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| Date post: | 22-Apr-2015 |
| Category: |
Business |
| Upload: | joseph-stickney |
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Turn Your Tired Opt-In into a Well-Oiled Machine with Workflows. Who flows there?
Who are we? …And what do we want?
Who are we?
Who we are:
Joe Stickney, Leads and Customer Data Manager
Lazydays: Tampa, FL
About.me/joe.stickney
Who are we?
One of the largest RV dealers in US
5,000+ annual sales
300+ service bays with shops
3 restaurants
700 campground sites
2 new parts stores
Seminars and driving classes
Finance and insurance
RV purchasing
Who are we?
What do we want to accomplish:
Lead generation and engagement
Using and collecting data
Identifying goals and problems
Mapping processes
Designing workflows
Analyzing results
Don’t treat your leads like a
one-night standNurturing and understanding builds quality relationships
Not a one-night stand
Date me first, jerk!
Ecommerce is promiscuous, lead generation is prude
Speed-to-lead
5 minutes. That’s your goal. Period.
Know the buying cycle
Long process, have patience and think customer-centric
Know your prospect
Favorite color, dog’s name, favorite football team
Not a one-night stand
Post-purchase relationship
You got them, now keep it up
Repeat and referral are the best customers
Lost opportunity
Understand why they didn’t choose you
Keep pursuing them
Make them want you
Data…the eHarmony of customers.Or match-making for nerds
Matchmaking
Seven ways to make data work for you:
1. Help identify your goal or problem
2. Identify your KPIs
3. Bucket and segment
4. Measure the KPIs and goals
5. Analysis
6. Test and adjust
7. Follow up
Matchmaking
How we use lists and segments
We use lists to move contacts through a process
We use segments to break down our lists by properties or actions
Fields are your friends
Know what’s important & how to consolidate the data
Create a field for each data component
Ex: Field = married, data = 1,0 or Y,N
Field = special powers, data = 1,0 or Y,N
Field = vehicle type, data = bat mobile, avenger jet
How do we flow? Some of our workflows in practice
How do we flow?
Now what?
How do we flow?
How do we flow? Why draw my workflow when I have a perfectly good tool in Bronto?
Erasing is easier than angry customers
Identify problems and bottlenecks
Make notes
Remember where you left off
How do we flow?
How do we flow?
What should I know before I start my workflow?
What is the business problem?
What are the possible solutions?
What are the possible outcomes?
Which outcomes are favorable?
How do we flow?
Our business situation (sales):
High cost product & long consideration cycle
Online competition is getting fierce
Losing traction on our internet generated leads
Small shifts in sales can create big shifts in market share
Communication and speed-to-lead need to improve
How do we flow?
Business problem statement:
Communicate with eleads quickly and efficiently while successfully differentiating our value proposition.
How do we flow?
Solution
Build a workflow that:
Automates communication and follow up
Sends timely, relevant emails
Provides a value
Measures how we are doing
Customer/prospect controls email
How do we flow? Starts at submit.
How do we flow?
The welcome series:
Welcome message
Immediate response Calls out additional business
segments Engages contact Gives them an offer
How do we flow?
How do we flow?
The welcome series:
24-hour responder
Adds human element Allows a response channel Identifies with product
management tool
How do we flow?
The welcome series:
How are we doing?
“Prospect NPS”
Real-time prospect feedback Allows a response channel Allows us to react quickly to
issues and questions Shows we care about our
customers
How do we flow?
The welcome series:
Added value
Significantly differentiates our brand
Shows other business segments Adds value to our dealership Engages customer with multiple
destinations
How do we flow?
The welcome series:
Manage preferences
How do we flow?
The welcome series:
betterRVing.com subscribe
Continues engagement, even after sale
Grows our contact list Adds value
How do we flow?
Brand header
Keep it consistent
How do we flow?
Brand footer
Well, does it work?
Real-life results from real-life workflows.
Does it work? Results:
Our unsubscribe rates Our contact growth Our conversion rates
Does it work?
Does it work?
Does it work?
We keep flowing
After the sale, NPS and thank you
How do we flow?
The NPS & thank you series:
The sales NPS
Our customer service end-all, be-all Use scores to track business performance Indicates the most beneficial areas for
improvement
How do we flow?
The NPS & thank you series:
Thank you from Randy
Personalization Allows a response channel
How do we flow?
The NPS & thank you series:
Post-purchase survey
Gather/retain marketing data
How do we flow?
Cont. engagement
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