LEAD CONVERSION PROCESSLaurissa Doonan| Charter Marketingwww.Charter-Marketing.com

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 thru the sales qualification process Continuous Optimization Campaigns

Integrated Marketing Approach

Awareness

Consideration

Conversion

LoyaltyAdvocacy

Lead

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.

Using Customer Data

5

Results from researchers at Forrester, Jupiter, Amazon.com and Ovum who analyzed campaign performance when analytics targeted certain consumers -- across multiple industries and channels.

Source: “Marketing Analytics to the Rescue: The Next Big Thing?” David J. Santoro, DM Review - DM Direct BI Special Report, February 11, 2003.

Improvements by using analytics Before using Analytics

After using Analytics

Factor Improvement

Banner ad click through rates 0.3% 21% 63X

Mail response rates 0.5% 18% 36X

Merchandising response rates 0.2% 12% 24X

Conversion rates (post-response) 0.9% 10% 11X

Repeat buyer rates 2.0% 60% 30X

Leverage Customer DataThe Difference is in the Conversion Rates

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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 & analyticsShows 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 productsSource: Good vs. Bad Marketing:Analytics to the Rescue, Dr. Dave Schrader,

Teradata, Washington, D.C., June 18, 2003

Customer Segmentation

Individual Tracking from lead source to site visit to conversion

Customer Targeting

Close Loop Marketing

Segment Leads by Source

What site they came from What ads they saw and clicked The path they took on the site Destination site after click Actually purchased

Conversion Goal+

Site Path Analysis +

Target Customers by Source to Increase Conversion

Awareness

Consideration

Conversion

LoyaltyAdvocacy

Sample Source Lead ConversionSocialWeb Email Display Permission-based AffiliatesSEM CoRegCS Print Partner Other

Move Lead to Consideration: Provide links to online resources

(Videos, testimonials, comparisons, etc.

Contact: Custom Service

Follow up is done immediately through triggered emails upon leads added to the database.

Emails are targeted to attendee status (visited booth, didn’t visit) inviting to engage further.

Request for customer feedback – personalized/targeted automated

follow up

Purchase

Triggered Follow up on Satisfaction, goals, needs, questions/interests

Encourage sharing, affiliate, promotion, up-sell incentives

Touch DM/EmailCampaigns

Continue ToReceive Info

Remove From Touch

Triggered Follow up

NO

Respond?

YES

NO

Respond?

YES

L0- Raw LeadL1- Sent InfoL2- RespondedL3- QualifiedP1- Assigned to Customer Service

L0

L1

L2

L3

NO

YES PI

Automates much of initial process, customer service is able to focus on fall out, special needs, closing sales.

Touch Follow-up 6-8 WEEKS

Customer Conversion Stage

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

Approach Summary