BostonMarch 9th, 2011
About Me• Phil Crampe (@Crampee)•• Two time 2010 Markie Finalist    Search to Sales    Innovation Integration#EloquaTour
About My Sales Team/Structure• SBLI’s products are sold through two channels      Direct      Independent Distribution• ...
What problem was I trying to solve?#EloquaTour
What opportunity was I trying to maximize?• Marketing objectives      Generate 45,000   Quality leads      Resulting in ...
Solution#EloquaTour
Solutions changing, evolving, adapting• Currently spending 20-25% on SEO and SEM• Google Adwords data overwhelming      Re...
Solutions changing, evolving, adapting#EloquaTour
Solutions changing, evolving, adapting#EloquaTour
Solutions changing, evolving, adapting#EloquaTour
Solutions changing, evolving, adapting                  Positive user experience                  Less clicks             ...
What I learned on my summa vacation• TEST• TEST• TEST and keep testing      Direct Mail visitor versus PPC visitor      ...
Solutions changing, evolving, adapting#EloquaTour
Solutions changing, evolving, adapting#EloquaTour
Solution - Lead Nurture• Please provide a description, a visual and if  relevant a ‘how-to’#EloquaTour
PPC Lead Nurture                   SBLI Lead Nurture                   –   Thank you email                   –   Used the ...
PPC Lead Nurture                   SBLI Lead Nurture                   –   Decision-based                          •   If ...
PPC Lead Nurture                   SBLI Lead Nurture                   –   Decision-based                        •   If th...
What opportunity was I trying to maximize?• Marketing objectives      Generate 45,000   Quality leads      Resulting in ...
Agent Nurture#EloquaTour
Agent Nurture#EloquaTour
Agent Nurture#EloquaTour
Results• What happened?• How did you know it worked?#EloquaTour
Results#EloquaTour
Results#EloquaTour
Results#EloquaTour
Results#EloquaTour
Results• Quotes or comments from your  manager, team members, customer, CEO#EloquaTour
Results• How are you planning to build on it#EloquaTour
Thank You• Questions?#EloquaTour
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Eloqua Success Tour

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Eloqua Success Tour

  1. 1. BostonMarch 9th, 2011
  2. 2. About Me• Phil Crampe (@Crampee)•• Two time 2010 Markie Finalist Search to Sales Innovation Integration#EloquaTour
  3. 3. About My Sales Team/Structure• SBLI’s products are sold through two channels  Direct  Independent Distribution• What makes SBLI different?  Marketing generates sales leads for Direct • NO COLD CALLING • Prospects raise their hands#EloquaTour
  4. 4. What problem was I trying to solve?#EloquaTour
  5. 5. What opportunity was I trying to maximize?• Marketing objectives  Generate 45,000 Quality leads  Resulting in 12,000 issued and paid policies  27% conversion from lead to customer• Lead sources include  TV, Radio, Outdoor  Direct mail  Search PPC/Organic  Mobile#EloquaTour
  6. 6. Solution#EloquaTour
  7. 7. Solutions changing, evolving, adapting• Currently spending 20-25% on SEO and SEM• Google Adwords data overwhelming Referral Family/friend Online Search 43% 31% TV Ads 8% 7% Direct Mail 0 5 10 15 20 25 30 35 40 45#EloquaTour
  8. 8. Solutions changing, evolving, adapting#EloquaTour
  9. 9. Solutions changing, evolving, adapting#EloquaTour
  10. 10. Solutions changing, evolving, adapting#EloquaTour
  11. 11. Solutions changing, evolving, adapting Positive user experience Less clicks Less to read Clear CTA’s Positive SBLI experience VALID email address for nurture Recording ALL iterations of quote Customize nurture message(s) Knowledge of: Age Gender Location#EloquaTour
  12. 12. What I learned on my summa vacation• TEST• TEST• TEST and keep testing  Direct Mail visitor versus PPC visitor  Two COMPLETELY different persona’s#EloquaTour
  13. 13. Solutions changing, evolving, adapting#EloquaTour
  14. 14. Solutions changing, evolving, adapting#EloquaTour
  15. 15. Solution - Lead Nurture• Please provide a description, a visual and if relevant a ‘how-to’#EloquaTour
  16. 16. PPC Lead Nurture SBLI Lead Nurture – Thank you email – Used the interactive quote engine – Did NOT request to speak with an agent – Designed to educate – Response-based#EloquaTour
  17. 17. PPC Lead Nurture SBLI Lead Nurture – Decision-based • If they answered YES, I have insurance – Sophisticated • Tailored message to the action they took – Educate • Rate chart to emphasize our competitiveness – Call to Action#EloquaTour
  18. 18. PPC Lead Nurture SBLI Lead Nurture – Decision-based • If they answered No, I don’t have insurance, or there was a NULL response after the resend of the first email. – Sophisticated • Tailored message to the action they took – Educate • Trigger questions, link to Learning Center – Calls to Action#EloquaTour
  19. 19. What opportunity was I trying to maximize?• Marketing objectives  Generate 45,000 Quality leads  Resulting in 12,000 issued and paid policies  27% conversion from lead to customer#EloquaTour
  20. 20. Agent Nurture#EloquaTour
  21. 21. Agent Nurture#EloquaTour
  22. 22. Agent Nurture#EloquaTour
  23. 23. Results• What happened?• How did you know it worked?#EloquaTour
  24. 24. Results#EloquaTour
  25. 25. Results#EloquaTour
  26. 26. Results#EloquaTour
  27. 27. Results#EloquaTour
  28. 28. Results• Quotes or comments from your manager, team members, customer, CEO#EloquaTour
  29. 29. Results• How are you planning to build on it#EloquaTour
  30. 30. Thank You• Questions?#EloquaTour

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