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LEAD CONVERSION
PROCESSLaurissa Doonan| Charter Marketing
www.Charter-Marketing.com
 Integrated Marketing Programs to Support Customer Qualification
Process
 Distribute Marketing Tools To Support Sales Pr...
Awareness
Consideration
Conversion
Loyalty
Advocacy
Lead
Customer Status – Conversion
Funnel
Conversion rates in
ecommerce...
Using Customer Data
5
Results from researchers at Forrester, Jupiter, Amazon.com and Ovum
who analyzed campaign performance when analytics tar...
6
Getting The Right Offer To The Right Person at The Right
Time
 Know the audience – “touch” fewer people, fewer times
 ...
Individual Tracking from lead source to site visit to conversion
Customer Targeting
Close Loop Marketing
Segment Leads
by ...
Awareness
Consideration
Conversion
Loyalty
Advocacy
Sample Source Lead
Conversion SocialWeb Email Display Permission-based...
Touch
DM/Email
Campaigns
Continue To
Receive Info
Remove From Touch
Triggered
Follow up
NO
Respond?
YES
NO
Respond?
YES
L0...
 Increase Qualified Prospects
 Establish process for all activities
 Establish trigger-based campaigns
 Provide effect...
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Lead Conversion Process

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Not all leads will be customers. Using lead conversion processes and automation, leads can be qualified and nurtured better to allow sales to focus on those leads that are likely to close.

When marketing takes more control of the lead conversion process, sales is able to focus on closing deals, rather than on selling to customers who are not interested or may not be your customers at all.

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Lead Conversion Process

  1. 1. LEAD CONVERSION PROCESSLaurissa Doonan| Charter Marketing www.Charter-Marketing.com
  2. 2.  Integrated Marketing Programs to Support Customer Qualification Process  Distribute Marketing Tools To Support Sales Process  Develop Triggered based Marketing Campaigns by Source  Move the prospect thru the sales qualification process  Continuous Optimization Campaigns Integrated Marketing Approach
  3. 3. Awareness Consideration Conversion Loyalty Advocacy Lead Customer Status – Conversion Funnel Conversion rates in ecommerce occur at every point in the sales funnel, and are tracked to allow customers step through the process.
  4. 4. Using Customer Data
  5. 5. 5 Results from researchers at Forrester, Jupiter, Amazon.com and Ovum who analyzed campaign performance when analytics targeted certain consumers -- across multiple industries and channels. Source: “Marketing Analytics to the Rescue: The Next Big Thing?” David J. Santoro, DM Review - DM Direct BI Special Report, February 11, 2003. Improvements by using analytics Before using Analytics After using Analytics Factor Improvement Banner ad click through rates 0.3% 21% 63X Mail response rates 0.5% 18% 36X Merchandising responserates 0.2% 12% 24X Conversion rates (post-response) 0.9% 10% 11X Repeat buyer rates 2.0% 60% 30X Leverage Customer Data The Difference is in the Conversion Rates
  6. 6. 6 Getting The Right Offer To The Right Person at The Right Time  Know the audience – “touch” fewer people, fewer times  Collect the clues in a data warehouse  Use the clues to make offers at the right time geared toward the individual’s need or interest  Provide more relevant offers  The difference is use of technology & analytics Shows up as differences in conversion rates and customer satisfaction  HIGHER Conversion rates: % of people who respond to the offer  HIGHER Customer satisfaction: % of people happy with the company and its products Source: Good vs. Bad Marketing:Analytics to the Rescue, Dr. Dave Schrader, Teradata, Washington, D.C., June 18, 2003 Customer Segmentation
  7. 7. Individual Tracking from lead source to site visit to conversion Customer Targeting Close Loop Marketing Segment Leads by Source  What site they came from  What ads they saw and clicked  The path they took on the site  Destination site after click  Actually purchased Conversion Goal+ Site Path Analysis + Target Customers by Source to Increase Conversion
  8. 8. Awareness Consideration Conversion Loyalty Advocacy Sample Source Lead Conversion SocialWeb Email Display Permission-based AffiliatesSEM CoRegCS Print Partner Other Move Lead to Consideration: Provide links to online resources (Videos, testimonials, comparisons, etc. Contact: Custom Service  Follow up is done immediately through triggered emails upon leads added to the database.  Emails are targeted to attendee status (visited booth, didn’t visit) inviting to engage Request for customer feedback – personalized/targeted automated follow up Purchase Triggered Follow up on Satisfaction, goals, needs, questions/interests Encourage sharing, affiliate, promotion, up-sell incentives
  9. 9. Touch DM/Email Campaigns Continue To Receive Info Remove From Touch Triggered Follow up NO Respond? YES NO Respond? YES L0- Raw Lead L1- Sent Info L2- Responded L3- Qualified P1- Assigned to Customer Service L0 L1 L2 L3 NO YES PI Automates much of initial process, customer service is able to focus on fall out, special needs, closing sales. Touch Follow-up 6-8 WEEKS Customer Conversion Stage
  10. 10.  Increase Qualified Prospects  Establish process for all activities  Establish trigger-based campaigns  Provide effective marketing tools to support qualification  Formalize all communications  Analyze current marketing programs  Increase product/company awareness  Add more value to customer base Expected Outcomes:  Allow customers to self-qualify, provides more data for customer service to provide personalized, relevant offers, follow up.  Quick conversions allow for more conversions  Incentivize and support existing customers to increase advocacy and LTV Approach Summary

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