurture Your Contacts into Lifelong Customers 10 Focusing on Conversion is an Underleveraged Asset in Most Organizations For every $92 spent acquiring customers, ONLY $1 is spent on conversion. Source: Econsultancy & RedEye CRO Report 2012
  11. 11. | Nurture Your Contacts into Lifelong Customers 11 What is Lead Management? • Responding to web inquiries within 5 minutes • Managing calls with the intent to qualify • Speed, Repeatable Processes, Persistence • Best practice scripting to assure • Consistent consumer experience • Brand Awareness • Produce quality leads • Produce Brand Ambassadors • Managing leads within a CRM platform • Data driven Key Performance Indicators
  12. 12. | Nurture Your Contacts into Lifelong Customers 12 Contacting and qualifying an inbound inquiry increases by 2100% if done within the first 5 minutes versus 30 minutes later! MIT Speed to Conversion Best Practices MIT Lead Response Study For inquiries submitted on the web, 78% of the sales went to the first organization to respond. Only 26% of companies respond to queries within 5 minutes, according to a study of 2,241 U.S. firms led by James B. Oldroyd, Univ. in South Korea.
  13. 13. | Nurture Your Contacts into Lifelong Customers 13 Speed to Conversion and Optimal Number of Calls
  14. 14. | Nurture Your Contacts into Lifelong Customers 14 Best Practice Lead Management Speed • Leads convert 22x more often when you make contact under 5 minutes • 78% of prospects convert with the company that contacted them first Process • 50% of leads are never engaged a second time • Leads convert 50% more often if you use a system Persistence • 40% of leads closed eventually, with consistent long term engagement • 90% of leads have no activity after 30 days • On average, it takes between 6 and 7 attempts to contact a lead Study from managing 40 million leads
  15. 15. | Nurture Your Contacts into Lifelong Customers 15 Lead Management Poll How many of you have all or some of the lead management in place at your organization?
  16. 16. | Nurture Your Contacts into Lifelong Customers 16 Lead Engagement
  17. 17. | Nurture Your Contacts into Lifelong Customers 17 • Right Message and Offer at the Right Time • Mix of Calendar Based Sends and Triggered Data Sends • Personalization & Dynamic Content Calendar Sends Triggered Sends • Newsletters • Promotions • Events • New Product / Service • Thought Leadership • Surprise & Delight • Email Interaction • Website Interaction • Product Purchase • Lapsed Consumer • Loyal Consumer • Onboarding / Welcome • Birthday / Anniversary Emails Engagement Relevancy
  18. 18. | Nurture Your Contacts into Lifelong Customers 18 Test and Optimize Measure and Analyze Test and Optimize, Measure and Analyze • Subject Line • Send From • Creative A/B • Copy A/B • Call to Action (CTA) • Offer Testing • Time of Day / Week • Delivery Rates • Bounce by Top 25 Domains • Unique Open Rate • Unique Click Rate • Unsubscribe Rate • Spam Complaint Rate (By ESP) • Forwards / Social Shares • Click/View Rate • Mobile Device Breakdown • Skim / Read Rate • # Printed • Segments / Geography
  19. 19. | Nurture Your Contacts into Lifelong Customers 19 Promotional Campaign Case Study NoOpenE1 OpenE1-NoClick NoOpenAny OpenPrevious-NoClickPrevious Click E1 – 10/1/14 E2 – 10/15/14 R1 – 10/9/14 B1 – 10/9/14 E3 – 10/29/14 R2 – 10/23/14 B2 – 10/23/14 Everyone Everyone Share – Triggered Landing Page 4 Way Subject Line Tests (All Emails) A/B Heroshot Tests (Lifestyle vs. Product)
  20. 20. | Nurture Your Contacts into Lifelong Customers 20 Promotional Case Study Promotion Highlight • 126%+ over prior period • 119%+ coupons redeemed • 50%+ of results attributed to email engagement
  21. 21. | Nurture Your Contacts into Lifelong Customers 21 Post Purchase – Lifecycle Campaigns 0 days Initial Thank You Boot purchases only +4 days Survey Reminder 0 days Initial Thank You Non-purchase version +20 days How Are Your New Boots Working Out? +6 Months Free 6 Month Tune-Up +12 Months Free Heel-To-Toe Check-Up +18 Months Free Heel-To-Toe Check-Up +24 Months Upgrade To New Boots Email Opt-in No Footwear Purchase Email Opt-in Footwear Purchase 3 Engagements within the first 30 days upon purchase 4 Engagements over the next 23 months after first 30 days from purchase
  22. 22. | Nurture Your Contacts into Lifelong Customers 22 Lead Engagement Poll How many of you do some type of calendar send or triggered send with you current contact list?
  23. 23. | Nurture Your Contacts into Lifelong Customers 23 Summary • Discipline to execute, measure, and drive continuous improvement with your strategies • Implement lead management as a strategy • Implement an engagement strategy for leads that fall out during the sales cycle • Implement an engagement strategy for leads that have turned into customers
  24. 24. | Nurture Your Contacts into Lifelong Customers 24 Questions
  25. 25. | Nurture Your Contacts into Lifelong Customers 25 About Three Deep Marketing • 50 person digital marketing agency in St. Paul, MN • Manage $7+ million in paid search spending annually • Manage 30+ million in consumer database records • 240 million opt-in emails sent in prior 12 months • Certified in popular CRM tool, Salesforce.com • 6 Google Adwords and 3 Bing Certified Professionals • 12 Google Analytics Certified Professionals • Lead Management contact center for conversion • Inc. 5000 Fast Growing Company Award five consecutive years • Multiple Best Company to Work Awards in Minnesota

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