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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