See how to keep prospects and customers engaged in the lead development process. Look into some of our successful practices in work!

2. Turn Your Tired Opt-In
into a Well-Oiled
Machine with Workflows.
Who flows there?

3. Who are we?
…And what do we want?

4. Who are we?
Who we are:
Joe Stickney, Leads and Customer Data Manager
Lazydays: Tampa, FL
About.me/joe.stickney

5. Who are we?
 One of the largest RV dealers in US
 5,000+ annual sales
 300+ service bays with shops
 3 restaurants
 700 campground sites
 2 new parts stores
 Seminars and driving classes
 Finance and insurance
 RV purchasing

6. Who are we?
What do we want to accomplish:
 Lead generation and engagement
 Using and collecting data
 Identifying goals and problems
 Mapping processes
 Designing workflows
 Analyzing results

7. Don’t treat your leads like a
one-night stand
Nurturing and understanding builds quality
relationships

8. Not a one-night stand
Date me first, jerk!
Ecommerce is promiscuous, lead generation is prude
Speed-to-lead
5 minutes. That’s your goal. Period.
Know the buying cycle
Long process, have patience and think customer-centric
Know your prospect
Favorite color, dog’s name, favorite football team

9. Not a one-night stand
Post-purchase relationship
 You got them, now keep it up
 Repeat and referral are the best customers
Lost opportunity
 Understand why they didn’t choose you
 Keep pursuing them
 Make them want you

10. Data…the eHarmony of
customers.
Or match-making for nerds

11. Matchmaking
Seven ways to make data work for you:
1. Help identify your goal or problem
2. Identify your KPIs
3. Bucket and segment
4. Measure the KPIs and goals
5. Analysis
6. Test and adjust
7. Follow up

12. Matchmaking
How we use lists and segments
We use lists to move contacts through a process
We use segments to break down our lists by properties or actions
Fields are your friends
 Know what’s important & how to consolidate the data
 Create a field for each data component
Ex: Field = married, data = 1,0 or Y,N
Field = special powers, data = 1,0 or Y,N
Field = vehicle type, data = bat mobile, avenger jet

13. How do we flow?
Some of our workflows in practice

14. How do we flow?
Now what?

15. How do we flow?

16. How do we flow?
Why draw my workflow when I have a perfectly good tool in
Bronto?
 Erasing is easier than angry customers
 Identify problems and bottlenecks
 Make notes
 Remember where you left off

17. How do we flow?

18. How do we flow?
What should I know before I start my workflow?
 What is the business problem?
 What are the possible solutions?
 What are the possible outcomes?
 Which outcomes are favorable?

19. How do we flow?
Our business situation (sales):
 High cost product & long consideration cycle
 Online competition is getting fierce
 Losing traction on our internet generated leads
 Small shifts in sales can create big shifts in market share
 Communication and speed-to-lead need to improve

20. How do we flow?
Business problem statement:
Communicate with eleads quickly and efficiently while
successfully differentiating our value proposition.

21. How do we flow?
Solution
Build a workflow that:
 Automates communication and follow up
 Sends timely, relevant emails
 Provides a value
 Measures how we are doing
 Customer/prospect controls email

22. How do we flow?
Starts at submit.

23. How do we flow?
The welcome series:
Welcome message
 Immediate response
 Calls out additional business
segments
 Engages contact
 Gives them an offer

24. How do we flow?

25. How do we flow?
The welcome series:
24-hour responder
 Adds human element
 Allows a response channel
 Identifies with product
management tool

26. How do we flow?
The welcome series:
How are we doing?
“Prospect NPS”
 Real-time prospect feedback
 Allows a response channel
 Allows us to react quickly to issues
and questions
 Shows we care about our
customers

27. How do we flow?
The welcome series:
Added value
 Significantly differentiates our
brand
 Shows other business segments
 Adds value to our dealership
 Engages customer with multiple
destinations

28. How do we flow?
The welcome series:
Manage preferences

29. How do we flow?
The welcome series:
betterRVing.com subscribe
 Continues engagement, even
after sale
 Grows our contact list
 Adds value

30. How do we flow?
Brand header
 Keep it consistent

31. How do we flow?
Brand footer

32. Well, does it work?
Real-life results from real-life workflows.

33. Does it work?
Results:
 Our unsubscribe rates
 Our contact growth
 Our conversion rates

34. Does it work?

35. Does it work?

36. Does it work?

37. We keep flowing
After the sale, NPS and thank you

38. How do we flow?
The NPS & thank you series:
The sales NPS
 Our customer service end-all, be-all
 Use scores to track business performance
 Indicates the most beneficial areas for
improvement

39. How do we flow?
The NPS & thank you series:
Thank you from Randy
 Personalization
 Allows a response channel

40. How do we flow?
The NPS & thank you series:
Post-purchase survey
 Gather/retain marketing data

41. How do we flow?
Cont. engagement
Newsletter

42. Thank you.
Contact:
about.me/joe.stickney
j_stickney@hotmail.com