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Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
How SmartTouch® Interactive Uses Marketing Automationto Nurture Leads and Increase Conversion
Case Study
Research shows 8 out of 10 leads aren’t sales ready at the
time of first contact, but that most will likely buy some
time in the next 12-24 months – from someone!
Sales people tend to focus on the 2 out of 10 who ARE
sales ready because they make their money when the
sale happens!
New home builders and developers usually focus on
driving new leads. But where we’ve struck gold for our
clients is by not only generating new leads, but also by
nurturing the leads that have already been generated.
Think about it, when you acquire a lead, you’ve achieved
two things:
1.You’ve gained awareness (they know about your brand)
2.You’ve got their details (because they’ve filled out a form
or made an inquiry)
Background
p.1
These leads are worth money! How much money? From
our analysis, you can significantly increase your lead-to-tour
conversion rate by nurturing those leads.
We analyzed ten of our clients – looking at the lead-to-tour
conversion rates for those that used a SMART drip email
series and those that didn’t.
Those that used a SMART drip series doubled their lead-
to-tour conversion rate.
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.2
Those that used a SMART Drip Series doubled their lead-to-tour conversion rate.
People who know your brandPeople who gave their details
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.3
We use marketing automation to nurture leads over time.
1.When a lead comes in, we score it for sales readiness.
What’s a SMART Drip Series?
2. We then start a drip email series. Each drip email includes
a question that will help us further learn about the lead and
determine sales readiness. We call this “1-Click
Preferences.” See what a real one looks like below!
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.4
1-ClickPreferences
• The drip campaign touched nearly 60% of the registered leads.• When we analyzed buyers who had closed, 50% of them had engaged with at least one of the drips.
3. When a lead provides an answer, the lead score is updated
and if it’s deemed sales ready, then Sales is alerted.
The Lakes at Centerra implemented a SMART lead-nurturing
drip email campaign.
The drip campaign touched nearly 60% of the
registered leads.
When we analyzed buyers who had closed, 50% of them had
engaged with at least one of the drips.
Here are examples of two of the emails from that SMART,
lead-nurturing drip series:
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.5
Case Study
Ideally, we recommend that you create content that is
speci�c to your community or brand.
This content is designed to:
• Deliver value
• Inform
• Keep your brand front of mind
What Types of Content do we Send?
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.6
To learn more about how lead nurturing can help you increase
your lead-to-tour conversion, contact SmartTouch® Interactive
and request a conversation.
Call UsCall Us 512.582.5900512.582.5900 www.smarttouchinteractive.com
SMARTTOUCH®
I N T E R A C T I V E
p.7
Learn MoreSimply email [email protected]