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Capturing and Leveraging Data A Key to CRM Success
10.17.13
A series of CRM webinars
Brought to you by
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SPEA
KER
MARK JOHNSTON SVP/Strategy, CRM & AnalyIcs GlynnDevins
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What we’ll cover today v Capturing engagement & behavioral data v Lead scoring v Data-driven marketing communications v Questions
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Huge opportunity to leverage data in senior
living
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What data is typically captured today?
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Opportunity to capture addiIonal data
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How are we capturing tomorrow’s data?
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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: email, website, webinars, surveys v Lead scoring v Delivering top-scoring and engaged leads to sales
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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
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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
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Email Integration v Emails can be mass campaigns or 1-to-1 marketing v Dynamic contacts & content based on lead data v Detailed history of each lead’s email activity v Available for lead scoring and to sales team
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Applying External Analytics v Lead scoring based on lead attributes and behavior v Segmentations v Predictive models
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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
Lead Scoring
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ObjecIve
Impact marketing communications and sales team effectiveness by ranking all leads for prioritization and providing insight to enable more relevant communications
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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?
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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
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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 Email engagement v Website activity
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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
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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
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Data-‐Driven MarkeNng CommunicaNons
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Lead Nurturing
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Contact Strategies v Combination of calls, appointments, direct mail, email
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
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New Data Enables Relevant CommunicaIons
v New web lead consistently opens/clicks emails
v Depositor shows no engagement or opts-out of email
v Adult child clicks on email or visits webpage regarding memory care
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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
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Questions?
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Thank You!
Mark Johnston, GlynnDevins mjohnston@glynndevins.com 913-‐754-‐2399
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