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Attend this TechTalk with TruSignal to hear a case study of how one leading insurance marketer has moved up the funnel to create new demand and drive incremental growth with high-value prospects—before they’ve raised their hands. You’ll learn how digital, High-Value Prospecting campaigns are creating new demand by targeting prospects, based on value, earlier in their consideration cycle and driving new accounts that are 34% greater than average value.
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Moving Up the Funnel: Driving New Growth with High-Value Prospecting David Dowhan, President Digiday Brand Summit, Nashville April 27, 2014
Confidential & ProprietaryConfidential & Proprietary
What Is Demand Creation?
In-Market
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Modeled Audiences
Prebuilt Segments and Demos
Target New Prospects Based on Customer Value
Conversion Convert Existing
Demand
Prospecting Create New Demand
Branding Build Awareness
TARGETING DATA
Confidential & Proprietary
Why You Need a Demand Creation Strategy
3
Data Segment Campaigns
TruSignal Campaigns
In-Market Campaigns
Acquire high value customers
you are not reaching today
Confidential & Proprietary
What We Are Hearing from the Market
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“Need to prove that Display
“Looking for new ways to reach prospects
“We need to move up the funnel to grow and scale our business” – Insurance
“
Confidential & Proprietary
Case Study: High-Value Prospecting for Insurance Client
The Client Objective: “To grow my business with digital”
Acquire new customers Find higher value customers Prove it with data
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High-Value Prospecting
Confidential & Proprietary
TruSignal’s Data-Driven Demand Creation Solution
1. Audience Development
Offline Data
Sample of Best Customers
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Users Availablefor 1:1 targeting
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2. Digital Campaigns
CUSTOM AUDIENCE
News Feedand Mobile
Mobile
PromotedTweets
Video
RTBExchanges
$$$$
$$
PremiumPublishers
3. Measuring Results
Lift 34%
Test Group
Control Group
Number of New Customers Matched
Campaign Results
Confidential & ProprietaryConfidential & Proprietary
Custom Audience Development
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Finding micro-patterns in the data 1,000s of data attributes per record 50% of TruSignal data is not available online Weighted predictive model
State
HousingDensity
Presenceof Children
Homeowner
Age25–34
Income$50–$75K
Purchases:Clothing
Purchases:Linens
Purchases:Home Furnishings
Visa/MCUser
Hobby:Antiques
AutoOwnership
RevolvingDebt
PoliticalAffiliation
60 DayPast Dues
RevolvingDebt
<$2,000
Confidential & ProprietaryConfidential & Proprietary
Multi-Channel Targeting and Optimization
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CUSTOM AUDIENCE
News Feedand Mobile
Mobile
PromotedTweets
Video
RTBExchanges
$$$$
$$
PremiumPublishers
Scalable Audience Targeting Same users, multiple channels
Confidential & ProprietaryConfidential & Proprietary
Measuring Results
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New Customers
Test Campaign Ad
PhoneSearch
Website
Direct Mail
In-Store
TV
999
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8 8T8
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CLift 16%
Test Group
Control Group
Number of New Customers Matched
Campaign Results
New Accounts 34% greater value
16% Lift in New Sales Activity
Offline CRM Matching Process
Confidential & ProprietaryConfidential & Proprietary
Things to Remember
Target new prospects based on customer value using offline data
Reach high-value prospects you are not reaching today
Prove the incremental growth for your business with data
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High-Value Prospecting
Confidential & Proprietary
Thank You!
The Demand Creation Experts
David Dowhan, President
www.tru-signal.com @[email protected]
