Customer acquisitionv.4 godrej

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Customer Acquisition


Table of Contents

Traditional Approach

Our Approach

Lead GenerationNurturing LeadsScoringDeveloping a Lead Conversion Index

Summary

Next Steps

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Nurturing (Engagement)

Then Sales engagement

For e.g. you don’t go from

“Hello!” to “Will you marry me?”

Pre mature sales engagement Loss of sales persons time Increase in lead conversion time

Buy now!Discount!

Lead Salesperson

Unqualified Leads May just want more info Curious

Inconsistent Messaging Information overload Confusion & mistrust

LOSS OF CUSTOMER INTEREST, LOW CONVERSION

What’s needed?

Traditional Approach Sales Team

Sales Attack

Campaign/ Activation

Not optimumLead Data Base

Lack of Structured process for Engagement

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Table of Contents


Our Approach


Summary

Next Steps

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Campaign/ Activation Database Interest level Activity(Scoring)

Lead Routing (Sales)

Engagement

LEAD GENERATION NURTURING(Engagement)

Our Approach

CONVERSION

Lower Acquisition Cost

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Lead Generation (Online)

SEO Advertisements

LinkedIn

Campaign/Activation

Company Page Showcase Page

ATTRACT

Database

Social Media Campaigns

For e.g.:

+Re-marketing

Click here for more on Re-marketing

1. Most offerings end here2. Most focus is on Lead Source

optimization3. Lead Conversion is typically low4. Lead Conversion Intelligence is

lacking5. Lack of Identification of ‘Lead

Conversion’ parameters

Nurturing is Essential(To increase Lead Conversion)

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Once Segmenting is complete, Nurturing

with appropriate messaging is

needed, followed by engagement

For a Real Estate Client

Segmentation was based on the following

Result

‘Young Guns’ are the most un captured segment. ‘Migrants’ and ‘young guns’ can be the Target Group having the most potential

Original Segments

For example

Research based identification of segments

Knowing who to nurture is the first step

Segmenting Audience based on:• Historical Sales Data• Demographics• Call center recordings• Primary and Secondary data

Nurturing Leads

Data Sources Analysis

Randomly selected Personal files of buyers

Collated excel sheets

Call center recordings Randomly selected call recording

Personal Interviews Interviews with current customers

Secondary Data Census Data, NSS Data, Research Reports, Journal Articles, News Paper Reports, Blog posts etc.

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Original Segments Research based identification of segments


Nurturing Leads (Engagement)

E-mail Campaign

Site Video Brochure

Microsite

How to Measure Impact?

PDF & PPT –(Layout Images)

Social Media

Click here for more on Email Marketing Outcome: Consistent Messaging & Nurturing

1. Brand Communication Strategy over email/social media - creation of Content assets

2. Consistency with the brand3. Relevant to the Target Audience

Nurturing, results in optimal lead conversion and occurs across multiple channels

Activities

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Scoring

E-mail Campaign

Site Video Brochure

Microsite

PDF & PPT

Social Media

• Email opened (1 point)• Link clicked (1 point)

• Link Click ( 1 point) • Visits pages (1 point)

• Downloads PDF/PPT e.g. Floor plan (1 point)

• Clicks on link e.g. Layout images (1 point)

• Register for Site Visit (1 point)• Watch Site Video(1 point)• Download brochure(1 point)

Outcome: Lead Qualification Will they convert?

Scoring to map customer interest & behavior, via tracking online digital activity

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How to Identify Convertibility

Campaign / Activation Brand Messaging Product / Service

The above combination attracts a certain kind of TG

A Conversion Index (CI)

CI Helps identify those characteristics which might lead to conversion Who might share characteristics, demographics, interests etc.

For e.g.: • Age• Profession• Income level• Reason for purchase

How do you develop a ‘Conversion Index’?

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Click here for more on developing a Conversion Index


Advantage of LCI + Real time insight in conversion

Lead ConversionPotential

Live Activities

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Conversion Index (Conversion Potential)

Real Time Intent / Behavior

might impact ‘Immediacy’ and

indicate‘Need Spectrum

Match’

Sales Database

Sales call

Data Sources include:- Historical sales data- Call Centre Recordings- CRM’s- Primary & Secondary

sources

Historical + Real time insight leads to higher conversion

Sales PrioritizationConversion Potential + Real time interaction helps sales team prioritize action

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Table of Contents


Our Approach


Summary

Next Steps

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Summary

1. Lead Generation• Qualified Leads

2. Nurturing Leads• Lead Scoring• Lead Conversion Index (LCI)

3. Better Conversion• Effective sales engagement

Leads to…

Companies that get lead scoring right have a 192% higher average lead qualification rate than those that do not.

(Aberdeen Group)

• Lower Acquisition Cost• Increase Lead Conversions• Automated Real time

management• Optimizing media spends based

on Lead generation capabilities• Optimizing media spends across

most convertible media channels

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Table of Contents


Our Approach


Summary

Next Steps

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Next Steps

To enhance your Customer Acquisition, contact :-

Dhiiraj KapoorBusiness Head – Real Estate Vertical

Ph. No.: +91 98201 90502 / +91 22 6695 2433-34

Email Id: [email protected]

Learn more about our team

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mailto:[email protected]


The Asymmetrique Team

Nitin Gupta – CEONitin is a results-oriented Marketing professional and Entrepreneur whose career spans a breadth of consulting andcorporate assignments for US-based Fortune 500 firms. Upon his return to India, Nitin co-founded a BPO funded bylegendary investor Rakesh Jhunjhunwala, and grew it into a 200-people operation. He returned to his marketing roots withthe founding of Asymmetrique. His vision for Asymmetrique, is to build a truly GLOBAL Democratic Brand Solutionscompany for the digital-era of marketing. He is currently building Experience Solutions capabilities to completeAsymmetrique’s service set for clients.

Pramod Pai – Chief Growth OfficerPramod spent the first 15 years of his career in Sales & Marketing, gaining a deep client-side perspective of the advertisingbusiness and its shortcomings. He began his entrepreneurial journey in 2001 by founding Pegasus, a niche businesscreating innovative web-based communication solutions for Industrial clients. Down-the-line, he evolved Pegasus into aaccredited mainline advertising agency. Pramod now heads the Business Development and Corporate Operations forAsymmetrique.

Dhiiraj Kapoor – Business HeadDhiiraj is an accomplished branding professional who has founded ventures in the field of advertising and media prior tojoining Asymmetrique. He has also worked with leading firms such as Marching Ants, Reflections, Solar Boutique Designs,Daewoo Motors in marketing communication roles. Dhiiraj leads the Brand Assets vertical, working closely with clients tocraft sustainable digital-era marketing channels.

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The Asymmetrique Team

Sanjay Shetty – Sr. VP, Brand PlatformsSanjay has been nurturing, growing and supporting independent communities much before social networks became a technical reality. Sanjay has been involved in large scale social listening, business intelligence and consumer insights projects for many Fortune 500 companies. Sanjay heads the Assets portfolio of Asymmetrique, helping clients in their Digital, Performance Marketing, Brand Advocacy and Community initiatives.

Dr. Sunitha Thampi – Director, Brand InsightsSunitha is a PhD (Health Psychology), M.A (Applied Psychology) coupled with vast experience in advanced Research Methodologies and setting up Monitoring and Evaluation. At Asymmetrique, Sunitha heads the Insights and Analytics function, guiding brand strategy and ensuring marketing ROI for clients by bringing tangible differentiation to the science of communications.

Shawnal Pillai – Director, Brand DesignWith over 30 national and international awards like D&AD, New York Typographers Award, CLIO, Goa Fest & AdClub for clients like DHFL, HDIL, Taj Hotels, Dainik Bhaskar, Manforce, Cipla, Airtel, Marriott Group, Reliance, Gini&Jony, Essar Steel & Shipping,Birla Century, Emami, Moserbaer, Killer, Spykar, Autocar & Stuff Gadget magazine. Shawn leads the Brand and Creative Design function at Asymmetrique.

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All information presented in this document is confidential and should only be disclosed to those employees at

Godrej who have a need to know of its contents, should not be disclosed to any third parties or outside of Godrej

and should not be duplicated or used or disclosed in whole or part for any purpose other than to evaluate this

proposal for the contemplated business arrangement with Asymmetrique without written consent of

Asymmetrique.

Statement of Confidentiality

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THANK YOU

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APPENDIX

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Email Marketing involves testing with different email templates & Headlines along with segmenting series emails for various Target Groups

Example: Email Marketing

A/B Testing Headline

*Source: Conductor XL, July 2014

Back

Database

A/B testing is a simple way to test changes to your email against the current design and determine

which ones produce positive results. It is a method to validate that any new design or change to an

element is improving your conversion rate.

The Headline determines whether your TG opens your email. We create and test multiple headlines to

ensure effective open rates for your emails.

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Re-marketing

Back

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Parameters• Demographics

- Age- Profession- Etc.

• Purchasing - Self- Parents- Investment - etc.

Record Trends

Dim

ensio

ns

Assign weightage

Online Score Activity

“Conversion Index”

Nurturing via Email

Sales DatabaseAnalysis

Data Sources include:- Historical sales data- Call Centre Recordings- CRM’s- Primary & Secondary

sources

Based on ‘Conversion Index’ appropriate segmenting, communication flow and messaging

Further fine tunes calculation of our ‘Index’

Developing a ‘Lead Conversion Index’

Profile based

Behavior based

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Analytics Process


Analytics Process

Data Gathering

Cleaning, analysis, identifying relevant

parameters affecting lead conversion

Giving relevant

weightage to parameters

Scoring, calculating ‘Conversion

Index’

Coming up with

strategic business solutions

Specialized Skills required

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Specialized Skills Required

Specialty Skills

1 Brand Strategy Utilize enhanced understanding of leads’ profile to improvise brand positioning, communication and channel strategies etc

2 Business Intelligence Coming up with tactical business solutions based on the findings from the leads analysis process.

3 Brand Planning Ensure effective execution of derived business intelligence through liaison between teams and resources

4 Research & Analytics Design and execute the Analytics and Lead Conversion Index creation process; ensure quality, accuracy and acumen in the process.

5 Data Management Extract, collate and clean-up data. Execute assigned analysis based on the plan. Assist in preparing deliverables.

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Customer acquisitionv.4 godrej

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