Maximizing Lead Generation and Conversion with Nurture Campaigns
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Maximizing Lead Generation and Conversion with Nurture Campaigns
- 2. About Me • Phil Crampe (@Crampee) • • Two time 2010 Markie Finalist Search to Sales Innovation Integration #EloquaTour
- 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. What problem was I trying to solve? #EloquaTour
- 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
- 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. Solutions changing, evolving, adapting #EloquaTour
- 9. Solutions changing, evolving, adapting #EloquaTour
- 10. Solutions changing, evolving, adapting #EloquaTour
- 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. 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. Solutions changing, evolving, adapting #EloquaTour
- 14. Solutions changing, evolving, adapting #EloquaTour
- 15. Solution - Lead Nurture • Please provide a description, a visual and if relevant a ‘how-to’ #EloquaTour
- 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. 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. 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. 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
- 23. Results • What happened? • How did you know it worked? #EloquaTour
- 28. Results • Quotes or comments from your manager, team members, customer, CEO #EloquaTour
- 29. Results • How are you planning to build on it #EloquaTour