Capturing and Leveraging Data A Key to CRM Success

Transcription

1 Capturing and Leveraging Data A Key to CRM Success

2 A series of CRM webinars Brought to you by 2

3 SPEAKER MARK JOHNSTON SVP/Strategy, CRM & AnalyIcs GlynnDevins 3

4 What we ll cover today v Capturing engagement & behavioral data v Lead scoring v Data-driven marketing communications v Questions 4

5 Huge opportunity to leverage data in senior living 5

6 What data is typically captured today? 6

7 Opportunity to capture addiional data 7

8 How are we capturing tomorrow s data? 8

9 MarkeIng AutomaIon Plays a Key Role v Automated lead nurturing v Dynamic programs based on lead behavior, segment, place in sales funnel v Behavioral data capture: , website, webinars, surveys v Lead scoring v Delivering top-scoring and engaged leads to sales 9

10 10

11 11

12 v Marketing engine on top of CRM v CRM remains master database and sales team app v Automated variable lead nurturing v Integrated with CRM / sales team v Lead scores, lead engagement details, sales tasks 12

13 Website Integration v Attribution at channel, campaign, keyword level v Tracking detailed web activity v Visits, pages, videos, forms, documents v Available for lead scoring and to sales team 13

14 Integration v s can be mass campaigns or 1-to-1 marketing v Dynamic contacts & content based on lead data v Detailed history of each lead s activity v Available for lead scoring and to sales team 14

15 15

16 Applying External Analytics v Lead scoring based on lead attributes and behavior v Segmentations v Predictive models 16

17 v Marketing engine on top of CRM v CRM remains master database and sales team app v Automated variable lead nurturing v Integrated with CRM / sales team v Lead scores, lead engagement details, sales tasks 17

18 Lead Scoring 18

19 ObjecIve Impact marketing communications and sales team effectiveness by ranking all leads for prioritization and providing insight to enable more relevant communications 19

20 Lead Score v Comprised of two components v Lead Fit Score: How well does the lead fit the community prospect profile? v Community Engagement Score: How engaged is the lead with the community? 20

21 Lead Fit Score How well does the lead fit the community prospect profile? v Age v Financials v Residence location v Household makeup v Lead source v Segment/Model score v Other appended or captured data 21

22 Community Engagement Score How engaged is the lead with the community? v Time on database v Recency/Frequency of re-inquiry v Event attendance v On-site appointments v Completed callouts v engagement v Website activity 22

23 23

24 ImplemenIng Lead Scoring v Combining lead scores with scheduled activities v Sales team priority v Sales management v High-scoring leads with past due or no next activity v Creating sub-segments for marketing/sales focus" v Identifying higher-scoring leads in inactive status" v Frequent re-scoring monitoring both: v Total lead score v Changes in lead score 24

25 Results v Sales v 8 in first 4 months of 2013 to 23 sales in next 5 months after lead scoring implemented v Reactivation v 18 top scoring inactives reactivated in first month v Sales Activity v Highest call volume in history of community 25

26 Data- Driven MarkeNng CommunicaNons 26

27 Lead Nurturing 27

28 Contact Strategies v Combination of calls, appointments, direct mail, v Marketing / sales alignment is key" v Total lifecycle strategies are complicated v Better to focus on segments / stages v New lead onboarding à Especially for web leads v Top x% financials v Depositor retention v Reactivation 28

29 29

30 30

31 31

32 New Data Enables Relevant CommunicaIons v New web lead consistently opens/clicks s v Depositor shows no engagement or opts-out of v Adult child clicks on or visits webpage regarding memory care 32

33 33

34 34

35 35

36 36

37 Join us for the next in the series Dawn Sigmen and Mark Stelmacher of Life Care Services CRM & Managing the Sales Process for Top Performance 37

38 Questions? 38

39 Thank You! Mark Johnston, GlynnDevins