Embed Size (px)
Citation preview
The future of leads Knowing more about your consumer and the value of a lead
1
Tuesday 5th May, 2015 Scott Holmes - Asia Business Development manager
The information contained in this presentation is of a general nature only and current as at the date of presentation. Unless indicated otherwise, all copyright is owned by REA Group Ltd or its related entities. All rights are reserved.
What's happening in the market
• Agents and developers are using other channels to target customers • They are looking for cost effective marketing options that work • ROI • Cost per lead • Cost per sale • Following a lead from the source to the sale • They are managing all of this via a CRM
Portals need to deliver better user experiences for consumers to deliver better insights and leads to its customers.
2
How are we doing this
• Tracking codes/software • Data science • Machine learnings • Regression Techniques • Declared information • Implied information
These types of software tools and techniques can provide personalised suggestions about suitable items based on explicit or implied individual preferences and the preferences of other consumers.
3
Collaborative Filtering Content-based
Key competitors to portal revenues
• Facebook : using insights tool • LinkedIn • Google • Social media • Offline • Trading desks • Retargeting • Behavioural targeting
Portals can show their effectiveness against these types of competitors by tracking a lead to a sale.
4
What’s happening now?
5
CRM Display on portals
Classified listings
Social media
Networks
We are not Grade or Score = Leads
They are all vanilla
Tagging, Lead attribution
Lead nurture
Velocity
Sales skills
Sales
So what is REA looking to do about this
Consumers • Learn more about our consumers earlier • Give them a better experience • Deliver relevant information
Customers
• Offer better targeting options • Grade and score leads delivered via classified listings • Understand and measure cost per sale metrics
6
Consumer journey
Consumer journey
Our consumers want their online interactions to feel like a great relationship with a real person
8
1. Coherent ...over time ...across channels ...across products, features, partners and lines of business
2. Smart ...in learning about me and and anticipating my property needs ...in personalising my property search experience to suit me
3. Trusting ...able to keep confidences ...open and honest about what it knows about me and …how it is used
4. Flexible ...in communicating in a way that suits me. ...in giving me control over how close we get.
Consumer journey
9
Consumer profiles • General consumers: we don’t know much about them • Inferred consumers: we think we know what they want
• Declared consumers: we know what they want
Consumer journey
10
Consumer segmentation assumptions. I am looking:
• to buy a second-hand house
• to rent a property
• for a New Apartment
• for a New House and Land Package
• for Land only
• for a retirement property
• for a investment property
• to Share
• to renovate
Consumer journey
11
Once we know what each consumer is looking for, we can deliver personalised experiences to them:
• Personalise User Experience • Offer recommendations
• Targeted content • Targeted display advertising
• Special offers that suit that segment
This can lead to higher engagement and better quality leads.
Customer journey
Customer journey
13
Our customers are after qualified leads that they can:
• Cost effectively convert into sales • Add to a database for future marketing
• Review to see the velocity of leads converting to a sale • Nurture leads until they are ready to be converted into a sale
• Review performance of their sales team/personnel
14
Define the role of Paid, Earned and Owned media according to the buyer profile and what the call to action should be from that media.
What is the role of media?
• Reputation?
• Nurture?
• Lead Capture?
• Engagement?
• Education?
• Traffic Generation?
• Decision/Purchase?
Blirt.co Pty Ltd, Accelerate Presentation
Lead attribution
15
Attribution is a process for assigning/crediting a lead or conversion to a specific set of marketing activities or touch points.
Blirt.co Pty Ltd, Accelerate Presentation
16
Designing the ideal consumer
Profiling the ideal consumer
Marketing Automation helps align marketing and sales activities. The focus is on creating or servicing the ideal consumer. This is about building the ideal profile of a target segment and being able to objectively measure where a prospect sits in the matrix. Every prospect starts as a low fit (grade) or low scoring (engaged) prospect. It is only through interactions that qualification can occur to determine if the prospect meets the ideal fit for our product or service and it is only by understanding their level of engagement with our product or service that we can understand their engagement - or in other words do they see us as fit?
Blirt.co Pty Ltd, Accelerate Presentation
17
Lead scoring vs. Lead grading
Consumer profiles High score/High grade These are your money prospects! It’s best to prioritize these leads when assigning leads to sales. High score/Low grade These are leads that are showing a lot of intent and/or interest, but may not be a good fit for your product. Low score/High grade Here we have leads who are a great fit for your product, but who have been showing minimal interest. Low score/Low grade As you can probably guess, these are your lowest-value leads.
18
Consumer anatomy
Understanding humans, build a profile
Understanding our consumer is about understanding them as a human. The goal is to align a brand to a consumer profile (type).
As we unpack the consumer profile we want to understand;
The Consumer Spirit; their purpose, their principles.
The Consumer Mind; their perceptions of the market, product or brand, their preferences in what they want.
The Consumer Body; their practices in context to the product, service or market, their personality - style, demographics.
Blirt.co Pty Ltd, Accelerate Presentation
19
Consumer grading
Information
When you begin to grade your leads you can pass these onto the Sales team as they match your ‘ideal consumer’. Passing on only the most qualified leads to your Sales team will prevent sales from wasting time chasing tyre kickers who will never purchase your products or services. Some factors to consider when grading include
Grade Score
Image: Salesforce Pardot
20
Consumer grading
Great fit, Great intent
Assign right to sales?
Great fit, Minimal intent
Assign right to sales? Nurture first, then assign?
Not great fit, Great
intent
Other products?
Bad fit, Low interest
Delete from database
Image: Salesforce Pardot
21
How can we score on a property portal?
Some of the metrics portals can use to score consumers
• What type of property they looked at • How many times they have come to the site
• How many pages have they viewed
• How many properties they have viewed
• Time on site
• Phone reveals
• Emails sent
• Videos views
• Images viewed
How can we score and grade consumers?
22
For example, you set points for things they engage with
• 10 points to view the image • 40 points to watch the video
• 100 points for phone reveal
• 80 points for scrolling down to the bottom
• 100 points for each child listing you open
• 200 point of every other Project Profiles you visited
Total points earned to person X 530 points We can either use this information if they engage on this property or add it to another property if they engage with that property
How can we add value by knowing who our consumer is and what they have done
23
Audience extension
How it all works…
How it works…
What does all this mean to the agent or developer
• They know more about the leads they are receiving
• Compare classified listing leads v display leads • They can rank leads according to grade and score
• They can measure sales team effectiveness • They can track pipelines and velocity of leads
• Follow the lead all the way through to a sale • Optimise your marketing spend
• Understand the value of each piece of media purchased based on leads and sales
26
What tools are our customers using
CRM • Salesforce • Microsoft dynamics • Oracle • Sage
Marketing Automation Software • Pardot • Exact target • Marketo • Hubspot • Eloqua
27
Overview of Pardot as an example
28 Salesforce, Pardot - "What is Pardot Marketing Automation?" (accessed on 4 May 2015)
Overview of Pardot as an example
29 Salesforce, Pardot - "Pardot Overview Demo" (accessed 4 May 2015)
Conclusion
Our role as a portal over the next 2 years is to enable transparent engagement, better
reporting, custom user experiences and tools for consumers that deliver enhanced and
measurable return on investment metrics for our clients
30
The information contained in this presentation is of a general nature only and current as at the date of presentation. Unless indicated otherwise, all copyright is owned by REA Group Ltd and its related entities. All rights are reserved.
