The main objective was to promote and cross-sell different policies from its portfolio based on the propensity model to the existing policy holders through online mediums with the available data.

1. How A Leading
Indian Private Sector Bank
Increased Its Lead Conversion Rate By 20%
Powered By
Using Marketing Automation
Dropped Leads Recycling

2. Huge no. of leads gets
generated through
various sources
10-12% convert &
Remaining gets
dropped

3. What about these
Dropped Leads?
Or
Either we dump it Do some random
Email campaign

4. Our Client
One of India’s leading
Private sector bank

5. Leads 
Call Centre
Follow-up till 90 days  Dropped
Was facing the same problem

6. To warm up and recycle these
dropped leads with an online lead
nurturing program
Objective

7. Challenges
• Huge volume of leads made implementation difficult
• How to change/modify the communication flow in real-time based on
• Change in leads status
• Leads response to different campaigns
• Leads response to different channels of communication

8. a cross-channel marketing
automation platform
The brand
collaborated with
Netcore to
accomplish this
mission.

9. And
Netcore’s Marketing Technologist
got into action

10. Identified the reasons
behind leads getting
dropped
Filtered these leads

11. Created Buckets on the
leads categorised as per
the Call Centre lead status
Not
Interested
Category 1
Not
Eligible
Not
Contactable
Category 2 Category 3
• Unable to Maintain Balance (Min Bal. 10K)
• Salary Norms/ Policy Norms
• Negative Profile, etc.
• No Requirement
• A/c with some other banks
• May Be Later, etc.
• No Number
• Number Changed/ Out Of Service
• Wrong Number
• No Answer/ Busy, etc.

12. Business Logic For Recycling
Segments Pain point/ Disposition of lead Offering Communication
Category 2
Not Eligible
Unable to maintain balance
(Min Bal. 10K)
National Pension Scheme
(NPS)
Benefit of NPS
- Create pension corpus with tax
Benefits
- NMC waived account
Category 1
Not Interested A/c with some other banks Saving A/c
Benefits of Saving A/c with KMB
- Higher Interest Rate
- Convenience
Category 3
Not Contactable No Answer/ Busy, etc. NPS/ SA
Creating the urgency on missing
out on the benefits
Instances:

14. Business Logic to
Campaign Workflow
Automated | Cross-channel | Agile | Reports & Analytics

15. Contact is added to list
Check if
category = 1
Send Email 1
Check If Email
Opened
Check If Email
Clicked
Send SMS with
Missed Call No.
End
End
Send SMS 1A
Reminder
36 Hrs
12 Hrs
Check If Email
Opened
Send Email 1B
12 Hrs
Missed CallEmail SMS
Cross-channel
Campaign Workflow

16. Check If Email
Opened
Check If Email
Clicked
Send SMS with
Missed Call No.
End
End
Send SMS 1B
Reminder
36 Hrs
Check If Email
Clicked
Send SMS with
Missed Call No.
End
End

17. Automation
Implementation Time
2 weeks
Entire Campaign Flow

18. $
Increase in lead
conversion rate by 20%
Results
Cost Per Lead (CPL) has
dropped by 50% *
* (NPS & SA CPL Vs Actual CPL through
this campaign)
CPL

19. Thank You
8th Floor, Peninsula Towers, Peninsula Corporate Park,
Lower Parel (W), Mumbai – 13
BRANCHES: New Delhi | Chennai | Bengaluru | Hyderabad |
Pune | Thane
Netcore Solutions Pvt. Ltd.
sales@netcore.in | +91 22 6663 2111