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Marke&ng Automa&on: Enriching Digital Lead Engagement Mark Johnston Senior Vice President/Strategy, CRM & Analy@cs Sarah Said Senior CRM Strategist Travis Bridges Senior Account Execu@ve
Marke&ng Automa&on: Enriching Digital Lead Engagement
Mark Johnston Senior Vice President/Strategy, CRM & Analy@cs
Sarah Said Senior CRM Strategist
Travis Bridges Senior Account Execu@ve
Today’s webinar
Why marke@ng automa@on?
Marke@ng automa@on overview
Marke@ng automa@on examples
Client case study
Poll Ques@on #1
Source: Pew Research 2014
Source: Pew Research 2014
Source: Pew Research 2014
Source: GD MetrIQs
45% of new leads since July 1, 2014 provided either a prospect or contact email address
Source: GD MetrIQs
5-‐minute vs. 30-‐minute response
5 minutes
30 minutes
100X greater odds of gaining a lead
21X greater odds the lead moves through the sales process
Source: InsideSales.com
Secret shopping results
Assisted living -‐ 4 requests 3 – no response a^er 2+ weeks 1 – personalized response within 3 hours
Independent living -‐ 5 requests 1 – 24-‐hour response, good follow-‐up, answered ques@ons 2 – response within 3 hours, personalized answers 1 – 48-‐hour, canned response 1 – one-‐hour response, answered ques@on
Skilled nursing -‐ 2 requests 2 – response within an hour, personalized answers
Source: GlynnDevins
Email open rates
Financial services
Senior living Health care Nonprofits Retail Travel &
Leisure
26.7%
Source: GD MetrIQs
Email open rates
Financial services
Senior living Health care Nonprofits Retail Travel &
Leisure
26.7%
22.4%
26.2% 25.3%
20.9%
15.0%
Source: GD MetrIQs & SilverPop Q3 2014
Email click rates
Financial services
Senior living Health care Nonprofits Retail Travel &
Leisure
4.0%
Source: GD MetrIQs
Email click rates
Financial services
Senior living Health care Nonprofits Retail Travel &
Leisure
4.0%
3.3%
4.8%
4.2%
3.4%
2.2%
Source: GD MetrIQs & SilverPop Q3 2014
Marke@ng automa@on
Email deployment plaiorm
Digital behavior tracking
Contact strategies / Lead nurturing
Lead scoring & segmenta@on
Single Email Blasts
You have 1 unread email
Automated email series
Start
Digital behavior tracking WEBSITE VISITS
Digital behavior tracking WEBSITE FORMS
Digital behavior tracking CONTENT ENGAGEMENT
Dynamic content customiza@on
Onboarding series
Welcome email Open rate: 44% Click rate: 7%
Financial email Open rate: 38% Click rate: 7%
Life Care email Open rate: 35% Click rate: 10%
Downsizing email Open rate: 39% Click rate: 7%
Ini@a@on
1 week
2 weeks
2 weeks
2 weeks
Sales cycle improvements
Inquiry-‐to-‐appointment ra@o increased
Average days from ini@al inquiry to appointment decreased
2013: 14% 2014: 21%
2013: 18 days 2014: 10 days
Automated series
Welcome / thank you
Explore health services Resources / @ps
(Ini@al contact)
3 Days 3 Days
Customized content
Event invita@on response:
Online conversions:
Website visits:
Unique clicks:
Unique opens:
Delivered:
Sent: 652
640 (98%)
162 (25%)
12 (1.8%)
14
4 (29%)
Re-‐engagement response:
More than 1 year
6 months – 1 year
90 days – 6 months
60 – 90 days
Last 60 days Last Contacted Opens
26%
7%
7%
22%
39%
42
11
11
35
63
Customer Experience Journey
Open Rate
CTOR
CTR
61% 46% 40% 39% 32% 38%
61% 34% 38% 31% 24% 28%
37% 16% 15% 12% 8% 11%
Poll Ques@on #2
Summary
Seniors online and using email
Marke@ng automa@on benefits
Consider the customer journey
Relevant content is key
Marke&ng Automa&on: Enriching Digital Lead Engagement
[email protected] Senior Vice President/Strategy, CRM & Analy@cs
[email protected] Senior CRM Strategist
[email protected] Senior Account Execu@ve
