FLIPPING THE FUNNELCarissa Newton, Chief Marketing Officer
FLIPPING THE FUNNELConnecting with Non-traditional Demographicsthrough Inbound MarketingTakeaways:•How to shift outbound m...
POSITIONING/DIFFERENTIATION Commission-BasedCommercial Financing                           Delivering theInsurance   $10,0...
OAK STREET’S STRATEGIC EVOLUTIONInception – June 2005   July 2005 – June 2008    July 2008-2010     2011 - Beyond  Moderat...
FOCUS & SEGMENTATION
WHERE WE PLAY…
NTS                                   SEGME                                        FIED                                   ...
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 S...
FLIPPING THE FUNNEL
RECONFIGURING SALES & MARKETING EFFORTS                                                                                   ...
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 •    Adverti...
LEAD GENERATION SNAPSHOT                  direct mail/newsletters   print ads/articles   tradeshow/eventsemail marketing  ...
OSF CONTENT MARKETING STRATEGY
MIX                       L                       NNE                       CHA                                  NG       ...
OAK STREET FUNDING WEBSITE
EVERY CONTACT TOUCHED                          EmailMonthly Newsletter     Monthly Opt-In        Offer Specific           ...
2201Y INERLARTQU   TO   TION   RIBU   DIST   DGE   BRI                                      CONTENT MARKETING CORE   Mail ...
2012 BRIDGE EDITORIAL CALENDAR              1Q12          2Q12           3Q12             4Q12Main Theme    Key           ...
1Q12 EBOOK CAMPAIGN
2012-GROW, ACQUIRE, SUCCEED…  GROW         ACQUIRE         SUCCEEDApr/May/Jun   Jul/Aug/Sept   Dec/Jan/Feb
ES                             TYP                             N                             PAIG                         ...
LEAD GENERATION = DEMAND                   Demand Generation Lead SourcesOutbound                                    Refer...
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:   ...
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                                                                                                       ...
MARKETING RESULTS HIGHLIGHTSBrand & Market Segmentation• Utilizing data models to segment audience• Tailored messaging to ...
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 600C...
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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

  1. 1. FLIPPING THE FUNNELCarissa Newton, Chief Marketing Officer
  2. 2. 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
  3. 3. POSITIONING/DIFFERENTIATION Commission-BasedCommercial Financing Delivering theInsurance $10,000 to funding agents Industry $10 Million need to buy, build, or sell
  4. 4. 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
  5. 5. FOCUS & SEGMENTATION
  6. 6. WHERE WE PLAY…
  7. 7. 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.
  8. 8. OUR CUSTOMER | MARKET & INDUSTRY
  9. 9. OUR BRAND | MARKET POSITIONRED Incep-6/05YELLOW 7/05-6/08BLUE 7/08-10/10GREEN 11/10-Fwd
  10. 10. 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
  11. 11. FLIPPING THE FUNNEL
  12. 12. 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
  13. 13. HOW WE GET IT DONE
  14. 14. WHAT WE FOCUS ONPrimary Functions • Lead generation • Bus development • Awareness building • Sales support
  15. 15. 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
  16. 16. 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
  17. 17. OSF CONTENT MARKETING STRATEGY
  18. 18. 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
  19. 19. OAK STREET FUNDING WEBSITE
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 1Q12 EBOOK CAMPAIGN
  24. 24. 2012-GROW, ACQUIRE, SUCCEED… GROW ACQUIRE SUCCEEDApr/May/Jun Jul/Aug/Sept Dec/Jan/Feb
  25. 25. 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
  26. 26. 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
  27. 27. 2Q12-CORE BUSINESS
  28. 28. 2Q12-STRATEGIC MKTS BUSINESS
  29. 29. 3Q12-CORE BUSINESS
  30. 30. 3Q12-STRATEGIC MKTS
  31. 31. 4Q12 RATE PROMO CAMPAIGN
  32. 32. 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
  33. 33. CONTENT | CONTENT | CONTENT
  34. 34. MARKETING CONTENT RESOURCES
  35. 35. MARKETING CONTENT RESOURCES
  36. 36. MARKETING CONTENT RESOURCES
  37. 37. MARKETING CONTENT RESOURCES
  38. 38. MARKETING CONTENT RESOURCES
  39. 39. LEAD ATTRIBUTION & PIPELINE REFINEMENT
  40. 40. LEAD SOURCE ATTRUBUTION
  41. 41. METRICS & RESULTS
  42. 42. 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
  43. 43. 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
  44. 44. STRATEGIC MARKETS RESULTSJust this year alone…
  45. 45. WHO HELPS US
  46. 46. OUR LOCAL PARTNERS
  47. 47. QUESTIONS
  48. 48. 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
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