2012 MBO Conference Presentation-Carissa Newton-Flipping the Funnel
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2012 MBO Conference Presentation-Carissa Newton-Flipping the Funnel

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2012 MBO Conference Presentation-Carissa Newton-Flipping the Funnel 2012 MBO Conference Presentation-Carissa Newton-Flipping the Funnel Presentation Transcript

  • FLIPPING THE FUNNELCarissa Newton, Chief Marketing Officer
  • FLIPPING THE FUNNELConnecting with Non-traditional Demographicsthrough Inbound MarketingTakeaways:•How to shift outbound marketing efforts toinbound results•Tips and strategies to attract any audience•Effectively measuring and scaling forgrowth
  • POSITIONING/DIFFERENTIATION Commission-BasedCommercial Financing Delivering theInsurance $10,000 to funding agents Industry $10 Million need to buy, build, or sell
  • OAK STREET’S STRATEGIC EVOLUTIONInception – June 2005 July 2005 – June 2008 July 2008-2010 2011 - Beyond Moderate Growth High Growth Slowed Growth High Growth Sub/Non Prime Prime, Sub, Sub/Non Prime Prime, Sub, Non Prime Non Prime Independent & Independent & Independent & Independent & Captive Captive Captive Captive $10,000-$3.5 $10,000-$5.5 Less than $1 $10,000-$10 Million Million Million Million
  • FOCUS & SEGMENTATION
  • WHERE WE PLAY…
  • NTS SEGME FIED IDENTI ETING- MARK N DRIVE DATA- | TOOLS OUR SEGMENTATION RESEARCHThe 5 Business Profile Segments defined are mutually exclusive and vary by geography, business profile, sales and revenue, credit risk, and demographic makeup Total Prospects Segment 1 Younger Driven Sole Agents 7% $600 Million Segment Segment 2 Annualized Loan Market 14% 36% 1 Experienced Steady & Downscale 4% 2 Segment 3 3 Franchised/Allstate Sole/Home-Office Agents 39% 4 Segment 4 5 Remote & Corporate-Connected Agents Segment 5 Independent & Prosperous BoomersNote: All information herein was derived from the “Segmentation Analytics & Modeling” work conducted by Eris Consulting in 2011.
  • OUR CUSTOMER | MARKET & INDUSTRY
  • OUR BRAND | MARKET POSITIONRED Incep-6/05YELLOW 7/05-6/08BLUE 7/08-10/10GREEN 11/10-Fwd
  • Origination Segmentation Strategy MARKET SEGMENTATIONInsurance Carriers Implemented January 1, 2012 OSF Resource CenterManaging General Agents PR |Articles | PlacementsAssociations Speaking | EventsIndustry Providers CE | Webinars Target Market (>$1M) Small-Mid MarketDirect Response (<$1M) Products | MarketsWeb | Search | Social National AdvertisingDirect Mail Messaging | CollateralNewsletter | Email PR | Search
  • FLIPPING THE FUNNEL
  • RECONFIGURING SALES & MARKETING EFFORTS FLIPPING THE FUNNEL Key Shifts Transition from primarily outbound to mix of inbound & outbound Content marketing platform built to support lead Outbound Marketing generation Efforts Clear understanding of conversion flow and Lead Conversion Flow Inbound Leads & success rates Opportunities Automation of all lead traffic including initial touches Real-time Funded Loans dashboards to manage all stages in the conversion flow
  • HOW WE GET IT DONE
  • WHAT WE FOCUS ONPrimary Functions • Lead generation • Bus development • Awareness building • Sales support
  • MARKETING STRATEGY • Outbound Campaigns Demand • Industry Presence/Leadership Generation • Advertising/Events Leadership • Business Development • Leadership Library Technical & • Videos/ContentBest Practice • Best Practice Collateral Framework • Thought Leadership • Product & ServicesCore Marketing • Basic Collateral Foundation • Website • Messaging
  • LEAD GENERATION SNAPSHOT direct mail/newsletters print ads/articles tradeshow/eventsemail marketing DEVE LOPM LEAD ERATprospect lists/research GEN ENT ION referrals & Lead Generation & Development search engines & social media telemarketing content campaigns development public relations
  • OSF CONTENT MARKETING STRATEGY
  • MIX L NNE CHA NG KETI MAR CHANNEL MIX OVERVIEWFinding the channels that work for you:•Advertising (Print/Online/Sponsored Placements)•Direct Mail•Telemarketing•Email Marketing/Webinars•Whitepapers/Collateral•Oak Street Websites/Blog/Social Media Awareness Needs Analysis Conversion • Advertising • Outbound Calls • Lead Nurturing • Directories • Whitepapers • Application • DM/EM • Education • TQA 11/2/2012
  • OAK STREET FUNDING WEBSITE
  • EVERY CONTACT TOUCHED EmailMonthly Newsletter Monthly Opt-In Offer Specific Follow-Up 1-Email Wkly Personalized LO Advertising/WebWhite Papers/eBooks Print Ads Online Ads Direct Mail Other Qtrly Newsletter Post Cards/Letters • Webinars • Conferences • Newsletter Requests • Agency Listings 2-LO Call 3-Company Email
  • 2201Y INERLARTQU TO TION RIBU DIST DGE BRI CONTENT MARKETING CORE Mail to over 15,000-25,000 In 2012 will send to opt-in list, but also test new audiences w/in DB. Email to over 15,000 Posted to Website/Social Media/Email Signatures
  • 2012 BRIDGE EDITORIAL CALENDAR 1Q12 2Q12 3Q12 4Q12Main Theme Key Best Ways to Positioning an Building a consideration Grow Your agency to plan for 2013 s of buying – Agency succeed (or and beyond from seller sell) and buyer perspectivesSupplemental Tips for due Marketing an Getting a fair Long & shortContent diligence agency valuation term goals 5 Step Marketing Plan
  • 1Q12 EBOOK CAMPAIGN
  • 2012-GROW, ACQUIRE, SUCCEED… GROW ACQUIRE SUCCEEDApr/May/Jun Jul/Aug/Sept Dec/Jan/Feb
  • ES TYP N PAIG CAM IL EMA Monthly Bridge Campaign Personalized PR Opt-In EMAIL MARKETING BREAKDOWN ENews HighlightsProduct Overview of Focused on Intro to LO Press General OSFannouncmt Bridge Pub one topic Template F/U Release infoand Disposition HighlightsresourcesIndustry Video and Whitepapers Links to OSF News Opt-Inupdates article links sign-upFrequency: Frequency: Frequency: Frequency: Frequency: Frequency:Monthly Quarterly 1-2/month Weekly Monthly Weekly & Monthly
  • LEAD GENERATION = DEMAND Demand Generation Lead SourcesOutbound Referral Partner Inbound Leads Data/ResearchCampaigns Leads Loan Officers Advertising Carriers Tranzact/Equifax Phonetree Email Marketing Associations Eris Consulting Web Service Providers Directories Public Relations Agents/Agencies Associations Events MGAs
  • 2Q12-CORE BUSINESS
  • 2Q12-STRATEGIC MKTS BUSINESS
  • 3Q12-CORE BUSINESS
  • 3Q12-STRATEGIC MKTS
  • 4Q12 RATE PROMO CAMPAIGN
  • RECENT PR/ARTICLES/NEWSIndiana Companies to Watch AwardPress Release & Article Placements in the followingpublications: • Wall Street Journal Online • Insurance Journal • National Underwriter (P & C) • PIA National • Westlaw/Thomson Reuters • Exclusive Focus (NAPAA) • Rough Notes
  • CONTENT | CONTENT | CONTENT
  • MARKETING CONTENT RESOURCES
  • MARKETING CONTENT RESOURCES
  • MARKETING CONTENT RESOURCES
  • MARKETING CONTENT RESOURCES
  • MARKETING CONTENT RESOURCES
  • LEAD ATTRIBUTION & PIPELINE REFINEMENT
  • LEAD SOURCE ATTRUBUTION
  • METRICS & RESULTS
  • MARKETING DASHBOARD Oak Street Funding, LLC Daily Marketing Dashboard Avg. Talk Time per LO As Of 10/24/2012 Incoming Lead Traffic Oct 24 Oct MTD Prior MTD 2012 YTD 2011 YTD % Change Inbound Calls 5 120 118 1,430 1,496 96% Quote Requests 1 75 45 1,401 835 168% White Papers 1 32 70 1,449 0 -- 2012 YTD Contact Us 0 38 15 167 111 150% Opt-Ins (Email) 26 422 467 5,142 3,264 158% 2.25 2.3 2.35 2.4 2.45 Opt-Ins (Paper) 17 286 343 3,671 9,309 39% Agency Listings 0 7 7 159 127 125% Total Inbound 7 272 255 4,606 2,569 179% Hours Total SubscribersTop Last Lead Sources EMAIL Current 12,998 Sep 12 MTD 12,645 Aug 12 MTD 12,200 Jul 12 MTD 11,692 Jun 12 MTD 11,096 Email PAPER 15,869 15,578 15,196 14,833 14,355 1% 4% TOTAL UNIQUE 20,816 20,483 20,018 19,510 19,002 Internal Total Leads 23% Telemarketing 39% Actual Qty Budget Qty % To Goal New Contacts New Contacts Budget Data Scraping Oct 24 33 34 97% 1 7 Oct MTD 701 610 115% 76 117 2012 YTD 7,799 8,602 91% 1,988 1,467 Newsletter Total Applications† 33% Other Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty Oct 24 4 $2,194,000 5.41 $865,590 -- Oct MTD 125 $37,813,655 97 $15,580,621 89 2012 YTD 969 $345,609,626 1,100 $175,969,193 -- Marketing Budget Budget Actual Variance $ Variance % Total TQA† Oct MTD $62,092 $40,328 $21,764 65% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty 2012 YTD $661,720 $519,329 $142,391 78% Oct 24 2 $262,000 1.89 $302,957 -- Oct MTD 37 $14,936,300 34 $5,453,217 31 Conversion Rates 2012 YTD 251 $91,218,036 385 $61,589,217 -- Budget Actual† Variance Lead to App 16.12% 17.83% 1.71% Total Funded* Lead to TQA 5.64% 5.28% -0.36% Actual Qty Actual $ Budget Qty Budget $ Prior MTD Qty Lead to Fund 2.82% 1.71% -1.11% Oct 24 0 $0 0.96 $151,478 -- App to Fund 17.50% 9.60% -7.90% Oct MTD 12 $7,283,000 17 $2,726,609 10 TQA to Fund 50.00% 32.43% -17.57% 2012 YTD 146 $54,041,097 200 $52,127,945 -- *Loan Amount Based On Initial Draw (Additional Draws Not Considered) Contacts †Actual Application and TQA data includes unarchives, unlike the Tracking Report New New (scraped) 1st Touch Budget New Oct 24 8 7 17 130 Oct MTD 583 240 381 2,348 2012 YTD 57,148 51,431 6,568 29,348
  • MARKETING RESULTS HIGHLIGHTSBrand & Market Segmentation• Utilizing data models to segment audience• Tailored messaging to Core and Strategic MarketsIncreased Presence in Digital Channels• Increased webinar registration by over 250%• Increased article/media placements by over 90%• Online Traffic Sources increased over 234%• Sponsored email/digital channels producing 4X the leads over print channelsOverall Successes• Marketing ROI – 2X improvement from since 2011• Awards/Continuing Education Courses/Events• PR/Media Placements-3X improvement since 2011• Tripled lead flow-flipped the funnel from 40/60 to 80/20• Over 350% YOY Growth in Loan Originations
  • STRATEGIC MARKETS RESULTSJust this year alone…
  • WHO HELPS US
  • OUR LOCAL PARTNERS
  • QUESTIONS
  • HOW TO CONTACT MEOak Street Info:Carissa NewtonChief Marketing OfficerOak Street Funding11350 N. Meridian StreetSuite 600Carmel, IN 46032Tel: 317.428.3834carissa.newton@oakstreetfunding.comwww.oakstreetfunding.comOak Street Twitter: OSFundingPersonal Twitter: FullcirclecPersonal email: cnewton@fullcircle-c.com