Turning your tired opt ins into a well oiled maching using workflows

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

Newsletter

Thank you.

Contact:

about.me/joe.stickney

j_stickney@hotmail.com