Integrated Marketing Approach
- 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 through the sales qualification process
- Continuous Optimization Campaigns
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.
Lead > Awareness > Consideration > Conversion > Loyalty > Advocacy
Using Customer Data
Data collection is available from a variety of sources:
Customer Centric Messaging
- Preference Data
- Registration Form
- Preference Center
- Survey/Polls
Behavior Data
- Web Analytics
- Online Transactions
- Interaction and Engagements
Response Data
- Email Analytics
- RSS Analytics
- Mobile Analytics
- Social Media Analytics
Offline Data
- In-store Purchases
- Incentive Redemntion
- Sales Engagement
- Customer Service Interaction
All this feeds a Customer Profile Database that allows for a multi=channel digital messaging engine. This allows you to deliver the best message at the best time using the best channel for each customer.
Customer Segmentation
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
Touch point follow ups
Initiate worklfows to ensure customers and leads are nurtured to the desired outcomes (sales). Begin with a progression of passive to active engagement based on their interactions, including email and telemarketing campaigns, providing specific content that is targeted to their actual engagement and interests.
At each point, offer a clear option for the user to opt out of the process and remove them from the follow up queue.
The goal is to move the lead along the qualification process to allow sales to close the deal, focusoing on stronger, ready leads who are interested in purchasing.
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.
Summary
- 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
Charter Marketing…
provides custom solutions and guidance to build your business and your brand. This is the core of who we are and what we do. We don’t shoehorn you into templated solutions. We don’t take shortcuts.
All our work is based on you, to meet your needs and your objectives.
We help Chart Your Course for Success!
http://www.Charter-Marketing.com
The Lead Conversion Process
