Transcript
Boston March 9th, 2011
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About Me
• Phil Crampe (@Crampee)
•
• Two time 2010 Markie FinalistSearch to SalesInnovation Integration
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About My Sales Team/Structure
• SBLI’s products are sold through two channels Direct Independent Distribution
• What makes SBLI different? Marketing generates sales leads for Direct
• NO COLD CALLING• Prospects raise their hands
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What problem was I trying to solve?
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What opportunity was I trying to maximize?
• Marketing objectives Generate 45,000 Quality leads Resulting in 12,000 issued and paid policies 27% conversion from lead to customer
• Lead sources include TV, Radio, Outdoor Direct mail Search PPC/Organic Mobile
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Solution
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Solutions changing, evolving, adapting
• Currently spending 20-25% on SEO and SEM
• Google Adwords data overwhelming
Direct MailTV Ads
Online SearchReferral Family/friend
0 5 10 15 20 25 30 35 40 45
43%31%8%7%
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Solutions changing, evolving, adaptingWhat’s wrong with this PPC landing page?
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Solutions changing, evolving, adapting
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Solutions changing, evolving, adapting
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Solutions changing, evolving, adapting
Positive user experienceLess clicksLess to readClear CTA’s
Positive SBLI experienceVALID email address for nurtureRecording ALL iterations of quoteCustomize nurture message(s)Knowledge of:
AgeGenderLocation
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• TEST• TEST• TEST and keep testing
Direct Mail visitor versus PPC visitor Two COMPLETELY different persona’s
What I learned on my summa vacation
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Solutions changing, evolving, adapting
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Solutions changing, evolving, adapting
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Solution - Lead Nurture
• Please provide a description, a visual and if relevant a ‘how-to’
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PPC Lead Nurture
SBLI Lead Nurture– Thank you email
– Used the interactive quote engine
– Did NOT request to speak with an agent
– Designed to educate
– Response-based
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PPC Lead Nurture
SBLI Lead Nurture– Decision-based
• If they answered YES, I have insurance
– Sophisticated• Tailored message to the action they took
– Educate• Rate chart to emphasize our competitiveness
– Call to Action
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PPC Lead Nurture
SBLI Lead Nurture– Decision-based
• If they answered No, I don’t have insurance, or there was a NULL response after the resend of the first email.
– Sophisticated• Tailored message to the action they took
– Educate• Trigger questions, link toLearning Center
– Calls to Action
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What opportunity was I trying to maximize?
• Marketing objectives Generate 45,000 Quality leads Resulting in 12,000 issued and paid policies 27% conversion from lead to customer
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Agent Nurture
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Agent Nurture
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Agent Nurture
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Results
• What happened?• How did you know it worked?
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Results
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Results
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Results
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Results
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Results
• Quotes or comments from your manager, team members, customer, CEO
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Results
• How are you planning to build on it
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Thank You
• Questions?
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